In automotive retail, two distinct sales tactics have emerged – 'hunting' and 'farming'. Understanding these strategies is key to mastering the art of sales in this sector. Hunting focuses on the pursuit of new customers, while farming emphasizes nurturing existing relationships for long-term benefits.
The 'hunting' approach in sales is characterized by aggressively seeking out new customers. It's about casting a wide net to bring in as many prospects as possible, often using bold marketing and promotional tactics. In the automotive industry, this can manifest as targeting potential buyers with special offers, advertising campaigns, and phone outreach. While effective for quick wins, hunting primarily focuses on short-term gains rather than sustainable growth.
In contrast, 'farming' is a strategy that prioritizes cultivating existing customer relationships. It's about deepening connections with current customers, understanding their ongoing needs, and ensuring their satisfaction over time. In automotive retail, this means maintaining regular contact, providing personalized service, and being proactive in offering solutions that align with their evolving preferences. Farming is less about immediate sales and more about building a loyal customer base that continues to return and refer others.
This is where Tilt makes a significant impact. Our platform is designed to enhance the 'farming' approach. By utilizing our advanced CRM re-engagement tools, dealerships can maintain meaningful contact with their existing customers. We analyze customer data to create personalized outreach campaigns, ensuring communications are relevant and timely. Additionally, Tilt's AI capabilities help in categorizing customer responses, allowing dealerships to tailor their services and offers more effectively, fostering a sense of loyalty and trust.
If you worry that your dealership is too focused on hunting and conquest and not enough on farming, talk to us about how easy it is to initiate a shift towards building long term, profitable relationships with your customers.
