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Don’t you feel like the Internet disrupted a perfectly good way of doing business?

If not, you’re one of the lucky ones. There are so many dealerships that are struggling to find the best approach to building their business online and dominating the market.

On top of that, the internet appears to have caused everyone to suffer from attention deficit. When online users want something, they want it fast and concise. They don’t want to search a million and one different sources to find the information that they’re looking for.

But amidst the clutter, there is a simple business principle that has stood the test of time and transferred online. In fact, the dealerships that utilize this business principle are enjoying incredible success doing business on the web.

The principle is perfectly described in the acronym B.R.T.

Any ideas?


Doing things that will help facilitate the building of trusting relationships between you and your audience has always made the difference in any type of business. When you consider that marketing is about conveying the right message, to the right audience at the right time and in the right tone, the whole objective is to build a relationship of trust - a relationship that lasts.

Taking steps to BRT online will compel your online visitors to take action and visit you in person or pick up the phone and call you.

So what are some things you can do to BRT online?


1. You will never go wrong with content

Automotive consumers are thirsting for information. Everyday there are millions of them that go online to research your products and services. Google has indicated that 70% of people that research vehicles online involve heavy cross-shopping.

Alas, most dealer websites do not include enough content to help shape the consumers purchase decision. BUT taking the time to build a content strategy for you dealership including the topics that your consumers are interested in is a surefire way to earn their loyalty and trust.


2. Behind the scenes video

Video provides a massive opportunity to show your audience the aspects of your business that they wouldn’t normally get to see. Most of the time when we talk about video in the industry, it usually has to do with showing off the inventory, but imagine how powerful a virtual tour video of your dealership could be in helping your online visitors break the ice and feel comfortable with your dealership before they even come to visit in person.

Another great video to create would be on your staff page. Wouldn’t it be cool for your entire team to create a short 30 second to 1 minute video introducing themselves and inviting you to visit the dealership with a smile? When your visitors feel familiar with the faces that they will see inside the dealership, it helps alleviate any pressure that they may feel walking onto the lot.


3. Make sure your vehicle information is complete

It’s surprising just how many dealer websites I visit to this day that still have missing or incomplete vehicle information. If you want to build trust with your online visitors, provide them the information about your vehicles that they came to see. Make sure each vehicle has the right pricing and incentive information. Make sure there are enough photos and videos.

Certainly there are many more things that you can do to BRT online, but these three are simple solutions that you can start doing right now. If you checked out Subi’s last post, you’ll notice that she emphasizes the importance of application. You’re going to hear about this topic as well on an upcoming episode of The Dealer Playbook podcast, because it’s so true. Start BRT-ing online by applying the principles that I’ve mentioned in this article.

You’re turn. What are you doing online that has helped build relationships of trust? Chime in using the comments below.


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Facebook Offers For Auto Dealers

As an auto dealer, you are probably used to hearing that you should be on Facebook. It gives your brand more visibility, it's an opportunity to connect with customers, and so on. But you might also be frequently reminded that, when it comes to selling cars, Facebook is anything but effective. Experts claim that only a small percentage of car shoppers use social media as part of the car buying process. But what if there was a way to change that?

There might be a real solution, and it's called Facebook Offers. Read on to find out more about this new tool, and how it can bring more sales to your dealership.

How Do Facebook Offers Work?



Facebook Offers is one of the ad tools offered by Facebook to owners of business pages. Currently, Facebook is lagging behind Google when it comes to online ads, so Facebook Offers is clearly a way to gain a bigger share of the market.

The way Facebook Offers work is very simple. Once your dealership's page has at least 50 likes, you can create an offer, which is exclusive to the people you choose to receive it. It's easy to think of it as a modern version of а direct mail pamphlet, which comes with a 20% discount coupon, for example. You upload a photo with a description of the offer, and you can either put a limit on how many people can claim it or you can make the offer limitless. Then you pick a budget, and depending on the dollar amount you enter, you can get an approximation of how many people will be reached by the ad.

Target the Right Audience for Best Results



But here is by far the best thing about Facebook Offers. What makes Facebook Offers especially suitable for your dealership is that you can be very specific not just about the number of people, but also the type of people who will receive your offer.

Facebook will give you a very specific set of criteria to fill out, with which you can target your specific buyer persona, so your money won't go waste. For example, you can make your offer available only to people with a particular make or model of car, people who have driven the same car for a certain number of years, people who tend to go to dealership with a certain frequency, or many other specifications. Because Facebook is partnering with data brokering companies, the available criteria reach far and wide and can get so specific, that you'd be surprised how useful the results will be! And you don't have to worry about your clients' privacy, because the algorithm works with anonymous data, without revealing their personal information.

How to Use Facebook Offers in Your Dealership: 3 Strategies


Once a Facebook user likes your offer, they can “claim” it, after which Facebook will send them an email containing instructions on how to redeem it at your dealership. In order to tempt the maximum number of people with your offers, make sure you come up with something creative. Here are just a few suggestions:

  • Target people with cars older than 5 years, and make your discounted cars available only to them through a Facebook Offer. People buy a lot of new cars -- even though not all of them plan to, a tempting offer often makes them change their minds.
  • Offer to do a routine check for free, since your target buyers' vehicles probably have a high mileage by now. How about people who tend to visit service shops rarely? Send them an offer explaining the benefits of regularly changing a car's oil, along with a 25 percent discount if they come to your dealership for an oil change? Or the air filter? The possibilities are many, you just need to be creative.
  • Accompany each offer with a curious educational fact to make it more appealing. Or make a contest on your Facebook page, awarding a Facebook Offer to the winner. And this will have the added benefit of increasing engagement with your page.


Facebook Offers is definitely a good way to harness the power of social media for more than just brand-building. If you are not feeling confident about running ad campaigns, you can always use the services of a dealership consultant.

Have you used Facebook Offers yet? Was your campaign successful?

And what other ways are you using to keep your social media audience engaged? Share your experience by leaving us a comment below.

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