In this powerful episode of the Millionaire Car Salesman Podcast, hosted by Sean V. Bradley and LA Williams, we bring in a special guest: Penny Vettel-Diersing! Penny shares her extensive experience in auto dealership marketing, starting with a breakdown of intelligent lead routing within the BDC and why customized communication strategies are critical for maximizing every lead opportunity.
"What value before you click send, on a text, on a chat, on an email, what value are you giving to the customer."
The conversation then leads to Penny’s innovative take on digital marketing, Google tagging, and advanced analytics — showing how dealerships can move beyond simple reply metrics to truly measure the value of every communication effort. And her #1 success in her dealership - Text messaging!
"A successful text campaign isn't about the reply count. It's about the action a customer takes after getting your text."
If you're ready to sharpen your marketing, drive more meaningful engagement, and rethink how you track success, this episode is a must-listen!
Key Takeaways:
✅ Intelligent Lead Routing: Penny emphasizes the importance of routing leads based on dealer expertise to boost sales efficacy rather than the traditional round-robin method.
✅ Text Communication vs. Marketing: The distinction between communication and marketing was highlighted by Penny, as she proposed data-driven, actionable strategies for improving dealership engagement.
✅ AI-Powered Marketing Tools: The use of technology, particularly AI like Google Gemini, provides cutting-edge solutions for marketing strategies under fluctuating market conditions, improving customer interaction.
✅ Value over Engagement: Penny argues that effective communication should aim to drive customer action rather than merely waiting for a reply, revolutionizing standard dealership practices.
✅ Google Tagging Efficiency: Implementing URL tagging in communications not only tracks engagement but provides essential insight into the effectiveness of each marketing campaign.
About Penny Vettel-Diersing
Penny Vettel-Diersing, is a 27-year automotive industry veteran who has mastered digital marketing, business development, and sales strategies! Penny began her automotive career in 1998 at Reynolds & Reynolds, where she specialized in web-based internet lead software, programs, and processes. In 2002, she moved into retail and began building and running business development centers. Since then, her career has expanded to include digital marketing strategies. She manages the sales process from advertising to business development (and everything in between)! Penny is a published author writing: Texts That Sell: How Modern Text Strategies Can Revolutionize Sales Engagement in Automotive Retail!
Inside the Dealer's Mind: Innovative Strategies for Success in the Automotive Industry
Key Takeaways:
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Strategic Communication: Crafting text marketing campaigns with value-driven calls to action is crucial for engagement and conversion.
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Intelligent Lead Routing: Tailoring lead allocation based on individual agent expertise can significantly enhance dealership performance and customer satisfaction.
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Leveraging Technology: Utilizing AI and analytics tools can provide deeper insights and improve marketing outcomes.
Transforming Communication Strategies in the Auto Industry
In the fast-evolving landscape of the automotive industry, staying ahead hinges on the ability to embrace innovative communication strategies. Penny Vettel-Diersing, a veteran with 27 years of industry experience, shares a profound insight into how text communication and marketing techniques can redefine dealership success. "You never send a text message to a customer that doesn't give them something exciting to do," Penny emphasizes. This approach not only encourages engagement, but also empowers potential buyers with actionable information.
Through the strategic use of Google Tagging and analytics, dealerships can track customer actions, g
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