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AndrewMyers

marketing solution

how to move your ‘brick and mortar’ store where the customers are: online

as seen on

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Dealerships in states with Blue Laws see their lots teeming with customers on most Sundays; these guests love it. They can cruise around and look at cars all day and no one “slows them down.” In these states, it’s illegal to sell a car on Sunday, so it makes sense not to pursue this traffic. On the Internet, though, it is perfectly legal — so why are dealers letting customers take a Sunday stroll across their Website, and not doing what they do best: “Slow the customer down”? There are several types of messages you can deliver online. Too often, dealerships rely on either strictly informational messages, or completely on sales messages. There is nothing new about either of them in the eyes of a prospect. The first thing about effectively communicating your brand online is understanding what types of messages are available to you, so that you can understand what each type is intended to do, and even how they can work together. Here are six different types of videos or messages that you can deliver for you customer (examples can be found at www.whatsnext.pro/examples):   1. Testimonials

Testimonials should be specific. You should search for things that are specific about each deal (location, vehicle chosen, credit situation, trade amount given) and turn each customer statement into both a “vote of confidence.” Start your questions to the customer saying things like: “Talk a little bit about the car, and why you picked it,” rather than, “What do you like about the car?” Get the customer talking, and smile at them while they are giving the testimony — they will do the same. There is often no one better to speak for your business then a previous customer. 2. Brand Statements

Brand statements are often given by the leader of the dealership but could be anybody from the lot guy to the receptionist to customers. These statements are specific to your dealership and are the practices that you feel separate you best from other stores in your marketplace. These could be things like the history of the dealership, condition of used vehicles, experience of staff, volume of inventory, history in the community, etc. These statements are important for customers trying to decide where to do business.

to give the best demonstration of the products that you sell. These videos do not aim to tell everything about the product — just a few things that are useful and specific, attempting to lend the impression that we have these products and we know more about them than our competition. 4. Department Statements

Department statements are made by the manager of each department. They address what that manager believes are the concerns of their customers: speed of service, price and quality of service department, loaner cars, relationships to banks in the finance department, ease of pricing, cleanliness, size of the inventory and amount for trades and pricing structure in the used department, etc. These videos show the customer three things: your staff, your store, and hopefully what to expect out of their next car buying experience.

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If you're happy signing long-term contracts with no guarantees of service; then Dealers United is not for you.

5. Event/Charity Coverage

Event videos cover any charitable contributions the dealership has made, any unique events that involve customers, or activities the dealership is doing for customers. Charity videos should be produced so that the charity can use the video for their own site and publicity after the event, with the dealer’s logo on the video.

Learn more at: www.DealersUnited.com

6. Top Salesperson Bios

After the sale of a car, most customers admit that the salesperson was the No. 1 factor for deciding where they bought their new car. Every customer has an ideal salesperson. Letting a customer pick the person that they think they would mesh with before they pick out a car will set more appointments for the dealership, funnel more customers to your best salespeople, and sell more cars — for more gross. The trick to understanding effective messaging is combining these video types into one message. For example: • A message about a local golf event with a Hole-in-one giveaway for a new car — This video can feature the charity that you are helping and get publicity for the dealership, can feature the product that you are giving away, can introduce a manager to the public, and can have a testimonial mixed in about how your company helps the community, which helps your reputation management efforts. • A message about your used car department, as an intro to go with every used car online — This video can show your customers what to expect when dealing with your company, show them why you are a better place to shop than your competitors and includes a testimonial about fair pricing.   There is no shortage of ways to broadcast these messages once they are produced. This distribution is FREE online. You can use your own sites, YouTube, Facebook, Google+, Vehix, Autotrader, CarFolks, Google, CarWoo, review sites, etc. When it comes to building value online, make sure your focus is on the right thing: building value in your store, your process and your product. Don’t expect your cars to sell themselves online — slow the customer down and allow your store to make the difference for every customer.

3. Product Features

Product features are videos made using the people at your dealership or a spokesperson

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Andrew Myers is the co-founder of What’s Next Media. He can be contacted at 866.408.3305, or by e-mail at amyers@autosuccessonline.com.

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AutoSuccess February 2012  

The #1 Sales-Improvement Magazine for the Automotive Professional - featuring Tier10 Marketing

AutoSuccess February 2012  

The #1 Sales-Improvement Magazine for the Automotive Professional - featuring Tier10 Marketing

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