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30 DAY NOTICE

 

An official complaint has been filed with the authorities on behalf of dealers that never received the 30 day notice that ups relocated their shopping experience to online asphalt.  Dealers who did receive the notice in a timely manner are monopolizing these leads on behalf of the entire industry.  These dealers gained exclusive access to stats that showed them that the ups were visiting 7 or 8 dealer websites and narrowing their asphalt choices down to 2 or 3 and were actually buying after 1.3 visits to a physical dealerships.

     Once armed with this preliminary information these dealers began to turn their online advertisements into online showrooms.  Some of the more aggressive dealers even had the audacity to bring the sales process to these online locations.  It started with an initial meet and greet, allowing customers to communicate with the dealer by email and evolved into an online chat capability.  For a handful of dealers it did not stop there.  These dealers began to offer online video to help the customer both select a car and participate in a virtual walk-around presentation.  Dealers were finding that the more dynamics of the sales process that they could bring to these online asphalt locations the more they separated themselves from other dealers.  The boldest of the dealers and salespeople actually figured out a way to bring the most effective element of the sales process online which is rapport.  They began communicating with customers through personal videos using email, text, websites and personal youtube channels. 

     Customers are now showing up to these select showrooms more prepared to take delivery not because these dealers are skipping steps but because they have taken them.   For the dealers who did not receive the 30 day notice, you can continue to rest easy.  I have filed the complaint with the proper authorities and I am expecting a call back.  I told them to ask for “Blue”.  I will be holding my breath.

Dave Cribbs                                                                                                                                                   

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