Automotive Digital Marketing

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From the Trenches - It's not Rocket Science



We approach Digital Marketing with all seriousness.  After all, we are spending big bucks, sometimes our own, sometimes our company's. But I ask you... is it really rocket science?

Let's do this... approach this so serious subject with the attitude of having fun.

Ouch!  Can busines be fun?  OMG!

Today's customer wants to meet real people.  They don't want to meet a company.  They want to meet people.

I say, when you create a smile, you create a customer.

No-one pays attention to self-aggrandizing commercials.  Go after your customers as if they are your friends.  Because... (do you get it?) they are.

Marketing is and isn't a science.  It is based on emotions.  And we can measure averages.  But the truth is, we have to appeal to human emotions.

Stop being a measuring machine and a marketing machine and start to think about how your customer feels.  It's elementary, my dear Watson.


Written by Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community


Views: 382


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Comment by Tom Gorham on February 18, 2012 at 5:06pm

I appreciate the comments.  This was kind of an impromptu post. 

 I truly respect having a plan and measuring results.  But I sometimes, think we lose ourselves in those things and forget how to be spontaneous and just sincerely friendly. 

I'm lost in my work but I see the little girl peeking through my office door at the candy jar on my desk. A smile forms on my face and I ask her mom if she can have one.  These things create a lasting impression.

 We need to translate these impressions into our marketing using Social Media and Customer Reviews.  They're already real but putting that smile into our marketing without it seeming contrived is the challenge.

Thanks for commenting.

Comment by Tom Gorham on February 17, 2012 at 11:57am

Tim, I love the concept of "force multiplier".  That sums up my attitude behind Social Media and Customer Reviews pretty good.  You know what you would do for a friend, so..... extrapolate that!

I understand when Ken says he takes his job very seriously, but he still has fun.  That shows.

Gary, I could even say that customers "fear" your knowledge "until" they know you care.

Comment by Gary Jon Prough on February 17, 2012 at 9:49am

Customers do not care how much you know, till they know how much you care...

Comment by Jason Manning on February 17, 2012 at 9:27am
"Enthusiasm ranks higher than skill."
Comment by Gary Jon Prough on February 17, 2012 at 7:24am

Well said Tom. I have always had a firm believe that we are not just selling cars we are building relationships. Create your own six degrees of separation. Because of the car business I have meet most of my closet friends in the car business that started out as my customer. They know I am always here for them when they need a car. Even if I am a 1000 miles away they will call me and ask what do while they are buying a car.  

Comment by Ken Beam on February 17, 2012 at 7:04am

Amen Tim............ that`s exactly what it`s all about in a nut shell............ Friends + Guests = Relationships.............which in the end = SALES! 

Comment by Tim Rulapaugh on February 17, 2012 at 6:55am

When I worked retail sales, I always tried to view customers as friends instead of customers or even guests.

My thought process and logic is this:

A customer is someone who exists merely to make money off of.  They need something...they're in, they're out, they're gone.  A lot of times, you don't get to interact much, if at all, with a customer.

A guest is someone who you roll out the red carpet for, but who leaves after a short while.  You are careful to say and do the right things around a guest, as long as they are around.  You don't really get a chance to listen to and build a trusting relationship with a guest.

A friend is someone who will be around longer and who you get a chance to build a trusting relationship with.  You can listen to their needs and wants and concerns and genuinely make them your own.

If you start viewing and treating a customer as a friend, this will encourage you to think about service beyond just the sale.

In the military, they have a concept call "force multiplying."  This is where one person trains 10 so that each of those 10 can train 10...and so on.  My personal experience is that guests will give a short recommendation, but a friend will give a longer, more in-depth, more positive, more personal recommendation.  I'd rather have a more genuine recommendation.  You can make a big commission now and never see the person again (people can see through even the best salesman if he / she isn't being genuine)...or you can take the smaller commission now, but get a repeat buyer who also gives out multiple recommendations.

Just my two cents worth...

Comment by Ken Beam on February 17, 2012 at 6:41am

LOL! C`mon Tom! Take it hell I loved it!!~~~ Thanks!!! I need somebody to keep me in "check"! 

Comment by Thomas A. Kelly on February 17, 2012 at 6:27am be clear, you were always just keep getting better! Forgive me if I gave any other impression with my poorly chosen words.

Comment by Ken Beam on February 17, 2012 at 5:59am

First off, let me say that yes Tom you are correct....... I take everything that I do very seriously. I`ve been in this for 24 years now(in car sales) and I can`t tell you how often when I`m explaining the sales process to a younger guy or gal that`s just starting out in the business, how I overly emphasize to them two words,...........Attitude and Enthusiasm! Being sincere and enthusiastic with your customers will carry you a long way in any business. Yes I do like to smile and have fun in just about everything that I do........... and people pick up on that energy and ultimately enjoy doing business with Douglas.


Thank you for watching the videos........ I certainly appreciate that. Ohhhhhh.....btw...... Thanks to you too Thomas.........glad I`m "gettin` better at `em!"

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