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All of it ends in the ability of the Audi to drive 700 miles using one tank of gas. It’s a long three plus minutes to get to the final payoff with lots of beauty shots of the Audi driving the open road. Unlike a lot of fuel saving vehicle ads there is no information about how many MPGs the car produces or what benefits diesel may have over other fuel economical cars, just that it’s better than driving with an odd over-sharing limo driver.
Their sales are not impacted by whether they are a Ford nor not. Otherwise, if the Ford brand were so strong, all of its sales would be rising. Instead, they fluctuate like a rising and falling gnat swirling around the back deck.
this is so true. Hot women are so used to being complimented and hit on, probably since they were teenagers, and if you completely ignore their hotness and treat them like everyone else they go CRAZY.
One interesting corollary of this trend toward broader teamwork is that talent is a priority among digital leaders: they spend more on training their employees and partners than ordinary companies, as well as on hiring the people they need, according to the SAP-Oxford Economics survey. They’re also already being rewarded for their faith in their teams: 71% of leaders say that their successful digital transformation has made it easier for them to attract and retain talent, and 64% say that their employees are now more engaged than they were before the transformation.
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.
Marketers should look at behavioral information of current shoppers (like search habits and purchase history) and then reach them with highly personalized information. Google AdWords users can go even further with Customer Match, a tool that allows marketers to anonymously match Gmail addresses to a user’s search behavior. With Google Customer Match, marketers can easily segment campaigns to leave out existing customers when desired, or to target specifically with special offers to service past vehicle purchases.
In larger companies, training programs are more formal, but can still include mentorships. For instance, classroom training is typically available to teach individuals how to approach and handle customers. Individuals also develop techniques for negotiating and are given opportunities to understand the features of a vehicle. It’s also important for a car salesperson to learn how to effectively close a deal.
Important to consider is the relationship you have with the other party to determine whether their emotions are likely genuine or feigned, says Pham. “If you’re negotiating within a couple–negotiating the division of labor within the household–I think you should pay attention to those emotions and if the person is really offended by certain requests. Where you have to pay attention is whenever you’re dealing with people who can fake them. That’s the difference between dealing with a car dealer who does that for a living versus the normal negotiations that we do in everyday life.” Professional relationships are tricky because they fall somewhere in the middle. Even if you have a personal relationship with your boss, when it comes time to negotiate a salary increase, he may still feign the distress your demands are causing.
When the salesman starts drawing the 4-square, say you want to negotiate on price, and price only. You can figure out your payments, etc. If he tries drawing the 4 square again, point at it and (politely) say something along the lines of “I know your general manager told you to use the 4-square, but I really don’t want to see it again. I like you as a salesman and would love to get you the commission for this sale, but we’re negotiating on final price, or not at all.”
While Tesla is starting with expensive vehicles, they clearly have mainstream ambitions. They are investing to build a big car company. How hard is it to build and sell cars in the USA? Look at it this way: Tesla is the second oldest publicly traded auto company in the United States behind Ford. GM went bankrupt and went public four months after Tesla. Chrysler remains private following its own reorganization.
Sometimes a car dealer may tell you that it already sold your trade-in, and will offer you the value of the trade-in as listed on the purchase contract. The language of the purchase contract does not appear to give the car dealer this option. It requires the return of the trade-in. However, if the car dealer does sell your trade-in, at the very least, you should tell the car dealer that it has to give you whatever is the highest value for your trade-in out of either (1) the value of the trade-in as listed on the purchase contract, (2) the fair market value, or (3) what the car dealer received when it sold your trade-in.
Facebook is telling you that your content is not engaging enough, so they’re not delivering it to more of your “likes” (people who follow your page). Continue down this path and your posts can quickly become irrelevant, unless you choose to add budget to each one of your posts.
To me that seems like a great deal to take advantage of if the car is spanking new and hasn’t been sitting in the lot for a year. I’m talking about something like a 2014 Mazda Cx-5. Are costumers getting screwed over in that sort of deal? Especially if a new 2013 model was $1000 cheaper? I guess, how much would a dealer make off selling a car that has been out 2 months at invoice price?
Just about anyone with a pulse can learn how to be a car salesman or car sales woman (just kidding), but sometimes it seems like that is the only requirement. Incidentally you don’t need a college education to sell cars, your most important attribute is your attitude. I have seen so many new sales people go through car salesman training and then hit the sales floor only to have them quit in the first thirty days. The ones that last longer than thirty days rarely make it ninety days. The ones that do last are people that have sold cars before or had some type of sales experience in a closely related field. Don’t get me wrong there is that one newbie every once in a while that catches on and becomes an effective car salesman that never had any sales experience.
How do you get people far away to care about your dealership? You bring your dealership to them. Thompsons’ enlightened dealership marketing uses technology to achieve what it would normally take about a hundred semis to do. Thompsons sends Google Cardboards to target audiences in large population centers far from their dealership. With the cardboards is an easily-scanned QR code that links right to a video that introduces the dealership, their culture, the showroom, and a few of the most popular featured cars. Prospects can experience the dealership from the comfort of their own home, and even if they aren’t looking for a car at that exact moment, it’s guaranteed to be memorable.
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”.
Beyond that, you need to monitor your reviews across all these platforms. It’s part of your digital marketing manager’s job. Respond to any reviews you see fit, but especially the negative ones. Explain your side and offer to rectify the situation. Many buyers will change their review when they see you value their opinion.
I wouldn’t say I’m loyal to that dealership by any means, but I’ve probably said more good things than bad about them because they did fix the issues I brought to their attention. I wouldn’t have bought used had I not had this “week long test drive” so to speak. Had no guarantee been in place, I would have saved the extra grand or two and bought from a private party.
That’s why we created the Million Dollar Marketing Call! It’s the most valuable call in the car business. On the call we’ll examine your auto marketing by asking you a series of highly specialized questions specifically designed to uncover the holes in your marketing. Becuase of these holes you’re money is flowing right out of your pocket.
So let’s be nice and just say car dealers are practiced and aggressive negotiators. If they didn’t know how to maintain the upper hand, they’d be out of business. And a big part of keeping that upper hand isn’t about the details of the deal itself, so much as controlling the emotional balance of a negotiation. If they can pull your heartstrings and define the emotional context of a negotiation, the deal will fall into their hands.
Be sure to capture every little aspect of the conversation that takes place and leverage this data for future correspondence. Like if they happen to slip it in that it is their birthday soon, or anything at all, use this sensitively to make a positive impact on their decision. The auto dealership survey data must be made accessible to all customer-facing clients as they too could use it in their interactions. In effect, all customer-centric data must be stored on a single point of reference and made available to all client-facing staff. This helps them better understand the customers and will help them engage with customers and build conversations more effectively.
In response, vehicle manufacturers finally are getting serious about marketing, and about confronting the weaknesses embedded in their traditional franchised-dealer distribution channels. The manufacturers want to expand their participation in the customer life-cycle value chain to improve profitability and grow in markets that have been largely stagnant. This changes the basis of competition from designing and making good products to providing services and managing consumer purchase and ownership experiences for which the products themselves are only partly responsible.
Automobile salespeople who have been successful in their careers can eventually own their own dealership if they choose. Dealers with the financial means and necessary industry contacts may open a new dealership, or they can purchase an existing location and take over the operation.
When done correctly, maintaining a social presence will get you more appointments, help you sell more services and vehicles, and boost your brand’s revenues. What other social tips do you recommend for marketers in the automotive industry?
Shannon Platz is Global Vice President of Platform Ecosystem at SAP. She is responsible for partner sales and the go-to-market strategy for digital solutions such as analytics, databases, Big Data, cloud, and Internet of Things platforms and applications. Shannon is a transformational leader who is passionate about customer, partner, and employee success. She believes in and supports the development of others to reach their full potential. She is a mentor, leadership coach, and diversity champion inside and outside of SAP. A published author and international speaker on analytics to drive competitive differentiation, Shannon serves on several boards and committees focused on the advancement of women.