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A strategically planned open house serves a larger purpose than soliciting new customers |
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Monday, 04 June 2007 |
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Page 2 of 2
Bringing in an audience
This is the toughest part. No matter what day you choose, it will always be a day some of your best prospects can’t come. All you can do is invite a wide enough range of prospects so that you get enough to make the event worthwhile. This means a couple of months of calls, letters, emails, faxes and possibly even live visits to try to lock-in the key visitors that you want to attend the open house.
It can help to invite enough peripheral people who will encourage their supervisor or boss to come along. Adjusters, agents, lesser dealership managers, and even secretaries can be invited to be certain the word trickles up to the people you really want to see. The trick to bringing in these people is to have some great food and drink along with a few very desirable drawing prizes.
Reminders of your shop’s qualities
With a captive audience to show around, you now have an opportunity to present your shop with the greatest advantage. Be certain to script a speech so your spokesperson can make a highly professional presentation while showing your guests around.
To help your attendees remember what they have seen, take photos in advance and put together a little booklet displaying as many of the shop’s features as possible. These can be passed out to your guests as they arrive. Or capture the photos while everyone is there for the open house and mail the photo booklets afterwards.
If this small event is handled well, you can be certain your shop has been viewed at its best, and you will have had an entire group of prospects present to make your case to them all at once.
Tom Franklin has been a sales and marketing representative and consultant for 40 years and is the author of the books, “Business Battlefield Marketing for Body Shops,” “Tom Franklin’s Top 40 Marketing Tactics for Body Shops,” and “Strategies for Greater Body Shop Growth.” His marketing company now provides marketing solutions and services for body shops and other businesses. He can be reached for questions or comments at (323) 871-6862, by fax at (323) 465-2228, or by email:
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