The process of purchasing a new or used vehicle can be a long one. A great deal of research is involved before making a decision on a vehicle, so it’s worth identifying how you can help the consumer with this process.
Car dealers are brilliant salespeople. They just have a very specific formula, and many are unwilling to take risks. But the truth is that the marketing world is changing, and no risk means no great reward, either. Car dealers have to step up and let their marketing staff come to them with ideas that could be the next big thing. Connecting to customers, especially millenials, is getting harder. So take some marketing leaps of faith. Let people see that you’re the car dealer for them because you’re willing to try new things.
In this team-based environment, having all the answers becomes less important. “It used to be that the best business executives and leaders had the best answers. Today that is no longer the case,” observes Gary Cokins, a technology consultant who focuses on analytics-based performance management. “Increasingly, it’s the executives and leaders who ask the best questions. There is too much volatility and uncertainty for them to rely on their intuition or past experiences.”
Expansion Management- expansion of management is an effective sale strategy to automotive industry. This makes your business into latest geographies as well as cultures need which are concentrated on the necessities in these novel markets and receptive to the requirements and conditions of the changing market.
Share of automotive in online ad spend in the U.S. in 2015 12% Digital ad spend of the automotive industry in the U.S. in 2017 (forecast) 3.96bn USD Digital video ad spend of the automotive industry in the U.S. in 2015 1.1bn USD
While some dealerships will hire applicants with no experience, most seek candidates with at least some sales background. It is therefore wise to start preparing in high school. Take courses in economics and business foundations to develop a basic understanding of finance. Get a part-time job that involves customer sales and/or service to hone communication skills and get comfortable with meeting new people in a professional environment.
The way that you have to do that is to integrate your customer database, which is your DMS (data management system) or your CRM (consumer relationship management), with your website. When you integrate these tools, when I go to your website, it might say, “Hello Scott,” (like the Momentum site below) or even more interestingly, it might show, “Great to see you again, is it time to service your vehicle?”.
Fact: Today, it’s easy to share videos through social media, free of charge, meaning there is no need for a big budget for videos. A short, well-edited tour, shot with a digital camera or tablet, can be effective. If your video is relevant and people enjoy it, they will spread it throughout the social space for you, saving time and money.
Top quality merchandise attracts top quality salespeople who know how to interact with customers with lots of money. The money and the cream of the people working in any business tend to rise to the top.
Create a company profile for your dealership and optimise the listing with services and detailed descriptions, and keep it up-to-date with promotions. Actively using the listing in a professional environment is a great opportunity to generate promotion for vehicle leasing and other business services.
In a way, dealerships are the keepers of the brand’s flame, which is why we’ve always wondered why so many car dealership commercials are so amateurish and, often, ridiculous. What are they trying to achieve, other than copying Cal Worthington?
You can also bring in previous customers to give their feedback on different vehicles, for instance, or identify influencers in the industry and collaborate with them to produce or promote your content.
This is what we call a “dollar car”. To the dealership, it’s not worth a trade in. They’ll offer you $500 as a gift. Don’t take it. They’re going to have to invest AT LEAST $1000 to recondition it, and if they can’t put it out on their lot, it’ll go to auction. They’ll lose money on it, so they won’t want it.
That’s where we enter. At The Automotive Marketing Group, we’re focused on growing your market share. There’s only one way to do it. You have to take it from someone. Will it be trucks? Hispanic business? Used cars? Conquest? Which segments are most-profitable and which are you most likely to increase quickly? Who is your most vulnerable competitor? The Automotive Marketing Group will help you turn YOUR inventory faster by stealing THEIR market share. Then, you’ll add big profits to YOUR BOTTOM LINE.