Private Sale Program

A simple and proven way of creating floor traffic.

Issues

Periodically, dealers experience significant drops in floor traffic that spending more media ad dollars may not fix.

Objectives

• Be able to respond to slowing floor traffic within days.
• Increase floor traffic without a great deal of time, preparation or expense.
• Apply a marketing approach that the dealer is already used to doing.
  

The Applied Concepts Solution

Private Sale Program - Definition

Phone call invitation blitz program that promotes a one or two day private, unadvertised sale to a list of names selected by the dealer.

The Strategy

• You establish a Private Sale date.
• You then select a list you would like us to call. Usually this would be a total list of 4,000 to 6,000 names. It could be your own customer list. Note: Because of mailing list wrong numbers and Do Not Call Registry, the 'contactable' names is usually 50 to 75% of the original list that was provided.
• The actual phone call invitation works best when it focuses on inviting the recipient to a special event or celebration.
• We begin calling three days before the sale date. For example: the calling could start on Monday for an event on Thursday .
• (Optional) All recipients who confirmed attendance with an appointment will receive a personal phone call from us re-confirming their appointment.
• (Optional) Where state laws allow, those recipients who were not contactable by phone but had answering machines will receive an automated message about the event.

The Reporting

At the end of each day's phone calling, you will receive a cumulative Progress Report of those people called who:

• Said they would be interested in attending and provided a day and time.
• Said they would be interested in attending but did not provide a day and time.

After the sale, from this Progress Report there will be a large number of people who said they were interested who did not attend the event that can be re-called by dealership personnel for sales follow up.

The Mechanics

After Applied Concepts, Inc. receives the list, it will be:

• Washed against the Do Not Call Registry.
• Called at least three times over various hours of the days leading up to the Event.
• Sent to you via Daily Progress Reports.

Summary

We give no incentives to our surveyors for getting a prospect on the phone to say they want to attend an event.

The Private Sale Program's job is not to sell a car over the phone but to simply try to get people to visit the dealership for a celebration or event.

Applied Concepts, Inc.'s entire business is dedicated to the success of the automobile dealer. All of our core competencies revolve around using the phone to help the dealer increase floor traffic.

Opportunity doesn’t knock… IT RINGS!!!™