The digital transformation of the automotive industry is well underway. The industry is becoming more connected everyday, and the connected consumer no longer has time for lengthy discussions with a salesperson, or hopping around dealerships looking for the right car. Marketers must speak to their customers at every stage of the customer journey, including in the decision making moments that happen on the go on their smart phones and even post-purchase. In order to thrive in this new environment, automotive marketers must embrace change and adjust their strategies to ensure that they are reaching the customer in these key micro-moments!
I just started as a car salesman, and I have no intention of trying to oversell or rip off any person. It does not make good business sense, especially if you want referrals and repeat business. Just like any profession, there are honest people and dishonest people.
The cause for concern for all automakers is that preference is most likely in the type of car. How do we know? If you look at the best-selling cars in America from February 2015, there is no overriding brand doing well.
“It’s like night and day,” said Rachel Grabiak of Connellsville, who bought a car on Tuesday at #1 Cochran Volkswagen of the South Hills. She liked using the kiosk and found the indicated price would be about $2,000 less than the manufacturer’s list price. “I could pull up everything about the model, such as colors and features, and how the price would change.”
(2) Start high and work your way down — It’s a lot easier to build a lust-inducing $100,000 car than a cheaper model. Tesla started with the $100K plus roadster built on a modified Lotus platform. With the Model S, they started with production of $100K vehicles and are working their way towards the $60K entry-luxury models. By starting high, Tesla is letting early adopters fund technology development. As volume increases, prices are coming down. The early super cars are media darlings endlessly discussed in waves of free Tesla publicity.
Traditional advertising will always be a key component to automotive marketing. But future is pointing toward SEO as the way to consistently build and grow businesses. What separates SEO and traditional advertising is one simple thing: customers who are in the market find you, instead of the other way around.
Believe me when I tell you, a seasoned Sales Manager will recognize your in this stage well before you do. A good Sales Manager will attempt to help you and get you out of your funk. (If you’re worth saving.) You just have to be smart enough to recognize they’re trying to help you.
Washington: Phoenix, North Hollywood, Sacramento, San Bernardino, San Diego, San Francisco, Santa Ana, Denver, Fort Lauderdale, Miami, Tampa, Atlanta, Chicago, Schaumburg, Indianapolis, Novi, Charlotte, Durham, Henderson, Portland, Philadelphia, Pittsburgh, Charleston, Nashville, Austin, Dallas, Houston, San Antonio, Arlington, Seattle
Like we just discussed, help the customer access all the information he needs from the comfort of his home, or office or wherever he is. Let it not be a case of him having to come to your showroom for every little query. In fact, mobilize information such that the customer feels empowered even before he walks into your showroom. While this is just one side of it, open up all channels of communication to enable a two-way interaction pathway with your customers.
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.
McLaren fired off a volley of amazing technical shots and this fantastic video, using wind tunnel effects to highlight the car’s aerodynamicas, then seeding the video out virally, eventually reaching 180,000 fans:
Being a car salesman isn’t just about selling a product to the customer, it’s an art and a science. Personality, appearance, authenticity, and your ability to persuade all play a part in working in a car dealership. Many people walk into a dealership and already have a negative perception of car salesmen, and so your job is to change that image into something positive for the customer. You want to show them that you know what you’re talking about and you want to get them the best deal possible. So, it’s important to know a few key things about how to interact with your customers and how to, at the end of the conversation, have your customer satisfied with their experience and eager to purchase a car from you.
Just the warranty. If an engine blows, or there’s a major drivetrain issue, it can get expensive very quickly. Aside from that, depreciation is about 20% on every new car, sometimes up to 40% if you’re buying a model that has a lot of fleet (rental) sales.
Strategy 6. Put a shopping cart on your website. Online sales are still growing at a dramatic pace. This is coming from people who want to save time, avoid crowded stores, convenience, and the ability to shop outside of store hours. Just consider eBay for example, which generates millions of dollars of sales each year. It does not cost anything to set up an account on eBay, and you pay a proportion based on the cost of the item you are trying to sell. If you don’t want to use eBay, consider using your own shopping cart system on your website.
Those shopping for cars don’t just sit back and wait to be bombarded with ads, either. They actively seek out information on cars on the Internet. Three-quarters of car buyers surveyed said they used the Internet, including social media, to help them choose a dealership to visit. Half of car buyers said they visited only one dealership before buying.
Dress professionally. Customers will size you up within a few minutes of meeting you at the dealership. Make sure you present your best self by dressing professionally every day for work. Put on a clean collared shirt, dress pants, a blazer or suit jacket, and formal shoes. Be well groomed and well put together so customers see you are trustworthy and professional.
Since then, we chuckle in a friendly manner over the disaster of the Edsel in the late ‘50s (named after Henry’s son) as it’s as much a part of the Ford story as the Model T. But we also respect Ford for its willingness to be single minded. It once owned Jaguar and Land Rover, but sold them both in 2007, sold Volvo in 2010 and discontinued Mercury in 2011.
Prices are driven in part by where you’re shopping. You’ll find used cars in used-car sections of new-car dealerships, independent used-car lots, used-car retailers such as CarMax and websites where private-party sellers list their cars. Of the four, private-party cars will usually have the lowest selling price. CPO cars will usually cost the most, but for the reasons we’ve noted. To see what other people are paying for the models you’ve picked out, Edmunds offers a quick way to see the average price paid for the car in your area.
12. The car buyer wants to feel like they are getting a good or at least fair deal. Whether they made a great deal or not they need to feel like they made a good choice. Almost all buying decisions are made with emotion, so the way they feel about you, your dealership, the car, the price or the deal is critical to your success as a car salesman and overcoming objections.
To gain preference in the automobile market, automakers have to get out of their own way and ask themselves the difficult questions. Too much of the marketing and branding in the automotive industry is thinking inside out, which usually only results in promoting product features and using clichéd themes.
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.)
Or maybe on your “Schedule a Test Drive” form, provide some insights into what the next steps will be (Ex: You’ll meet with one of our reps, who will take you to the car of your choice, etc.). Consumers appreciate the additional information more than you might realize.
7. Car sales compensation plans are designed for hard-chargers. If you’re not willing to work 50-60 hours a week, not aggressive enough to ask for the sale, and not polished enough to make people feel comfortable, you’re not going to make much money.
Whether you want a raise, different responsibilities, or more resources, knowing how to negotiate is vital. Here are 5 (non-sleazy, promise!) tricks straight from the car lot that will help you get what you want at work.
Through in-house training programs: most dealerships have training programs for newly recruited staff. To qualify for such programs, you should have completed a professional training either in commercial or technical area or both, such as a vocational training as a car salesman.
So after hosting 3 of these conferences I haven’t been moved as much by any speaker as I was by Marcus Sheridan. Okay, that’s a lie. Theo Fleury was unreal last year but it’s pretty hard to compare those two topics.