Insurance Corner

By Todd Shepard, Owner Shepard & Shephard Insurance

A New Season, A New Year, A New World

We did it! We made it through one of the weirdest and most difficult years

ever. Only time will tell how soon we will get back to normal. One thing we know is that ‘normal’ is no longer defined the same as it was in the past. As we emerge from these crazy times we are encouraged to review the lessons we have learned in regards to selling cars in todays market. One thing is certain, the internet is playing a more dominant role in everyone’s shopping experience. For years we have heard of surveys that point to the fact the majority of shoppers have relied on the internet for information to research their car purchase as well as research what others are saying about your dealership. Social media reviews through Google, Facebook, Yelp, and others are playing a stronger role in the day-to-day decision making process of your prospects. This may sound like old news, but it begs the question, “What steps are you taking to ensure you are getting your share of the 5 star reviews necessary to build the confidence of the prospects shopping your dealership?” I get it. As a dealer you are busy trying to stay on top of important tasks such as inventory, auction, prepping autos for sale, titling, and compliance. Not to mention the most important task of selling cars! Efforts required to learn how to get more reviews can seem daunting, especially if you run a small operation and you are the one wearing all the hats. The good news is building your online reviews is much easier than you may think. All you have to do is ASK! When is the best time to ask? As salespeople we know our most productive referral source is our happiest customer. We also know the happiest customer is the one buying a car right now! Why not take advantage of this opportunity to ask for a review while your customer is waiting for you to prepare the ownership documents? Other than calling their insurance agent and maybe transferring some funds your customer is probably waiting patiently while you are pounding the keyboard and printing documents. In fact they are probably staring blankly at their smart phone texting friends or playing on social media sites already. Truth is they would love something to do other than click through todays entertainment news.