If you recall from a previous blog, I talked about the relationship between lead generation and the sales funnel. For those who haven’t already read the article on The Sales Funnel: Lead Generation vs. Sales, you should do so. In the article I stress the importance of lead generation when it comes to forming a successful sales funnel.
What the article doesn’t talk about is the process before the sales funnel called demand generation. Demand generation is the process before all else with the main focus of stimulating interest in what your dealership sells. Like lead generation, demand generation makes the sales funnel possible. Even though demand generation isn’t technically included in the sales funnel, it still holds an important role just as any other steps included. Demand generation is not included in the sales funnel because the whole point of demand generation is to create and build interest – not to make a sale.
The best way to summarize demand generation is to label it as indirect marketing. Indirect marketing is done most commonly through social media outlets, and if you know anything about social media, the whole premise is relationship building. A Twitter or Facebook account, if used successfully, should only be about brand promoting – not the actual sale. Once consumers view their relationship with your dealership as one sided and only for the purpose of making the sale, a disconnect will then occur. As long as your dealership has the goal of relationship building, you wont be disrupting your audience.
If it’s indirect or even direct marketing you want to take advantage of, let DealerHD handle how you engage with your audience. If you want leads that will actually be turned into sales, let’s first start at demand generation and build up from there. Give us a call at 866-985-2411 or send an email to firstname.lastname@example.org if you want more information on building a successful dealership.