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From: Jared Hamilton
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aaron kominsky

aaron kominsky sales trainer/ ceo

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Automotive Digital Map

The proper implementation of digital marketing is a step by step process that begins with the understanding of how the new digital marketing economy has changed consumer behavior. Dealers must understand that consumers have at their disposal an enormous amount of information that they can research in a matter of minutes. Mobile devices and smart phones allow customers to do comparative and location based product and service analyization in minimal time frames. Customer satisfaction is no longer driven by things, it's now driven by the customer experience you create  in you dealership. Then price is no longer the motivating factor in the decison making process.So if the price is not the centerpiece of the purchasing decision just as quality of product and experience improves for the customer, quality of sale and customer loyalty will improve for the dealersip. Therefore if the mindset  amongst all employess cannot  shift from just selling vehicles and service for strictly profit to selling the customer experience they will continue to be dominated by their competition who soley believe that customer experience is the keymotivating factor to selling vehicles and servicing them as well Neuromarketingis now begininng to take shape in the marketplace understanding that there is much truthto the old saying"A CAR PURCHASE IS STRICTLY EMOTIONAL". So therefore dealerships who successfully control their enviornment and deliver WORLD CLASS CUSTOMER EXPERIENCES to their clientelle will achieve brand dominance in their own market.

Bryan Armstrong
Aaron, You bring to light what many know but choose to ignore.No longer can a Dealer purport themselves as one thing online and not have that experience carry over to the brick and mortar facility. If a cultural chanfe is to occur, it must be embraced from the top down or alienation and bad reviews/CSI will be inevitable. Case in point, we just had a customer "tank" us on a survey because her sale price was $47 more than the listed online price. Awareness by all employees of your Digital presence will be a key metric of success for all Dealers. Thanks for a timely post.
Jeff Cryder
We must be able to close the experience gap between online and physical dealership experiences. You can put all the money and time you want into Social; but if the experiences your customers receive at the dealership are poor you're wasting your time and money.
Jim Radogna
Great post Aaron, thanks!
aaron kominsky
thank you Jim

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