Door Hangers And Your Small Used Car Business

The owner of Lockwood Motors was not where he wanted to be in business

. He was located on a lot which was hard to see from the main highway and he hadn't been in business long enough to have a huge number of customers. He had too many things stacked against him, and he wasn't sure how much longer he could hang in there.

He decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They called him and they invited him over to visit their location.

He sized up the situation pretty quickly and he recommended door hangers, for a number of reasons. In the first place, they were cheap to produce. In the second place, they could go around into various neighborhoods in groups and distribute them themselves. By going in groups, they would be safe, and they would let the various residents see that they were in fact an organization of people, not just a single person trying to sell something.

He also recommended that they put links on the door hangers to their website, so that people could learn more about the organization. When he found out that they did not yet have a website, he urged them to put one together as soon as possible. He recommended that on the website they have a picture of the group, and that they have a mission statement, and that they have several sets of goals, all of them related to servicing their customers and building the business so that it becomes highly successful.

But the next goal is conversion: converting the customer from a transactional customer - one who just shows up for an occasional really good deal - to a relational customer - one who views herself as your long time customer. And this is where social media plays a role. That door hanger needs to bring the customer to your hopefully very active Facebook site so that this becomes a new and longer lasting connection. In fact, using the door hanger to introduce the offer and using Facebook to complete the offer is the ideal way to use these media together. Having the customer sign up as a friend and answer a simple question is what gets her the discount. Her answering the question sends out a post to her friends, and this is what gets you more looks on the internet. More looks translates to more awareness, and sometimes it's just the growing awareness that over time does more than anything to help you grow. What we've described here might seem a bit complicated, but the important thing is that it doesn't cost much and it works.

by: Johann Williamson

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