If you’re trying to brand your dealership the single most important step you can take when launching is implementation of the silent salesman. This step talks to the two most important groups of people you can ever want to communicate with. These two groups are your employees and your customers.
As you make the investment into media, interactive, social and other tools you want to be sure the traffic you are driving to the dealership is getting the first impression you promised in your branding.
The most effective way to do this is with the silent salesman. You may know it by other names such as point of sale or collateral materials. They may include but are certainly not limited to mirror hangers, banners, stand up graphics, roof tops, posters, flat screen televisions, buttons and desk top flyers to name just a few.
The second group we need to be concerned with is your employees. If you want them to walk the talk they have to know what that talk is. As we all know just having a meeting or two and expecting our message to have staying power is very foolish. This is maybe the biggest reason to invest in the silent salesman. You need to continually reinforce the dealership message to your people. If your message is in front of them on a daily basis it only makes sense to think they will retain and act upon it at a far greater success rate.
If you spend any money in driving traffic to your dealership you need to stop and invest in the silent salesman. Let the silent salesman carry your torch to your employees and to your customers. If your customers can’t see it and your people can’t repeat it you haven’t branded anything.