Selling online applications

[programmer79]

We have created an online solution for auto dealers and seem to have a difficult time getting anyone interested. The only method that we have tried so far is calling dealers that currently have websites and explain to them how a dynamic site would help improve their online image. It seems that we get shut down before we are able to even pitch the product. I have been able to get a few people that seem somewhat interested and follow up with an email and personal login so they can access the administrative functions, but no one has even logged in to try it out. This is a niche market so mass advertising isn't really an option. Does anyone else sell a similar "application" and how have you been successful at doing so. There are other sites that sell similar products and I have seen their client lists, some in the hundreds. I haven't even mentioned a price yet so this isn't scaring them away. I should also mention that we only recently started calling dealers and have only spoken with maybe a dozen or so. I just wanted to get some input before I make anymore calls, so I do not burn these bridges if there is a better way to approach the sale. Has anyone had any luck with outsourcing the sales portion to individuals that may already have contacts in their niche area?

Here is the site if you are interested in checking it out.
www.connexes.com/demo

Thank you in advance for your replies.

Tony

[AliasZero]

cold calling never gets you off to a good start.

the person you're calling may not be the one in charge of the website, so that's a problem straight away.

Try visiting local dealerships and asking if you can give them a quick 5 minute demonstration of your software, and explain how it will increase the amount of money they make. Be sure to emphasise that point.

[planetsim]

More than have to agree as soon as a potiential client in your case heres the words "money" and "more" in the same sentence they are more than willing to see what you have to offer.

The reason you were also failing before was that you were aiming at a market that dont see the benefit of using a computer to make money for there business.

Over the phone doesnt help either like AliasZero said if i were been told about a new product that i must go online to try id probably hang up or abuse the person on the other end.

[Elizabeth]

I have a marketing background, but advice is worth what you pay for (and this is free, so keep that in mind, ha!).

It seems to me that you should be focusing on your potential client's customer base. Marketing pieces you put together should help you not only sell yourself, but show how they can sell themselves.

What I mean is this:
Develop a brochure that states some statistics such as, "95% of your target market uses the Internet to research their next auto purchase. How will your current website stack up?" Or some such thing. I'm guessing that you probably want to target the upper-end auto dealerships, as intuitively you can tell that the more wealthy, educated folk really are the ones using the Internet... and probably not the "Ford Pickup" crowd, if I may make a sweeping generalization. (my apologies to the ford pickup drivers on this site... dalecosp?)

You may want to call each dealership and ask who is in charge of advertising. You don't necessarily have to speak to that person right then, but you want to make sure you are sending material to the decision maker. After you send the material out, follow up with one or two phone calls, just to see if they got the brochure and if they had a chance to visit your demo website (which of course was conveniently listed in the brochure). Remember, you're not trying to "sell your product" but you are trying to "help them succeed". Also remember that it's all about timing, so just because they say "no" now doesn't mean that they will say "no" next month or next year. Make sure to follow up on the "no's" periodically.

They say it takes 8 "exposures" to a company name before it is remembered, so keep that in mind as well... you will have to bug the crap out of them before they remember you.

Also, you say that because it's a small niche, then mass advertising is out. I disagree- to a certain extent. Auto sales is an industry just like any other, and I'm sure there are specific trade magazines and associations which you may consider partnering with or advertising in. You don't need to only contact local dealerships.

Press is the best advertising around - it's free and it validates your position as "an authority". You may consider contacting editors of said auto sales industry magazines and offering to write a small article about how the Internet is changing the face of traditional auto sales... how shoppers can shop for cars 24/7 and compare prices among dealerships with a few clicks, blah blah blah... It will be good exposure for your company and a free plug for your service.

These are just some ideas- hth. Good luck to you!

-Elizabeth

[dalecosp]

Originally posted by Elizabeth
and probably not the "Ford Pickup" crowd, if I may make a sweeping generalization. (my apologies to the ford pickup drivers on this site... dalecosp?)Ford car. Ford van. Dodge pickup. NO problem, your Majesty! :D
Also, you say that because it's a small niche, then mass advertising is out. I disagree- to a certain extent. Auto sales is an industry just like any other, and I'm sure there are specific trade magazines and associations which you may consider partnering with or advertising in. You don't need to only contact local dealerships.

-Elizabeth Probably not worth a 'plugged nickel', but I'll insert two cents here. If you are in any kind of civilized area at all, there are probably a great many car dealers out there.

Some of them think they're big enough to have a website, whether they are or not. Some of these guys would probably love to sell online, but have never thought that it was possible. You need to show them that it is. That could mean that you set up the sites for them on your own server and resell the space/bw. Can you roll this thing out for a few hundred?

The other factor is this: in many markets, people these days check a company on the web before actually visiting their location. Just having a site that looks professional and meets their needs may be a big help in presenting the kind of image that Joe Dealer wants to have, even if they don't actually *buy* the vehicle from the site. Believe me, people are using the 'Net to find the cars they want before they test drive 'em....auto dealers these days need a web presence. Many of them are using AutoTrader.com ... you'll need to convince them your solution is better....

In re: cold calling, probably this isn't a great idea. But, like Queen E sez, get some mailers out. I think that "junk mail" in the USPS is a lot more acceptable to people than UBE is on the 'Net. I could probably get a mailing list of 50 auto dealers (large, small, medium) in this county alone, and I see no reason why should shouldn't target everyone in a 150 mile circle or so. If only a few respond, it's still well worth the twenty dollar bill that the letter cost me....

[tekky]

At the risk of being grouped in with E's ford pickup group....

Back home (in Texas (see where the pickup relation comes in... :()), you would never sell something to reasonably sized commercialized business over the phone, 8 times to remember you name can be reduced quite a bit if you make a remarkable impression in person. Granted you cant always do that with everyone, in person is always better than a phone call (or mail for that matter) (I atleast listen to what someone has to say before I close the door on them... with the phone or a letter, *click* or *rip* and their done)

[edit-- oh yah... and marketing... any kind, is the true service job of the world, as E said, you are there to convince someone else to pay you because you can make them better]

[vaska]

I recommend hiring a small PR agency to guide you through your marketing maze. The money will surely be worth it and will set you up with a strategic marketing initiative you can act upon for many years.

People say they can't afford to spend the money: cold calling, paying visits, creating brochures, etc., all cost money too. More importantly, they take up alot of time.

I've seen it too many times where there was a good idea, a good product and good people that never went any place because they never created a reasonable plan.

Good luck...v