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Big Tom LaPointe

Big Tom LaPointe National Sales Executive with Dealer Teamwork

Exclusive Blog Posts

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

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
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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. / /


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