Archive for March, 2008

Catastrophe Contained (for now)

March 25, 2008

 Over the past couple of weeks we have been able to successfully stabilize the out-of-control response rates.  By adding a few landmines and rewording the key phrases, we have seen 3 to 4% response rates – all solid prospects.  This highly manageable response has enabled dealers to spread out appointments and move some choice inventory with great grosses. 

This is a first for us but we have once again proven ourselves to be able to weather the storm of adversity and respond quickly and satisfactorily to customer input regarding our products.  It isn’t everyday that we are told our response rates are too high, but in this case it was.  Now we can come up for air and move forward – finally.

This is just in time for the launching of our new website.  Our new website will be launched soon, and when it does, we’ll announce it here.  We’ve also updated our staffed event page to reflect the increase in popularity we’ve seen lately in a new automotive sales trend I’ll be writing about soon.  Check it out and watch for the latest news – developing daily!

Apology To New Direct Mail Program Clients

March 3, 2008

 After all the mess that our new program created, we have decided to re-enter the R&D stage to rewrite the sales letter to be “less aggressive.”  Normally, we try to increase the response rates to the call to action, but in this case results were too high, creating chaos at auto dealers and sending towns in an uproar.  I had one dealer tell me that they were losing deals because they had appointments booked all the way through April, with the earliest possible appointment in the first week of May!  This guy dropped 10,000 pieces and got 6.97% response the first week – we stopped counting after that.  The problem is that this dealer only had 4 salespeople and 2 managers.

The amazing thing is that almost 90% of the customers had income above 2k/month and at least some down payment.  My advice to the GM was to weed out the wood and cherry pick the most solid apps first.  His problem was that they were all cherries – bright red ripe cherries.  His fear is that they’d go bad and spoil with age.  I recommended that he hire more salespeople, but since he only carries about 90 units on the ground, he doesn’t have enough inventory.  I mean, it’s a good problem to have – if you aren’t human.  But since nerves and fatigue have become a factor associated with our new program, we’re going to look at how we can reduce the response rates to somewhere around 3%.  I’ll probably send them to higher credit scores, and include “to buy a vehicle today, call 1-900-123-4567” or something like that.

So please be patient while we rewrite the copy.  All pending orders should have been contacted and informed of this delay, but since this blog has a link on our company site, I decided to blog about it to keep everyone informed.  Once again, we apologize for hiring brainiacs with 180 IQ’s for the Hill Marketing Think Tank Project.  We’ll be sure to put restrictions in our next employment ad: “must be of average intelligence – NO GENIUSES!”