Well, we can’t take all the credit for this development; we’ve simply fulfilled a few requests that manifested themselves into some plus business for the clients. We had some dealers interested in markets in their dealer territory, outside of a 30-50 mile radius, where they had no intentions of investing in brick and mortar. We obliged them by building a LeadFlow campaign with a look and feel of that particular community, and it worked.
The page views are in the national wheelhouse and conversion rates of 8-12% are typical too. This proves that the amount of leads are strong for a dealer without a local showroom and that an entire stream of revenue based upon distance marketing is available.
The most important elements that need to be in place if a dealer wants to cultivate and harvest an area outside their local radius are:
A) The followup person(s) needs to have a story/narrative that expresses their commitment and responsibility to the region according to their dealer territorial agreement. A gray area where there is no exclusive territory is also a possibility.
B) The dealer principal must be willing to provide ongoing delivery and warranty support to the consumers to whom they sell.
C) The credibility of marketing in a distant region is best supported by growing or having relationships with some local COI’s and/or past buyers, which allows the piano specialist working leads in the area to drop some legitimate relationship names. Even if the prospect doesn’t have a direct relationship with the name being dropped, knowing that the seller is already active in their community gives the purchaser comfort.
D) Distance marketing works best if the dealer is willing to extend incentives to “make it worth the drive” such as gift certificates to offset travel costs for legitimate prospects who set an appointment and make the trip, therefore becoming a “live” sales opportunity.
E) Becoming adept at virtual appointments is a plus when working with remote prospects who prefer a distance selection/presentation experience.
F) Being willing to “go the extra mile” and make custom, personalized video introductions of appropriate instruments for potential buyers to consider is a very successful relationship deepening gesture. Be willing to get good in front of a camera.
Distance marketing and getting to buyers outside of your immediate community and ensconce yourself in another one is a serious revenue building skill to refine. We can help, as we’ve successfully achieved lead flow of this nature in several markets and have proven over the years, through supporting off-site events, that buyers will respond to credible and legitimate opportunities, especially in underserved markets.
If you are seriously interested in considering distance marketing we will be happy to provide you some discovery research for a market in which you may want to become active. Since this would be plus business for us and our client participants we are also happy to provide $1200 worth of setup and service credits to make it easy to get started. We hope you will consider this opportunity and look forward to hearing from you if you would like more details.
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