May 25, 2021
Full Episode Blog: Sell More Cars At A Dealership: Experience Is The New Brand
Experience is the new brand! While customers are buying cars, it isn’t the only thing they are buying. Customers buy experience. In order to sell more cars, you must out experience the competition, whether it is in person, online, or through your Automotive Internet Sales Department. So, what type of experience are you giving?
This week Sean V. Bradley, CSP, and L.A. Williams discuss how to sell more cars at a dealership. More importantly, they dive deep into experience. The customer experience is one of the most powerful influences. Additionally, the experience will determine where a customer will purchase their next vehicle.
Joining Sean and L.A. is Tim Cox. Tim discusses how experience is the new brand. As we all know, most consumers start their process online. So the digital experience must meet their wants and needs as well.
Tim Cox is the co-founder and current senior vice president of sales for CarNow. CarNow is the market leader in tailored digital solutions built to help dealers sell more cars.
Tim has come a long way since he started his career in the automotive industry at the age of 17. He has held virtually every position in a dealership. However, he attributes a lot of his success to his team at CarNow.
In addition to his work at CarNow, Tim also has a podcast, Tim Talks. In his podcast, he shares what he has learned with other automotive professionals. He has a pure passion for the automotive industry and a strong desire to help automotive.
Show Notes: How to Sell More Cars At A Dealership: Out-Experience The Competition
Experience Is The New
“Experience is the new brand. Out experience the competition”- David Cane
Experience is one of the reasons why people are buying cars online. The dealerships that have fully embraced digital retailing are not selling cars online. Instead, they are selling an experience online. They tailor their online experiences to win the favor of consumers.
The same can be true of your dealership if you have not fully embraced digital retailing. The focus needs to be shifted to the online experience. Not only does it have to be just as good as your in person experience, but it should be better.
No matter how the customer chooses to interact, they need to be met with an experience to remember. This will turn your customers into raving fans, and raving fans will generate more referrals.
“99 of 100 automotive shoppers begin their purchase journey expecting it to be a “hassle” driven in large part by their experience”- DrivingSales.
While understanding the experience dilemma is part of the problem, it is not the only thing to consider. You must also understand your customer. One of the main reasons customers want an online experience is because they have a mistrust of car salespeople. They want a different way to purchase a vehicle due to their past experiences.
Additionally, consumers are shopping online more than ever due to the recent pandemic. While they still have vehicle needs, they also have safety concerns. The COVID 19 pandemic not only added to their need for a better online experience, but also forced dealerships to enter this new way of business as well.
Once there is an understanding of the customer and the importance of their experience, dealerships must then look internally. Dealerships sell cars every day. It is like the back of their hand. However, for the customer, it is a purchase that is typically made every 3 – 11 years.
More importantly, for many people, it is the second biggest purchase in their life. With this in mind, the experience should feel as special as it is to them. The first step to understanding your experience is understanding where you rank on your customers’ concerns.
To start, a management meeting should be held to go through the list. List what the customers’ concerns are and what your dealership is doing to meet those needs. Then, brainstorm on what the dealership can do to further meet their wants and needs.
Sell More Cars By Making
Your Dealership Special
What makes you special to the population as a whole, however, is only half of the battle. The other half dives deep into the demographics and situation of the customer.
Why should the LBGT community buy from you? Why should law enforcement buy from you? More importantly, females influence more than 85% of all car purchases, so why should they buy from your dealership?
By conducting a SWOT analysis, car dealerships can create a process to give a special experience to everyone. From there, dealerships need to train their employees. The employees need to understand the mission. They need to personify it.
Additionally, the staff needs to be able to take the vision and mission, and translate it into an unforgettable experience for the customer. This will not only make the experience unforgettable, but also the sales associate.
How to Sell More Cars: Dealership Website
Sell More Cars By
Branding Your Experience
Once the problem has been identified, with a solution created, dealerships need to spread the message. Tim expresses the importance of branding your online and physical dealership. The experience needs to spread across your brand. In addition to your website and social media, the experience should be included in all other forms of marketing.
Your Website Is The First
Last week’s episode of the Millionaire Car Salesman featured David DiPasquale. He spoke about the importance of optimizing your website. Your website is part of your brand, and with most consumers starting their purchase online, it is their first experience with your dealership.
The website needs to be user-friendly and cater to the customer’s needs. A good way to do so is to utilize tools, such as digital retailing, to enhance their experience. Then, utilizing the CRM and the information on hand, dealerships should tailor the experience to the customer.
Your Team Carries Out The
In addition to the online experience, automotive dealerships need a properly staffed team. Jared Rowe, the CEO of AutoWeb, spoke about this importance on The Against All Odds Radio Show. The dealership’s employees will add to the customer experience.
Dealerships need to hire and train the right people to provide this experience. Jared speaks about two main qualities during his interview. First, they have to be a good person. Next, they have to be useful. This concept not only applies to the dealership, but also towards the customer as well.
Sell More Cars By Through
Customers’ Great Experiences
Once you have created a great experience, online and in person, you will start to gain traction. However, you shouldn’t stop there. Dealerships need assistance from their fully satisfied customers. The sales staff should have customers create a video review of the dealership.
While written reviews are good, video testimonials are received better. The best practice for conducting the video review is to complete it while the customer is still at the dealership. Then, post the video to your YouTube and social media accounts to spread the message.
Resources To Sell More Cars At A Dealership By Selling Experiences
The Against All Odds Radio Show: Hosting guests that have started from the bottom and rose to the top. Also, join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.
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