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As I walk into my office I hear one of my BDC Reps saying to another “You sound ugly dude” and before I think about what could have inspired this comment from someone in my office I immediately thought to myself in a logical sense, “How can you SOUND ugly”. It turns out that one of my reps had a cold and it was very apparent in their voice when talking to customers but it did make me stop and think. What if someone thinks we’re ugly over the phone? More importantly what if they think we’re ugly online. I don’t want to be ugly. How superficial of me.
Clearly the goal is to be as attractive to customers as possible online through pricing, pictures, our user friendly website and so forth. This being the goal I noticed I hadn’t looked at my “internet gut” in the mirror in a long time. As a Internet Director of a multi-point auto group my experiences this far have governed what was and wasn’t necessary to be as successful as possible but just because I knew it doesn’t mean I was executing all of it on a daily basis. Much the same way that I know what it takes to be healthy, eating right, exercising, getting that cardio burn, weightlifting, etc. I know what it takes to build a successful internet department. Because I have, or at least my ego would lead me to believe. That doesn’t mean I’m running daily now, lifting every day, passing on the cake, and drinking water in lieu of a Coke and Pepsi.
So my question I’m asking myself is; am I web handsome? How do I know? I would hope that the more leads my site generates might be one good indicator of that but that doesn’t mean I couldn’t be better. What more can I do to be the best looking out there. So I did what anybody would do to gauge how much self confidence they should have. I looked at the other people in the bar. I looked at website after website. I sized up the home pages, I checked out the size of inventory, eyeballed the pictures good and hard, looked up and down specials pages and so on. I took an attitude of being at the bar, trying to put my best foot forward and who’s got a better chance at ending the night with that all too coveted new prospect and possibly partner.
Some dealerships are looking for that quickie prospect. Some are doing a better job at trying to keep that long term partner to repeat the success of that initial consummation of a deal. I do know that we are all out there, trying to get as many possible partners to do the business with us. I want to get my unfair share of partners every time I get the opportunity and if am going to do that, I better be the best looking option in the bar. On my journey to look at myself in the mirror and take a look at what I had to compete against I had to admit, I was doing alright, but there was some stuff I saw out there and said, WOW I wanna get with that …… Solution, get with that web solution. There is always the possibility that you get comfortable, you get lazy, you start cutting gym time, and start eating what’s convenient or easier to make. I had to ask myself in the most business superficial way I could, “Am I ugly?”. For any other Internet Director, E-commerce, GSM, GM and others out there. I would recommend you do the same, because I’m going to be the best looking option on the scene, and if you don’t keep up with the latest fashion, keep that look tight, and make yourself as available as you can then you better believe there is a good chance you might see your potential partner walking out of the bar with me someday.