Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
The other day I was honored to be visited by my good friend and Industry Professional Micah Birkholz. Now I could share with you here a variety of stories and analogies, from his refreshingly sarcastic posts that make me laugh and think to the reality that two people who met “In Real Life” for the first time already had a well-established bond and friendship built entirely through Social Media, but it was his comment about his t-shirt that inspired me.
You see he had on an “I Yelp” shirt and told me that one day he intended to write an article about it but that I should go ahead and do so if I chose. He then said that he and his wife (who is absolutely gracious and charming) were going shopping. Classic Micah. Who else would wear so brazenly a shirt into a Retail establishment that say’s “I’m going to tell everyone about how I’m treated.”?
Think on this. If you had a Customer walk into your showroom carrying a sign reading “I’ll give you 100% CSI on your insanely worded OEM survey AND I’ll rate you on-line, fan you on Facebook, share your posts with my friends and recommend you to every stranger I meet” either every Salesperson would help them or none would because the Manager would insist on doing so! The reality is, every day you DO have that Customer…you just may not know it.
How many of us bother to ASK our Customers if they participate in Location based Platforms such as Yelp or Foursquare? If they do, ask them to “Check In” as there are sometimes Specials on there that could be worth checking out. You may want to have a Service Special active so the next line could be “See we’re saving you on your New Car and you haven’t even picked it out yet!” If nothing else, showing you’re Socially connected and listening will not harm your sale at this point.
For years we have been told to try and “weed out” if there is another decision maker in the process. Have your Customer post a photo to FB BEFORE they buy asking if the Silver or Black is a better choice? It may back-fire on occasion, but overwhelmingly those people we are connected to in our Social Graph support us and wish us well in our new endeavors, right? Wouldn’t an “Ooooh, I’m so jealous!” post help you close a deal?
Above all, the survivors in this business are going to be those that provide the exemplary Service that merits those reviews, not those that game them. As I and others predicted years ago, Reviews and Social ARE impacting search and conversion. Don’t be afraid to engage your Customer as if they had an insane Klout score, serious Kred, 80,000 Twitter Followers and 5,000 FB friends…After all they might. J
Doing the right thing for the right reason will always lead you down the right path and the Golden Rule has never steered anyone wrong but if you don’t ask you may not receive.