Woodworth Chrysler Dodge Jeep Ram Ltd.
Our own worst enemy
I feel like as Dealers, we can sometimes be our own worst enemy. We’re hardly even trying anymore with the human connection. 
I’m sent an automated email saying “I’m important” and “only I will receive exclusive offers.” And they said “you are receiving this email because you either inquired about or purchased a vehicle.” If I’m important, shouldn’t you know the answer to that?
Since I own a Chrysler dealership, I likely wasn’t inquiring about a vehicle or bought one there. What I did do was inquire about winter tires a few months back, and never did get a reply... until now. Still waiting on that quote! I did try calling the dealership but after the 3rd prompt to talk with a human I gave up.
Once I clicked the unsubscribe link, they will graciously remove me from their mailing list within 10 days from now.
Is there not a better alternative? How can you say you care about your clients with an automated email and prompts to go through when clients call your dealership?
In my opinion, sending automated messages like this means you’re in the finite game, not the infinite game. And infinite game players always win.
Brandin Wilkinson is one of the Top Automotive Professionals in North America, as recognized by Automotive News in 2016. Brandin is the Co-Founder of BidzAuto Ltd., ReThink Selling, and the Owner & President of Woodworth Chrysler Dodge Jeep Ram Ltd.
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1 Comment
Mark Nicholson
Absolute Results
You’ve addressed a common issue among most dealerships. The short sightedness of sales, and sometimes service.
in order to compete, a strong focus on customer experience is required.
This can’t be automated.
Not in most cases, and as you mentioned.. “we’re hardly trying anymore “. Blame it on technology? Probably not, as it’s a matter of choice and how it’s used.
in my recent article here at Driving Sales I had also (indirectly) addressed this.
The industry requires a transformation. This is something we recognize at Absolute Results and are in the process of determining how we can incorporating more of this through the automotive sales training that we provide to dealers.
There’s a definite need for change, now more than ever. Many aren’t seeing the big picture, and it’s going to cost them leads, customers and local maket share if they don’t take action.