they take sides on the role of SEM for dealers' websites, and how dealers can best differentiate themselves online in a crowded market. For more videos, visit http://www.lotlinx.com/year-of-the-de.... #YOTD…
rightly) that step (taken at the proper point) enables important incremental sales. Automotive retail is at that spot, and the differentiation available to dealerships on Internet sites allows for a poor customer experience (= less sales)--so manufs press whatever financial leverage they have on dealerships so that they adopt a consistent customer experience. To which the dealerships feel, also rightly, that they can no longer differentiate on the website experience!
However, this is the Internet twist to things that still give advantages to dealerships: Pursue the differentiators still available to you, namely social media and SEO, so that folks find you first, LIKE you when they find you, and buy from you. Retail and Fixed Ops are in the same boat in this.
If that sounds too hard for you . . . you probably were (are) one of the dealerships that is rendering a less-than-stellar Internet customer experience.
If that sounds instead like a good plan, but you really wish the manufs would let you keep your original differentiators that you feel are Way Your Advantage because you are That Good (congratulations, by the way!), you're going to have to accept that they won't let you keep any Internet differentiators forever. Use the new ones! The top search engine discriminators are now video . . . and links from social media! Go get'em!…
dea, I thought. Apparently this was not the answer she was looking for though.
"No, no no," she said. "You can't give anything away for free." This clearly made the exercise more difficult.
"Free--ah, uh...oh," stammered another kid. And that was that. As fourth graders, we couldn't get past "free" to differentiate ourselves.
It's still true today, isn't it? Too often we get stuck thinking if we give away enough stuff to customers, we're giving them good service and differentiating ourselves from the competition. The trouble is, our competitors can easily, match, beat or clone our value proposition.
Consider a typical owner loyalty program. Someone buys a vehicle from a dealership, and they may get free car washes with service, free loaners, and free Internet and coffee in the waiting lounge.
So what? The dealership down the street is giving me the same thing, whether I've purchased my vehicle from them or not.
So, what's your opinion? What is the great Differentiator? Hw do we give customers great service, and keep customers coming back to MY dealership?…
experience the big differentiator today. Consumers increasingly make buying decisions based on what they perceive as a superior experience (more friendly, more relaxed, more trusting, whatever). Most people prefer to pay a "competitive" price for a good experience than the lowest price for an unsatisfying experience.…
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