I got in the car business in 1999. One of the ways we got people into the dealership. Was to put balloons on the antennas of the vehicles we had on our lot. Why balloons? It got peoples attention. They noticed us from a block away and across two lanes of traffic. It made them look over at us it piqued their curiosity. And they would pull in and look at our inventory.

The internet has changed the way people buy vehicles. Nowadays your website will get 10x more impressions a month then that old hot blacktop will see. And most people wont notice the balloons on your shiny new cars and trucks. And those unbelievable low prices across the front window on your used / pre-owned inventory wont be enough to fill up your lot. And have salesman/saleswoman fighting for ups. Between driving,taking selfies,updating Facebook and text messaging. Who has time to stop at the dealership and walk around to look at what you have on your lot. When they have access to the exact vehicle and pricing they are interested in at their finger tips. Why go through the hassle of giving your contact information, drivers license, and proof of insurance to get a walk around presentation and demo ride from a stranger or even worse put the dreaded car salesman.  Technology has changed the way people shop. And the most beloved and trusted car salesman in the world and history of our business might as well be an anonymous person. I give you a hint starts with a G and ends in a E. If you said Google. You are correct.

Even though Google cant give a nice firm hand shake and look you in the eyes. Its going to give you more leads and sales then any salesman/woman on the planet. Google is dominating the search engine market. A simple way to look at it from our business Is Report. Google has built report with your customer. Your customer trust Google and seeks Googles advice basically asking for advice on anything from how to do something to where to shop.80% of your customers will ask Google about the next new or used car they buy. From a specific question “2016 Chevy Malibu” To a non specific question like “car dealerships in my area”.

Prospecting is not a lost art in our business. Its just went from paper to digital. From word of mouth to technical coding. Instead of asking friends and relatives the best place to buy a new car or truck People are asking Google. It doesn’t mean we have to change to the way we sell cars.But it does mean we have to add a few more steps in the road to the sale. And instead of fighting it or not understanding it. Its time to embrace and accept it.Its time to put Google to work for you. Yes you read that correct Google can work for you. Remember a few minutes ago When you read about the balloons on the antennas. I know you have heard these 3 letters together SEO Which stands for search engine optimization. SEO is how Google gives it’s advice.And if you want to fill that hot black top up. All you have to do is make sure you have a internet manager or internet director that understands SEO. Being on the front page of a search result from Google. Is going to drive people to your website. Remember how serious dealers used to be with traditional marketing. Well think of that front page Google listing as a full color ad right on the front page of your daily newspaper. SEO Is your digital balloons now. Its whats going to catch peoples eye and get them in your dealership. Yes they are more pieces to the puzzle. But the more leads you have the more appointments you will set The more phone calls you will make and the more vehicles your dealership will sell. We all know the car business is a numbers game and the more people we talk to the more people we close. Don’t spend thousands odollars each month on online ads. Invest in a qualified in house Internet guy. Your going to see your ROI will be much greater then online ads or even third party listings. Dealers there are many many dealerships selling over 100 cars each month off the internet. Its time to get your now. Internet shoppers are not going to convert back over to traditional walk ups. And once you embrace your internet department and hire a qualified in house Internet manager your going to be selling more cars and setting more service appointments then you ever had.

Prospecting is not a lost art in our business. Its just went from paper to digital. From word of mouth to technical coding. Instead of asking friends and relatives the best place to buy a new car or truck People are asking Google. It does not mean we have to change to the way we sell cars.But it does mean we have to add a few more steps in the road to the sale. And instead of fighting it are not understanding it. Its time to embrace and accept it.Its time to put Google to work for you. Yes you read that correct Google can work for you. Remember a few minutes ago When you read about the balloons on the antennas. I know you have heard these 3 letters together SEO Which stands for search engine optimization. SEO is how Google gives it’s advice. And if you want to fill that hot black top up All you have to do is make sure you have a internet manager or internet director That understands SEO Being on the front page of a search result from Google. Is going to drive people to your website. Remember how serious dealers used to be with traditional marketing. Well think of that front page Google listing as a full color ad right on the front page of your daily newspaper. SEO Is your digital balloons now. Its whats going to catch peoples eye and get them in your dealership. Yes they are more pieces to the puzzle. But the more leads you have the more appointments you will set The more phone calls you will make and the more vehicles your dealership will sale. We all know the car business is a numbers game and the more people we talk to the more people we close. Don’t spend thousands of dollars each month on online ads. Invest in a qualified in house Internet guy. Your going to see your ROI will be much greater then online ads or even third party listings. Dealers there are many many dealerships selling over 100 cars each month off the internet. Its time to get your now. Internet shoppers are not going to convert back over to traditional walk ups. And once you embrace your internet department and hire a qualified in house Internet manager your going to be selling more cars and setting more service appointments then you ever had.

Dennis Cole – The Google Guru –

(618) 615-2643

vehiclechats@gmail.com

Dennis Cole "The Google Guru" Blog

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