ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Since I know that not everyone can afford to send their troops to Las Vegas every fall, I wanted to show those of you who may have missed the DrivingSales Executive Summit, Digital Dealer 15, and JD Power Roundtable what exactly you can learn about the presentations at these conferences simply by being an active lurker (this is different from a stalker of course) on Twitter. After reviewing the following 15 helpful tweets, you’ll be able to take some key lessons from others’ reactions and apply them to improve your dealership’s strategy for success.
— Megan Barto (@skeetle) October 15, 2013
Your Salespeople sell cars, however what an Internet Director does is he sells the best and newest idea. The Internet Director has to prove that the new technology worth spending money on is going to produce the results that their boss wants to see.
The thing to pay attention to is technology IS CHANGING, and it is ALWAYS changing. The best technology out there should make a continuous effort for improvement, fine-tuning, and be able to adapt to your dealership's changing needs. Keep up with the technology trends!
How to build the best team? T R A I N I N G Screen, recruit and don't be afraid to let the weak ones go #DSES2013
— Kelly Wilson (@KellySueWilson) October 13, 2013
Are you training your staff and giving them the resources to become the best team that they can be, or are you letting them slide by with mediocrity? People only get better by constantly learning. If you want your team to be the best, you have to hold them to a standard they will rise to meet and you also have to provide them with a way to get there.
— Kevin Frye (@KevinFrye1) October 13, 2013
The persuasion technique called "Door-in-the-face" exists for a reason and you have to expect consumers are going to turn down the first quote on such a high-cost item. Consumers are accustomed to fighting for the price of a vehicle and haggling for what they think will be a better deal. Even if the better deal is only an illusion, people like the flexibility of thinking they made you concede to a lower price.
Let the customer play Limbo. Don't start with quoting as low as you can go!
— DrivingSales (@drivingsales) October 13, 2013
Would your store pull in more shoppers by pricing lower than MSRP? Have you ever tested how adjustments to your pricing will change how shoppers in your area react? If not, you should! Testing, even if it comes with some risk, is an important part of improving your dealership's business.
Your future digital marketing mix will be determined by accurate measurement of digital attribution, I guarantee it #DSES2013
— Kevin Frye (@KevinFrye1) October 13, 2013
All dealerships need a system to track the effectiveness and results of their digital marketing strategies. How do you know when to attribute a sale to your digital marketing efforts? You should be tracing each sale back to its origination point to help you justify any marketing investments. Don't continue to spend money on ineffective methods, when you can have the tools to pinpoint where deficiencies exist!
Important: Connect online/on-lot experiences & establish in-store processes focused on creating a positive customer experience. #DSES2013
— AutoTrader_com (@AutoTrader_com) October 13, 2013
Your Digital Showroom should match the experience of your Physical Showroom, and both of those experiences should be positive for the consumer. Salespeople, as well as live chat representatives, must know they are not just in the selling profession, they are also in the customer service profession. Positive and helpful experiences sell more cars - always.
— Megan Barto (@skeetle) October 13, 2013
A shopper's mind is never made up until they sign the papers. However, being able to get an idea of what the shopper is looking for and why they are looking for it is essential informationto know to get them into the driver's seat of a vehicle they can be happy with.
Your online visitors often discuss their reasons for shopping during online chats. Is your team looking at chat transcripts to help influence the sale?
Get ahead of the curve. Optimize for fixed ops now. 43% of customers search prior to servicing their vehicle. It will grow! #DSES2013
— Bryan Armstrong (@bryancarguy) October 13, 2013
Fixed ops searches are growing, and it will only get busier in the winter season as people prepare their vehicles for the harsh conditions of sleet, snow and ice. You need to make your website easy to find by these seasonal shoppers, so make sure your SEO is updated to include winter-related fixed ops keywords.
— Dominion Dealer (@DominionDealer) October 13, 2013
As shoppers do more research on the Web, digital strategy is taking over the marketing budget for many dealerships. It's never been more important to know how to catch a shopper's attention and find out how to drive them to your website, how to keep them on your website, and how to encourage them to come to your physical store.
If you have a Digital Marketing Manager, or Internet Manager who knows how internet marketing works and has proven best practices, your dealership will be better off against the competition who fails to understand the modern shopper.
— PERQ (@PerqMarketing) October 16, 2013
One of the most important points I found from the link above in this Twitter comment about Guy Kawasaki's keynote presentation is this: "Your sales staff isn’t just selling cars, they’re selling transportation, flexibility, and accessibility to hard working families." You should always remind your employees of their greater purpose in the scheme of things so they can ingrain that passion into their work.
— Rob Campbell (@RobbieCamp) October 15, 2013
Does your dealership have a "Why Buy" page on your website? How do shoppers learn what makes your dealership stand out? Tell them why you do what you do, and what makes you different, and this will encourage more people to buy from you!
— DealerFire (@dealerfire) October 11, 2013
Responsive websites help improve the experience for your mobile shoppers. You will want to check out DealerFire's new responsive website design to help increase your website's mobile traffic and retain more mobile shoppers who would have otherwise gone to another website already adapted for an easy mobile experience.
— Marci Francisco (@Marci_Francisco) October 16, 2013
Yet another great point to help you understand mobile shopper behavior. There are a fewdifferences between how tablet and smartphone users interact online. For instance, do you know which shoppers prefer watching online videos? You should be aware of these differences to best cater to the mobile shopper's needs in your marketing and website design strategy.
JDPower: Social reaches 3 of 4 auto buyers. Best performing social brands share content frequently & balance fun with rich info. #jdpaamr
— Dealer.com (@DealerDotCom) October 16, 2013
Have you seen the importance of social media for your dealership yet? What is your social media marketing approach? Keeping the balance between having fun and being an informational asset to your customers and prospects is really important to make this type of marketing effective. Also, knowing your audience is important so you can identify how to best communicate with them!
If you need some tips for how to manage social media marketing for your dealership the right way, I suggest you follow Aaron Wirtz on Twitter @AaronWirtz. He's doing some great things for Subaru of Wichita via social media.
— Tremor Video (@TremorVideo) October 16, 2013
Video content is a great way to add some variety to your content marketing strategy. Is your dealership delivering effective, fun, and educational videos for your shoppers? Use videos to become not only the place-to-go for research, but also to introduce shoppers to your dealership message.
Social media is not always viewed as a learning tool, however you’d be surprised what you can find out just by knowing where to look and who to follow. You can often search on Twitter for the conference name and find the shorthand for the tags used (#DSES2013, #DD15, #JDPAAMR) to get all the tweet reactions.
Join the conversation or just lurk a while, and you can receive some great information! I hope you found these tips insightful!
Are there any important moments we missed that you would like to share with those dealers who couldn't attend these conferences?
...Maybe something about Monkeys?
Let us know more of your reactions and thoughts on these conferences in the comments below!
Also, don't forget to follow ActivEngage on Twitter @activengage!
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