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Does your GM know the car biz from twenty years ago like the back of his hand but reaches for an Internet Manager or eCommerce Director whenever there’s an Internet problem?   And is that person he reaches for . . . you?  And is getting approved training, website upgrades like chat, a good CRM and processes, etc. impossible, yet sales are down and it’s all your fault?

Borrowing from Exodus, is your Pharaoh telling you to make bricks without straw?

I have felt that way sometimes in my career, but please know that you deserve the training, support, and tools to get those sales.  And so does your dealership.  Lobby for that training, like the Automotive Internet Bootcamp coming up in April, or like the Internet Battle Plan coming up in May. 

You won’t talk to a burning bush at these events, but you’ll get the next best thing for this industry:  Real people with real experience teaching you real answers to make real sales.

So keep asking your Pharaoh to send you.  It may take a while, but if he wants to end the plague of bad sales, eventually he will set you free!

Bricks Without Straw?

By Keith Shetterly, keithshetterly@gmail.com
Copyright 2011 All Rights Reserved

Views: 47

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Comment by Keith Shetterly on February 15, 2011 at 12:14pm
That is a RL Polk study, but what you comment is my point, as well, that it is all about how the questions were asked.  Web 2.0 is still new to shoppers of any vertical.  I'd be much more interested in a growth measurement on the influence of SM.
Comment by Ralph Paglia on February 15, 2011 at 10:47am

Keith, if that same Autotrader study were to be repeated and the word "Dealership Brand" was substituted for "Social Media" there is a high likelihood that the results might not be too far different... However, if the same study were to be completed and the question was how much were they influenced by the "Dealer's Reputation" in their community and by what other customers reported on regarding their experience at the dealership... Then the numbers may be quite different.  Lastly, any study commissioned by a supplier is certain to contain some degree of bias towards that supplier's medium or solution channel.  Otherwise, why would a supplier pay to sponsor such a study? 

 

I prefer to rely upon marketing research from companies whose business model and profitability is enhanced by the credibility of their research; such as J. D. Power, Forrester Research, RL Polk, MarketingCharts.com, eMarketer and others who generate income via their credibility and reputation for the validity of their research.

Comment by Keith Shetterly on February 15, 2011 at 8:27am
@ralphpaglia I found it interesting that another Autotrader study pointed badly at social media, asserting that 97% of buyers said they did NOT use social media in their purchase decision http://www.polk.com/KC/PV-201102-Issue025-AutoTrader.pdf.  I suspect this is because dealers aren't as a whole interacting on this new medium yet. product research is currently still an "Internet" thing and not a Web 2.0 thing, and, as well, it's all in how the question is asked.
Comment by Ralph Paglia on February 15, 2011 at 8:09am

@BrianPasch I just finished reading the latest issue of AdvertisingAge with an article about the 7 stages of a Social Media Sin, which used Kenneth Cole's commercialization of the Egyption uprising as an example of such sins... And, here we are with you referencing the need for an "uprising" in the auto industry to drive more paid attendees to seminars and workshops!  Well, rest assured that by the end of the day on which Kenneth Cole committed his social media gaffe, the value of stock in his company had risen and he added hundreds of additional followers to his Twitter account... AdvertisingAge commented that the whole incident went through a life-cycle of 3 hours, which may be compressed to 3 minutes in the future.

 

I will say that those who study these "social media things" (including me) are fascinated by the power of social media as evidenced by the grass roots led uprisings and protests throughout the middle east. We can now say with relative certainty that the use of social media marketing has elected an American President, triggered an uprising in Iran and toppled a dictatorship in Egypt... So what does that say about those that suggest Social Media means nothing to car dealers?

Comment by Keith Shetterly on February 14, 2011 at 2:02pm
Hmmmmm.  Maybe I should call an ISM/eCommerce Director Continental Congress . . . we could pen an "Internet Declaration of The Obvious" . . . :)  Really, though, maybe some sort of helpful group effort is needed.  I'll have to think on that, because I believe what you just relayed here--and my blog--are quite the norm, still.
Comment by Brian Pasch on February 14, 2011 at 1:48pm
Amen Keith.  I was just talking with a great ISM and asked him if he was coming to Boot Camp and he said that he would have to catch the dealer "on a good day".  With the many changes going on in search, social, and inventory advertising education must be a priority.  Maybe we need an uprising from eCommerce directors to shake up the dictators?

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