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Transcript of Sean Stapleton | VinSolutions | Vice President of Sales & Marketing |...
![Page 1: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/1.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
The Evolution of Relationship MarketingSean Stapleton
![Page 2: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/2.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
![Page 3: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/3.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
You Have One of These…
Doctor Dentist
![Page 4: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/4.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
…How About One of These?
Car Salesman
![Page 5: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/5.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Revenue vs. Relationships
When is the last time you sent a marketing piece that was focused on relationships and not revenue?
Why is this difficult?
![Page 7: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/7.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Revenue vs. RelationshipsWho is more likely to refer a customer to you:
First-time Buyer? Long-time Customer?
![Page 8: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/8.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Revenue vs. Relationships
Customer Type
Most Likely To… New Repeat
Be more profitable… •Refer business… •Less expensive to market to… •Service vehicles with dealership… •
![Page 9: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/9.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Start by Embracing this Idea:To be successful in the long-term, we need to build
relationships built on trust. We need to strive to be the car person that our shoppers rely on no matter where
they are in the Buying or Ownership Cycle.
![Page 10: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/10.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
What Does that Mean?
Redefine Prepare Relate
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Redefine What Success Means for Your Dealership
![Page 12: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/12.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
How Does Your Dealership Define Success?
• Is it direct cash in the pocket?
• Immediate monthly profit?
• Units sold?
• Relationship nurturing for repeat business?
![Page 13: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/13.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
How Does Your Dealership Define Success?
Think beyond the new customer acquisition to repeat customers, referrals, brand evangelists.
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
How Does Your Dealership Define Success?
Service Purchase Referral
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Relationship-Building Campaigns Show a Return Over a Longer Time Period
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Prepare for Success in Today’s Environment
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Look at Where You’re Spending Money
Conquest Relationships
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Look at Where You’re Spending Money
If you just retained the majority of the customers you have today, you wouldn’t need to spend as much on
acquiring new customers.
![Page 19: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/19.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Your Database is Your MOST Valuable Asset
![Page 20: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/20.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Your Database is Your MOST Valuable Asset
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Create Relationship-Building Campaigns
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Focus on Every Phase of the Buying Cycle
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Targeted Database Marketing
![Page 24: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/24.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Targeted Database MarketingUse Behavioral Data to:
• Know when they are shopping
• Know what they are shopping for
• Know how they like to be contacted
and when they are not
![Page 25: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/25.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Targeted Database MarketingLook for relevant events to build campaigns around:• Recalls• Seasonal Maintenance Triggers• Mileage• Equity• Warranty Timelines• Lifestyle Changes
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
EXAMPLE: Greg Jensen, Kocourek Chevy
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Today’s Market is Very Different than just a couple years Ago
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Today’s Market is Noisier
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Today’s Market is ULTRA Competitive
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
But, Today’s Environment is Full of Opportunity for YOU
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
When you are equipped to listen to and leverage the voice of the customer—across all communications channels…
• You quickly uncover opportunities where their wants and needs are not being met.
• You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content and ultimately build stronger trusted relationships.
• Build stronger and more targeted promotions to further sales efforts.
![Page 32: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/32.jpg)
Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
What’s the benefits to doing this right?• Better communications
• You get to know your customers better!
• Less likely to be persuaded away with discounts
• Relationship nurturing for repeat business?
• Profit!
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Closing ThoughtsHaving the capabilities to gather, analyze and act on insights provided through all interaction channels
is paramount.
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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]
Final Thoughts
You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content, and promotions to further sales efforts.
With a finger on the pulse of your customers.
![Page 36: Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship.](https://reader036.fdocuments.net/reader036/viewer/2022062515/56649c945503460f949505ac/html5/thumbnails/36.jpg)
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Contact Info
Full Name: Sean Stapleton
Company: VinSolutions
Job Title: Vice President of Sales & Marketing
Email: [email protected]