DRIVE centered on areas of the advertising and marketing landscape currently rife with change and challenges, but also filled with great excitement and opportunity. These include data unification, the future of mobility and AI and connecting data-driven marketing with great creative.
Much of Republic’s progress so far resembles the natural evolution of retailing that has occurred in a host of other consumer-durables categories. In these categories, smart and aggressive retailers have created “category killer” formats that offer both lower costs and better selection. Examples of the “category killers” include Home Depot Inc. (home improvement products) and Circuit City Stores Inc. (appliances and consumer electronics). In fact, it was Circuit City that invented the CarMax Group, the first used-car superstore chain.
The report also mentions that Toyota is no newbie to being on top of these ratings. This gives us some perspective into the fact that delivering excellent customer experience isn’t a question of a single incident, neither is it the task of a single customer satisfaction team. It is an on-going pan-organizational effort which might take time to translate into ROI and success.
This leads to our third trend: Diversified Content. We are often told as automotive marketers that we need to create blog posts, post on social media, get reviews and use many more platforms. It can feel very overwhelming.
He found out (the hard way) a basic truth of car buying: There is no clause in a sales contract that allows a buyer to return a car because it’s missing a feature he assumed was there. Car sales are, largely, final.
Back in the day, dealers used to hold all the power. Consumers couldn’t access information about financing, trade-in appraisals and inventory unless they visited the dealership and inquired about it. In the year 2016, however, this is certainly not the case.
Have you ever asked for a discount when you buy a TV or major appliance? Just like everything in life and in business you are going to run into people that are greedy and out for themselves. Please remember this the next time you go car shopping.
One of the most important aspects of any car dealership is pre-sales. Employees who handle pre-sales have got to be equipped with a auto dealership customer feedback collection mechanism that they will motivate the customers to fill. This data collected in vital because these are the customers who have approached you and are assured that they have made the right choice by doing so. Once they have made this decision, they will be handed over to the sales team but prior to that decision making is where most of the magic takes place.
However, if none of these factors cause angst or concern, and if you have the ability to sell anything to anyone, you could become a car salesman. It would be wise to keep in mind, however, that a car salesman is not only trying to sell a vehicle, he is also competing against everyone else with whom he works. It is not a friendly environment, but for those who possess the needed talents, it can be lucrative.
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.
Often, they cannot even sell the car used due to the way the previous owner has kept it, and if the expenses are too high to recondition the car, they will instead send it to a wholesale auction. Usually once a month, auction houses have high end auctions where bidders can buy nice cars at exorbitantly low prices, albeit, their cost of repair or to bring back up to snuff can dig into the time needed to go from auction house to sales floor. This means that a used exotic car dealer must take responsibility and repair/recondition the car, and then try to make a profit off of it’s market value. This can end up being a hit/miss for the dealer.
Many experts expect this trend to continue as the confluence of automation and data keeps chipping away at the organizational pyramid. “Hierarchical, command-and-control leadership will become obsolete,” says Edward Hess, professor of business administration and Batten executive-in-residence the Darden School of Business at the University of Virginia. “Flatter, distributive leadership via teams will become the dominant structure.”
I have sold cars for a long time and it seems that things are getting harder by the day. Customers that you do get in front of you. They are smarter, most have already done their homework and no one lately wants to pay for anything. My past customers are wore out from my calls. Just want to know how can I get more customers and in myy face.
As it so happens, i’m about to put an offer on a used car. Talking an 06 with 100k miles, priced at $9800. I want to walk out the door, taxes, fees, etc–total, $8500 and tops $9700. What’s my best way to get that?
That’s far too many, especially in the case of Chevrolet. When you think of a Chevy, what comes to mind? You might think of the Corvette or a truck like the Colorado or Silverado. But the image is fuzzy because GM has fractured the brand into so many pieces (including the Spark, the Cruze, the Volt, etc.) that some of those pieces wilt under the glare of auto retail inspection.
Auto marketers understand that what consumers want is an ever-evolving product. That’s why certain organizations are rebranding themselves as mobility companies and changing the ways they engage and connect to buyers.
2) If you find sales folks who are constantly negative, stay away from them. You’ll spot them right away… they usually stand off by themselves waiting for “ups” (folks coming on to the lot), smoking like chimneys and poppin’ TicTacs. They usually watch the clock like madmen, too. They float from lot to lot, burning through many contacts in the biz and finally ending up out of the biz altogether. They will leave a dealership at the drop-of-a-hat… always looking for “greener grass”.
Selling a used car can be a tough experience. You’ve got to be able to establish a level of trust with people who are already not going to trust almost anything you’ve got to say. How can you overcome these assumptions to be able to do good business? Through a strong marketing effort that helps you establish your own community reputation.
MINI USA’s “the best test drive ever. Period.” campaign, created by butler, shine, stern and Partners, encouraged consumers to describe in six words a fantasy test drive of a Mini Coupe. The contest winner’s fantasy was made reality in a film that premiered online on MINI USA’s Facebook page and YouTube channel, as well as in cinemas nationwide. The campaign received 14,000 submissions, prompted MINI USA’s Twitter account to grow from zero to 19,000 followers in one month, and drove 6,000 consumers into 115 MINI USA dealerships—2,100 of which ended up purchasing a vehicle, all for a fraction of the cost of super bowl TV spots or celebrity endorsements.
If you’ve been in business for a while and tracking your dealer marketing strategies diligently, your marketing efforts don’t have to be a guessing game. Go back in your records to look for lulls and boosts in sales during the spring and summer months of past years. Try to figure out what may have been going on during those periods of time—did you get a boost in sales after the local newspaper ran a story about your dealership? Was there a big dip in sales in two weeks during July 2015 because your area had a damaging hurricane? Look for what you can control—and what you can’t—and use those insights in your planning.
OK, let’s get to the good stuff! One of the most popular pages on this site is about car salesman salary, how they’re paid and what to expect. This is an excellent page to start with as this will show you whether or not you can actually profit in this business. Hint: A car salesperson can do quite well, even in this economy.
Sure, this happens at most car dealerships (“Just let me check with my manager!”), but it’s also used in the workplace. Supervisors often use the guise of getting a higher-up’s approval so they can remain in your good grace while still not budging. The key is, if you can anticipate this, you’re less likely to make emotional, knee-jerk reaction, says Miller. “You won’t be emotional about it because you’ll know it’s just part of the negotiating process.” And when it happens, redirect the discussion to the negotiation instead of focusing on who’s making the decision.
35. If you’ve been watching a particular used car online, call the dealership to be sure the car is still in stock before you pay a visit. Online inventory changes don’t happen in real time, so it can take hours — or even days — for online inventory to be updated.
The EGC Group’s research and knowledge about the new consumer and their car buying process allows you to “move more metal.” Our digital search engine marketing, social media programs and lead conversion technology – helps our automotive clients achieve more traffic, leads and car sales.
For example: Don’t assume that a car has a certain feature that you want. I once was showing a midsize sedan to a guy who came into the dealership without his wife. We went on a lengthy test-drive, and then he bought the car. I didn’t know it, but he and his wife were going to use the car for long road trips, and because of his bum knee, his wife was going to do most of the driving.
7. Check your insurance rates on the car you’re looking to buy before you buy it. This is one that people often forget to do when car shopping, and it can really come back to bite them. Here’s an example:
The application entices fans to create their own infographic to see how they rank against Todor Todorov, someone the BMW social media team has identified as the “Official BMW Superfan.” At the end of the personal generated infographic fans can see how they score against Todor. I wasn’t too far from making superfan status generating a score of 217 vs Todor’s 295. If only I liked more International pages or liked a few more BMW posts, superfan status could be mine!
Boy, this is a boring suggestion, isn’t it? You’re probably reading this article because you’re looking for some badass Kung Fu moves to instantly incapacitate any salesman you meet. But boring or not, establishing good credit is the best thing you can do to strengthen your bargaining position.