Things have changed and we live in a connection economy today. Consumers want to be pulled not pushed into the products or services the desire. The sales person, consultant, company, you fill in the blank that does the best job at connecting with people or companies, i.e. pulling those, who are willing to listen to them wins…big.
I’m startled when sales people or organizations fail to use social media as a pull marketing strategy.
My Honda dealer won’t connect with me…even though I asked them to very politely
As I write this I’m sitting in the waiting room at my Honda dealer getting my oil changed. My family has had an absolutely wonderful experience with this dealership on every level. We adore our sales rep, and we love our 2012 Honda Crosstour. With just a little effort to connect with us socially they could have us as customers forever (providing the experience remains consistently great).
Here is what boggles my mind. When we purchased our Crosstour early this year we told our sales rep that we were in the market for a second vehicle. More importantly we asked to be contacted and kept up to date with any lease specials (we actually said PLEASE inform us). To date we have gotten zero, zip, zilch, in way of any type of communication from our sales rep on lease specials.
In a connection economy when a prospect gives you outright permission, no scratch that, request PLEASE connect with me you have to do it.
Why I think my rep has not connected with me
He’s thinks he selling cars, but he’s not. He’s selling a wonderful non-pressured sales experience, a service department that doesn’t try to rip me off, a waiting room with better coffee than Starbucks, and permission to inform me about anything Honda (I’d even follow him to a different dealership…because I’ve bought into him). My wife and and I have already bought into all of this. Getting us to purchase a second car there would be a piece of cake.
Newsflash…we actually want 3 cars…my daughter starts to drive in a few months.
Using social media as a pull marketing strategy is easy
Social media does not have to be difficult. You don’t have to have a Facebook or Twitter account. Email is a social media tool that you likely already have…use it.
Blogs are a social media tool and should be the foundation of your social media strategy anyway (not Facebook and not Twitter…YOUR OWN BLOG). My opinion is that micro blogging platforms like Facebook should support your blog on your domain…not the other way around.
Setting up a blog is free and takes less than 10 minutes to get started. Seth Godin who communicates with thousands of people each day that, willingly spread his ideas via Twitter and Facebook, uses Typepad’s free blog platform. You can also check out WordPress it’s also free.
Use social media to connect or risk losing your customers
There is another Honda dealership in walking distance from my house. By not connecting with me in any way shape or form, my dealership has opened the door for their competitor. All I have to do is walk on over to their competitor.