If auto makers expanded their cooperative efforts, the industry would essentially be smart-sizing, the way the airplane manufacturing sector has over its long history. In the very beginning of aeronautics, the Wright Brothers and companies that grew in their wake made their own engines. Before long, a group of separate businesses emerged to produce engines, each of them competing to improve and advance the equipment. As aircraft engine technology advanced jet engines became the dominant design — and having a spate of companies making the same part proved costly. The industry responded by consolidating, resulting in just a few independent aircraft engine manufacturers and a more efficient supply market.
However, when the efforts are put in place and relentlessly followed, customers will take notice and they will be prompted to reciprocate the effort by going nowhere else. Given that auto dealerships involve multiple touchpoints – showroom, repair & service, pre-sales and post-sales – you have to make sure that the experience is consistent across all these touchpoints and before you know it he’s already raving about how much easier you make life for him!
By Robin Dienel How do you measure the success of your dealership website? Is it how many leads you get? Average VDP views? Number of website visitors each month? Whichever way you slice… Read More
The dealer relationships, marketing expertise and leasing acumen Joy Falotico cultivated over nearly three decades with Ford’s financing arm stood out amid the void created by a top executive’s sudden departure.
Consider the car’s interior, until recently a relatively stable component in terms of engineering and value to the automobile. Now, interior surfaces are potential real estate for ambitious enhancements of safety or entertainment. New technologies such as 3D laminated glass, haptic sensors, and augmented reality heads-up displays — which offer drivers alerts, safety aids, and warnings on invisible screens embedded in the windshield — have entered the vocabulary of traditional suppliers. Large navigation and entertainment display screens in the dashboard offer Web-based information and media as well as data arrays picked up from networked roads and other cars. The autonomous car will further up the ante, and soon. It will change the “living space” dimension of automotive interiors. The front seat may be reoriented to face the back seat, so passengers can converse as they would in their living rooms while the car cruises to a destination. Or seats could face a windshield that’s become a large movie screen. Little wonder, then, that vehicle electronics could account for up to 20 percent of a car’s value in the next two years, up from only about 13 percent in 2015.
One of the most important aspects of any type of marketing is to continually analyze your campaigns and see how they can be improved. Gaining useful customer feedback through online surveys is a simple way to learn what your customers want. Try to make survey questions simple and straightforward so your customers will be able to answer them clearly. Surveys can be sent out to customers after they visit the dealership in order to gauge their opinions about the service. Survey distribution and the gathering of information can be made much easier and more efficient with an automated survey tool.
Based on our pool of users, car salesmen tend to be predominately enterprising people. This is not unexpected, since, by definition, all successful salespeople are enterprising. Selling big-ticket items like cars calls for an even more pronounced dedication to initiative and resourcefulness.
Specifically, we probably want to find out about the vehicle models, features and also the prices. So it’s also important to give us all of this. Pictures are not going to be enough, so you may want to embed manufacturer videos or TVCs on your site.
KF: We are the first, and I believe, the only dealer in the country that has developed augmented reality solutions internally that we are using in the dealership showroom to better engage our shoppers. This past December we were the first in our market to introduce virtual reality test drives on our websites. Why do I share these Two examples? Our consumers’ expectations are rising each year, and our goal is to exceed those expectations wherever we can – while becoming more consumer-facing.
The first step of any effective automotive marketing campaign is getting potential customers off the couch and into your dealership. Generating high volume quality traffic is essential to automotive marketing success. Not only does a showroom full of people provide your sales staff with more sales opportunities, it also creates an exciting, energetic environment. Creating this “buying frenzy” atmosphere is the key to high-impact marketing success, but it is something the average automotive marketing company cannot accomplish.
Sales managers play a big part in your success at the dealership. If you haven’t built any relationship with them and they decide they don’t like you they can starve you of deals and leave you empty handed, or give you such insufficient help that you eventually quit.
Most rewarding part? I took pictures of everyone I sold a car to. They were ALWAYS happy. On their 1 year anniversary of their purchase, I would send them a card with the picture. I got more repeat and referral business from stuff like this. I called people 30 days after purchase to make sure they were happy. Again, more referrals. The key is that once the sale is over, that’s when the real work begins. Followup is the key to more sales. Happy customers are the most valuable commodity in the world.
Lexus is overpriced Toyotas. I would buy the Toyota. Same with Nissan / Infiniti. There is no substitute for Jag / BMW. Seriously. They’re the best in the industry. Even though I hate Mercedes, the E Class, CLS, S Class, and SL are absolutely gorgeous. Cadillac is not GM. I don’t know how they do it, but with roughly the same materials and build processes, they turn out a drastically superior product. I highly recommend them. Lotus is sex in automotive form. Tesla is the future of automobiles, and if you can get a Model S, sell your kidney. Audis vary from good (A series) to great (S series) to oh my god just hold me while I lay in the wet spot (R series). Acuras are angular Hondas and don’t belong in the conversation.
If you’re perceptive and have decent instincts, don’t be afraid to skip the qualification process. In our case, we parked a relatively expensive vehicle in front of a row of 135is, so any salesperson could safely assume we had the means and the interest. (In fact, the car you drive onto a lot probably says more about your means than any of the answers you provide to qualifying questions.)
If, indeed, you are suited to the career of car salesman and become a top performer at a dealership, you can earn more than $100,000 per year and receive a no-cost ‘demo’ car to drive. Additionally, most dealerships provide their employees with excellent benefit plans.
Not only do you start pre-qualifying customers. You start to question the dealerships 12-Step selling procedure, believing you can do it better by cutting corners. (The process, whatever it may be was in place long before you got there.)
There are a couple misses though with the application. First of all, one can only share the application as a shared link that brings others to a person’s created infographic on the application tab. It seems an image of the infographic would’ve been a better solution, especially since mobile still lacks support for Facebook tabs and you get comments like the one I received from a friend, “Link didn’t work for me.” Also if the generated infographic was an image, it could be shared on other websites, social sites, or email.
Close the sale. Now that you have discussed pricing and gotten a definite number from your manager, it’s time to complete the sale. Sign the paperwork, arrange a collection date, and always stay in contact with the customer to prevent any problems.
If you’re struggling to get any sort of reputation online, then you need to get creative. Invest resources into delighting customers and exceeding their expectations. They expect a specific level of service, so if that’s all you’re providing then they have nothing to encourage them to spend the time to review you.