During the past 90 days, one Strong LLC client – a two-point franchise in a single location – began an internal incentive program hoping to increase the focus of the sales force on the lesser of the two brands.
Feeling that traffic was being diverted to the easier sale, management created a $5000 pool with bonus money paid to a salesperson once they sold a specific number of the perceived ‘tougher sell’ vehicles. Bottom line: the dealership has achieved in 3 months much more robust sales than the past 6 months – and with minimal advertising.
I know ad people like to take credit for traffic, but never underestimate the power of money in both marketing and motivation.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.