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January 29 by Joe Webb -

Don’t Play Catfish With Your Customers

For those of us active on social media, one of the creepiest and cringe-worthy movies about online communities has got to be Catfish. If you’ve yet to see it, or the television show it spun, it is about a relationship that formed online between two people.  Unfortunately, one of those people was not as they seem.

Suffice it to say, one person was being untruthful about who they were, what they looked like, and everything else, in order to gain favor with another. As dealers look for new ways to attract customers’ attention, and convert shoppers to inquiries, we see many over-selling who they really are online.

I consider this playing Catfish with your customers…

Dealers play Catfish by claiming to be something they are not.  For instance, making exaggerated boasts about “top-rated dealer in the area” or “best deals in town” are Catfish tactics.  If it cannot be quantified or justified, it rarely should be said.  At the same time, dealers need to stop making promises they can’t live up to.  If you have a Get ePrice button to generate Internet leads from your inventory, and your sales team is instructed to not give pricing out right away when responding, then that is playing Catfish.

“Largest Inventory”…”best car buying experience”…”where you save more”… “Get Approved” are all nothing more than garbage marketing chants unless it is truly a value proposition and offer that you stand by.  Do you provide pricing if someone clicks on a button for that?  Do you give them answers to their credit approval submittal immediately if they have chosen that point of entry?  Do your people live up to the brand messages you’re blasting through media?

If not, you’re playing Catfish, and customers’ faith in you (as well as in your advertising and employees) will quickly diminish.  Customers would prefer to have acceptable experiences based on realistic expectations than negative experiences from unrealistic expectations.   Telling the truth, setting realistic expectations, and offering upfront, transparent communication is a key to building trust. Earning trust should be a major focus going forward for any corporation, which is why I’ve made it my session title (and rallying cry) for the Dealer ThinkTank workshops occurring around the nation in 2014.  Be online what you are in real life.  You’ll thank yourself later.

Question:

Do you feel that your dealership plays Catfish?

 

Categories: Best Practices, Latest News & Trends

About the Author

Joe Webb

Joe Webb

If you don't know Joe already, He's the founder of DealerKnows Consulting and has been bringing online sales success to dealerships across the country through his hands-on consulting efforts and progressive training programs. Joe dedicates his life and his livelihood to his too-good-to-be-true wife and his two little maniac sons that he lovingly nicknamed Bear and Tiger.

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  • Jeff Kershner

    Jeff Kershner

    I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.
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    2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.

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