Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Chris Costner

Chris Costner Account Executive

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Give Them What They Want

 

The book and recent movie, “Horton Hears a Who” by Dr. Seuss, tells the story of Horton the Elephant who on one afternoon is splashing in a pool and hears a small speck of dust talking to him. It turns out the speck of dust is actually a tiny planet, home to a city called Whoville. Whoville is inhabited by microscopic-sized inhabitants called Whos, and led by a character known as the Mayor. His motto: A person is a person no matter how small. I think many can learn from the Mayor’s motto and apply it to their current Digital Marketing practices.

Digital Marketing in the Automotive Industry is all about the Whos. It’s about building and maintaining those relationships between the dealership and its customers. The customers are the Whos of course, no matter how small they may be.

Many treat the Whos more like Whats. They count them, they corral them, they segment them but they don’t listen to them. Many times they are just numbers such as 5,000 names on an email list or 10,000 hits to a web site. With that being said, many see success measured by an increase in activity of the Whats. For example, a better response rate to an email campaign or a certain percentage increase in time spent on each page of a web site. Although these metrics are important, they are not effective in building relationships. Many don’t believe they exist as people because they can’t see or hear them so they don’t market to them as people. In all reality the Whos do exist. Behind every email address and every click on your web site there is a living, breathing person with their own special needs, likes, dislikes and opportunities for those to reach out and make a new friend for their dealerships. To become better there needs to more effort to get to know them. Find out who they are. It’s not hard, they are all dying to tell us about themselves every time they click on something, fill out a form, watch a video, type something on the dealership’s Facebook page or fail to respond to an email blast. Every time they interact or choose not to interact, they are telling us something about themselves. The trick is to listen.

How many are really listening to what their customers are telling them? I mean really listening as if the relationship with them depends on it because it does. Are the relationships being developed by tracking and profiling the Whos? Making notes and keeping good records is the key here so dealers can give them what they want, when they want it. It is time to move from treating them as Whats instead of Whos.

At the end of the story, all the Whos get together and make a noise so loud that everyone could hear them. Don’t wait until all the Whos gang up and say what they want. Make the effort to start listening now and always remember that a person is a person no matter how small.

Skyler Trujillo
Great analogy about building relationships with our customers!
Ron Henson
Chris Costner bringing the goods yet again!
Matt Smith
Love it! I think I need to make a poster with that saying to hang on our wall. Thanks Chris!
Chris Costner
Happy to see your comments everyone and thank you for reading. Please share with others. Happy Holidays.

 Unlock all of the community & features  Join Now