Luxury Coach & Transportation

February 2019

Magazine for the professional limousine, charter and tour industry.

Issue link:

Contents of this Issue


Page 50 of 67

LUXURY COACH & TRANSPORTATION FEBRUARY 2019 49 The 2019 Sales & Marketing Triple Threat FEBRUARY 2019 M y idea is way more old school than those, more so than all of the above tactics that only cover marketing. The 2019 Triple Threat starts with understanding and having a strategy. Building a strategy takes research, deep thought, and planning. We have executed all three of these elements (along with some testing), and are confident you will have a winning strategy to acquire new clients in 2019. All you have to do is follow this guide and add your own spin to it. Think Sales First Most people think about marketing first, when in reality you need to develop a sales plan. Only then can you adapt your marketing plan to complement your sales plan. Building out your strategy with sales first will allow you to focus on the prospects' needs, pain points, and objections. These are fundamental in shaping your offers and the positioning of your marketing. Warming Up Your Prospect Too many people untrained in sales go in cold for a first meeting and phone call. The failure rate of cold calling and meetings is well over 95%, so focus on warming up your prospects first. You know their pain points and objections because you invested time in identifying and creating a plan. Now, use the solutions you can provide to their pain points as the subject matter of the content you will create for the prospect. The two best content delivery methods we will see in 2019 are direct mail and Facebook ads. Yes, I just said direct mail. You can use any of the hundreds of services online to target by city, zip code, or even street address and mapping out specific zones. For example, let's say you choose a country club. You would send your direct mail piece to the 300 homes valued at $1 million. After that, you would follow up with Facebook ads. The Facebook ad should be a video (you can film it with your iPhone) you shoot with a vehicle from your fleet. Stage it in front of the country club or housing developments' front entrance with signage. This will give the homeowners an inviting, local feel. The idea is they will think you live there. Tactical: Send the direct mail out, then start running the Facebook ads the next day with a $10-$15/day budget for seven days. Don't forget to review your analytics. Make sure the links in your direct mail and Facebook ad send the prospect to a custom sales page built for this campaign (do NOT send them to your website). Create a personal video and use it to retarget those who visited your custom sales page by clicking on the original ad. In this video, you can even acknowledge the fact they've visited your page already. Set the budget at $2/day and let it run for 30 days. You can apply this same strategy to office buildings, conven- tion centers, hotels, etc., on the corporate side of the business. Warm Prospects Now that you have sent a direct mail piece and followed up with a targeted Facebook ad campaign that includes a retar- geting video, you have created a brand impression with your target prospects before you even reach out to them to initiate the offline sales process. Following this process of time, thought, and a small investment to warm up your cold prospects will dramatically increase the opportunity of you getting a phone or in-person meeting. Profit Motives BILL FAETH | No. It's not Facebook ads, Google ads, and email marketing. BILL FAETH is the founder of Limo University (, Inbound Marketing Agents (, and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest into educating and training operators on how to grow, manage and sustain a more profitable business. You can reach Bill at By Bill Faeth

Articles in this issue

Links on this page

Archives of this issue

view archives of Luxury Coach & Transportation - February 2019