OK, I had to get this out there for everyone to watch…this is too funny!!

There is a whole series of different "Badger" commercials from Johnson Auto group in NC. The videos are absolutely hilarious. Too bad they didn’t have the smarts to get them on YouTube themselves. Even their websites make little mention of the "badger". What a shame not to take full advantage of some great marketing!

• Do Customers Come for Price or Convenience?

  This study by emarketer was focused towards the retail environment but we all know that the “time” factor plays into our business as well. “With 77% of respondents, saving time was the next most popular reason to shop online.”

• R. L. Polk signs MileOne for Lead Scoring

  “Polk Lead Scoring combines predictive modeling and analytic capabilities with Polk’s analysis to determine which Internet leads are likely to result in a vehicle sale.” Is this encouraging your sales people to cherry pick leads or since we know most dealers are going to cherry pick anyways, lets be sure to pick the right ones?

• Remember this?

There has been a lot of talk about the changes in AutoTrader’s pricing, so why don’t we get this beast out in the open for better or worse?

What do you think of AutoTrader.com’s price hikes?

Posted by Alex Snyder on behalf of a few dealers.

I have noticed that my emails are not being read or viewed when I send them through my CRM tool. I have heard of programs that can check your email for content that may mark it as spam or junk. I have also heard there are a few CRM programs that let you know of your customer have opened their emails. However when I asked my CRM provider, they said they couldn’t implement that into their program. I want to capture my audience but I can’t do that if I can’t get to them. Any suggestions?

Internet Sales Manager
Robert Fritscher

Are you skipping steps with your Internet customers?

When you’re dealing with the internet consumer (today’s consumer) it’s easy to assume they know exactly what they want. After all they’ve done countless hours of research. They know exactly what they want down the color, trim and options..RIGHT? Yet recent studies show, only 23% of consumers actually purchase the vehicle they first intended to.

When I was on the floor as an internet sales rep I sometimes found myself tippy-toeing around the customer for several reasons:

1. I thought for sure the customer knew exactly what they wanted.
2. I figured the customer already had pricing from Edmunds or another website.
3. I didn’t want to come off as the stereotyped car sales person.

Of course I don’t think anyone reading this would want to be seen as a stereotyped car sales person, yet after all, you are there to sell a car which does at least make you a salesperson…RIGHT?

Now, in trying to be different and better by giving your customers a joyful buying experience, is it possible you’re not being fair to the customer and yourself? When I say “fair”, what I mean is, could you be short-changing your customers by not offering them outstanding customer service and all the options that are available?

I bring this issue up after having the opportunity to visit many dealers in the area and watching their internet and sales process while reflecting back to my days on the floor as an Internet sales representative. I often found myself focusing so much effort trying NOT to be the stereotypical car salesmen that I would catch myself taking TOO MANY SHORTCUTS!

Next time you have an appointment with a customer that you have been working online, take a step back and be able to recognize if you’re taking SHORTCUTS.

Are you giving your customer a million dollar product presentation?

Just because your customer has done hours of research online, this doesn’t mean they don’t deserve the opportunity for you to show them the features and benefits of the vehicle they’re getting ready to spend thousands of dollars on? Who knows, you customer might be on the wrong car.

Are you presenting your customer inventory options to help them save money?

Many times this is done during email or phone communication but it doesn’t hurt to offer again in person. Always offer your customer several ways of saving money, whether it’s a model or trim level down or a certified pre-owned vehicle of the same model (this will help you when it comes time to close).

Are you walking your customer through your service department?

Build value in the dealer and its service department. Be sure your customer is aware of the convenience features of your service department. Whenever possible, introduce every customer to the service manager or service representative.

Are you sure your customer is aware of all the different purchasing options available to them?

Today, many times the price of the vehicle is negotiated over the phone or email. This doesn’t mean your customer does not deserve the opportunity to review other buying options that are available to them. Even if they are a cash buyer, always present purchase and lease payments as options for your customers. You never know, your customer might be interested in leasing even though this had never come up in the past communications.

Of course these are just a few of the major steps that I notice many internet sales representatives taking. When you shortcut the customer you could be shortcutting yourself. They deserve options and providing your customers’ with options will help you with the sale and the close.

Thoughts
Do you have any old pictures from your childhood?  Most of us do.  Have you turned them into

Thoughts
Do you have any old pictures from your childhood?  Most of us do.  Have you turned them into “videos”?  Probably not.  And the reason is because it wouldn’t really be a video would it?  Taking still images and turning them into “videos” isn’t really the same thing as watching a home-movie, is it?  Do you have pictures of a special vacation, a major sporting event, a concert or a unique event that means more to you than you can describe?  You may also have a video from those events, but they’re two completely different visual experiences, aren’t they?

I think you can pick-up what I’m laying-down by now…you can’t turn still pictures into real videos.  Maybe this is the reason why some of you haven’t seen the pay-off that you expected with the “photo-videos”. (I’m sure some of you are already thinking about your response to post on this article, especially if you’re a “video” vendor, but go with me on this for just a minute.)

Memory
If any of you remember the Arsenio Hall Show, you’ll remember a segment called, “Things That Make You Go, Hmm…”  Well, here’s one of those for you; if taking still-pictures and turning them into “video” was as good as a real video…why don’t you see them all over YouTube?  Why aren’t there tons of “photo-videos” panning-in and zooming-out on still images with a robotic voice on YouTube?  I think you’ll agree that they would be lost on most any audience.

Get Real
I’m willing to step into the octagon (UFC reference for the fight fans) and say that most of what I see being sold as “video” today is not really helpful to Car Dealers looking for cutting-edge opportunities.  The reason YouTube, Google Video, DailyMotion and others are so popular is based on personal, real footage.  I’m not debating the fact that when a video is available, it will result in more clicks and more time spent on a website.  I just wonder if consumers find them at all valuable.  The same still images are usually on the same page for them to view.

No Question
Video is absolutely valuable today and will continue to be an area of growth for automotive websites.  Although, based on this article it may not sound like it, I am a supporter of video usage on Car Dealer websites.  I’m simply encouraging an alternative to most of what I see.

Recommendation
Make your own videos.  It’s easy and you can get started with a tiny investment.  Create your own YouTube channel or use other free resources that allow you to create code that you can embed on your own website or send via email to customers.  Start a video testimonial page on your website or on your YouTube channel.  I know a few dealers that are taking video into their own hands to provide great virtual experiences for their customers.  Like most things when it comes to the automotive internet arena, there are right ways and wrong ways.  The right way to succeed with video is to make it personal, creative, engaging, entertaining, captivating, convicting, honest and fun.

With encouragement and hope!

Article written by Shaun Raines.
Shaun is CEO/Owner Dealer Advisor, LLC

• AutoUSA Scores Highest – AutoUSA announced today it received the highest score in the area of business generation in the J.D. Power and Associates’ September 2007 Dealer Satisfaction Online Buying Services (DSOBS) Study. Follow the link for the
  full press release.

• The answer to “What will Dean do next?” – Dean Evans Joins Dealer.com as Chief Marketing Officer. Here’s the
  full press release.

• My new BlackBerry Curve ROCKS!

• Sean V. Bradley of Dealer Synergy is holding yet another Internet Sales Bootcamp presented my NCM on November 13 – 15, 2007 in Fort Lauderedale, FL. Sean is a great speaker, a personal favorite of mine and a swell guy! If you have the opportunity to attend one of his Bootcamps, I would recommend it. You can
  SIGN UP HERE.