General Sales Manager Gives Strategic Advice To Automotive Sales Professionals - POWERFUL!
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http://www.internetsales20group.com
Make Money Mondays With Sean V. Bradley (1-28-2013)
"Be Careful of Distractions Disguised As Opportunities"
(Here is my Slide Deck Presentation)
I just returned from a VERY successful Dealer Battle Plan that Jim Ziegler hosted! I truly had a great time! I spoke about dominating Google with a Video Search Engine Optimization strategy. I had a tremendous amount of people come up to me and let me know how valuable my workshop was to them and they are excited to go back to their dealerships and implement immediately!
I also had the opportunity to catch up with some AWESOME people!! For example, take a look at this picture:
It was an honor to be around so many talented people,
It was great to see both Cory Mosley and Jim Ziegler!
I also was excited to connect with Paul Potratz, Jerry Thibeau, Dave Page (And the rest of Dealer e Process), Peter Martin, Rachel Haro and MORE!!!
I want to THANK EVERYONE who was so kind and attended my session & gave me AWESOME Video Reviews :) I received such a tremendous amount of love! Here are some videos of people that I met at Jim Ziegler's Internet Battle Plan:
Jim Ziegler - Facebook & YouTube
Jim opened up by discussing how powerful and profitable it is to utilize Social Media to sell cars...
He showed examples from youtube.com/sunsethonda
* Elise Kephart has a POWERFUL strategy of sending EVERY single Internet prospect a CUSTOM YouTube / Video email response.
Examples from Gainsville Cars https://www.youtube.com/gainesvillecars
* Good example of good Video "Optimization". They took time creating the descriptions, titles, meta data etc...
* Video emails... Cutting / Pasting Videos from your Youtube Channel and sending them to your prospects.
* Eyejot is a resource that Jim endorsed as a great resource for Dealers...
* Video Email with a dealer BRANDED template...
*** Jim talks about "RELATIONSHIP Selling". Its NOT just about SELLING... its about BUILDING the relationship with the customer / prospect.
*** People ONLY notice when they are NOT happy...
Social Media is about relationships... about engaging with people. Projecting personality, make it fun...
CUSTOMER TESTIMONIALS>>> Very IMPORTANT!!!
** Jim discussed the value of Facebook Ads (Social Media "PPC") & He walked people live through the process of creating the ad.
Bill Parman - Stream Companies "The Google Search Effect"
Bill does a great job in explaining the details of SEO... what it is, how does it work. He explains it in a way that make sense to not only the savy optimizer but also for the fledgling.
*** Bill did a GREAT job explaining the difference between Black Hat versus Whit Hat SEO tactics...
Google Panda and Penguin updates.
SEO Pyramid -
Social, Link Building, Keyword Research & Targeting, Content Quality and Accessibility
*** UNDERSTAND The Lead CONVERSION Path... Utilize Landing Pages. And track the results.
Bill VALIDATES my ENTIRE Presentation about VSEO and concurs that ORGANIC is the MOST POWERFUL. bill states that ONLY 15% of people click PPC.... 85% SKIP and go to ORGANIC
Jerry Thibeau - Phone Up Ninjas / Phone Ups
*** The GREETING is so VERY important. Make sure you make the BEST first impression.
* Specific Qualifying versus generalization qualifying...
* Use good inflection and tones, be animated
* Give CHOICES... do NOT ask open ended questions
* CREATE Urgency
* Quality, Availability, Price...
* # Reason why people do not make an appointment... b/c they NEED their spouses technique
* Pace and Lead.... Pace and Lead...
* If you can not get the in store appointment... GET a phone appointment
*** Jerry just went LIVE, Mystery Shopping a Dealer in the audience... (Sandy Sansing)
Paul Potratz "The Worlds Best Fisherman"
We need to NOT focus on the "Shiny" objects... must focus on the basics.
Talk to people differently... Price, Rebate... the vehicle
7 Types of Re-Targeting
Advertiser or Communicator...?
Mind Reader
... take conventional to your website
Re-targeting, Re-marketing, Behavioral WILL BLOCK other advertisers...
*** Google Key Word Tracker...
*** Wednesday is the MAIN day people shop for used cars...
*** New cars is all 7 days per week...
*** Video on websites is a MUST
* Stay away from YouTube
*** Facebook is a POWERHOUSE 71% reach
Yes, people over communicate but that is a GOOD thing. You can serve them
search.twitter.com
Itweetlive.com
*** VIP Club.... call to action
Dave Page -Dealer eProcess
"Exploding Website Conversion"
* Provide a Value Mark down for your prospects... (I LIKE THIS IDEA)
example... "was", "is" & "get e price"...
** CONFIRM Availability... (All over the site)
** Contact page is important....
** ONLY Pop ups that work are ones that include a dollar figure.... "buy back" etc...
Cory Mosley - Internet & BDC Breakthrough Strategy Series
"Influence & Conversion"
What is awesome about watching Cory speak is that he is an actual "Professional Speaker". Not only is his content great, he is an awesome articulator of information.
* Value FIRST! REAL VPP
* BUILD INFLUENCE, MASTERING INFLUENCE
* How does your process fit with the customer... NOT how is it convenient for YOU
* Reinforcing benefits....
* Reinforce, Validate, Brand > Individual > Dealership
* Research > Audit > Listen
* EMPATHY TRUMPS RAPPORT
* Influencers Vs. Hunters
* Reduce Sales Reluctance
** Like, Believe, Confidence, Trust
* The head is attached to PRICE... the heart is attached to the wallet
** Segmentation of testimonials...
Testimonials Vs. Influence
*** Influence is NOT closing, it is helping them BUY.
Don't ask "Think" ask how they "feel"
Internet Director of a 9 Store Dealer Group Gives His "Best Idea"....
Facebook Ads!!! He ran an AWESOME Facebook campaign targeting the Military and it was VERY Productive!
Email Marketing was buzzing at the Internet Battle Plan and so were the experts chiming in.
It was also VERY COOL to spend Jim Ziegler's 66th Birthday with him. I swear that I hope to be able to do EXACTLY that on my 66th Birthday... Doing what I LOVE most!
What do you get the "Alpha Dawg" for his 66th Birthday?
Engraved Crystal Decanter Set... Bling, Bling Baby! For that Louie The XIII
What Do You Know About That...?
*** If you are SERIOUS about your Internet Sales / BDC Department you CAN NOT miss the upcoming Internet Sales 20 Group
http://www.internetsales20group.com
Guess who is going to be there... Thats right! Jim Ziegler! So sign up now at:
http://internetsales20group.eventbrite.com/#
Do You Have Any Idea How to Make Money in Your Internet Department or BDC?
It is a simple enough question to ask. I am disappointed to have to say that most dealers do not know how to make money in their Internet department or BDC. Some dealers know how to sell cars from their departments, but they don’t know how to build value, which means they cannot make gross on these deals — so they give units away. Even if they are making a little bit of profit, it’s not because of some thought-out strategy, business model or action plan.
If you are reading this article, it means that the world didn’t end. The Mayan calendar had no effect on us. It also means that it is January 2013. 2013. I was selling 110 units online and making gross profits in 1999/2000. If you aren’t crushing it online, it is not because…
- … of the election. It’s over.
- … of the economy. People are buying vehicles, and we are having record months.
- … you can’t make money with Internet prospects. Everyone is an “Internet Prospect” to some degree. More than 90 percent of people go online before they ever step foot in your dealership. If you can make gross on the showroom floor, you have no excuse not to hold gross with Internet or BDC customers.
- … you don’t have the right manager. If you actually don’t have the right managers, find them.
- … you don’t have the budget. Make changes with your antiquated marketing and advertising strategy.
- … you don’t know how or where to even start. Join an Internet Sales 20 Group or hire a consultant — do not settle for mediocrity.
I have a friend who is the dealer principal of a domestic dealership in Chicago. He sells more than 200 units online. He has zero conventional advertising, and his average cost per sale is less than $100 (NADA says average cost per sale is $600 per car). That is how it should be. You should be able to sell more cars, more profitably, more often with Internet sales. I have built hundreds of Internet sales departments all over the country that are ridiculously profitable. It doesn't matter what franchise you have or what region of the country you are in. As long as you set up the business model for your Internet department or BDC the right way, you will make money and lots of it.
Here are some things that you need to make sure you are doing and tracking; if you’re not, you’re probably not making money in your department, or as much money as you should be.
- Make sure your average cost per sale with your Internet customers is $200 or less per car. If it’s higher, then that means you have a problem. You either have a problem with your digital marketing or advertising initiatives, or you have a problem with your people not converting the right way. It might be a training or process issue.
- Make sure that your gestation period is around 20 days, meaning that the average Internet prospect is a 45 to 90 opportunity, but most dealerships’ “average selling ratio” is only seven to 11 days.
Here is how you can check your status. Take your last month’s Internet sales (let’s say you sold 50 “Internet Deals”), then add three additional variables to track: the date the lead came in on, the date the lead closed and the “window period.” Now, go and track that for all 50 Internet sales from last month. Now, I want you to add all 50 Internet sales’ window period, then divide that number by 50. This will give you the “average window period” or “the gestation period.” You want to make sure you are not just selling to the “low hanging fruit.” Think about it: If the average buying cycle for Internet prospects is 45 to 90 days, then why is your average selling ratio to Internet prospects only seven to 11 days? Exactly!
- Make sure that you are attempting to contact prospects during prime time, which is between 6 and 8 p.m. I am shocked that dealers all over the country close at 6 p.m. or 7 p.m. This is like making it to the Super Bowl and saying “no, thank you,” or making it to the Super Bowl halftime and saying “Thanks, we have had enough; we’ll try to see you next year!” This just doesn't make any sense. Think about it: What do you expect if you keep calling someone’s home number during work hours and they are at work? Exactly — you will not reach them. Now, does it matter if you are calling them for 30 straight days, numerous times a day? No, it won’t. Please remember, its not just about working hard. It is also about working smart.
I can seriously go on and on about this subject, but at the end of the day, it’s about making money. If you are not making money in your Internet department or BDC, or if you have no clue if you are really making money or not, e-mail me or call me ASAP.
Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognized training and consulting company in the automotive industry. He can be contacted at 888-3-SYNERGY, or by e-mail at sean@dealersynergy.com
http://www.internetsales20group.com
http://www.seanvbradley.com
Every Monday CEO of Dealer Synergy, Sean V. Bradley releases a video "Make Money Mondays"...
Tips, Advice, Strategies, Motivation, Inspirational...
All on Success, Wealth and of course Making Money!
When Instagram decided to block Twitter from being able to post the images directly onto the platform, we all knew it was a matter of time that Twitter would have its own variation. We didn't realize that it would only take a few days. We also didn't expect it to be such a useful portion of the app.
As it turned out, the app is very strong, possibly even better than Instagram in UI. Granted, it's not a true replacement for Instagram, but with a little manual effort it can actually be used to generate interesting content directly from the lot onto all of your social media pages and profiles.
Here's how:
Understanding the Twitter Photo Filtering Tool
If I have one complaint about what Twitter has done with their photo filtering tool, it's that it's only available through their mobile apps. It would have been nice and a great differentiator between the app and Instagram, but it will suffice.
When you take a picture of something at the dealership with your smartphone, you can then bring it into Twitter. There is a cropping tool, an auto-fix button, and the filters that many are familiar with if they've used Instagram. Adjust the image appropriately and it's ready to post.
Now, just come up with a clever Tweet to go with it and you're ready to go. If you're using a picture that you've already taken with your smartphone, no problem. Twitter allows you to either take an image at that point or insert an image already in a gallery on your phone.
Depending on your smartphone, you may face challenges if you're trying to import an image from your computer. You can always use syncing software, connect your phone directly to your computer, or just upload the picture to an image sharing site like Imgur and then download it to your phone.
Get it Posted to Facebook, Google+, Pinterest, and (yes) Instagram
Now that you have it on Twitter, it's time to upload the image to Facebook, Google+, and anywhere else you might have a strong social account such as Pinterest, Tumblr, and even Instagram itself.
When posting to Facebook and Google+, you'll want to add the image, THEN add the link to the Tweet itself. When you add an image, it prevents the link from expanding. This is important because links do not do as well on Facebook or Google+ as images. Still, you want the link to the original Twitter post for a couple of reasons, most importantly to get some exposure to your Twitter account for some cross-channel promotions.
Why Go Through the Trouble?
There are easier ways to post to the various social media sites. This is a very manual effort and may discourage dealers from doing it like this. Everything listed above is done so for a reason.
Twitter is one of the most under-utilized tools for dealers. Utilizing the filters and linking to the Tweets from your other social networks allows you to highlight your Twitter account and draw in other followers. Used right, Twitter can be a tremendous marketing and communication tool, but that's for another blog post.
The other reason to do it like rather than posting directly to Facebook from Instagram is because of exposure. As cool as Instagram can be, it presents challenges in your Facebook timeline. If you're posting more than one image in a 24-hour period, Instagram photos get "batched" into an album. Neither this album nor the individual images can be liked, commented on, or shared directly from your news feed. People will have to click through to the image to be able to interact with it, and most won't. They'll just pass it right by.
Also, Instagram doesn't post directly to Google+ or Pinterest anyway, so you'll be adding them manually either way. Posting it like I detailed above to all of your social profiles takes about 2 minutes and expands the potential reach greatly.
Lastly, people recognize the filters from Instagram. It makes images look more real. It makes them look authentic. These are your images and people appreciate images that you took more than images you found on the internet. While the Twitter filters aren't exactly like the Instagram filters, they're still pretty darn cool.
* * *
Social media is about authenticity. If you're making the effort to take images at your dealership, you should be taking the time to separate yourself from the competition by positioning the photos in the best possible light. This process, long (2 minutes) as it is, will give you an edge over your competitors and will let your customers know that there are real people behind the profiles.
Founder of "Ask Patty", Peter Martin Teams Up With Karen Bradley, President of Dealer Synergy To Create A NEW Training Curriculum for "Selling / Servicing To The Female Shopper / Buyer"
http://www.autodealermonthly.com
Its official! Auto Dealer Monthly & Special Finance Insider Magazines have been purchased by Bobit Business Media
I received this email from Greg Goebel on Friday...
I am pleased to announce that Auto Dealer Monthly magazine, Auto Dealer Monthly website and Special Finance Insider Website have been purchased by Bobit Business Media. The decision to sell the media properties of Auto Dealer Monthly, LLC was made based on having the absolute best fit for continued publishing of the magazine and Bobit Business Media was the perfect choice.
Bobit Business Media is an experienced publisher with many automotive publications and will continue to serve the dedicated readers of Auto Dealer Monthly magazine well. Anna Hildebrandt will continue to serve all of Auto Dealer Monthly's client as she has done so for so many years now.
In keeping with the sale agreement here are some things you should know.
Auto Dealer Monthly, LLC will be changing it's name to Used Car University, LLC. which is where I will be spending my time developing more training for the industry.
My new email address effective immediately is Greg@UsedCarU.com
Harlene Doane can be reached at Harlene@UsedCarU.com, effective immediately.
The new phone number for UsedCarU is 812.467.0594, and the fax is 888.386.2236
If you have any questions about any of this, please do not hesitate to call our office.
Sincerely, Greg Goebel
I want to congratulate both Harlene & Greg! We wish you both tremendous success in your future ventures!
http://www.internetbattleplan.com
What are you doing January 16 and 17?
I’ll be speaking at Internet Battle Plan XII at the Crown Plaza in Atlanta and I hope to see you there.
Jim Ziegler, President and CEO of Ziegler SuperSystems, has put together the highly successful Internet Battle Plan to help you increase profits and market share. This conference will give you in depth knowledge about exactly how to give your internet sales a turbo-charged increase the day you return to the dealership. In addition to my presentation, on Video Search Engine Optimization, you’ll also hear from industry experts like Cory Mosley, Paul Potratz and more.
Because you are receiving this email from me you are entitled to a very special pricing offer. Call Jim Ziegler now directly at (770)921-4440 to confirm your reservation. To learn more about the event, click here http://www.internetbattleplan.com
I hope to see you in Atlanta, but if you can’t make it, you can still get in touch with me. If you’d like to discuss your dealership’s Internet or Business Development strategy more in depth, let’s set up a time to meet. E-mail Crystal at crystal@dealersynergy.com
See you in Atlanta,
Sean V. Bradley
This is Part 2 in a 5 part series. Read Part I here. Now, Part 3is also live.
As we advance in social media strategies, one of the biggest challenges is getting traction.The rise of social signals in search marketing alone is enough of an incentive to make it happen even if you don’t believe in social media itself as a marketing tool. It is one, but now’s not the time to make that case. For now, the undisputed truth is that social media can help your dealership rank better in the search engines by sending social signals (Google +1s, Facebook likes, Twitter retweets, etc) to content on your website.
The quality of the content is important and you can check out some tips on quality content on Social Media Today. The challenge isn’t with building content. The biggest challenge facing car dealers is having the potent social profiles that are able to get the content blasted out there, to get the social signals flowing.There are companies (including ours) who have spent years developing and growing social media profiles, hiring experts, and enhancing content through the use of social signals. As a dealership, you will not want to rely on vendors (even us) to do all of the work for you. It’s your destiny. It’s your business. You need to have a hand in your own success. To do this, you need “power accounts”.
Warnings from the Experts
In part one of this series, I mentioned two of the strongest accounts in automotive: Grant Cardone and Louie Baur. I’ll be the first to admit that I am an avid fan of learning from industry experts, so I’m going to talk about what I learned from Ralph Paglia. My friend at ADM is the only guy in the car business that I know of who has been hacking around in social media as long as I have.We’ve had our share of clashes and disagreements but over the years I believe it’s a fair assessment to say that we’ve both been wrong and we’ve both been right, and at the end of the day our understanding of how social media can work in the automotive industry is fairly close to lockstep.
One of the things that Ralph has excelled at is building up social media profiles for dealerships. He’s the master of syndication and knows how to blast out content.Now, for the warning: don’t make the mistakes that both of us made early on. It’s easy to get lured into the “wide” approach to social, to start focusing on integrating every shiny new social program out there. If you’re a full-time social media marketer for your dealership, this isn’t a bad approach. If you, like most, are integrating social media into a diverse marketing strategy and can only put in a couple of hours a day at the most into social, stay focused on the networks that matter: Facebook, Twitter, and Google+.
A Dealer, an Internet Manager, and a Mascot Walk Into a Bar…
There’s no punchline. It’s a decision that needs to be made. If you’re going to build up power accounts, first and foremost you have to understand that business pages are not the solution.They are important; having a strong Facebook page for your dealership is a must. However, a business page cannot become a power account. To become a power account, you have to be human. The hardest part is getting the right human to be the power account.
That’s right – the owner or general manager is the ideal person to be your dealership’s power account.They are (or should be) respected members of the community. Just as their touch is often enough to make a deal go through, their social media touch is more powerful than that of anyone else at the dealership. This holds true across the board. One study showed that a company’s CEO could get more engagement on their Twitter account with 1/100th of the followers of the company account itself.
Take a look at Tracy Myers from Frank Myers Auto Maxx. You would be hard pressed to find an owner with more social media power than Tracy.It’s not just that he’s such an interesting guy (he is, but that’s not important). It’s that he’s the owner. He’s the decision maker. He makes things happen at the dealership. If he says it, they make it so. As a result, his social presence is stronger than the presence of the dealership itself.
The hardest part is convincing dealers that they can benefit from this.THAT is another blog post altogether. If he or she is willing, they are the right person to starting building the power account.
If not, you have two options. The internet manager, eCommerce director, or marketing manager could be the face. Jeff Cryder‘s story at Lebanon Ford has drawn attention across the country. Lindsay Lavery at Lavery Chevy is really starting to make a splash.
Notice something about all three examples: the profiles are named after the dealership but the individual is highlighted each time. On Twitter.com/LebanonFord or @LaveryChevy , it’s the faces of the individuals who are actually controlling the accounts that are getting the attention. Same thing with fb.com/FrankMyersAuto – Tracy is the account.
People don’t follow brands despite what any social media pro will tell you. They follow people.They don’t like logos. They like faces. They don’t want to talk to an entity. They want to talk to a human. That’s all there is to it.
The third option is for the few who simply do not want to participate in this way. If you absolutely do not want to be the face of your dealership, come up with a mascot.It could be a dog. I’m not going to go into details or offer examples because I really don’t want you to go down this path, but if you must, you must. Try to get the dealer first. If not, use the manager in charge of the social profiles. Avoid the mascot if possible, but it’s better than just pushing out the brand.
In the next part of this series, we’ll discuss how to actually build the prominence of your selected power accounts. Until then, get your pitch ready for your owner or GM about why they should be plastering their face all over Facebook and Twitter.
There's something missing on most automotive mobile websites and apps. Everyone has "Get Directions". Most attach to the device mapping app to allow for navigation, though some still rely on sending people directly to Google maps, not navigation. The portion that's missing from many mobile sites and apps is the ability to get directions from device's current location.
This is an absolute must. You should demand it of your provider or move on. Here's why:
- There are statistics that show that people who visit mobile version of car dealer websites buy a car within 24 hours. This is due to being in "buying mode" when they visit mobile sites. They may be out and about. They may be on their way to a day of car shopping.
- They may be having a bad experience at a competitor's dealership. It's for these people that you want to make directions as easy as possible to get. They are less likely to ask their salesperson, "What's the address here?" Don't make them ask. Give them the option of getting directions to your store regardless of where they are. If they can be found on GPS, they should be able to get to your location.
Make it easy. Use an app or a mobile site that works directly with their GPS. You'll get more leads, visitors, and sales as a result.
There as been a major shift in digital marketing that has been building up for a couple of years now. Content was once a tool used for search engine optimization and social media marketing, but today and in the foreseeable future content will be the most important (and easiest) way to advance in search and social. We discussed it in detail on ADM last month.
One of the advantages of working for an automotive SEO company is that we get to play with the vast majority of content management systems and back end tools that dealers use today. Some are very good at allowing page creation and management, including Vin Solutions, Dealer.com, and, of course, KPA Connect. Others are awful. If you're using a platform that has limitations on content creation, it's time to consider a change.
This isn't a pitch for our website product. It doesn't matter as much to me that you have our product or another product that allows you to easily create and distribute content from your website. It only matters that you have the ability to build two or three pages a month with content that comes from the dealership itself. Where to find and who can create this content is another discussion, but for now, it's imperative to gain the understanding of where content stands in the present and future of digital marketing.
Unique, high-quality content is the source of your digital marketing. It's where the magic can happen. You have to think along the lines of offering resources and points of interest for your local customers. Your standard website content cannot accomplish this. It requires the creation of content that people can find. Remember, it's not just about getting in front of the people who are interested in buying a car today. It's also about building your base, exposing your brand, and being at the top of mind for those who may be interested in buying a car in six months.
This is why "new" marketing trends like retargeting and video pre-roll require codes on your website to make them work. Getting these codes onto your potential customers' computers requires content. To make it happen, you must have a website platform that makes it easier.
Build pages. If you are limited with your backend, make a change. You have the potential to get a dramatic advantage over your competitors, but you simply cannot if you don't have a flexible system to make it happen.
Internet Sales 20 Group VIP Networking Event At The Carnivale Chicago - Limos, Cash Give-A-Way & Fire Breathers from Dealer Synergy on Vimeo.
http://www.internetbattleplan.com
http://www.internetsales20group.com
Sean V. Bradley Will Be a Speaker For Jim Ziegler's Internet Battleplan on "VSEO"
Why do we need a goal? The answer to this question touches on the deepest, most basic need in humans: purpose. It is the why, the drive, and the reason for doing what you do. The purpose of having a goal is that it gives you a reason to keep playing the game of life. When you get down to the basics, it gives your life meaning. It is necessary if you want to keep moving forward. If you're not moving forward, you might as well pack it in and accept mediocrity.
Assume there are no universal mistakes. Life with a capital "L" has given you all the ingredients you need to bake a perfect cake. It comes pre-loaded with all the supplies necessary for you to create a masterpiece or a pile of trash that your dog won't even eat. The deciding factor - the art and the artist...YOU. Make a conscious decision about what you will do with what you have been given. Make your life a masterpiece and share it with the world.
http://www.franklincoveydealersynergy.com
Karen Bradley, President of Dealer Synergy Training On The 7 Habits Of Highly Effective People At An Internet Sales 20 Group in 2009
Next to computers, tablets, and smartphones, our cars are often the most technologically-challenging item that we deal with on a daily basis. Every model year brings out new gadgets and gizmos that are designed to enhance, adapt, and often-times engage with other technologies that we carry with us. Tablets are used as owners' manuals. MP3 players have become our stereos. Speakers and mics interact with our phones for hands-free driving. These are the common examples. Today's cars can do so much more.
The advertising on the OEM level often focuses on technology. Why do so few dealers do the same? It's not that they need to advertise the latest advancements to SYNC or show off the technology in any way. That's the manufacturers' job. They can, however, demonstrate that they have both an expertise in making these technologies work for their customers as well as an eager willingness to make it happen.
Many dealers do this. Few market it properly. Many of the car ads we see on television or the internet still focus on sales, price-beating, and gimmicks. What if (and think about it for more than a second) instead of promoting their dealership the same way every other dealership does, they took the path of focusing on their expertise and customer service. What if they weren't just there to sell you a vehicle. What if they were there to help you make it fit in with your technological existence?
It's an idea that was sparked by a friend, Jeff Cryder at Lebanon Ford, about a year ago but that didn't manifest itself in its current form until tonight. I was debating with a friend about his iPhone 5 versus my Galaxy SIII. His "winning" argument that obliterated any chance of convincing him that my phone was better than his: the Genius Bar.
Price is a losing battle in the automotive industry. Most dealers will be within dollars of each other when negotiated down to the bottom line on identical cars. The focus on "we treat you right" is still a powerful message but doesn't quite have the zing that it once did; the number of scandalous car dealers with poor practices has diminished dramatically in recent years and the majority do what they can to treat their customers with respect.
Technology. Expertise. A willingness to help customers get "plugged in" to their cars and take advantage of the tremendous technologies available to us - these are the things that might just work from a marketing perspective. It would be a welcome change from a television advertising perspective. It would be a differentiator at the website level. On social media, it could shine. Now, apply this to both the sales and service departments and I think you might have something.
Would it work? Is it worth trying?
* * *
"Car Technology" image courtesy of Shutterstock.
http://www.socialdealer.com
http://www.internetsales20group.com
SOCIALDEALER, a leading social media management company that helps automotive dealers create, manage and monitor their social activities through one centralized web platform, today announced Phil Penton, President of SOCIALDEALER, has been interviewed by AutomotiveInternetSales.com
