• DigitalDealer-horizontal-Logo
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe

DealerPoint: May 21-23, 2024
Conference & Expo:
October 8-10, 2024

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Digital Dealer | Lead Management & CRM | Sales & Marketing | Sales Management | Sales Strategies
December 29, 2010

Taking the Business Back to its Roots

Posts:
Digital Dealer | Lead Management & CRM | Sales & Marketing | Sales Management | Sales Strategies
December 29, 2010

Taking the Business Back to its Roots

It is no secret that customers are using the Internet to broadcast their buying experiences, and in doing so, directing customers toward or away from your dealership, many times without you knowing. More and more prospective customers are using feedback left online from those who have gone before them to help decide what to buy and where to buy it. The dealership experience and your lot’s reputation for one customer can impact many others before you even have a chance to speak with them.

Having joined the automotive retail sales world in 1980, I have developed lifelong friendships with many integrity filled, humble sales people, managers and dealers I am proud to call my friends. I know these are good, honest people. Sadly, the general view of our industry by the public is that of skepticism, and dare I say, total distrust.

The poor examples of a few should not negatively affect the masses that consistently do the right thing, conduct a fair business, establish lifelong customer relationships, stand behind the sale and understand that success means much more than a onetime sale. It is about time that the good separate themselves from the bad. It is about time that those who do the right thing are rewarded for their efforts. It is time to force the suspect to have to earn their way back into the customer’s good graces as opposed to the reighteous having to constantly defend themselves.

Things were much different in the past with most prospecting and selling primarily done face–to-face. The support of the dealer’s local community meant everything and positive word of mouth was the best advertising a dealership could get; it meant everything. While the setting in which business is conducted has moved online, the sales practices should not change. Integrity should be the backbone of any business as it drives repeat business and defines success.

What does that mean to your dealership?

Much of what we see as dealers attempt to get a handle on “reputation management” is reactionary. With the many social platforms being used by customers, dealers are forced to respond to online customer critiques, if and when they find them. There are many dealers unaware that there may be dissatisfied customers spewing venom online, justly or unjustly, that will influence whether your next prospect considers you for their next car purchase.

It is important to be proactive in separating the dealership and your individual reputation from the rest of the competition. It is time to take charge and let your satisfied customer’s voice be heard. Take charge, video a quick testimonial at delivery, post it on your website, find a reputation management tool that puts you in the driver’s seat and reaches out to your dealership’s sales and service customers for their candid feedback. If there are any issues with an unhappy customer, rectify them immediately. It is important to step up and gain the customer confidence you deserve for going the extra mile; this is the only way the perception of the business and dealership will change. While this change won’t happen overnight, when enough dealerships seek to claim what is theirs, new customers will be realized.

The bottom line is that there is no room or need to treat customers with anything other than respect. I know some of the responses will be; “buyers are liars,” “they force us to treat them this way because of the way they approach the sale,” or “there is no more dealership or brand loyalty.” My response: “No they’re not,” “no they don’t” and “nonsense.” All customers are directly affected by the way you handle the interaction and the way customers are treated is a choice made and instilled by the culture of the dealership. Wouldn’t you rather promote testimonials like, “I bought my last seven cars here,” or “I refer all of my friends and family here because (salesperson’s name) listens to me and treats me with respect.”

If you pride yourself on doing the right thing, then it is time to take back what is yours.

 


 

 

Digital Dealer•Lead Management & CRM•Sales & Marketing•Sales Management•Sales Strategies

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Dealer/GM News

Nearly 4,000 Car Dealers Ask President Biden to Slow Down EV Push

Car dealers are asking President Joe Biden to “tap the brakes” in his administration’s electric vehicle (EV) push. A total of 3,882 franchised car dealers the U.S., calling themselves the EV Voice of the Customer, published the letter on No
Posts Data & Analytics

Digital Retailing Continues to Grow at Auto Dealerships

A recent report found car dealers offering consumers the ability to do a deal online has grown to 40% in the last year—but an urgent need to cutdown on repetitive steps happening in the showroom. Nearly all car dealers currently using digital retai
Posts Dealer/GM News

Nearly 4,000 Car Dealers Ask President Biden to Slow Down EV Push

Car dealers are asking President Joe Biden to “tap the brakes” in his administration’s electric vehicle (EV) push. A total of 3,882 franchised car dealers the U.S., calling themselves the EV Voice of the Customer, published the letter on No
Posts Dealer/GM News

Ciocca Agrees to Purchase 10 More Pennsylvania Dealerships

The Ciocca Dealership group is growing its holdings in Pennsylvania. The agreement has Ciocca purchasing Apple Automotive, the automotive division of York County, Pa- based Stewart Companies. Terms of the deal was not disclosed, with the final transa
Posts Dealer/GM News

Mercedes Launches First Charging Hub in U.S.

Mercedes-Benz is offering a change to the way Americans charge their vehicles in the same way Starbucks altered the routine of getting a cup of coffee. Mercedes, in a joint venture with MN8 Energy to launch a network of premium electric vehicle (EV)
Posts Digital DealerEveryone

Digital Dealer Unveils New Branding & Announces Launch of DealerPoint, Offering Targeted Networking and Driving Innovation

Digital Dealer has revealed its new branding and announced the launch of DealerPoint, a dynamic addition to its event portfolio.   This unveiling of the refreshed logos marks a symbolic step forward for Digital Dealer, aligning with its commitment
Posts Dealer/GM News

Hyundai Dealers Will Be the First to Sell Cars Through Amazon Platforms

Amazon is getting into the (virtual) car dealership business. At the Los Angeles Auto Show Nov. 16, the Seattle-based online behemoth announced auto dealers for the first time will be able to sell vehicles on Amazon’s U.S. store in 2024—with Hyun
Posts General

GM Workers Approve Union Contract; Ford, Stellantis on Pace to Pass

Despite concerns that resulted in a closer than expected vote, General Motors (GM) union workers approved the deal negotiated by United Auto Workers (UAW) union. The deal was supported by roughly 54% of the more than 34,700 autoworkers at GM who vot

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE

Explore All Our Brands

FOLLOW US ON

  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.

ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY