Loading

As a career "Car Guy" I am often asked for my opinion on what and where family and friends should purchase or service a vehicle.  For years I would refer them to my book. "How To Buy A Car - Ex Dealer Tells All" but I recently reviewed my book and I realized that consumer preferences and options as to how and where they can purchase a vehicle have changed.

Previous advice included finding a local dealer with a comprehensive service department that evidenced their priority to provide support after the sale. Additional criteria included your first impressions as to how you were treated and of course a few tips on how to extract information you needed to make a decision - such as product comparisons, competitive pricing and how to avoid dealer centric sales processes.

My current recommendation is to conduct your preliminary due dillegence online with information that is not sourced from an auto dealer or a third party website that is dealer centric vs. consumer focused. Simply put, the shopping and sales processes that used to be dealer dependent are now consumer driven through social networking communities that provide credible information from likeminded consumers and other online resources.  Mobile devices and software solutions in the hands of an educated consumer can follow shoppers into a dealer's showroom empowering the customer with information more relevant and transparent than most now antiquated showroom sales processes can deliver at the point of sale given the complexity and variety found in today's vehicles.

When consulting for my vendor partners that provide technology driven sales processes for our dealer clients I remind them that today's educated consumer is the boss.  The old school wisdom that "The one who writes the check is in charge" is still correct, however the reality that the first check is written by the consumer vs. the dealer has finally sunk in.

My challenge to my Dealerelite friends is to look in the mirror and decide if your marketing messages and related sales processes are as transparent as today's educated consumers demand.  Sales processes based on control techniques such as those suggested in a Four Square Work Sheet and related desking procedures presume that the dealer can deliver relevant information to their customers when and how they want to vs. how and when the customer expects them; which is immediately!

My challenge includes your virtual showrooms with their now dated conversion tools that require a customer's name, address, email, phone and in some cases credit information in order to to provide relevant information vs. posting competitive product comparisons and vin specific out the door price and payment information using videos, payment calculators, convenient inventory searches and everything else that we as dealers need to make a deal in our real world showrooms.  Similarly, can you look in a mirror and honestly say that you respect your showroom customers enough to allow them to be in control with your role reduced to providing them the information in such a way that you are seen as a resource vs. a competitor in an adversarial negotiation process?

Obviously, I have my opinion since I have invested in vendor partners that provide our auto dealer clients with technology driven consumer centric marketing and sales processes that include automated video production platforms, data base marketing platforms with online personalized consumer portals that empower a customer to build their own deals with OTD prices and payments prior to visiting the showroom, mobile solutions that reside on an iPad that empower sales consultants to compete with today's educated consumers on the showroom floor throughout the sales process and several other solutions designed to answer my posted question in the affirmative.

YES, I would buy a vehicle from an auto dealer that is using today's consumer centric technology driven sales and service processes to earn my business.  Can you claim the same about you and yours?      

Views: 54

Reply to This

Blog Posts

Service Advisors Q & A

Posted by Jeff Cowan on June 29, 2016 at 4:21pm 0 Comments

Frequently Asked…

Continue

Your Website IS Your Showroom

Posted by Kim Orr on June 29, 2016 at 10:04am 1 Comment

There was a time when dealerships…

Continue

Inspecting a Second Hand Car before you Buy It

Posted by Nathan Gomez on June 29, 2016 at 5:49am 0 Comments

You have done your research on prices, the best dealers, the car you want and everything else but what about the inspection? The car might look nice on the outside but you never know how good it is in the inside. If you are satisfied with…

Continue

Are you making this mistake?

Posted by Paul Potratz on June 28, 2016 at 3:31pm 0 Comments

Search engine marketing is valuable tool when used correctly. But it's not the be all, end all of digital marketing. You need to be able to step outside of your comfort zone if you want to achieve digital marketing success.



If you…

Continue

Most Segments Decline at a Steady Pace

Posted by Black Book on June 28, 2016 at 1:55pm 0 Comments

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car and truck valuation trends and insights straight from the auction lanes.…

Continue

de sponsor

newsletters

dE Sponsor

© 2016   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service