Hi Sara,
We’ve tried marketing, but it never seems to make a difference. How do we know if our marketing is actually doing what it’s supposed to AND what should it even be doing in the first place?
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Let’s be real. Most dealership owners didn’t get into business because they dreamed of writing Instagram captions. You just want more customers, better results, and a little less of that “what the heck do I even post today” feeling.
But here’s where things go sideways. We start expecting marketing to do things it was never built to do.
Before you toss your hands in the air and declare that “marketing doesn’t work,” let’s get clear on what good dealership marketing is actually supposed to do.
Inside our Dealership Marketing Master Class, we break it all down step by step. But let’s start here with the three jobs marketing should absolutely be doing for your dealership.
- Generating Leads, Not Closing Sales
If there’s one thing to write in bold on your marketing whiteboard, it’s this: marketing opens the door. Sales walks through it.
Marketing’s job is to spark interest, start conversations, and get the right people to raise their hands. If your marketing is bringing in leads, it’s working. Even if it hasn’t closed the deal yet.
But this is where many dealerships get stuck. Someone sends out an email, the phone doesn’t ring immediately, and the whole thing gets labeled a flop.
Not true.
If your sales team isn’t following up, or if you don’t know how many leads you need to hit your goals, the issue might not be your marketing. It might be the follow-up process. Yes, we cover that in the Master Class.
- Getting Your Brand in Front of the Right People
Being loud is not the same as being strategic.
Just because you’re posting on Facebook or mailing flyers doesn’t mean you’re reaching the people who are most likely to buy from you.
Great marketing isn’t about reaching everyone. It’s about reaching the right people. The homeowner who’s finally ready to ditch the push mower. The commercial crew looking for a reliable service partner. The loyal customer who’s ready for an upgrade.
Your job is to show up where those people are already paying attention. Online, in their inbox, at community events. Your marketing should help them connect the dots between what they need and what you do best.
- Warming People Up So Sales Isn’t Starting Cold
You know what’s worse than a cold call? A cold call to someone who doesn’t know who you are and doesn’t want to hear from you.
Great marketing helps you avoid that.
Marketing is how we take someone from “I’ve never heard of this place” to “I like them and I’m ready to talk.” It warms people up so your sales team can build trust instead of starting from scratch.
Think of it like dating. You don’t propose on the first date. Marketing is what gets you to dinner. Sales is where the relationship gets serious.
When your marketing is doing its job, your sales team isn’t chasing people down. They’re continuing conversations that your marketing has already started.
Want the Full System?
If this feels like a lightbulb moment, we’re just getting started.
Inside the Dealership Marketing Master Class, you’ll get 30 bite-sized, on-demand sessions that walk you through how to:
- Build a real marketing plan
- Stop wasting money on things that don’t work
- Use your list to actually generate leads
- Get your team on board
- And finally, make marketing feel like a system, not a shot in the dark
It’s time to stop guessing and start growing. We’ll show you how.
Sara Hey
