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MARCH 2013



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Does Your Dealership Have A Marketing Strategy? -
by Bob Licari

How does your Dealership advertise its Services? Or are you one of the "lucky ones" who just finds Business flying in their door with no idea how or why?? As an equipment dealer myself for over 35 years, I don't know any successful dealers who have not learned the answer to that question.

All the successful business owners I know have developed a strong and supportive Marketing Strategy to backup their Sales Force. Take a long look at your own Dealership; are you in that successful business owner category?

For the most part we are in the Print, Mail and Fulfillment industries. We rely on the advertising done by our Customers and Clients. Their need to advertise and create business for themselves is what sustains our dealerships, industry and incomes!

Let's look at this picture from another angle. How often do we apply this concept of self-marketing to our own dealerships?

We train our Sales People to learn our products and services and pay them a fair commission for their efforts when sales are made. We train them (if we are smart) to be "successful hunters" and how to sell our products, but again the all important question: "What is your Dealership doing to market itself?"

Yes, it is true; we who fill "our plates" from the needs others have to market and advertise themselves and their clients, must inevitably do the same: MARKET OURSELVES. There are no exceptions to this rule. There are, however, many ways to successfully market a Dealership. And, "don't kid yourself" one way or the other there is a need for an investment! A consistent and repetitive marketing strategy is the only way to grow your company to significant proportions and acquire the profits you desire.

Whichever method or mix of tactics and lines of attack you use and develop into your marketing strategy, it will require an investment of funds, time and effort to make your overall marketing plan succeed.

Here is my brief, but time-tested list of techniques to market your dealership and support of your sales force:
* Direct Mail
* Email Marketing
* Industry/Trade Advertising
* Ecommerce
* Local Trade Shows
* Chamber of Commerce Vendor Exhibits,
just to name a few. This extra support will help bring more prospects and new clients to your sales people. Oh by the way....there's another benefit to this kind of marketing. The existing customers who attend local functions will see your dealership name in a positive atmosphere adding "Points" to your Credibility.

{short description of image}Bob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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