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First, I must thank you for reading.  I must admit I haven't written anything since school but when I recently wrote a piece for my company's newsletter, now I feel inspired so here it goes.

 

I have visited many many dealerships in the past year and have noticed the lack of something: The Evidence Manual (EM).  We all know what that is / was.  So I started to ask the consultants on the floor of these dealers and asked the question.  Do you have an EM?  Some of the "veterans" said yes. Where is it? It's in my drawer. I ask why? Cause I haven't added anything to it but my copy of the pink sheet and commission slip so I just keep it as my personal record keeper.  I asked, did you used to show it to your customers? They generally replied, 'yes'. Did it help you sell cars?  I thought so.  Why did you stop? "I Don't Know" was the most common answer.

The "younger" gen-y have never heard of such an thing.  I'd explain what it is (was) and "some" would reply, "that's cool or that's so old".  This really bothered me so I decided to have conversations with the GM's or Dealers when possible to communicate my observation and offer a solution, something I used to do and modified for today. Let me tell you, not all were open to even listening; also very sad since most of them probably had an EM at one time.??

 

This is what I suggested, it may be in place at many dealers throughout the country, or may NOT be, it may not be my idea, I don't think but may be it is but who cares.

Lets create an "electronic EM using nothing but pictures"!! ( 1000 words right ? )

Supplies needed for each consultant: access to a point and shoot camera, memory card, and an electronic picture frame.

Each consultant "takes a picture" with their customers at delivery and plugs in "his / her card in the camera and then re-loads into their frame allowing a slide show to their customers.  add awards, accolades etc.. so their customer sitting at the desk and see the "Evidence of his / her passion".  

This can also be used to fill the time gap waiting for the Business Office (we all know how that kills surveys).

Dealers; this is a simple solution, think about it.  Also you may want to create a Dealership Picture Wall or Screen as well.  I will guarantee customers new and current will flock to it.  It always did for me.

One more thing:  Must keep up with it like everything else, without maintenance it will eventually break.

 

Great Selling to all and special thanks to Rob Hagen and David Johnson of "Social Dealership Magazine" for a new found inspiration to express things into words.

 

Jae Chang

 

Tags: dealership, evidence, magazine, manual, social

Views: 2782

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Replies to This ADM Discussion

I agree Micah, however, majority of cars are still sold with a consultant involved, having positive influencers, ie... and evidence manual can't hurt.  Thank you, your reply is much appreciated and makes a very valid point.

Hi Micah,  I agree with you 100% and that's why a dealer has to take a proactive approach to dealer reviews.  We can't leave it entirely up to our customers.  We can pull those reviews from multiple places into an online evidence manual for a sales person. 

Putting reviews on your website seems like a good idea, but many customers are skeptical of what they read there.  But if you tie those reviews to their places of origin in a transparent process by linking, customers will see that they are real. 

Normally, a customer may only view Google Paces or only view DealerRater, but you can pull from both of those places.  By controlling the eveidence manual page, you can also link to other things such as Facebook reviews and YouTube.  If you've got a active Facebook Page and the salesperson has many walkaround videos on YouTube, this can impact the customer in positive ways in addition to the reviews.

An added plus is the effect on your SEO.  Search engines will eventually pick up on your eveidence pages.

Active and transparent are Crucial, absolutely Tom!

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