Sales letters are important tools for effective interactive marketing, lead generation and sales opportunities.  Often, the first impression made upon a customer is from a sales letter.  Selling is like dating.  Imagine you are on a first date, would you present your best one-size-fits-all-everyone-is-the-same-generalize-for-the-masses romance package?  The only impression you would leave on that date…



Word of mouth advertising – it’s not almost a cliché, it IS a cliché. But it’s one we must be mindful of, because it’s the one thing in advertising that not only hasn’t changed, but is even more important today than ever.

With the Internet and digital advertising, Social Media and Dealer Reviews, word of mouth advertising rules. Everything we say and do can…

In real estate it is location, location, location.  In the retail sales world, it is perception, perception, perception.  Every one of your consumers wants to have a individualize experience when doing business with your organization.  I like to call it the “Disney” experience since Disney has set the benchmark in customer service.  It might be a…

The newest keeping up with the Jones’s marketing trend is Social Media Marketing.  Social Networking has found a home in American Capitalism as the twenty-something crowd has become a strong demographic in today’s enterprise.  Business hours have been replaced with 24/7 virtual access to your dealership.  Social Media Marketing has become a channel for customer support, service and satisfaction. …

Social Media is not kids play any longer.  Social Networking has found a home outside of the college dorm and into main stream capitalism.   More and more businesses globally are adopting Social Media Marketing Plans.  Social Media is one of the newest tools available to the global economy, but how does it affect your business?  Why should you invest some of your marketing resources in the…

Below is one of my favorite tales of two dealerships. It is a favorite story because I believe both dealerships had the best of intentions, just one made a positive impact and the other a not so positive impact on how one woman in a vast world of consumers experienced buying her first brand new car.

The ink on the divorce decree was nearly dry and I was out to make some big changes in my…

I never question the freshness of a candy bar when I buy it.  If the candy bar is not up to my standard, I toss it.  It would “cost” me more in effort than what I spent on the candy bar to report my dissatisfaction.  When it comes to big ticket items, there is a lot more at “risk” and customer satisfaction becomes a turning point in the decision making process.  So how can a salesperson narrow the gap…