Got In Front Of The Marketing Manager of Lube shop Chain - Advise on how to secure the deal.

by ooteri
15 replies
Folks,
I am still relatively new to the offline marketing world, therefore whatever good advice I can drum up here will be most appreciated.

I got one of those coupons in the mail from this lube shop in the city where I live. Took the coupon to the closest shop, where luckily, I was given the number of the marketing Manager, located in the capital of the province, three hours away.

I gave him a call, and asked if he'd be interested, if I could show him a more efficient way of getting new customers through their doors. He was interested, so I gave him the spiel on how SMS marketing and mobile marketing could help. He said he had been previously approached by someone else about SMS marketing, but was not convinced, because of the fact that the customer has to opt in. We talked some more, and I got him to agree to a desktop sharing session tomorrow morning, where I promised to show him ways where he could improve the efficiency of their marketing.

I was glad to get this opportunity to get my foot in the door, because this is a 19 shop chain in the province, so a big one no doubt. Now I only have to deliver something that will show him that we can save him money!

Does any one have any specific examples or ideas I can use to show how this can help this oil change franchise? I am open to all ideas, as I intend to clinch this deal - I only have to showcase the true benefits, so I figure I'd come here to ask for other people's experiences..

Thanks in advance, both for your ideas, and for reading through this long post!
#advise #chain #deal #front #lube #manager #marketing #secure #shop #sms marketing tips
  • Profile picture of the author Jason Kanigan
    Think about what your SMS service brings them.

    You're talking about "selling" existing or pre-interested potential customers on a promotion.

    How many of these people do you think your service can bring in with a promotion?

    How much does your client stand to make per customer?

    Talk in terms of results, not technical issues.
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  • Profile picture of the author bryson
    What province are you located?
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  • Profile picture of the author ooteri
    Thanks for the reply. I understand the concept of the consultative sale, and that is the approach I intend to adopt. Personally I would not like to sell something to a business if it will not help them, but I am convinced that a business that still believes so much in antiquated methods can be helped by new tech.
    I will not be asking him to stop sending out post cards, but rather add some new techniques like sms marketing to his arsenal.

    Just have to figure out a way to have him want this.....thanks again...
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    • Profile picture of the author ewenmack
      Originally Posted by ooteri View Post

      I am convinced that a business that still believes so much in antiquated methods can be helped by new tech.
      You have a couple of issues here...

      1 Trying to change a fixed mind is a waste of your time and energy.
      You only both get angry and frustrated.

      2 Until you have access to the performance of their
      campaigns, you will look silly saying your method is better,
      when you really don't know.

      Best,
      Ewen
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      • Profile picture of the author ooteri
        Correct...the best approach will be to make friends with this guy, understand their business better and not sell anything at this point.

        At least that is what I have decided to do....thanks for all the input

        Originally Posted by ewenmack View Post

        You have a couple of issues here...

        1 Trying to change a fixed mind is a waste of your time and energy.
        You only both get angry and frustrated.

        2 Until you have access to the performance of their
        campaigns, you will look silly saying your method is better,
        when you really don't know.

        Best,
        Ewen
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  • Profile picture of the author ooteri
    Bryson, I am located in Alberta, Canada
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  • Profile picture of the author Aaron Doud
    Also talk about combining the coupons they are now sending out with SMS to build a list faster.

    Instead of a coupon fo $5 off have the ad say "text QuickLube to 55555 for $5 off"

    Now not only did it bring them in once but you can use the list to get them bounce backs.

    On a devil's advocate note I am not sure SMS is best for a place like quick lube as you won't get a guy to just randomly come in to get his oil changed. A sms reminder system might work but I'm not sure if I was in his shoes if you could show me the value.
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  • Profile picture of the author bryson
    Cool, I am in BC.

    I have had the mini lube on my radar too. You really need to get into their business model to find the opportunity.
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  • Profile picture of the author Jason Kanigan
    This is going to sound harsh. But if you truly understood consultative selling, you would know that wanting to "have him want this" is not the right approach.
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  • Profile picture of the author bryson
    They are big on direct mail....sms is a direct response method. But, i don't believe using sms to get a flood of customers on a slow afternoon would produce good results.

    Since this is the typical pitch I read on here, I would bet this was what the last guy pitched.
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  • As a potential customer of a lube shop, I'm not sure I would want to text anything to anyone to get a coupon. There's a lot of hype around SMS, and personally, I feel it's just that... hype. I have spoken with a lot of business owners, and this has been their concern as well - they feel not many in their market are anxious to have their text message space invaded by commercial messages. I would say this is likely one of the unspoken objections you're going to have to deal with.

    Let's look at what lube shops do... they change oil. This is something that is normally recommended every X miles or every X months, whichever comes first. My garage sends me a postcard reminder, but perhaps an SMS reminder system like mentioned above would be better. It may dramatically improve the number of people actually coming in to change their oil. I often forget and leave it go for several weeks, so an offer to come in a week early to claim a discount may be just what I need to get into the shop.
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    • Profile picture of the author bryson
      Originally Posted by Kung Fu Backlinks View Post

      As a potential customer of a lube shop, I'm not sure I would want to text anything to anyone to get a coupon. There's a lot of hype around SMS, and personally, I feel it's just that... hype. I have spoken with a lot of business owners, and this has been their concern as well - they feel not many in their market are anxious to have their text message space invaded by commercial messages. I would say this is likely one of the unspoken objections you're going to have to deal with.

      Let's look at what lube shops do... they change oil. This is something that is normally recommended every X miles or every X months, whichever comes first. My garage sends me a postcard reminder, but perhaps an SMS reminder system like mentioned above would be better. It may dramatically improve the number of people actually coming in to change their oil. I often forget and leave it go for several weeks, so an offer to come in a week early to claim a discount may be just what I need to get into the shop.

      Alot of business owners dont get seo either, so I would let that get in the way of closing business. Or, who wants to get a call from a telemarketer....no one I know...but it works.

      The reminder is the way to do this. Lube shops track customer mileage. That's your pitch. Get them in more frequently.... Even if there is doubts, it's worth testing.
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  • Profile picture of the author tryinhere
    What this guy would want is converted leads, plain simple business and he probably could not care if your using carrier pigeons or a sms service to secure raw leads. So the talk and maths is very short, how much will he pay you per converted lead, a lead that a coupon is used and money changes hand ?

    Once you know that set a coupon code exclusive to your service and you deliver the leads, I am sure 100% he will not care how or what you do to get them in a sense (that is legal / he just would not care about how you set up sms or how it runs or any other lead gen you use) he just wants converted leads / $

    Then the better you get at sending highly targeted leads the more you earn, you fail at sending targeted leads that convert, it's your loss.

    he can't loose and if your on the money with your talk you also win and you both play happy families.
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  • Profile picture of the author ooteri
    Thanks for all the replies. I do appreciate them.
    Jason, I don't think it "sounds harsh" - perhaps presumptive, but that could be understood without the benefits of all the words. My intention is to go in there with something useful. Without a complete understanding of their business model, and the numbers associated with their marketing, that is a bit more difficult, but not impossible to put together. it does not HAVE to be SMS messaging; this was what I used to get the conversation going, but it does not have to be limited to that, if it won't add any value

    I posted here in the hopes that perhaps someone had some real world experience to share with clients in the same oil change business. What services can one offer that they will find useful, which will generate a healthy return on investment for the lubeshop?

    Kung Fu, that was the only useful benefit i could think about - oil change reminders. But maybe that is not such a big deal for them anyway; still worth mentioning though.

    Thanks again
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  • Profile picture of the author RickDuris
    To be realistic, here's what suggest you do:

    EVERYTHING you do should be structured to get in front of the CEO/Owner.

    Think through the opportunity. Chances are the marketing manager can't not make a financial decision. And here's the part that sucks:

    Asking the marketing manager to hand carry the information to the decision maker is not going to yield mu8ch fruit. You MST get in front of the decision maker.

    That's the best advice I can offer.

    - Rick Duris
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