I have been selling cars for almost ten years. I have been through numerous training sessions on how to sell a car. Ask anyone in the automotive industry and they will tell you the same thing. Between manufacturers, "sales Gurus", heck even our Human resources rep has at least two training sessions with us a year. The question that I always leave with is how can I use this for the benefit of my customer. Or in my head I pretend I am the customer and ask what will this guy's training do for me.
That brings me to the point of this post. Social media is the cool name for it. It consists (but not limited to) Facebook, myspace, Twitter, linkedin,I could go on and on. So what does Facebook or any of these others do for you, the consumer? Why are dealerships spending hours of precious time developing blogs, and fanpages? The simple answer is to engage you. It is our feeling that if you like me enough and I offer you a connection to my dealership there is no need to go anywhere else. If I make us more "human". It hopefully takes out the bad stigma car dealerships sometimes have. Im reminded of that sleezy car sales guy portrayed in any tv show. I certainly hope that I am not percieved to be that guy!
I could go into all the ins and outs in Social media, but thats not what I want to do. I just wanted to tell you what it does for you, and how you the consumer can use it. I want to let you know what is does for me. Having you engage us is what it does for me. That's what Social media is all about. Its about you having a friend here,and me having an advocate in you out there. It's about us engaging into a nonconfrontational relationship that can be built and last a long time, and all it costs is time. I look forward to seeing you post on our fanpage, because the last piece of this is that Social media gives you a voice. Whether its a complaint about the lot guy scratching your car ,or a glowing review of how well we treat you. You have a voice and it is very effective.
My favorite of the "Social Media" is Facebook. In my opinion it is the easiest for anyone to use, and the huge numbers of people with facebook pages back that assumption up. Our Facebook fan page has been a moderate success. We have the most fans of any dealership in the area. I believe it is only because we use it. It is here where i ask you to go to the link here again and become a fan of us too. You will get to see pics of happy customers, (maybe yourself?). I also put info about upcoming models, info you wont get anywhere else! Last month to the chagrin of my service department I offered a $5 oil change! But, you have to be a fan of us to get the benefits. You have to engage us.
Social media is here to stay. My only wish is that I use it to help you more. From giving advice on tire pressure, to purchasing your dream car. Thats what it will do for you.
Just last month my girlfriend and I made a last minute decision to drive to Manhattan for the weekend. Without months to plan the trip we needed to book a hotel quickly. After spending only one night scouring Hotels.com, Trip Advisor, Travelocity, and another dozen sites, we settled on a destination. The hotel turned out to be great and the user review sites really helped us make the right decision in choosing our crash pad for the 3-day excursion.
Enter the car dealership. When I was on the sales floor I quickly understood that referrals and word of mouth were a big part of our business. Dealers should realize that it is just as important to be aware of what potential customers are reading and writing about their dealership. If you want to do a quick test, try typing “Toronto Toyota” in a Google search and make note of the dealers that appear beside the map (7 pack in geek terms). You will see that beside the phone number, the reviews of these dealerships are showcased. Such powerful reviews are just one click away from your potential customers. Ratings can be posted directly on your Google Place page or extracted from various review sites such as DealerRater. Want to see a dealer that has hit it right out of the Rogers Center on to Front Street? Try typing “Toyota dealer MA”. The last time I checked this dealer, Acton Toyota, it had 1,019 reviews associated with their dealership listing, with the vast majority of reviews coming directly fromDealerRater. Since Google Maps is so visible, it is critical for a dealership to have their page loaded with positive reviews from their customer base.
What the heck is DealerRater? –
Founded in 2002, DealerRater® established the first car dealer review website worldwide. As a social network and user review website, DealerRater.com features more than 30,000 US and International car dealers, 190,000 user reviews and over 1,000,000 classified ads. The site attracts more than 3 million consumers every year who visit the site to search for car dealerships, read current reviews, write their own descriptive reviews, and find car deals – all for free. Car dealers are rated on the criteria of customer service, quality of work, friendliness, price and overall experience. In addition, both consumers and car dealerships may post free auto classified ads. DealerRater’s users may request vehicle quotes and the company’s Certified Dealers receive free vehicle leads.
Source – DealerRater.com
How do I make DealerRater work for me?
With more than 250,000 people joining the DealerRater user community each month, DealerRater is quickly becoming an important online resource for anyone seeking third-party information on car dealerships. The site is equally important to today’s car dealers for a number of reasons. DealerRater helps Dealers stay in touch with customer feedback and also gives Dealers access to an ever expanding market of potential customers. In addition, the content on DealerRater’s site is jam-packed with customer reviews and classified ads, all of which appear in organic Google Search results. As a result, as a dealer you are able to expand your online presence and achieve higher search engine ranking across the Web with the help of DealerRater’s user-generated site content.
But what about negative customer reviews that may pop up from time to time? Through DealerRater’s Certified Dealer Program, DealerRater offers qualified dealers the opportunity to actively monitor and respond to customer reviews and save relationships. Certified Dealers can take advantage of a two-week reconciliation period to communicate with unsatisfied customers through a privatewebsite panel before negative reviews are publicly posted. Given this key feature of DealerRater’s Certified Dealer Program, as a Certified Dealer you can actively manage your online reputation and address customer feedback, enabling you to retain more customers and generate increased business.
Another interesting feature DealerRater offers its Certified Dealers involves complete integration with the popular social networking site, Facebook. This recent addition offered by DealerRater allows a Dealer’s most recent positive user reviews to automatically feed to a custom tab on the Dealer’s Facebook Page, which is updated real time. A Dealer’s classified ads also can feed to a custom tab on the Dealer’s Facebook Page, and are updated daily. As a result, as a Certified Dealer, you can draw leads directly from your Facebook fan page.Additional Program Highlights
- Positive Review Testimonial Feed – As a Certified Dealer, your most recent 10 positive reviews feed to your website and automatically update as new reviews are added, enabling you to gain instant website client testimonials that are labeled “Powered By DealerRater.com”.
- Unlimited Vehicle Leads - Certified Dealers receive instant email alerts for all leads generated for their brand in their state. Leads can be fed directly into a CRM system.
- Employee Review Pages - Certified Dealers have “MyReviews Pages” for your employees to showcase their respective reviews.
- Unlimited Auto Classified Ads -As a Certified Dealer, you can place an unlimited number of auto classified ads on DealerRater’s website. Ads also appear on AutoSpies.com and in organic Google search results. DealerRater provides inventory upload management from your Dealer Management System to the DealerRater database. Dealers can list vehicles with multiple photos and Dealer notes to generate leads on specific vehicles in your inventory.
There are a number of user- based review sites all over the Web that dealerships can utilize. DealerRater has created a model that works for both the buyer and the seller. Stop storing those thank you cards on your desk and start getting those positive reviews in front of potential customers.
By: Ryan Thompson
“Ryan is an active on-line marketer, blogger, and Canadian Account Manager for Car Chat 24”
We are all used to hearing the same things....What is my trade worth? Can you ball park it? Are you flexible on the price of your car? Your store is further away than I realized...and the list goes on. Its very easy to hear things like this all day and get discouraged, but it does not have to be that way. Every single objection you hear over the course of a single selling day can be overcome by a good rebuttal and a positive and enthusiastic attitude.
Ultimately on every phone call one of two things is going to happen. Either you are going to sell a customer on why they should come in and do business with you, or they are going to sell you on why they can't or shouldn't. Mastering some strong rebuttals and constantly maintaining a positive attitude can make all the difference. Be sure you know (and can explain) why customers should buy from you, and build the excitement from the start!
All that being said, once you have the tools and even think you may know what to do with them, it never hurts to have a blueprint.....
There are lots of great rebuttals out there and also a lot of ways to use objections as a reason for a customer to come and visit your store. Please post your best rebuttals and stories of how you set some great appointments using the objection as a reason to come in. Everyone's expertise is what makes forums like this so helpful, so i'll thank everyone in advance for the input!
I hope everyone has a safe and fun weekend. And of course to my dealership friends... I trust you will sell lots and lots of units this weekend!!
I just wanted to thank everyone for helping us put this site together :)
I am amazed by how much we got accomplished in only a couple of days. The site is going to be completed by the November Internet Sales 20 Group in Philadelphia.
PLEASE remember to add your profile picture... It would be nice for everyone to get an idea of who they are communicating with. Remember this isn't Match.com, its not that deep lol!
Continue to add articles, blog posts, pictures and of course video... anything that you feel is relevant and or important to you that you think other people in the community would see value in.
Thanks again for being part of AIS!
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