My dad always said, “Don’t answer a question with a question,” but in this case, there’s a pretty good measuring stick when it comes to advertising effectiveness. Are you increasing your market share? Assuming that your people, location, inventory, etc. aren’t changing, the best way to measure your advertising’s effectiveness is to measure your share of the pie versus your competitors’. Surely, customer traffic counts can be considered a measuring stick as well, but few dealers are great at logging customer traffic, and in today’s business climate, increasing the number of secondary finance leads at your dealership will do very little to increase your sales.
After it was all over, the young man asked us “How much did you guys make on this deal?” I asked him if he really wanted to know. He said yes. “How much do you think we made?” I asked. “Oh, probably 2 or 3 grand each,” he replied. He honestly thought that my partner and I had pocketed $6000 in commission on a $14,000 car. The truth was, it was a mini deal, and split two ways we had each made a whopping $62.50. When I told him that, a big smile grew across his face, like we were pulling his leg, and he said “Oh, no way! No way, man! You couldn’t make a living like that!!”
Should your dealership be on every social network available or concentrate on just a few? How can dealers find sales on social media without alienating their “friends?” What tools are available to help dealers manage their social media efforts? Is advertising on social networks a good idea? These are all great questions, for which there is no short answer. The truth is, it depends on your market demographics, location, and marketing strategy. We can, however, examine some of the different social networks and tools available and take a look at how they work and how they can work (or not) for your dealership.
Classic Car and Specialty Vehicles: As a car delaer, you can also specialize in buying and selling classic, collector, and antique vehicles. You can purchase a classic vehicle that is ready to be sold, or a unit that needs a moderate amount of work or a full restoration. You can attend classic and antique car autions anywhere in the country, purchase your vehicles tax exempt, and make them ready for retail. This is perfect for the hobbyist ready to take his business to the next level or a professional ready to expand. Please contact our office to discuss this niche industry in more detail.
“It’s good news — addressing what for many of us is the most intimidating purchase of our lives. In the showroom, we match wits with a trained professional who is very experienced in negotiating,” said Jack Gillis, director of public affairs at the Consumer Federation of America in Washington. “The dealer chains are more aware they have to do business differently than in the past.”
If you want to be or even consider yourself a professional automotive sales person, it is a must to market yourself like a professional by acquiring effective car sales tips. Like a business… Because you are a business within a business.
After looking over the vehicle, noting any damage, and asking any questions you may have about it, take their appraisal form into your sales managers office. It should take him only a minute or so to come up with his initial offer, but inform the customer it will take about 10 minutes and use that time to begin looking at new cars.
Car dealers are in the business of selling cars to consumers, not financing cars that consumers buy. So, this box advises you that after you sign the purchase contract and leave with the car, the dealership is going to find a finance company or bank to buy your contract. This language gives a car dealer the opportunity to find someone to buy your purchase contract. Most of the time this is not a problem. However, if the car dealer cannot find someone to buy your purchase contract, it can cancel the purchase contract. But, the car dealer must notify you within 10 days of the date on the purchase contract. If it does not, then the purchase is final and cannot be cancelled. Every purchase contract relating to a car purchase in California that I have reviewed has included this provision in it, and our firm has seen thousands of purchase contracts.
These days, no one has time to visit a car dealership, talk to a salesperson, then go for a test drive only to discover that the car isn’t right for them. That’s why consumers will conduct in depth research online first to find out if the model they have their eye on is the perfect fit. Optimizing your mobile site so users can easily find the information they’re looking for on the go will ensure success at this micro-moment.
25. Enthusiasm. Enthusiasm sells cars when your customer feels your enthusiasm. Make them feel that you are happy to see them, happy to meet them and happy to help them. Be enthusiastic about the car, the dealership and everything they have to say. Don’t be phony or they will sense it. Be excited when you have a customer that wants to buy a car.
Fast forward to this week where Dodge Stratus driving Division Manager Ted is transformed into the uber essence of raw maleness as Ron Burgundy from the film Anchor Man 2. Dodge shot 70 ads with Ferrell to launch the new Dodge Durango where we learn about neglected features like the glovebox and how many “EM-Pah-Gahs”the Durango gets.
In the U.S., total automotive marketing spending is about $35 billion per year and climbing, with roughly 10% of automotive sales revenue consumed by marketing expenses. Almost two-thirds of the money is variable marketing spend (i.e., purchase incentives); the rest is fixed marketing spend, which covers traditional advertising and marketing as well as digital channels.
As disruption faces our industry, we must recognize that the best people to disrupt our industry are ourselves. We must do this with strong leadership, and a genuine goal of becoming more consumer-facing in every aspect of our business.
“We’ll continue to see vitality in the traditional media for dealer advertising because there are still a lot of people who depend on those media. And obviously, there are large numbers of baby boomers and early Gen Xers in the market who still listen to radio and watch television. Even young millennials watch TV and listen to radio.
I own a Honda Fit, and my SO has a Nissan Versa. They’re both low end models, were cheap, but we’re the kinds of people who buy a car, pay it off, then just live in sweet-sweet “No auto payment” bliss.
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 rapidly, 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.
If everything is in fact fair in love and war, then this is a case where it is both love and war! Your love for customer retention & acquisition must be so strong that your war on your competitors has to be absolutely fierce.
This step may seem obvious but you shouldn’t just go out to used car dealerships and start the shopping process. First you should search the online used car classifieds. Go to the local newspaper websites to view the automotive classifieds to view ads for cars that are close to you. However, to get the largest selection we recommend that you use the larger sites with thousands of listings like the ones mentioned below.
You now have rigid work habits with the understanding that if you’re not doing something that to do with selling a car, you’re not making money. You find yourself looking forward to going to work and your attitude and feelings return to stage #1 permanently.
To avoid having your emotions toyed with, have a backup plan for whatever it is you’re negotiating–a raise, a course of action, a new role in your company. “If you know you can get the same car at a dealer that’s a mile away, then you’re not going to be as emotionally attached to buying this car from this dealer,” says Miller. And that alone might help you get a better deal.
These ambitious targets will be hard to meet, not least because demand is still lukewarm. According to research from the US-China Business Council, an American trade association, NEVs—and their batteries, which require constant charging—are expensive, and remain largely outside of the price range of average Chinese consumers, even with the generous purchase subsidies. The purchase subsidies, themselves, have been problematic: while the government has always planned to phase out subsidies in the market, in late 2016 officials slashed a number of subsidy policies earlier than expected, after discovering that a number of local NEV firms were cheating on their subsidy schemes (by accepting money without putting it towards investment in greater NEV production).
Automobile salespeople explain features of vehicles to potential customers and help them find a vehicle that meets their criteria and preferences. Salespeople need to spend many hours standing, and night and weekend hours might be necessary. In addition, working in car sales usually requires spending time outdoors. Automobile salespeople need to be persuasive and charismatic. Occasionally, they’ll have to deal with difficult customers, which may be stressful. The median annual salary for an automotive retail salesperson was $39,763 in January 2016, according to PayScale.com.
It’s a sales technique that tries to take your mind off of a certain figure. Most customers won’t jump from box to box negotiating, they will just have to make one box change to reach a targeted monthly payment.
– Social Media Syndication – Included in Wikimotive’s SEO is social media syndication, intended to build social signals using the quality content we create for your site. Social signals are the activity and engagement associated with content on social media that help influence rankings on search engines.
But did you know that taking things away from your prospects can actually be used as a closing technique? As with all closing techniques, the take away close takes a discipline professional to know how and when to use it correctly. If used too often or too early, you’ll end up negatively affecting your margin. Like every other sale, the Take Away Close is not the “end all, be all” close. Learn it and, more importantly, learn when to use it.
The Auto Marketing Blog is a marketing blog analyzing various companies and their brand engagement online. It looks at efforts that affect sales, new product launches, viral campaigns, social media usage, online media choices, brand lift, and other related advertising . Within these entries I will not only share opinions on what I think brands are doing wrong (or right), but will also provide ideas to further enhance efforts that may improve your own marketing decisions.
General Motors and UzAvtosanoat have a joint venture called GM Uzbekistan, UzAvtosanoat owns 75% and General Motors owns 25%. General Motors and UzAvtosanoat also have a joint venture called UzDaewooAvto both each hold a 50-50 stake.
We are online more than 20 hours a week these days, more than we are watching television and this is where we engage with our friends and look for information. If you’re not where we want, when we want then too bad, someone else will be.
Detroit-based General Motors, which operates under several brands such as Chevrolet, Cadillac, Buick, is the third largest advertisers in the U.S., spending 3.5 million U.S. dollars in advertising in 2015. Also based in the Detroit area, Ford Motor Company was the sixth largest advertiser in the country that year. Italian group Fiat Chrysler Automobiles ranked eighth with a total of ad spend of 2.25 billion U.S. dollars in 2015, investing an average of 2.16 thousand U.S. dollar on advertising per each Fiat vehicle sold that year. Carmakers are some of the major spenders in the advertising market in the U.S., but they are not the only ones within the automotive industry. Advertising expenditure of the automotive rental and leasing industry was estimated at 492 million U.S. dollars in 2016, whereas automotive dealers and gas stations were projected to spend about 983 million U.S. dollars that year.
Create a Stunning First Impression: The floor of an auto show or dealer event is no place for shrinking violets. To drive significant amounts of traffic and prompt social sharing, GPJ designs experiences that make an immediate, indelible impact.
Vehicles will be positioned as a new, third-place for this data interaction to happen. New vehicles will be marketed as providing seamless, safer driving experiences thanks to smarter algorithms and improved ergonomic interior design.