Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

Exclusive Blog Posts

Texting for Business Landlines - Wait, you can text landlines?

Texting for Business Landlines - Wait, you can text landlines?

I understand that there are many texting platforms but not all texting is created equal. Often dealerships have found trouble with providing one number to …

Tech-Pocalypse Now!

Tech-Pocalypse Now!

There’s a shortage of technicians most dealerships are experiencing, and the drought has no end in sight. Unwittingly, well-trained technicians n…

Making the Sale by Communicating with Your Customers

Making the Sale by Communicating with Your Customers

You may see and talk to dozens of customers on any given day and while most of them are at your dealership to purchase a car (some may just be browsing), o…

5 Referral Program MYTHS - BUSTED!

5 Referral Program MYTHS - BUSTED!

Myth 1: Referral Marketing Programs are less cost effective than other marketing channels. FALSE! 92% of people trust recommendations from friends over…

A Dealership Went Pro-Police And This Happened

A Dealership Went Pro-Police And This Happened

There's a lot of anger in our country right now - for a variety of different reasons.   Sadly a lot of that anger is coming out against the men…

Subaru video gets naked trying everything – should we?

Stick to these basics to sell more cars

There is some brilliance in the concept and execution of Subaru’s new ad, “Let’s Do That”, which AdWeek highlights as their Ad of the Day.

As I watched this great video, I contemplated the latest “we will give you MSRP for your trade” marketing gimmick letter I received this week from a local dealer. It kind of reminds me of football teams that turned to the Wildcat formation to confuse defenses for a short time or government agencies that over-spin activities and end up in controversy. Neither ends well.

French writer, Jean-Baptiste Alphonse Karr coined the term, “the more things change, the more they remain the same”, a century and a half ago. That logic applies today.

It certainly makes sense to be proactive with internet marketing that offers legitimate ROI with VPCs or actual sales, but at the end of the day, the overall customer experience will dictate short- and long-term success…or failure. One needs only to revisit Carl Sewell’s Customers for Life book for a master course in these fundamentals. With more than 600,000 sold, its message remains golden.

Here are four basics that help keep a focus on the customer experience:

  • Be transparent in your advertising
  • Provide as much information as you reasonably can to internet, phone, or live chat prospects
  • Ensure your (entire) staff gives guests a world-class experience
  • Nurture your relationship with quality social media and appreciation events

And by all means, avoid getting naked like the couple in the video (figuratively or literally), because it never seems to end well.

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas


Tom LaPointe

Interactive Media Manager / Industry Analyst
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing. / /


 Unlock all of the community & features  Join Now