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.
The BMW Infographic application showcases several key stats for their Facebook fan page including the most viral post, most popular video, and a tag cloud showing popular words used by fans: Love, Nice and Awesome top the list.
As a goal to get started with diversified content, aim for four core pieces of content a month. An easy way to get started is to think of your audiences. You may have one piece of content speaking to truck buyers, one for people who need service, and one for people who are interested in your community work. Those core pieces of content can be spread out over multiple channels.
You should also be able to identify with customers’ desires, interests, lifestyles, and financial status. This will enable you to know exactly the kind of cars they would love and be able to effectively sell it to them.
In many instances, the conversion will be acquiring an email address. This is generally best achieved by offering a content upgrade. For example, if you’ve created a post comparing three of the leading family cars you sell, offer readers a more in-depth ebook with even more feedback on the benefits of each of the vehicles for families.
The Assumptive Close helps put the sales professional in a better state of mind as they assume that the customer is going to make a purchase. As long as the sales pro makes sure that they cover each step of the sales process and provides enough value to the customer, assuming that the sale will close, is a powerful and highly effective closing technique. If you learn only one close, this is the one to learn.
Deep into the digital age, TV still reigns supreme for most automotive marketers. How are today’s digitally-empowered consumers relating to top-of-funnel brand messaging in 2018? How are OEMs justifying the ROI of Big Idea brand advertising in a world where price-conscious consumers conduct their own research and use social media as a forum to endorse, criticize and challenge brands publicly? How is money being diffused across digital channels, in particular, especially since mid to lower funnel is where most decision-making takes place? And where do ROI and attribution fit into all this?
Car salesmen must be able to stand for long periods of time and walk through the car lot. Some salesmen may need to be able to work for long hours. The ability to withstand a variety of outdoor temperatures, such as intense summer heat or cold winters, is also helpful.
If not, it’s time to make use of car sales marketing ideas that improve your bottom line. Take a step back and analyze all of your current marketing strategies: traditional, digital, interpersonal, outreach, and retention.
Car salesmen who want to advance to management positions can earn two- or four-year degrees in automotive management. These degrees are slightly different from a major in business administration. A degree in automotive management gives a person the knowledge he needs to manage a dealership. Courses in auto parts, auto service, advertising, finance and vehicle warranties are common. Sales degrees that focus on auto sales and technology might also be available. Auto management and sales degrees are usually more common at junior colleges or technical schools.
What’s more, by leveraging big data insights and partnering with resources like Google, dealers can evolve the existing noise of irrelevant online information into actionable consumer insights. With this knowledge, marketers can develop content and campaigns that increase inventory turnover rates and convert bottom-of-the-funnel buyers.
So, the answer is, yes, sometimes you can make more money as an exotic car salesman, especially if you have lots of “in” contacts with whom to sell to, or if you’ve never sold cars before. However, you can make more money as a regular car salesman, with a little bit of finesse… the only downside being, you won’t get to say you work at such a glamorous place of business.
33. If a vehicle history report shows the car’s been in an accident and you still want to buy the vehicle, get it inspected by an independent mechanic or body shop. For a small fee, a body shop will likely be able to tell you if it was a major accident (think frame damage) or a minor one.
Despite all of this success, it doesn’t mean that smaller players are giving up. According to the Oxford Economics report, “The Digital Transformation Executive Study,” sponsored by SAP, 82% of small and midsize retailers are focusing their technology investments primarily on Big Data and analytics to gain the same kind of meaningful insights that Amazon uses.
Most car dealerships will ask you to fill out the standard applications for employment. Then, either a sales manager, general manager, or both will interview you. Every aspect of the interview is a test. You might be kept waiting for an interview, simply to see if you will approach the reception desk and forcefully inquire about the delay. Taking such an approach is considered a plus, as it shows a lack of patience.
Many ignore the signals indicating the changes necessary to maintain the competitive advantage needed. Even worse, some are in a stagnant cycle of progress due to the solutions used. Six years of record new car sales has made it easy for some industry professionals to become very comfortable with their ways.
Winter is notoriously challenging when it comes to auto dealership sales, with January typically being the slowest month of the year for U.S. auto sales. January 2017 was no different than past years, with the top three companies in U.S. sales—General Motors, Toyota, and Ford —all reporting declines.
“IBISWorld grants access to abundant information on industries which we have credit exposure in allowing for a quick and easy source for trends, key issues, risks, opportunities, competitive environment and overviews, all of which is updated frequently and presented in consistent formats.”
Further production goals have been established in recent years, with the most significant policy document emerging in September 2013. That month, the Ministry of Finance, Ministry of Science and Technology, Ministry of Industry and Information Technology (MIIT) and the National Development and Reform Commission released a plan providing a national subsidy of Rmb35,000-60,000 for customers who purchase NEVs between 2013 and 2015. In September 2014, the State Council also removed a 10% purchase tax on domestically-made NEVs, which was set to last until 2017; while this tax excluded imported vehicles, it allowed for cars made by foreign JVs in China to qualify. As part of these aggressive promotion plans, policymakers have called sales to total 2m vehicles by 2020, and accounting for more than 20% of total vehicle production and sales by 2025—meaning that NEV sales should average 7m annually over the next decade. In September 2017, central authorities publicly began mulling potential dates for when the country would phase out non-electric vehicles on China’s roads.
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
Also, look for the conglomeration of rural and exurban dealerships to gain steam, as those are the dealerships that will serve the future of retail. Don’t be surprised if these conglomerates start doing away with commission-based compensation.On the marketing front, machine learning will continue to get smarter.
“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.
Look for more action by the telecoms to get involved, as mobile devices will provide the missing link to V2V communications.Forward leaning metro dealers will skip the buy-online investment, and instead lay the framework for fleet management. As OEMs conspicuously move away from the retail model, committed dealers will be proactive in protecting the business they’ve worked so hard to maintain.
Video marketing is making a huge comeback because of its influence on how people interact with each other. A video testimonial is even more powerful than an online review because anyone can see that you’ve got a happy ambassador who trusts you. Don’t buy these testimonials – offer happy customers something in return for some good words on film.
The occupation’s markedly low happiness quotient may be related to a decades-old stereotype of car salesmen. According to Gallup and other polls, car salespeople continue to be ranked as some of the least honest, least ethical professionals in America. The negative effect of this stigma may be that awareness of the stereotype hurts both job performance and job satisfaction.
18. Shut up and listen. You have two ears and one mouth so listen twice as much as you talk and learn when to shut up. See Shut-up a Car Salesman Tip the post. The power of knowing when to talk and when to shut up can make a huge difference in your car sales commission. There is a saying in the car business when negotiating that the first one to speak loses after a proposal.
One last, important consideration. As a small dealership, you probably won’t have the resources to manage all the tactics involved with online marketing. Facebook marketing alone now has dozens of complex tactics, with new ones showing up almost daily.
Use these automotive dealer marketing tips to help you build trust and authority with your current and potential buyers. It’ll bring your dealership’s marketing to the next level (and your sales, too).
Diane, I like how you outlined these steps in a drop simple way and I think that the challenge here is on the ‘deliver’ part. When you fail to deliver something you’ve promised, no matter how big or small, you break that trust which is the ultimate driver in pushing someone to make that buying decision. Thanks for keeping us reminded of these baby steps.
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).
Trek to Teach is a nonprofit organization that sends fluent English speakers to teach in Nepal near the Himalayas. In addition to teaching, Trek to Teach strengthens local communities by helping schools build infrastructure, paint their classrooms, and find furniture.
People don’t want to be pandered to anymore. They want to be spoken to like an investor — because frankly, that’s exactly what buying a car is: an investment! This is especially important in the digital age, as many consumers do their research online. If they’ve never set foot in your store, but discovered you on social media or search engine, you want your online presence to be a reflection of your amazing inventory and customer service.
I’m new to the sales business. I don’t have a problem talking to people, but don’t know how to get my name out there or marketing myself and my dealership. I moved closer to Phoenix, AZ and work for Chrysler Jeep. I’ve made flyers and posted them on vehicles and only got one call. What can I do to start gaining a client base and get my name and dealership out to draw more business? Any catchy emails or ways for a flyer would be greatly appreciated.
I’m the detail manager at a Toyota/Scion/Lexus dealer in the northwest, and let me go ahead and chime in here. The main point, is that the detailer is the LAST person to touch your car before you take delivery.