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auditing your rv dealerships marketing budget

Auditing Your RV Dealerships Marketing Budget

Auditing your RV dealerships marketing budget has never been more important than it is now.

If you want to be one of the RV dealerships that stay around and don’t get bought out by a giant like Camping World, then you have to make sure your marketing and sales processes are lean and efficient.

As you look at auditing your RV dealerships marketing budget, there are a couple things to keep in mind.

The whole purpose of our marketing is to create a conversation and customer lead for our sales team.

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This means our billboards, TV commercials, radio ads, digital ads, etc, are all designed to create a conversation with our sales team and our customers.

So when we look at our marketing budget and where we have our dollars allocated, we have to keep at the top of our mind, “how many conversations did this marketing avenue create?”.

This is important to keep in mind because say our monthly marketing budget looks like this:

  • Billboards – $1000
  • Radio Ads – $1000
  • Local TV ads – $5000
  • Online Ads – $500

With this outlined marketing budget your RV dealership would be spending $7500 a month to start a conversation with your sales team and your customer.

The next piece of the puzzle is understanding how many conversations these marketing avenues create.

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So for example, say you track the conversations and it looks something like this:

  • Billboards started 100 conversations. ($10 per lead)
  • Radio Ads started 75 conversations. ($13 per lead)
  • Local TV Ads started 300 conversations. ($16 per lead)
  • Online Ads started 100 conversations. ($5 per lead)

If the numbers look like this when tracking the conversations and breaking down your budget it won’t be hard to see how your RV dealership could get more efficient.

If your RV dealerships marketing audit produce similar results to the numbers above then it would make sense to adjust your budget.

Think about it.

We will never sell a RV without starting a conversation with our sales team and our customers.

So the main objective in your marketing should be to start that conversation.

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If it cost you $5 a lead to start a conversation using your online ads, while it takes $10+ to create a conversation with a radio, TV ad, or billboard, then to create a lean marketing process we would adjust our budget and put more into our online ads.

Sometimes this is hard because it is harder to track the ROI of our TV ads, radio commercials, and billboards.

Without having a solid process and asking every buyer, “What piece of our marketing brought you to our dealership” it gets hard to track.

The good thing about online ads is the date is right in front of you.

With online ads you can see how much it cost to get the click back to your website.

Next you should track how many of those clicks turn into an internet lead, so you can track online ROI.

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Auditing your RV dealerships marketing budget like outlined above is very important.

When your competition are giants like Camping World, it is impossible to go head on head with your marketing budget.

The only way to sustain against a giant is to have leaner marketing and sales processes.

So don’t make the mistake of never auditing your RV dealerships marketing budget because it could be the reason your dealership gets bought out.

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introducing yourself in rv sales

Introducing Yourself In RV Sales

Introducing yourself in RV sales is a big deal.

Your customers are judging you from the very second they see you and if you mess up the introduction, it is hard to sell a RV.

When introducing yourself in RV sales, there are two things you must do.

  1. Explain your buying process
  2. Set your intentions early

These two things are crucial for your RV sales introduction because it lowers your customers defenses.

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The truth is, customers don’t always enjoy sales people.

Some salespeople waste time, push customers into the wrong RVs and don’t help them make good decisions.

I am sure you can understand why some customers don’t like salespeople so we have to be different.

We have to show our customers that we’re not like those other salespeople and that we are here to take care of their needs.

The way to do this, explain your buying process and set your intentions early so your customers have no surprises.

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To explain your buying process this is how it should go:

Sales – “Welcome to XYZ dealership, how can I help you?”

Customer – “We came in to look at some RVs so we can find the floor plan we like, can we go out to the lot and start looking?”

Sales – “Ok great, we have a lot of great floor plans so I am sure we can find you the perfect RV but let me ask you this, have you ever bought from our RV dealership before?”

Customer – “No, we’re just starting to look and saw you had a lot of inventory so we wanted to come walk around your lot and look at floor plans.”

Sales – “Ok great. The way we do business at XYZ dealership is first, we sit down and ask you questions. This way we can learn about what, when, where, why and how you will be using your new RV. Once I understand your exact needs, I will look at my inventory and make sure we have a RV that will accommodate you. If we do, we will go out to the lot and take a look at 1-3 RVs that fit your needs. Next we will come back inside and I will show you the numbers and give you a ball park monthly payment so you will have all the information you need to buy a RV from us. If we have the perfect RV at the right price, then you will buy it. If we don’t have the perfect RV here today, then we will keep looking till we find a RV that is right for you. Does that sound fair enough?”

Customer – “Yes, that sounds fair.”

Sales – “Ok great. Follow me (walk to office and sit down).”

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As you can see, in this introduction I did two things.

I explained the dealerships buying process, and I set my intentions early by saying, ” If we have the perfect RV for you at the right price, then you will buy it. If we don’t have the perfect RV here today, then we will keep looking till we find the RV that is right for you, and you will buy that one. Does that sound fair enough?”

This way the customer understands what process they will go through and that they will buy a RV from you today or when you find them the perfect RV.

An introduction like this will set up your whole sales process, so make sure you have a strong introduction!

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