No matter what type of business or industry you are in, you need people to buy into your idea or your service, and if you have products, people to purchase it. Identifying those prospective buyers and finding them is half the battle won.
One of the most effective, tried and tested methods of finding potential customers is through databases, says Louise Robinson, a Cape Town-based strategic marketing consultant specialising in lead generation and database creation.
“A good database is one that contains accurate, up-to-date information which can either pertain to existing and prospective customers – such as accurate contact details for them – or to their buying preferences. In other words, any information that makes it easier to reach out to them with relevant information about your products or services,” Robinson explains.
A database that is tailored to your company’s needs is worth a goldmine, she adds, and a highly competitive sector such as the automotive industry can particularly benefit from a high quality database.
“The worldwide economic trend is focused on profitable and sustainable growth, and operational flexibility. This is especially important in the automotive industry, which is under pressure. Dealers, are all vying for their piece of the pie, in a limited market, and producers too are under pressure to lower costs, increase quality and productivity, and off course, boost sales,” says Robinson.
“Accessing buyers who are ready to buy a vehicle allows dealerships to maximise the chance of converting these leads into sales, and this can be achieved quickly and easily through good quality databases and lead generation.”
There are several steps involved in compiling a good database, Robinson says.
“First you have to select the type of customer you want to approach. Then you have to identify potential customers within that segment. Then you need to track down their contact information. It is a time-consuming process, and, if no one has done it before, slow, since there will be a steep learning curve. Buying a database tailored to your needs will allow your sales team to start making sales immediately.”
She explains that a good database combined with lead generation can also allow dealerships to create interested buyers by approaching the right people with the right offers.
“With targeted leads, dealerships could access individuals who may not be looking for a car, or a specific kind of car, and by making life easy for them and bringing the car to them for a test drive, for example, could make a sale.
“A C-level executive might not be in the market for a Toyota, but they might have an 18 year old child that needs a car. Or they may not be looking at a fancy sports car, but by making life easy for them and allowing them to drive the car, the dealership can turn that lead into a sale. You don’t know you need a Mazerati until you’ve been for a spin in on. Then you need to have one!”
In addition, Robinson says the specific dealer can select how much they are willing to spend, and thus target potential buyers based on distance and their specific type of car, ensuring that only genuine, specific data is provided.
“This benefits both parties. The dealership has access to detailed information on a number of customers at once, and leads that come directly from motivated consumers, who are ready to buy a vehicle are invaluable. By the time your business is provided with the data, the potential customer’s interest in your product or service has already been confirmed, saving fortunes of wasted time in cold calling.
Robison concludes: “Purchasing targeted databases or lead generation services produces targeted, qualified opportunities that undoubtedly turn into sales, which is a definite advantage in as competitive a sector as the automotive industry.”
