I am proud to announce Peter Martin, President of Cactus Sky on being Vendor of the Month for January 2014.
Peter has developed the “Pot of Gold” program for dealerships that utilizes your unsold internet leads. Email marketing offers great opportunities, but also has many challenges. For one, spam filters are getting very good at detecting email blasts and the majority of emails are read on mobile devices (69%!). That means that your email campaigns need to be targeted correctly, built properly to bypass spam filters and most be mobile enabled for ease of viewing.
This is where Pot of Gold excels.
The Pot of Gold program specifically targets your internet leads that did not lead to a sale that month. It’s different because they are not selling new leads or bothering your customers with email blasts. By marketing to your unsold internet leads, they are acting as a safety net for those that might have fallen through the cracks while also harvesting those leads as potential service customers.
"We know the buying cycle has changed. We’ve found a huge "Pot of Gold" sitting there for service. And a satisfied service customer will eventually buy a new car," says Peter Martin.
Pot of Gold plays the numbers game with email blasts. The average open rate of an email is 10% (and that’s – believe it or not – is a big percent.) So, if you send emails to 20,000 people, on average 2,000 people will open and read that message. Peter sends out 2 main emails a month, one at the beginning, promoting service, and one in the middle of the month promoting a sale. This way, they’re not being bombarded and the maximum number of people see each email.
Recently, Pot of Gold teamed up with Chrysler to improve their average closing ratio. Chrysler Manufacturer came to Peter after they noticed their national average for internet leads was significantly lower than other leads and they wanted to do something for their dealers to help them succeed.
Peter worked closely with Chrysler representatives to come up with a plan and a deal that would allow all their dealerships to afford the program. Typically, Pot of Gold costs an individual dealership $2,000 a month. Instead, Peter worked out a deal with Chrysler to offer the product at half price, and Chrysler approved Pot of Gold as a PAP certified program, offering dealerships 50% of the service costs. Chrysler wanted to make sure every dealership would have access to the program with no excuses. With PAP funds and the discount from Peter, dealers only pay $500 a month for a $2,000 service.
"The biggest thing about the product, and the thing most people get the most excited about is the fact that not only are we helping dealers sell more cars, but we're also helping them generate additional service revenue," Peter explains.
Another incredible aspect of Pot of Gold is the reporting tool. Peter and his team have developed a detailed and very specific breakdown that taps in the dealerships CRM. It shows numbers of sales versus service customers and detailed numbers on exact ROI. These reports can be cross-referenced to see which are current customers and new customers. This way you know exactly which leads are coming through Pot of Gold and which are coming from other avenues.
And in case you were concerned about the service’s effectiveness, Peter has a refund policy. It’s so effective, your Pot of Gold subscription comes with a 100% money-back guarantee. If within 90 days you haven’t broken even on your investment, we will provide a refund on the full amount, no questions asked.
"I've never had to send someone a check."
I think this program is a must for anyone looking to maximize your internet leads. Congratulations, Peter and your team at Cactus Sky for developing such a useful and effective program, Pot of Gold. For more information, please contact Peter directly at 877-395-8625 or by email at pmartin@cactusskydigital.com.
Thank you and congratulations again, Peter, on being named Vendor of the Month.