Engage, Inform, and Delight Millennials with Personalized Video Emails

How to Build Trust and Create an Amazing Experience with Video

Engage, inform, and delight Millennials with Personalized Walkaround Videos

Sponsored PostDon’t think Millennials are a big enough customer segment to worry about? Think again. According to a recent DrivingSales study, Millennials are now accounting for 27% of new car sales. “The buying power of this younger market represents a significant growing opportunity for dealerships, the report states.

Who Are Millennials? Why Do They Matter?

According to one source, Millennials are those that were born between 1982 and 2004. Considering the World Wide Web was created in 1995, that makes the younger segment of this generation a teenager at the time the WWW came about. Practically speaking, the Web has almost always been with them since they’ve been buying things.

Here’s a few things we know about Millennials…

Yes, You Should Always Use an Auto-Response

Strategy #5 of 7 Simple Strategies for Closing More Internet Deals Today!

automotive auto-response greyhound dog

No offense to anyone reading this series: but far too many people in our industry tend to overthink everything related to internet sales and digital marketing. Perhaps it’s because so much of this is new or perhaps it’s because change is happening so quickly that it’s hard to keep up with the actual “best” practices out there. Whatever the cause, it has to stop occurring at your dealership if you expect to grow share in 2016 and beyond.

There really is no reason to overthink this stuff; as it is all quite simple.

In this series, my hope is to detail in plain language how you can stop over thinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to start setting more appointments that show and buy today:

Simple Strategy #5: Yes, You Should Always Use an Auto-Response

The Problem: Some industry vendors, OEMs and other “experts” have made dealers question whether or not to use an auto-response. Generally speaking, their argument goes something like: “Your team should be responding right away anyway, so sending an auto-response gives the consumer the impression that you are spamming them.

3 Core Issues with Mystery Shopping

Mystery Shopper? What About the Real Shopper?

Dealership Online Mystery Shopper

How many thousands of hours have been used to develop scripts to respond to inbound calls?

Thousands of dollars and hours have been devoted to phone training. Thousands of hours have been spent on “corrective action” taken by managers in order to improve inbound sales call procedures. After all of this time and money, has the customer experience actually improved and how do you know?

One way dealerships measure this is through mystery shopping, and is it enough?

Here are 3 core issues with mystery shopping:

Observing my Brother… the car shopper

Observing the car shopper

Observing my Brother… the car shopper.

My brother is shopping for a car for his wife. What a great observation experience for me!

My rules are to observe only. Answer questions only when asked. I tie my hands behind my back and put duct tape on my mouth, and off he goes…

My brother is no dummy. He runs multi-million dollar industrial construction projects and he custom builds water cooled gaming PCs for recreation. IOW, he has all the intellectual resources needed… AND like most shoppers, he some what knows cars (makes, models not trims). His wife’s Hyundai SUV gave him ~100k miles of trouble free use, so he’s devalued new car risk (i.e. he’ll buy any brand).

I’ll track workflow, hours and websites (websites will be colored blue)

Day 1. Website #1 (1.5 hrs)

Treat EVERY Lead and Call Like an Order

Strategy #4 of 7 Simple Strategies for Closing More Internet Deals Today!

That lead is an order

When I first started working closely with dealership internet teams in 2003, I was surprised whenever a traditional sales manager took any interest at all in their activities.

Back then there were two primary types of managers heading up a store’s internet efforts: There was the “guy who was good with computers” and there was the “nice guy salesman we don’t want to fire.” As a rule, the managers at the desk wanted nothing to do with that team.

That was unfortunate, because today many of those same managers still view their internet sales as some mysterious function far outside their ability to comprehend. Of course, if you’ve been reading this series, you know the truth is that internet sales are not just relatively easy to master; they are so easy to master that they’re actually kind of boring.

In this 7-part series, my hope is to detail in plain language how you can stop overthinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to start setting more appointments that show and buy today:

Simple Strategy #4: Treat EVERY Lead and Call Like an Order – because they are

The Problem: Most dealers respond to leads as if the lead is merely an attempt for more information. This passive communication keeps the prospect in control.

The Reality: The consumer selected your dealership & selected this vehicle from among the millions online today because they are ready to buy. The consumer has spent 19 hours or more online before they ever submitted that lead – they are ready to buy; don’t blow it.

The Solution: When you start to treat leads like orders, you’ll find yourself responding differently – more proactively, if you will. So, that’s the first step: Look at every lead as if the customer is trying to place a firm sales order. Believing this, you’ll be more likely to:

How to Build an Employment Brand for Your Dealership

What is an employment brand anyways?

Dealership Employment Brand

Dealerships know that creating a strong consumer brand is critical for their success. When you look at the amount of money and effort devoted to advertising, it’s abundantly clear that dealers are putting forth a major effort to get in front of consumers.

According to an eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” digital ad spend is expected to grow from $7.3 billion in 2015 to more than $12 billion in 2019. Furthermore, Netsertive research found 90 percent of auto dealers are utilizing digital strategies, including paid search, display ads and retargeting ads. In this regard, dealers are far outpacing manufacturers and other auto industry businesses.

With this type of investment in building brand awareness, it’s obvious that auto dealers believe that the investment in developing a strong consumer brand will deliver a return on investment. Local dealers are typically in highly competitive marketplaces. Your dealer’s brand is a driving force to establish the credibility, goodwill and trust that buyers seek out when purchasing a new vehicle.

While a strong consumer brand is accepted best practice, many auto dealerships haven’t put the same degree of effort into creating their employment brand. Have you?

Stricter Rules Drive Higher Sales

Strategy #3 of 7 Simple Strategies for Closing More Deals Today!

Skaters Gonna Skate - It's a SPLIT DEAL!

While so many dealers in the 20 groups I address still look upon their internet sales efforts with a bit of shock and awe, the truth is that internet sales are not just relatively easy to master; internet sales are so easy to master that they’re actually kind of boring.

Funny thing is, with just a couple of simple rules, the whole mess becomes incredibly easy to manage and grow.

In this 7-part series, my hope is to detail in plain language how you can stop overthinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to start setting more appointments that show and buy today:

Simple Strategy #3: Stricter Rules Drive Higher Sales

The Problem: In an attempt to increase CRM usage by your floor and internet teams, you created a “72-Hour Rule” or one like it. You believe that a side benefit of your 72-Hour Rule is a reduction in skating, because you can give your team the proper credit for their contact efforts.

The average dealer’s 72-Hour Rule works like this: