Automotive Digital Marketing

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Find Car for Client ...not Client for Car!

Joe's been "Smartphone" browsing for trucks while he's on his lunch break. He spots a 5 year truck on YOUR dealership's site and thinks it could be the right one.

Joe calls the dealership and a salesman tells him the truck's still available ..."ask for Andy!", says the salesguy.

Joe drives in, walks to the main entrance, walks up to the first person he makes eye contact with and asks, "You guys have a 5 year old Chevy half-ton I saw online.  A guy said I should ask for Andy."

After just a moment, Andy walks up to Joe and with a handshake says, "Hi Joe.  I'm Andy.  I'm sorry to tell you this but that truck sold last night.  Unfortunately it wasn't pulled off the lot so I didn't know."

"Well, sh%t", says Joe. "You just got done telling me it's still for sale!"

"I know ...but I DO have an F-150 that's just a couple years old that I'd like to show you and I think it's right up your alley.  It's this way..."

Does this sound like a familiar scenario?

If you DIDN'T notice the inevitable problem with Andy's actions, it's because the Standard Operating Procedure (SOP) of most dealerships is to try to "fit" the client into a car (or truck) instead of finding a truck that fits the client!

Andy doesn't know anything about Joe.  He didn't ask and he didn't care to listen!

  • Why the Chevy Truck?
  • Will he ONLY drive a Chevy? Why?
  • What's he gonna use the truck for?
  • Is the price range important? Why?
  • Is the miles?
  • Is it the mileage (fuel)?
  • Does he need it to be a truck?
  • Is it for him?  his wife?  the kid? the business?
  • What's he replacing?

And instead of FINDING the right vehicle to fit Joe, Andy (and most likely in collaboration with his Manager) pukes out another truck HOPING that somehow it will fit.

Here's the possibility ...Joe LOVES the F-150 and he buys it!

Here's the probability ...Joe's frustration climbs because he fells he's been "duped" into coming to the dealership, and further gets PO'd because the F-150 isn't even CLOSE to why he wants the Chevy.

Take note:  The above is not a 50/50 shot.  It's a 5/95 shot.

Andy and the manager are FILLED with special, cool "closes" they've learned over the years as they throw more and more at Joe attempting to wear him down and try to get him to say "yes" to something.

And these guys aren't aware that they already lost.  "Trust" is kaput!  Goodbye referrals, so-long reputation!

This is what you do...

Talk with Joe and DISCOVER what problems he's having with his current vehicle that a TRUCK would eliminate completely (assuming it's for him). LISTEN!!!

DISCOVER why he chose YOUR truck over the 1000's that are ALSO listed on the Internet.

DISCOVER his current pathway for finding a truck ...why it hasn't lead to him buying a vehicle ...and FIND a truck that will suit his criteria for BUYING.

And YES ...FIND A TRUCK (while he's at the dealership) that will fit his CRITERIA FOR BUYING, not your CRITERIA FOR SELLING! 

Find it through the Internet, find it at an on-line auction, find it from friends in the biz, OR find it in your own inventory!

The CLIENT is much more valuable AND much harder to find than the car or truck YOU want to sell!

Views: 258

Tags: auto, car, cars, get, how, learn, more, paglia, ralph, referrals, More…sales, sell, selling, tips, to, tom, training, vann

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Comment by Alexander Lau on February 24, 2014 at 11:48am

Whom is to blame?

Moral of the story, dealerships need to be able to update their inventory quicker. It's a 365 / 24 / 7 market. Wake up dealers, when something is gone, it's gone. This cracks me up actually. The major powers in the automotive world, they just can't get it done as well as other inventory based e-commerce business models.

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