When it comes to sales, few verticals compare to automotive.
This is an industry that works on a 30-day cycle, so each month is like year-end.
While this can create challenges for long-term strategies, it also has some advantages.
Dealers always look to end the month strong, and this requires salespeople to always monitor their progress if they’re going to hit their goals.
While many marketers will monitor campaigns and other initiatives, it’s not always the case.
Some are in a perpetual cycle of throwing things at the wall to see what sticks but don’t always measure success.
Which can make it difficult to identify what works, or doesn’t, and where to scale.
Savvy marketers know about multivariate testing, cost per acquisition and other terminology that help them optimize their efforts, but for those that don’t, there’s something to learn from automotive sales.
By continually monitoring your efforts, doing frequent audits, and post-mortem analysis each month, you’ll be able to develop stronger marketing strategies to drive growth.
Without keeping your efforts in check, you aren’t able to properly evaluate what works, or doesn’t.
If you want to hit your targets, not only do you need to measure, there is also a constant need for learning or training.
But think about the automotive salesperson for a moment and their short monthly cycle hitting those targets. It’s not as crazy as one might initially think and has been part of the process for one of the most lucrative markets for several decades.
Developing the mindset for checks and balances helps with consistency and achieving targets.
Marketing and sales are to work together, and each offers something the other can learn from.
But one of the biggest challenges to automotive sales in terms of identifying how it can benefit you would have to be how salespeople are continually under scrutiny to perform.
Take a page from the sales playbook and start putting yourself under the microscope if not doing so already, and you’ll be able to start sharing reports of your successes. This not only makes you a better marketer, but a more effective one as well.
When it comes to automotive sales, there are some basic principles to consider as well. When you understand your customer (needs analysis) you’re able to provide a solution, solve their ‘problem’ and deliver. If you’ve done your job correctly, your overall conversion gives you a benchmark and something to improve on.
While this might be a simplified high-level overview, it’s something every marketer can and should be doing.