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.
Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

Exclusive Blog Posts

Automotive Group Steps Into The Future With Virtual Reality

Automotive Group Steps Into The Future With Virtual Reality

Ed Martin Automotive is the first dealership in North America (possibly the world) to have the ability to take a VR test drive on any and all of its new mo…

Video: What Are Your Best Tips For Car Shoppers

Video: What Are Your Best Tips For Car Shoppers

They range from the practical (make sure you test drive the car) to the silly (make sure you like the car) to the urban legend (make sure you buy the c…

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…

Conversations That Sell

Advertising is a one-way communication, but selling is a conversation. When I sold Jeeps in 1979, there were only two forms of sales conversation, in-person and on the phone. Today, the conversations that sell also include:

* Chat

* Email

* Video Chat

* Back and forth click and response between a shopper and your website

* Back and forth interaction with you inventory on AutoTrader,, etc.

* Back and forth with information about your store, store policies, and your employees

The in-person conversation is usually where the sale is closed, but the selling process includes all these conversations across both human and technological touchpoints.

The dealership website can be built to quickly lure shoppers away from technological touchpoints and into a conversation with a human. Some stores find the number of phone calls from their site goes up when they take price off the vehicles, only to realize many of those calls simply ask for the price and drop off. The irony here is that ecommerce sites try to keep shoppers from calling the store for simple information requests. Labor costs money. There is even a cost to having commissioned sales people answering these calls. They can get so burnt out being free information providers. They end up working the customers too hard too soon out of desperation or give up working them altogether.

It's frustrating for human employees to try to catch up with shoppers who have been having conversations with websites for hours and are just now letting the sales person in. More and better tools are being built to help stores bridge the gap and improve the holistic steam of conversations. I was delighted with some of what I saw in this area at the NADA convention and in online demonstrations since then.

Selling has not changed. It is still about conversations that help the shopper get the right bundle of features and benefits. What has changed is where those conversations are taking place. Keep your eye on video. Recorded videos are a chance to get the customer engaged with their ears as well as their eyes, and live video demonstrations are a fantastic conversation.

Look for interactive video to play a major role in the future. These videos will have tables of contents next to the screen, allowing the shopper to get right to the portion of the video they really want, or to bounce back and forth. Imagine that, the shopper having a conversation with your video.

The basic technology is available today. The army of people capable of fully utilizing these tools is a work in process. Fortunately the focus among product development teams is shifting toward ease of use for those in the dealership as well as consumers. As an industry, we will get better at these conversations, online and offline. The industry will sell more vehicles more cost effectively as a result of it.

Bryan Armstrong
Great points Dennis. Forcing a conversation because you've failed to provide adequate info to engage the customer is not a good way to start a relationship.
Ali Salman
Throughout the customer's journey if dealerships can connect at a personal level, and work on to built a trust specially online through copy writing, videos, call to actions etc. than we will see a huge increase in conversion ratio's. Potential customers are looking for an experience and someone who is really solving their problem, this is how conversations begin online.
Ali Jeep Girl
Thanks for the share. Conversations are what I am great at! The video chat is also an amazing idea that I am going to work into all of my future emails from now on.
Michael Crain
We had 4 sales manages and 1 Director. We took the leads set the appointments sold the vehicle. We did not share our leads with the sales floor. We did not take any ups unless everyone on the floor was busy. We round robin the video chat between the 5 of us. That is the best tool you can have. These are the people that do not want to come to the dealership except on Sundays.,,,lol. That's not all together true. They will tell you more here (open up more). The wall here is soooo much small to break down and start the relationship and build rapport. Your appointment ratio will go up so should your sales. If you have done a good job then the customer is 2/3 sold before he comes to the dealership for a test drive.

 Unlock all of the community & features  Join Now