What do technology, the Internet, online transactions and DealMaker.Com have to do with automotive advertising? Everything, according to Philip Zelinger, President of Ad Agency Online, L.L.C. and host of the FREE automotive advertising resource/networking portal – www.adagencyonline.net.
Automotive advertising agencies that tuned into the blog talk radio show, “Automotive Advertising Experts”
that ran today, Friday the 18th between 12:00 Noon EST and 12:30 PM EST, on AdAgencyOnline.Net’s blog talk radio station, WAAOL – All Automotive Advertising News All The Time
,” were treated to a glimpse of the future of automotive advertising and the retail auto industry.
Philip Zelinger interviewed what he described as ”the brains and the brawn” of the newest automotive advertising application to be reviewed by AdAgencyOnline.Net on their automotive advertising networking community recognized by the auto industry as “The One Stop Site For All Of Your Automotive Advertising Needs.”
The “brains” Philip Zelinger was referring to was Brian Ferris, Chief Architect and CIO of DealMaker.Com and the “brawn” was Spencer Sterling, C.E.O. of DealMaker.Com. The matched pair of experts in their respective fields brought together an application designed to accommodate real time negotiations in an open forum between buyers and sellers and an auto industry seeking the “holy grail” that would create efficiencies in the selling process to reduce expenses and maximize R.O.I. in a shrinking auto industry challenged by the worst economy in decades.
DealMaker stores vast databases of every variation of every vehicle available; plus a nationwide database of dealer inventory. The data is continuously uploaded to major search engines. Buyers searching the Internet can then find the exact specification they require, and in just 3 clicks they can place an order, or bid the market with complete anonynimity.
DealMaker provides a Real-time Trading Platform where Buyers and Sellers can buy and sell immediately with no loss of momentum. All bids and offers can be seen by the whole market, so the best deals close first. All terms can be negotiated in the same transaction process, so there are no loose ends. Parties communicate directly to implement delivery, so there are no misunderstandings. The bottom line is that sales can be negotiated and consummated in real time on a virtual showroom with no high pressure sales tactics or misunderstandings to prevent a mutually acceptable transaction.
Philip Zelinger has often stated that “the people behind an automotive advertising application are often more valued than the process” when deciding which auto industry vendors deserve recognition on AdAgencyOnline.Net as a cutting edge automotive advertising application worth considering for his affiliated automotive advertising agencies, auto dealer clients and site visitors.
DealMaker.Com passed AdAgencyOnline.Net’s selection criteria with flying colors.
Spencer Sterling was born in Los Angeles and had a highly successful career with the Ford Motor Company. The 37 years he invested with Ford Motor Company included appointments to progressively more senior executive positions in the United States, Canada, Europe, South Africa, Australia and Taiwan.
In 1982 he resigned a senior management position with Ford in Detroit, to take up the position of Managing Director of the Sigma Motor Corporation. Sigma was one of the largest motor manufacturers, importers and distributors in South Africa in the 1970's and early 80's. In 1985, Sigma Motor Corporation, still under leadership of Spencer Sterling, was merged with Ford South Africa to form the South African Motor Corporation (SAMCOR). Mr. Sterling was then appointed as Group Managing Director and Chairman. In March 1988 he was elected President of the National Association of Automobile Manufacturers of South Africa, a position he held for an unprecedented four years. In 1992 he was appointed to the main board of directors of the Anglo American Industrial Corporation. In 1992 he was also elected President of the South African Federated Chamber of Commerce and Industry.
In March 1994 Mr. Sterling chose to leave day to day management within the motor industry to start a new career as an international business consultant. This has enabled him to enjoy not only further success and independence, but the opportunity to give back his wealth of knowledge and experience.
In August 2003 he was approached by a publicly traded Technology company to take up a position in Boca Raton Florida as President and CEO. The company specializes in the field of developing ground breaking machinery for recycling organic waste products into marketable commodities. His current role as the C.E.O. of DealMaker.com combines his history in the auto industry with his experience and respect for technology. The winning combination of his diverse background in both the retail auto industry and developing technologies insures the successful introduction of DealMaker.Com to an auto industry that is looking for answers to adjust its selling processes and reduced margins to survive in a shrinking economy.
Brian Dillon Ferris, the company's founder is also a veteran of the motor industry with a long history as a maverick and lateral thinker. Growing up he was only interested in cars so he started his career with a leading Ford dealer. It was during this time that he became interested in Ford’s innovative inventory coding systems, so it is no coincidence that this is now a key element in some of DealMaker’s market intelligence.
He continued his studies in parallel for a number of years, focusing on high output combustion engineering and after two years with Ford he was invited to join a leading Chrysler dealership that also happened to be the local Ferrari and Maserati specialists in their area, which provided an ideal springboard to pursue his ambitions to enter the world of Italian supercars. A year later he decided to accept an offer to join Smiths Instrument Group as their regional factory representative and technical advisor for automotive ignition systems where he worked with franchised dealer groups and motor racing teams. A year later he joined Wynn’s International, in those days a high powered American petrochemical based sales organization, which proved to be a very rewarding experience, including promotions to progressively more senior positions in SA, the UK and USA. He also started an independent company as sole distributor in a new territory in partnership with a likeminded investor. They were ranked as the world’s top distributor by market share, going from zero to 92% in less than two years. During those 6 years he worked with every major franchise brand in the world, on 3 different continents and learned more about the retail auto business than he could ever have learned working for any one single dealer or manufacturer. He also found the time to start a small Ferrari dealership with a couple of dealer friends, which went on to do very well.
His passion for Italian sports cars then got him involved with a small upstart factory that had secured a franchise to assemble new Lamborghini and Lotus cars. He ran the sales end for a while before taking over as sole importer and distributor for Lamborghini and Maserati.
He also seemed to be attracting most of the Ferrari fanatics in his area, so continued a very close relationship with Ferrari for more than a decade. After being named as the top factory distributor by market share for both Maserati and Lamborghini he was then invited by then Chairman De Tomaso to take over Maserati of North America. He agreed and moved to Southern California, however, after only a few months he recognized that Maserati was a complete basket case in the US and pulled out of the deal; but decided to stay in California where he set himself up as an independent dealer in supercars and a consultant to the retail motor industry. Altogether he was a DMV licensed dealer in California for 11 years and an active member of the California Auto Dealers Exchange (CADE) for 8 years. That is where he first became interested in the concept of dynamic pricing and open markets. While he was there he qualified as a corporate tax accountant and finished off his studies in business law. He also entered the world of computers, initially studying day and night through a very steep learning curve. In between he also bought and sold a number of diversified businesses, gaining valuable experience in real estate and the hospitality industry.
Then someone invented the Internet. He immediately recognized the potential of the World Wide Web and poured all his time and energy into this new and exciting challenge, focusing on harnessing this global network to create a marketing and trading channel for mainstream commodity brands.
Initially he concentrated on trading electronic securities markets where he learned, (under a baptism by fire), how to appreciate the law of supply & demand.
Convinced that more transparent markets would be the future for commerce, he dedicated the next 5 years to developing the world’s first electronic trading exchange for heterogeneous commercial commodities such as motor vehicles, computers, travel packaging, etc.
The results were DealMaker.Com, an Internet application that promises to change the face of automotive advertising and most likely the auto industry as we know it.
According to Philip Zelinger, “The future of the “brick and mortar” dealership is at risk. At the very least, its role in the selling process must change as Internet technologies and applied automotive advertising applications mature. Huge investments in real estate, facilities and support staff are hard to justify when a virtual showroom can provide all of the information that a car shopper needs to make a decision for a fraction of the fixed expenses and variable operating costs of a real world auto dealership.
Established wisdoms shared in the auto industry support the need for a real world service center and even a staging area for test drives but the initial shopping experience has already moved online with 85% plus of today’s car shoppers using the internet to first select a vehicle and then select an auto dealer to buy and service it from. DealMaker.Com is introducing a cutting edge automotive advertising application that will allow a virtual showroom to accommodate an online transaction with efficiencies superior to the real world selling process for both the buyer and the seller. The Internet has changed the automotive advertising industry and it is preparing to change the retail auto industry with the ability to replicate proven selling processes online that integrate seamlessly into established real world processes. The search for an online transaction tool has just reached critical mass due to shrinking margins in new and used car sales with increasing costs for auto dealers that are struggling to survive in a down market. DealMaker.Com is positioned to take advantage of a clearly defined need in the retail auto industry and AdAgencyOnline.Net is pleased to give them an opportunity to discuss their solution on our automotive advertising portal.”
DealMaker.Com was founded in December 2000 to develop the MACDAX - a multi attribute CDA – self described as “the world's first real-time electronic trading platform for heterogeneous commercial commodities” – like cars, trucks, vans and S.U.V.s!
The MACDAX is the first automated negotiation protocol (ANP) to surpass the limited efficiency of one-to-one negotiation, without compromise. Auto dealers can negotiate 'many-to-many' the price and configuration of complex vehicle configurations in an open forum – the Internet - in a fraction of the time it takes to hammer out a deal in person. Car shoppers can deal instantly at up-to-the-minute real-time market value where “the best deal wins” while searching automobile inventories already posted on the Internet. It is a truly win-win scenario where auto dealers can openly compete for a car shoppers business and a consumer can rest assured that he got the best price without having to resort to time consuming negotiations one dealer at a time while filtering out the sales pitch.
The low cost and extensive reach of the Internet can create a unique and compelling opportunity to slash the cost of sales which will go directly to the bottom line for auto dealers.
Online marketing by manufacturers, dealers, and sales prospecting websites have grown exponentially over the past few years because consumers are looking for a more convenient way to shop for an automobile. Auto dealers have more aged inventory to sell than ever but matching available inventory to consumer demand is still a difficult and time consuming process. DealMaker is the real-time matching engine that turns search results into sales and the ability to accommodate an online transaction can finally be achieved.
Statistically, 80% of new car buyers now use the Internet as their primary source of information when shopping for a new automobile.
Additionally, 20% of these buyers declare that they are likely or very likely to buy their next new car online. A further 51% indicate varying degrees of the same. Only 29% say they are not yet ready to buy online. These are reliable conclusions consistent with a number of comprehensive surveys conducted over the past 10 years by some of the world’s largest and most respected automobile industry advisors. It takes very special technology to negotiate sales of automobiles over the Internet, and DealMaker invented it.
AdAgencyOnline.Net is focused on finding cutting edge automotive advertising technologies and applications. DealMaker.Com joined a growing list of automotive advertising applications and auto industry vendors that have appeared on AdAgencyOnline.Net including LeadConverter, Laser Stream Video, Ai Dealer, Gumiyo, ADP, BZ Results, Kihon Media, NADA-24, eBay Motors, DrivingSales.Com, CarFolks.Com, SmartWomenBuyCars.Com, NeoSynergy, SiSTer Technologies – Video Car Lot, Reora, JL Media and Ad Agency Online as the full service automotive advertising agency that links them all together with their online communication and distribution system.
Automotive advertising agencies, auto industry vendors and auto dealers that would like to join the online automotive advertising community are invited to visit www.adagencyonline.net 24/7 or to contact Philip Zelinger directly at 1-888-796-2228 to discuss the past, present and future of automotive advertising.
To quote Philip Zelinger, “Help is only a click away!”