Automotive staffed events are a relatively recent innovation in retail automotive sales, first appearing at around the turn of the new millennium. Prior to the appearance of the first automotive staffed events, advertising and direct marketing companies would occasionally place greeters and some other sales support at an event – but you rarely, rarely saw specialized staffed event agencies that sent you a complete team to take over and operate your dealership’s sales for an entire week or more
Today, staffed event agencies seem to be everywhere, with new companies appearing almost on a daily basis. Each seems to be wrapping the same automotive staffed events offers in a new skin, and to you, the dealer who has to choose who to trust, might think you have absolutely no tools to separate the good from the mediocre – or the awful.
But you DO have tools. You CAN tell the difference. Here’s how to start:
- Do the staffed event agencies contacting you actually have an office, a support staff and infrastructure to back you up? If the company is operating out of someone’s car trunk, or from a P.O. Box, then you can pretty much guarantee that they aren’t ready to make long-term commitments to you, and will be gone almost as quickly as they appeared. The problem with these companies is that they have no commitment to customer satisfaction or ethical sales practices at your automotive staffed events. They appear at your store, slam through a bunch of deals, and then are gone. Just as you are committed to having a proper place of business to serve your customers, you should demand the same of your staffed event agencies. OnPoint, LLC operates in over 10,000 square feet of office space in St. Petersburg Florida, and supports you with over 40 automotive marketing professionals in our home office, not including our teams in the field.
- What is the average tenure of the teams working with your staffed event agencies? This question is very important because you want to know that the team that is operating your automotive staffed events has longevity and professionalism. Many transient automotive staffed event agencies burn through their teams and, therefore, develop no customer loyalty – and no culture of ethical practices. OnPoint, on the other hand, has the longest team tenure of all staffed event agencies.
- Do your automotive staffed events contain a training component? They should! Sales training, including your floor staff and your managers, is crucial to your automotive staffed events success, and the long-term performance of your dealership’s sales department. OnPoint emphasizes daily training sessions using our copyrighted Sales Strategy Guide, followed up all day long by practical, real-time support with the prospects who come to your automotive staffed events from our multi-media advertising campaigns.
- Clean deals! This probably is the single most important indicator of the quality of any staffed event agencies you talk to. Ask about their customer satisfaction rating, and their charge-back rate. Demand Specifics! The answers you get will be very, very enlightening. OnPoint has the highest CSR (94 %!) and the lowest charge back rate (under 1 %!) in the industry.
Ask your OnPoint representative to talk SPECIFICALLY about all these measures – and more – to make sure you make the right decision among all the so-called staffed event agencies who contact you.
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