Product
A glossy, 12-page subscriber-based sales training and idea exchange newsletter—Buick Creative Selling—mailed to 1,400 Buick dealerships nationwide.

Objective
Buick Motor Division needed a way to communicate modern and effective creative selling techniques to its dealerships. Although essentially a B2B communication product, Buick Creative Selling now is a popular and self-sustaining subscriber-based newsletter.

Method
Now in its 18th year of production, Buick Creative Selling has been through many changes. Originally developed in close coordination with Buick’s corporate office, Bentley-Hall, Inc. now turns to its long-term subscribers to hear what they need or would like to see. All along, the newsletter has been sales training tool for dealerships’ marketing, service, and sales departments. The newsletter keeps managers and salespeople abreast of the latest ideas in selling and marketing and shares best practices in a dealership idea exchange. The newsletter’s departments cover advertising (featuring the best dealership print ads across the nation); promotion ideas; sales strategies (communicating hot marketing trends); seasonal sales (articles on customer service); and sales tips & techniques. The magazine has a clean design, and its articles are short and easy-to-read, intended to be “clipped and saved” or shared at sales meetings.

Results
• Created a self-sustaining subscriber-based B2B newsletter mailed to 1,400 Buick dealerships nationwide.

• Now in its 18th year of production, its design and editorial changes directly reflect the needs of subscribers, while meeting the requirements of Buick’s long-term marketing strategy.

• Mixes in-depth articles on sales strategy and customer relations with quick-read articles on subjects ranging from generating prospects, to communicating with customers, to overcoming objections, and closing deals.

• Best sales, promotion, and marketing practices are shared among dealerships in an idea exchange.

• A clean design mixes visual communication techniques with written.