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Jared Hamilton
From: Jared Hamilton
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Bart Wilson

Bart Wilson Director of Operations, Media

Exclusive Blog Posts

The Service Sweet Spot

The Service Sweet Spot

Experian Automotive’s most recent market trends data for VIO, or Vehicles in Operation, tells the story of the total number of vehicles currently on …

Using Social Media to Sell Cars

Using Social Media to Sell Cars

The ever-growing, and ever-popular social media might be your salesmens best (secret) selling tool. In the age of influencers, and people getting paid to b…

Geo Conquest

Geo Conquest

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Rock's Rants: Training (Lack Thereof)

Rock's Rants: Training (Lack Thereof)

Here's what I've noticed in dealerships: the problem isn't just a lack of training, it's the general lack of a thought process that any tra…

The Hidden Costs in Your CRM

The Hidden Costs in Your CRM

The CRM is arguably one of the most essential tools for the dealership other than the DMS. However, one thing to note and consider are all of the hidden fe…

Improving Vehicle Detail Pages

Your VDP is one of the most important aspects of your marketing. Improving your sellers notes will help your customers see the value that is included for that particular vehicle. Price, pictures, and description are the three most important factors that will allow your VDP to stand out. Price can always change, pictures should be a high priority, but often neglected, the description often talks about the brand name and it a copy and paste for every vehicle. 

Improve your VDP by writing a unique description for each vehicle with as much context as possible. That is the best way to stand out.

 

What success have you seen with VDP's with great descriptions?

Martins Ville

So Bart, I guess that what I should do... is create a consumer Auto website that aggragates numerous 3rd party data into one Super-VDP, allowing the customers to search for a car, and present the comparisons with links to them, and charge dealers for the leads. That would work.

Suzanne  Laine

I'm all for transparency, but not using a method that potentially undermines a conversion.  If you do want to show comparisons on a dealership website, I believe most vendors have other ways that are more dealer-friendly, such as displaying the Carguru badges on the SRPs and VDPs on your dealership website.

Martins Ville

I'm on a different level altogether on this but get your point. The goal for me is 100% conversion to a sale, by mitigating consumers concerns and suspicions at the dealer level. If car buyers are only visiting 1.4 dealers, how are you truly differentiating your value proposition and giving your customers the edge on price validation? They are visiting numerous 3rd party sites, we know which ones, that's why my idea isn't crazy.

Suzanne  Laine

I guess the difference is that I want to help sell cars at my dealership, not create my own website and charge dealers for leads.  By the way, great (and short, simple) video, Bart.  We can all add more value to our vehicles with details that set our vehicle apart from all the others similar to it.  3rd party pricing tools don't always reflect the true value of a vehicle:  features/condition that add more value. It's also helpful to sales staff, who can use that description as a quick tool when confronted with customers who are confused about the differences in price on 3rd parties.

Martins Ville

Been selling cars online and been the digital director since 1999, thousands of sold cars, were all sharing ideas, I get it. Bottom line is that nothing happens until the customer explores and drives the unit "on your lot" and gets excited about that car. Then they will know they are getting a great deal, no matter the price delta with comparable models in the market. Any discount I give will be more symbolic than significant. However if Amazon has not taught us that price does matter, then we have never paid attention they prove it is, by showing you the comparables on the same page. But if you make a video that does not mirror the specific customers needs and address the solutions they have, uniquely, you're back to cookie cutter and it back not be enough despite your best intentions.

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