Dealers Turn to Staffed Event Services to Meet Goals

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Dealers are increasingly turning to full service providers for staffed event support. A full service staffed event firm takes responsibility for carrying out all preparations, and keeping the dealer informed. Step-by-step event planning and strong support the day of the event from a full service firm can pay off handsomely.

Today’s dealer point is faced with more challenges than ever in what seems to be a new era in the automotive industry. Maintaining high levels of local competition and enjoying a comfortable level of profit is not as easy as it was ten years ago. The high performance goals and limited opportunities for attracting customers has put on overwhelming emphasis on generating successful sales events. However, few dealerships can manage a major event while keeping daily operations on track. As a result, dealers are increasingly turning to full service providers for staffed event support.

A dizzying array of vendors will offer to manage one or two aspects of a staffed event, such as pre-event marketing, direct mail, or onsite sales assistance the day of the event. Dealers could spend huge amounts of time and energy juggling them all.

The sensible alternative is one full service firm that puts an expert team to work on managing every aspect of the event. A full service staffed event firm will take responsibility for carrying out all preparations, and keeping the dealer informed at every step along the way.

Such a firm provides the dealership with a step-by-step event planning outline. Tools, training, and resources, right down to telephone scripts for the staff and materials to outfit the lot, will be part of a planning package to guide the dealership through the event.

The event day team is just as important. On event day, the firm sends in a team that includes finance and insurance experts, floor managers, customer service staff, and closers. Training the dealer’s staff before event day is a critical part of a full service effort. On the day of the sale, the staffed event team is there to make sure that every aspect of each sale is carried through successfully.

The results a dealership can realize from the full service approach are dramatic. Louisiana-based Sales360 recently enabled a client to gross $450,000 in sales during a single five day event. The Sales360 manager assigned to the dealership takes complete responsibility for ensuring a successful event. Pre-event advertising is designed and produced at Sales360’s 20,000 square foot production and fulfillment facility. Materials to outfit the dealer’s store on event day are also produced there. Sales360’s unique proprietary software targets mailings to achieve the highest possible customer response. This “in house” capability keeps client costs down, and ensures that the marketing plan is carried out completely. Professional trainers also teach the dealership staff how to be most effective on event day, with the Sales360 team onsite to maximize results.

With so much at stake, dealers are increasingly demanding this level of staffed event support. Finding the right firm can pay off handsomely.


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Mike Paine
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