Tesla has a very different sales plan than traditional automobile makers. It has no dealership network owned by third parties and doesn’t use traditional sales people. Instead, Tesla relies on direct sales through its own stores and online platform. This approach allows Tesla to maintain greater control over the customer experience and pricing, avoiding the traditional dealership markups and haggling that can often deter potential buyers.
To help gain referrals needed to be successful, Tesla put together a referral program. The top prize for the best referral source out there was a free Model S P80D. This program incentivizes current Tesla owners to spread the word about their vehicles, leveraging the power of word-of-mouth marketing to drive sales.
Referral Program Success
The Tesla owner who won the prize goes by Wei70644 and referred 188 qualifying sales in the last two months. Let that soak in a bit, 188 people he referred in the last 2 months actually purchased the car. At an average price of $85,000 that means Tesla sold $16 million in cars from this one owner’s referrals. This is a staggering achievement, showcasing the effectiveness of Tesla’s referral program and the dedication of its customer base.
For his referral prowess, Wei will get a Model S P90D, Tesla Powerwall, and invitations to the Gigafactory opening and Model 3 launch. That is some serious swag for referring buyers to Tesla. The Model S P90D is one of Tesla’s top-performing vehicles, known for its impressive range and acceleration. The Tesla Powerwall is a home battery system that stores energy for later use, providing a sustainable energy solution for households. Invitations to the Gigafactory opening and Model 3 launch are exclusive events that offer a glimpse into Tesla’s future innovations and developments.
Impact of the Referral Program
There is no word on how exactly Wei was able to get so many people to go to Tesla and purchase the expensive electric vehicle. However, it is likely that his success can be attributed to a combination of factors. These may include a strong personal network, effective use of social media, and perhaps even hosting events or test drives to showcase the benefits of Tesla vehicles.
Tesla’s referral program has had a significant impact on its sales strategy. By incentivizing current owners to refer new buyers, Tesla has created a community of brand ambassadors who are passionate about the company’s mission and products. This grassroots marketing approach not only drives sales but also fosters a sense of loyalty and engagement among Tesla owners.
Moreover, the referral program helps Tesla to reach potential customers who may not have considered an electric vehicle otherwise. Personal recommendations can be incredibly persuasive, especially when they come from trusted friends or family members. This can help to overcome some of the common barriers to electric vehicle adoption, such as concerns about range, charging infrastructure, and overall cost.
Tesla still hasn’t said whether it plans to keep the referral program going in 2016. However, given its success, it would not be surprising if the program continues in some form. As Tesla continues to expand its product lineup and enter new markets, the referral program could play a crucial role in driving growth and building a loyal customer base.
In conclusion, Tesla’s innovative sales strategy and referral program have proven to be highly effective in driving sales and fostering customer loyalty. By bypassing traditional dealerships and leveraging the power of word-of-mouth marketing, Tesla has created a unique and successful approach to selling electric vehicles. The success of individuals like Wei70644 highlights the potential of this strategy and the dedication of Tesla’s customer base. As the company continues to grow and innovate, it will be interesting to see how its sales and marketing strategies evolve.
SOURCE: Road and Track
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