How does a start-up like Mojo Motors go about selling a product to dealers who are unfamiliar with a new digital product and technology?
As an Account Executive, it’s my job to convince car dealers that our platform will help them sell cars. I know these guys get dozens of phone calls each day from people trying to sell them something. Most of the time it’s crap, but occasionally a call will come in from someone offering a novel product that really will help them make money.
After a dozen calls, I’ll get a dealer on the phone and I tell him or her I’m calling on behalf of Mojo Motors. I express I’d love a couple minutes of their time to explain a new product changing the way car dealers are marketing their pre-owned vehicles online. More times than not, the dealer will say “Mojo Motors…what is that?”
I immediately need to convey to him that our product is a website similar to AutoTrader or Cars.com that helps dealers sell cars. Now that they know what we do since most dealers are using AutoTrader or Cars, I go through my pitch. As the conversation develops and I take the dealer through our website, they become impressed.
They like the clean design.
They like that we don’t have spotlighted listings or advertisements.
They like our unique features such as the ‘Follow’ button and the My Cars page.
They love the emails that drive activity around their inventory.
Then a tricky question arises. “Why haven’t I heard of guys!?” Instead of just saying that we are new, I leverage our youth and nimbleness as a main selling point.
1. We don’t make massive media buys.
Instead of blasting our name here, there and everywhere, we focus on in-market car shoppers. We don’t need everyone coming to our site.
2. Highly-targeted marketing spend.
To focus on in-market car shoppers we need to be where they spend time online. Facebook, Craigslist, Twitter, Google, Yahoo!, etc.
3. Car shoppers know us.
Proof? Our Founder & CEO put a Mojo Motors t-shirt on a salesman’s desk at a dealership in New Jersey. Later that day, a couple buying a car said, “Hey! We’re using Mojo Motors to shop for an F150! I love those alerts.”
The Mojo Motors platform is innovative, cost-efficient, and incredibly effective. As long as I am able to express these three attributions, car dealers generally open up and give Mojo Motors a shot. They are always looking to sell more cars, and understand opportunities come in all forms. The Mojo Motors platform can make dealers a lot of money. And at the end of the day, it’s about making money.
Written by Jason Morman