Last week, we shared some ways to get into customers' minds and encourage them to go through with a purchase. This week, we'll be sharing some similar advice that allows you to apply psychological principles to your target audience – marketing strategies to help get those prospects into your dealership in the first place!
- Appeal to Emotions
- We all want to connect, and often times we make decisions based on emotions we are feeling without even realizing it. Because of this aspect of human nature, one way to ensure a successful marketing campaign is to tie in an emotional connection for your prospective customers. Share a story about a happy customer who has previously purchased one of your products. Whether it be heartwarming ("ve dreamed about owning a Ducati since I was five years old") or exciting ("My first motocross race is this weekend!") or any other type of positive feeling, storytelling is an easy way to evoke emotions.
- Share Industry Expertise
- If you want prospective customers to think of you first, give them a good reason to do so! Promote your knowledge about powersports through a dealership blog on your website or a monthly e-newsletter in which you cover the latest industry trends.
- If there are awards in the industry that your dealership qualifies for, apply for them! If you're given the opportunity to be featured in a local news story or journalistic piece, accept!
- Increase Recognition for Your Business
- It's easier for customers to justify a purchase " especially a really large, expensive one " if they are very familiar with the business they are buying from. If they've never heard of your dealership before or it's their first time coming in, it'll likely be much harder to pitch a successful sale. Allow future customers to become more familiar with your dealership by getting your name out there – participating in local events is a great way to do this. Even just being featured as a sponsor on marketing handouts for a local event can benefit your business in a huge way.
- In addition, you should be getting friendly with potential customers through social media channels. This is the easiest way to get in front of thousands of potentials you may have never even known you had, with relatively little effort. Update your social media pages often – daily or even multiple times per day if you can. Engage with the followers you have and draw in more followers through social media advertising.
A familiar, knowledgeable business that creates personal, emotional connections to its customers – who wouldn't want to buy from you? With just a bit of planning and creativity, your dealership can easily become the #1 choice for those looking to make a bike purchase. Market your business in ways that people will respond to, and reap the benefits of a job well done.