Change, Uncomfortable but Necessary
The past few months have been challenging not only for the nation and our industry, but also for me personally. Shortly after the New Year began, I left my previous company and began a new adventure with a longtime friend at iMagicLab. I simply was ready for something new. It’s been a bit uncomfortable at times getting re-acclimated in a new company, but I believe with all my heart that tit was truly time for a change and so believe that it will all be for the best.
This is true for our dealerships as well. There are many times that we know in our hearts that we need to do something different but still resist. Many of us have websites that we know no longer market our stores the way we need them to. Others are using outdated CRMs that we know no longer help us retain our own customers. In almost every store across the nation there are items that we know we need to change but have resisted for various reasons.
Today stop and take a minute and look at the things you know you need to change in your life and at your dealership. Yes, change can be uncomfortable, but in the end when you’ve made that change, and you’re starting to hit your new stride, you can look back and be glad that you changed. I know I am glad that I made the changes I made.
So what changes do you want to start today?
Toyota uses Social Media for discussion
Toyota COO and President Jim Lentz
As part of the campaign to get in front of the accelerator pedal recall Toyota COO Jim Lentz fielded questions today on Twitter. While it's not really earth shattering news, it does demonstrate that Social Media plays a vital role in the new marketplace.
Customers want transparency from companies that they deal with. It reassures them and shows what they can expect should any problems arise in the future. So while Toyota did not sell any cars directly during today's Q&A session, I have no doubt that they convinced more than a few people that will be buying soon, that Toyota is easy to deal with.
Dealerships can apply the same principle. Don't use sites like Twitter to try and sell cars, rather use them to sell your dealership. Show current and prospective customers that you are open, transparent and easy to deal with. You will find big dividends in retention and new customers as well.
As always, please feel free to contact if you have any questions how you can use Social Media as part of your overall online strategy.
Spring 2010 looks to be huge, is your dealership ready?
Marketing and advertising your dealership has gone from mass channels such as radio and TV to a more personal and on demand approach. Instead of repeating a broad message, today you need smaller more people centric messages. It’s not that marketing your dealership has died, it’s just changed. Today people have more power and more choices. So what’s the best way to reach them?
Be Accessible.
Whether it’s your website, your Facebook page, Twitter or You Tube or any other number of sites, there are more ways to reach more people than ever before. Can your prospects and customers engage you on multiple platforms? Some people prefer to submit a form, others prefer to call, many still use email and an increasing number would rather use Facebook or other social media sites. The lesson here is simple don’t limit access to your dealership to your website and phone.
Be Active.
You don’t have to sit at your desk and post Tweets all day. However, do post something regularly. I would suggest at least three to five times a week. More importantly set up alerts to notify you when your dealership is mentioned.
Short and Sweet.
Because of all the ways to reach people today, this is more important today than ever before. One of the biggest mistakes you can make is to send a long email or posts on your social media sites. Use just 10% of your message at a time, so if you want tell prospects about a car and your description is 500 words send to them in 50 word increments. Brevity is king, when people see long email messages they tend to put off reading it.
In closing this is an exciting time to be in the car business. A lot of people have been waiting to buy that new car, waiting for the economy to settle down, waiting for credit to open back up. This spring should be one of the best in a long time. Now is the time to make sure that your dealership is ready. Feel free to call me if you have any questions on how you can put Social Media and your website to work for you.
Got 30 seconds, how about a walk-around?
The versatile Flip Video camcorder
Design or Potency, which is more important?
When it comes to your dealership's website which is more important, Design or Potency?
I would argue that while design is important potency means more qualified leads, and I will take qualified leads all day long. Over the past 10 years we've seen a lot of change in the business, especially on the website front. Websites today are without a doubt the most important element of the dealership's overall marketing strategy.
When it's time to redo your dealership's website here are a few things to keep in mind.
Can you tie your website to your current marketing plan quickly and easily? In other words if you're running a campaign featuring a $199 a month payment on your radio and print ads, can you tie that same promotion to your website?
When considering design or look and feel of your website, ask yourself a very simple question: Will it help me sell more cars?
If the answer is NO, then stop and go in a different direction. I've been in this business a long time and I have seen things that some dealers insist be on their website that have absolutely nothing to do with selling a car. Just because it's cool or it looks good does not mean it will generate leads. Isn't that the whole purpose of the website, to generate leads?
There are a lot of website providers today, far more than when i was an Internet Manager. So you have choices, so don't fall for the flashy pitch. Instead dig a little deeper and ask about how they optimize website. Ask them to really show how they do it. Don't just take the buzzwords of the day and assume they know. Have them actually show you on a real site.
Get your friends and family to mystery shop for a car. Have them search online for that car and get inside the mind of a "car buyer" and stop being a dealer for just a moment and see what they see. Now ask yourself, how can I make my website make their search easier. That's the secret formula, make it easier for the customer to buy from you and ....You Win.
So which is more important..Design or Potency?
Just a thought...
DVDs? How about simple online videos?
I just read another article where Chrysler is scrapping the traditional Owner's Manual for DVDs.
It's great that they realize that the printed owners manual is a thing of the past. But instead of DVDs why not simple online videos?
Online Owner Guides could be posted on the dealership website and easy to access or even online sites like You Tube. They could very easily be updated or changed. and cost thousands less to prouce and maintain.
Just a thought...
Should The Detroit 3 Take Silicon Valley's Advice?
I read an article on Automotive News today where Silicon Valley venture capitalist offered Detroit some advice..Start Over.
So is starting over the only way for Ford, GM and Chrysler to succeed in the new economy?
There could be some good advice in there. Alot of the woes that face Detroit today stem from an old and over grown business model that is slow to react to the changing market.
Many of the things that make today's start-ups so competitive is that they are nimble and quick to not only respond to a changing market but to also foresee changes before they occur.
Perhaps Detroit might be wise to listen or at least see what they can do to become more nimble.
Just a thought.
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Follow on Twitter
- dealerist: Bike & Hike (@ Waterfront Park) http://4sq.com/cTn9Ls
- dealerist: Riding the Ohio River Trail (@ Farnsley Moorman Landing) http://4sq.com/cSeMa3
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- dealerist: Now here's a car guy having fun with video Check this out -- Louisville Nissan Maxima Harry Caray Spoof! http://t.co/ZI4gWYi via @youtube
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