Sean V. Bradley at Dealer Synergy has put together an impressive deal for ALL DealerRefresh readers! Please take advantage of this very generous offer. THANKS SEAN!!

I (Sean V. Bradley) want to invite EVERYONE to this year’s absolute best conference…2008 Synergy Sessions in New Orleans!

It is brought to you by Dealer Synergy, AutoSuccess Magazine and Mark Dubis. This is the 3rd annual event. It is going to be off the hook!! We have worked incredibly hard to make this better than anything you have ever seen before. We got the best of the best in the industry… experts and dealers. We cut the prices completely to the bottom. ONLY $295 with a DealerRefresh discount code DR0508. We have included breakfast, lunch for two days PLUS a VIP PARTY at the famous House of Blues…food, drinks and AWESOME live entertainment.

We are NOT trying to make a big profit into this event. We are looking to create the most powerful brand out there for workshops / conferences. There are a lot of companies working very hard to give you all the absolute best in class event and not charge you very much for it.

Here is the hook…I want your help…WE NEED your help. To make this the absolute best, we are going to need your feedback as to what your wants, wishes and expectations are.

• What would make the ultimate workshop?
• Where would be the best location?
• What types of subjects?
• What other speakers or experts would you like to heard from?
• What kind of give a ways?
• What kind of materials?
• Networking?
• Entertainment?
• Breakout sessions?
• Exercises?
• What is fair pricing?

We want to hear from you.

*RESPOND TO THE POSTING WITH YOUR IDEAS AND SUGGESTIONS AND YOU WILL AUTOMATICALLY BE ENTERED INTO THE "DEALERREFRESH" DRAWING and we will pick the winner on April 15th. Dealer Synergy and AutoSuccess Magazine will give an ALL INCLUSIVE VIP TRIP to the 2008 Synergy Sessions in New Orleans.

Package includes:

1. Flight
2. Hotel
3. Registration
4. Meals
5. Limo (for VIP Party)
6. Free Digital Video Flip Camera
7. Rockstart Status!

Approximate value is $2,000… not bad for sharing some feedback!

Thanks a lot, Sean V. Bradley-

Click here for more information and to register for the event.

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Researchers at the University of Iowa recently found that people who have only a little information about a product are happier with that product than people who have more information. Does this go hand in hand with the customer that pays the most is usually your happiest customer?

"We found that once people commit to buying or consuming something, there’s a kind of wishful thinking that happens and they want to like what they’ve bought," said Dhananjay Nayakankuppam, marketing professor at UI".

eMarketer analysts Lisa Phillips has this to say about the study:

"So if 70% of US automotive shoppers research their purchases online before buying, does that mean 100% of them will be really ticked off within three months of the purchase? Or maybe 50% of them will be ok with what they bought, but 1% will be swayed by the US Ford TV commercials that they really wanted an Edge, not a Nissan Murano? "Realistically, people research products to either make themselves comfortable making a choice or to rationalize their primary choice. Either way they can defend it to their partners, parents, friends and siblings."

Another eMarketer analysts, Ben Macklin said:

"There is only a certain amount of information and choices a human can absorb. The choices now available to consumers in terms of broadband, voice, TV and mobile services—and their possible bundles—from a host of different providers is completely overwhelming for some."

I think this really depends on the individual. We know that many of our online car shoppers are definitely considering other makes and models. It’s not like the days where you had fewer choices.

Case in point: Our lease is up on my wife’s Mercedes SUV (no remarks please, I got one hell of a lease deal on it), so it’s time for another vehicle and she of course wants another SUV. So here I am in shopping mode. I know what options she likes and what we need to have. What do we get? What are my choices? The truth is, the options are totally overwhelming to some degree. Another Mercedes ML, VW Touareg, Mazda CX-9, BMW X5, Subaru Tribeca, Acura MDX and even the Saturn Outlook is on the list. That’s a lot of choices!

Now of course the sales person in me says, "come on Jeff, you have SUV’s from each end of the spectrum here. You need figure out which one you like the most!" But you know what, I initially thought I would consider driving anyone of these vehicles as long as the lease payment made sense and the vehicle provided my wife and I with the features we need and want.

So lets say I visit the Subaru dealer and the sales person is useless, doesn’t know the product and is sort of on the pushy side. Guess what? I’m no longer interested in the Subaru. I have so many other choices that it’s highly unlikely that I even visit another Subaru dealer this time around.

I then visit the Saturn dealer. The sales person is laid back (maybe too laid back) but easy to work with. I just can’t bring myself to buy a Saturn.

The BMW X5 lease payment comes out to be too high as does the Touareg. Both were impressive but not enough for me to swallow the payment.

So far I have shopped 4 different vehicles at 4 different dealers. By now I’m starting to get a little worn out. I hate to shop..but I love to BUY! That is usually the truth for all consumers. Shopping is a pain, buying gets you gratification.

I now have it narrowed down to another Benz ML, Mazda CX-9 or the Acura MDX. Still 3 choices to consider.

My point here is, many of your customers are on the same situation and all the choices quickly become overwhelming. This is where CUSTOMER SERVICE and PRODUCT KNOWLEDGE plays a key role in obtaining a sale.

Coming back to the study: "people who have only a little information about a product are happier with that product than people who have more information" I do agree with this BUT this is NOT today’s average consumer. We are in the age of information and at the click of a button. People want information even if they are aware that it could be totally overwhelming. Recognize this and use this to your advantage!

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Most of you (the one’s that sell cars for a living) may have to make a concentrated effort to look past the way you like to sell cars in order to answer honestly. With any luck, everyone that comments will do so from the perspective of a consumer.

Is there anything in the traditional or expected car shopping/buying experience that consumers really like? I’ve had dealers, General Mangers and salesmen tell me over and over for years that “buying a car is an emotional experience.” Those words are always spoken with an “I’m so smart and I really understand people” kind of tone. Do I disagree? Yes and no. Buying a car obviously involves some emotion, but the truth is that it’s primarily negative emotion. Car dealers and the typical way they run their businesses create tension, worry, frustration, anger, fear and depression often before the customer has even considered them.

Not that any of you read the newspaper, watch the boob-tube, listen to the radio or use the internet, but if you did then you’d know that car dealerships advertise in these places. Have you ever seen a TV commercial advertising a vehicle at what seems to be an impossible price? Have you ever seen a newspaper ad doing the same? Can you say loss-leaders? Can you say trickery, manipulation, coercion? So, what’s my point? When dealers market and advertise themselves in these ways they’re already stirring emotion in consumers. Guess what kind of emotion? Maybe this video will help paint the picture.

So…what do consumers want in a car buying experience? I have my opinions, but I want yours. You took the time to read this, so think like a consumer (if you can) and let the community know your thoughts.

With encouragement and hope.

Shaun is the CEO and Consultant for Dealer Advisor

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OK, this is my first initial attempt with my own videos on DealerRefresh. I got really excited about Grant Cardon’s new "GPod" and thought it would be fun to do a small video on it. It’s all of Grant’s training CD’s and DVD’s stuffed into an Apple iPod.

I know this might come off a little on the sales pitchy side but believe me, it’s truly not intended to be that way. I have been following Grant Cardone’s training for many years and if you want to sell more cars, there is nothing better then consistent training. I think Grant’s new "GPod" is on the cutting edge for delivering training to the automotive dealer industry. It’s no doubt a powerful tool!

Props to you Grant!

Note: Nic Olsen over at GrantCardone.com put together a nice little promo for all DealerRefresh readers if would would be interested. Be sure to watch the video in it’s entirety and then give Nic a call at 310-777-0293.

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Cars.com will be holding a live DealerADvantage webinar on Friday, March 14, 2008 with yours truly on the panel. I believe Mr. Matt Lamoureux from Acton Toyota and John H. Isaac from My Dealer Report will be joining me as well.

We’ll be discussing the rise of social media, consumer generated content and those wonderful dealer rating websites like DealerRater.com, My Dealer Report.com, Dealership Ratings.com and let’s not forget about
JudysBook,
yelp and
insiderpages. Have I missed any??

Car shoppers now have a broad platform from which they can share opinions and influence others’ buying decisions. What’s being said about your dealership can either drive sales or divert buyers to your competition, making it more important than ever to monitor, manage and influence your online reputation.

In this DealerADvantage session, we’ll discuss how to:

• Monitor what’s being said online about your store
• Respond to comments and influence the conversation
• Share online feedback with your staff to recognize success and correct mistakes as needed
• Influence the online conversation by encouraging customers to leave online feedback about their experience with your store
• Turn your online reputation into a selling tool

I encourage all DealerRefresh readers to join in and participate! How many readers we can get to register??

Are you ready to manage the online conversation about your store?

Time: Noon to 1 p.m. (Eastern)
Location: Your Computer
Cost: FREE

Enroll Now! – CLOSED

P.S. After the webinar, click back here to
DealerRefresh to share your thoughts and opinions about the conversation.

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