esearch program. (Its a multi million dollar annual study, now in its 11th year). They proved to me what even I didn't believe.
I argued that only looking for "start-to-finish" Internet buyers was not helpful. I suggested that they should look for Internet buyers that start online, then go do a demo and then eventualy go back online to negotiate the best deal. That to me is a much more realistic expectation of buyers who want to buy online.
Now this is the jaw-dropper. They proved to me that over 40% of people surveyed right around the world don't want to go near a dealership, NOT EVEN FOR A DEMO. They want to shop 100% online "start-to-finish". So if 40% of buyers are that extreme we can only imagine how many want to do it the way I suggested. The less extreme multi channel approach, just making the final deal online. That number is going to come in well over 50%. Bet on it.
You can read the full results at http://macdax.com/cg.pdf or http://macdax.com/cg10.pdf. Its all there in black and white. As you probably know Capgemini is a $10 billion dollars market consultantancy employing nearly 100,000 people. They serve 14 of the 15 largest automotive OEM's in the world. They better be able to prove their numbers. These are some heavyweight opinions with NO vested interest in online sales.
I would be interested to see what you think of this.…
YouTube, Tumblr, Slideshare, and other sites that can be had, but the four listed consolidate into a realistic strategy for the average dealer. There are always exceptions to any rule; I know a dealer that gets more traffic from Google than Bing but I wouldn't recommend to dealers that they should focus on Bing first based upon an isolated case. Marketing on Slideshare is an investment of time that few can master, as you know. Regarding blogs, I've written on multiple occasions the importance of blogs in both search and social as well as direct promotions. Not including them on the list wasn't an omission of their importance but a difference in classification. Pinterest is, for certain, a stronger platform than many realize.Kathleen, Richard, and Alexander - Yes, yes, and yes. Agree across the board.Brent, it was simply an choice on wording. I didn't want to say "If You Focus on 4 Social Media Sites, You have 99% of Your Social Media Marketing Covered" - hate doubling up on the words "Social Media". As a result, my choices were "If You Focus on 4 Social Media Sites, You have 99% of Your Marketing Covered" or "If You Focus on 4 Sites, You have 99% of Your Social Media Marketing Covered". I assumed the community would know that you cannot cover 99% of all of your marketing with the internet, let alone social media, but in retrospect the second wording choice would have been preferably. Either way, I wouldn't worry about ADM dealers. They understood the point.…
miss a lot and gain a little proposal realistically. If I was sitting working a deal, e-leads would come in and I would answer them way to late, in my opinion. This was how I cut my teeth in the Internet Department.
The next set up I joined, was almost identical to the one ALVIN described. We switched from handing it right over to the Sales Person, to greeting them ourselves, to setting them for the Management team. We all had to be INTERNET CERTIFIED and Product Certified. I had been on the floor of many of a Dealership well before I dove into the BDC format and I believe that it gave me the leg up strongly. My statistics showed this. I was killing everyone with my stats. Main reason I realized, was that I set everyone of my appointments up and landed them on a vehicle before they hit my show room.
I worked in two different BDC's that were staffed mainly with Phone Reps. Not Sales People and it showed. They would constantly have to put the Customer on hold and ask me questions and at that time I wasn't the Manager. Needless to say, when I did take it over, I made everyone get Certified on Product and part of their training included Sales Training. The results were night and day.
So, I believe that you need to at least Certify your Team on Product knowledge, Internet Certification, and give them the basics of selling to have a really results driven department.
As far as your pay, you absolutely get what you pay for. I was earning from $48,000-$55,000 a year from selling 45-70 cars a month. Most of which were not of the mini variety!! LOL!…
m the French, literally means "Taker of the Opportunity".
I have encouraged and helped many get started, it's a big world and no need to fear competition. My admonition is to be realistic, do you have the "Testicular Fortitude" to weather every storm. Right now, it's not pretty out here...Dealers are hunkered down and NOT spending money on anything.
Me, I'm comfortable knowing we've been here before and it will pass. I know how to "Rope-a-Dope" when I get a couple of hard body shots. We've had to scramble hard in recent months. AND, are you prepared to continually re-invent yourself as the industry changes. I've seen so many fail because they were mentally locked in to what they used to do. That's what www.ZieglerTV.com is all about...changing with the times and trends of the industry.
Just because you know how to consult and train...do you know how to market to dealerships? It's all about relationships in the end... In 1967 one of the greatest philosophers of the last century, Mr. Ringo Starr, said those immortal words... "I get by with a little help from my friends."
When I started SuperSystems in 1986, I had stacks of legal pads with "Business Plans"...you see... I had been planning it two years before I jumped out there. Anyone who is serious, I'll be glad to have a conversation and share what I've experienced.
You can become a powerhouse consultant and trainer in this industry only if you ensure success before you start. The only thing you can be sure of is that nothing ever goes as planned. (John Lennon)
sponse time alone leads to more sales. I think we would all agree that if it takes a dealer 24 hours or more (assuming they are open during those two consecutive days) to respond to customer leads, then they would probably see a significant decline in closing rates. But there is no proof that a 10-minute follow-up or 2-hour follow-up makes any significant difference in closing rates, and I don't believe it does. Chasing this metric alone (which many dealers have done) often leads to other problems (e.g. poor initial contact quality, poor quality follow-up, poor customer experience).
The reality is that if I submit a lead to a dealer from work while enjoying my morning coffee, or submit one after dinner at home (both of which I've done as a customer), etc., I realistically couldn't get to any dealer for at least 8 hours anyway. In fact, I had no intention of going to a dealership for at least 2 or 3 days. So whether those dealers responded to me in 10-minutes or 2 hours made zero difference to me. What DID annoy me is the phone call I got within 2 minutes of submitting the lead. I'm busy...that's why I e-mailed them. If I wanted to talk with the dealership, I would have called the dealership. That said, I DO advocate calling the customer after receiving an internet lead, but there IS a very tactful/tactical way to do that without annoying the customer or putting the customer on the defensive...but I'll save that one for a future post!
can women for the first time in 1920... She also had a Ph.D. and 6 children fathered by 6 different men. My mother was raised by her maternal grandfather and a French Speaking former nun who left the order to marry him. My mother was an accomplished artist who also taught Art Appreciation, Art History and other courses at the University of Buffalo, and when she passed away from cancer, she was married to her 4th husband... She had kicked the previous 3 to the curb, including my father, against each of their wishes. My cousin, Camille Paglia is a fairly well known author of multiple feminist books, controversial enough in her approach to feminist issues to merit dozens of network TV talk show appearances, and she also became a tenured Professor at Harvard University. I raised my two daughters as a single father when their mom abandoned them at the ages of 6 and 4... To say I am a man with sensitivity towards, and awareness of women's issues would be fair and not an exaggeration.
Yes, my wife is a professional feminist, author and Professor of Women and Gender Studies at ASU.
Not only does she like this article, but it has also made the rounds among the 100% female faculty staff at the Department of Women and Gender Studies at ASU and met with overwhelming approval...
Why? Because REAL feminists celebrate the success of women and are eager to showcase role models that provide a healthier and more realistic alternative to what is considered "Beauty" for young women that competes with the generally unrealistic and less than optimum health habits of the typical models shown on magazine covers such as Glamour, Vogue, Cosmopolitan, Maxim, Marie Claire, etc.…
Welcome to Automotive Digital Marketing
Please use the "Sign Up" link above to complete your registration form and become a member of the industry's leading Automotive Marketing and Internet Sales Professional Community. ADM members have access to resources, connections and private events that provide them with a competitive advantage.