EVOLVE Business and Professional Magazine February 2020 | Page 37

And today if your company isn’t using demographic data,
propensity data and growth data you will be left behind.”
take an average dealership weekend and make it off-the-charts the dealership and where is the consumer in the buying cycle?
successful. And he was right. Then, figure out where they overlap without over-saturating the
“If you want people to come to your dealership give them free
market. This takes data. And today if your company isn’t using
hotdogs and beer,” he often tells dealerships. “If you want people demographic data, propensity data and growth data you will be
to buy cars at your dealership, use my direct mail.” left behind.”
The first step in Hamlin’s approach is to study the
The other important piece to the puzzle, Hamlin said, is
dealership’s current plan—if they have one. Many car dealers use having someone in the organization who can “take your sales
what Hamlin calls the “911 plan.” flow vision and access and crunch the data to deliver something
“They call up and say they are having a bad month and
need a direct mail campaign now,” he said. “But to get results
you must know the business. What are the key motivators for
actionable. The workforce for the future not only has to do the
work, but also explain it to the buyer.”
In Hamlin’s current business, he has four data and analytics
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