Automotive Digital Marketing

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If you work at a dealership, if you are a Dealer Principle, GM, GSM, Internet Sales Manager, or any sort of sales related personnel  your goal (as it is for everyone reading this) in some way or another is to sell more cars. And regardless of what market you are in or what product you sell, new or used, one thing is absolutely true of your dealer or dealer group or little lot. At some point in time there was not a dealer in your area using a media source we are all most likely flooding with our inventory now. At some point in the history of your business NO ONE was utilizing Craigslist …. Until the day someone was. It might have been you, but just like the movie Highlander there can only be one. If it was you, hats off to you for being progressive, ahead of the curve, and cutting edge in your market. For the rest of us, we are all followers.

I had this thought early in my career as a simple salesman working the lot (2006), I thought I was brilliant. I thought ‘if I bring a camera to work and took pics myself and posted them with my phone number I’d sell more cars’ I thought I was a genius. I thought no one had conceived this medium as a profit center, I thought I was … THE FIRST. As it turns out I was just a follower. I immediately went to my computer box to log on to my local craigslist. There was 1 other salesman in town at a used car lot posting his car lot’s 40 or so units online with his personal cell on the posting. This was in the days of “cars & trucks” not being split up by “Owner” and “Dealer”.

It frustrated me, I wasn’t “THE FIRST”. It didn’t stop me from doing it though, and it didn’t stop me from being top sales person that month and months after that for selling an additional 6-10 units a month while also being the youngest salesman on the sales force. It frustrated the old car dogs, the veterans, the career sales guys were getting beat by this young buck and they didn’t know how! It invigorated me, it excited me, and it PAID ME!!!! Ever since that moment I have been trying to be the first. The first in my dealership, the first in my dealer group, the first in my market. I want to be the FIRST.

Where am I going you ask, here is the meat and potatoes of this blog. The next big thing whether you know it or not is out there, it’s waiting for you to grab it, embrace it, and optimize it. For me I believe that is mobile SMS text. Some of you I’m sure are already employing this method as part of a process that has already been established for a while. Once again I am not first but I can tell you, that is not stopping me. Just as it didn’t stop me from utilizing the last “brilliant idea” I came up with last time. It has achieved the desired result. Connecting with customers who submit leads is at an all-time high. I highly encourage you to use this method of contact if you are not already doing it. The statistics of Mobile text penetration are out there and they are staggering. Here is one article I found about Text messaging statistics.

If you are not actively searching for the next thing that will make you sell more, be more successful I suggest you get on it. If you do not, I can guarantee you that you will never be the first and you will always be a follower. Too much pride, effort, and energy go into making what I do the best, how it do it the best, and producing the numbers to prove it, to not continuously be trying to be better than every Dealer Principle, GM, GSM, Internet Sales Manager, or whatever sort of sales personnel  reading this now.

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Comment by Bruce L. Roffey on January 27, 2013 at 10:29am
Always take pride in being a technological, early adapter. It works!

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