The Z Report™

Tools for Dealers

Hayman Consulting Group is dedicated to improving the results of all email marketing initiatives and The Z Report. In an effort to provide support, this site will become a repository of tools, tips and resources for creating successful campaigns.  Initially we will focus on ideas for building "permission based" email lists. Over time, we may develop ideas unique to certain groups of dealers or subscribers which will be made available in password "protected" areas.

Building Lists:

Our first piece of advice for building email lists is to read and understand the federal regulations regarding SPAM. Sending unwanted email, putting people on your email list without asking, and without affiliation, is against the federal CAN-SPAM Act and the fines for violations are stiff. For example, a "shared "affiliation, is not permission to mail to everyone on your local chamber of commerce, restaurant association, or other group lists.  

The best way to build lists is get permission which is not as difficult as it sounds.  Your dealership has many ways to encourage contacts to "join"....you just need be creative, be diligent, and leverage your resources.
 
Here is a comprehensive list of ways POS dealers can build their lists. While each of these concepts may not be the "best fit" for every dealer, a combination of these ideas will increase not only increase your "numbers" but will actually increase the value of your dealership to your customers.  Being a great "resource" one key to gaining the confidence of new prospects and keeping customers for life.

If you have additional ideas you want to share, let us write us, and we will post them. 

Please contact us at info@hayman.com.

1. Optimize Your Web Site- We will help you create a prominent an E-Newsletter Sign Up form to your site that will automatically add your new contact to a Constant Contact list. The trick is "push" prospects and customers to go your web site to sign up, promote The Z Report as a resource, and perhaps provide an incentive for signing up. Don't forget to promote trust by stating your email privacy policy. Contact us to discuss the best way to implement your web site sign up form.
2. Enhance Your Email Signature- Promote your Z Report at the bottom of every email... "Receive Our Quarterly Newsletter to Learn More About Leveraging Your POS Technology". Provide a link to your web site or direct link to a sign up form as part of your email "signature"
3. Get Help from Your Help Desk- Every time your staff answers a help desk call about POS have them explain the benefits of adding your customer's email address to your newsletter list. Your help desk staff can take a couple of minutes (give them a script if they need it) to "sell" the Z Report and actually key in their data.   Create a contest for staff for sign ups. Make it habit. Track the results. The best time to ask is after you have helped them solve a problem.
4. Invoice Messages-  Net 10, Due Upon Receipt, Overdue? OK, we need to remind customers to pay their bills but maybe we can remind them about your dealership as a resource at the same time.  How many invoices do we send out a month?  Hopefully, you are sending out a lot of them. Add a message, insert a reminder, create an incentive, with each invoice to sign up for your newsletter. Tell them why and how to sign up...no cost to your dealership, valuable FREE service and benefit for your customers, everyone wins.
5. "Direct" Mail to Your Newsletter-  While over time, direct mail will be used less often.  All current direct mail should reference your newsletter and the opportunity and benefits to sign up. Especially for those existing contacts who we don't have email addresses for today, direct mail is still a good way to reach them. Postcards, greeting cards, customer surveys, notices, should all promote your new customer resource...The Z Report.
6. Stuff the Ballot Box- Well, at least, stuff the supply box. A note describing the value of being on your email list for future supply promotions, quarterly newsletter, special announcements, is a another great way to get the word out.   Every time you ship anything you should include an "invitation" to sign up.
7. Catch Some Fish, Put a Bowl In Your Reception Area- OK it's corny, but do it anyway.  You have dozens of visitors each month who come to your office, let's invite them to join Z Report community.  Add a new twist, a charitable contribution, a free white paper, a supply incentive, a loss prevention analysis, or whatever...post a small sign that is clear they are signing up for your newsletter. 
8. Leverage Field Techs to Promote Your Newsletter- Your service techs are in a unique position to help your dealership and your customers.  They see a dozens of clients every month....owners and managers.  Your techs are problem solvers and their opinions are respected.  When the talk, customers listen. Give them a sales pitch, a sign up form, or better yet let them offer to sign a customer up on the spot.  Create a weekly contest...everyone who signs up 10 customers, gets a gift certificate to one of your clients locations.
9. Partner with Another Company or Trade Association- Find a company or association that shares your vertical market in a non-competing business...offer to promote each others web site, newsletters, etc. by including them in a email or newsletter communication. The results can tracked to determine success and if they have their own newsletter check out their advertising or editorial opportunities.
10. Trade Shows, Networking Events, Conferences- These are great places to collect contacts, business cards, and email addresses.  However, you should always try to get "permission" before adding them to your email list.  Simple forms, fish bowls with signage, simply asking permission and making a note on the back of the card, are ways to help insure you are not sending unsolicited emails.  Separate your cards you collect into two piles, those who asked for more information and those who did not. Send an email, with a sign up form to those who asked and drop a letter or postcard to those who did not "pushing" them to your web site to signup.