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Jared Hamilton
From: Jared Hamilton
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David Book

David Book Partner

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This post will make all the professional sales-reps sick, just sick. It all started when I took a little trip North a few hours to watch my best friends son play baseball this weekend. 

In the middle of the 3rd painfully slow inning (watching 9 year old baseball is like watching grass grow!) my buddy says: “what in the heck is Lexus thinking, I need a new car and they refuse to tell me what cars they have to sell.” I giggled a bit because I knew exactly what he was referring to. Lexus dealers generally do not list their inventory online. Why? I have no idea. I can imagine a few ideas but they make no sense. They may have 10 years ago but not today.

The tragic (tragic for dealers local to him) story goes like this: “I went online and clicked around to see if they had the car I wanted. I was surprised to find that Lexus dealers do not list their new inventory on their websites. Since they do not list their new-car inventory I have no idea who to buy it from. I am ready to just drive down there and drive one home. Yes, I know it is tons of money (over $60K!) but I know what I want and I am ready to buy it and they refuse to tell me if they have it before I drive down.” Sound crazy? I thought so. 

He ended up inquiring with the web-form to three different dealers in his metro area. All three sent a generic auto-response that did not address his specific question. “Do you have this car?” Two of the three dealers ended up emailing back but still did not answer his question. Heck, he has no concern about what it costs - he already knows the MSRP and is willing to pay it. Sound Crazy? I thought so.

If you are not going to answer inquiries with answers, why bother answering at all? I know this sounds silly but geez, answer the darned question already. I made one phone call to a friend at a Lexus dealer and we made the deal in 5 minutes. Everyone won.

This is a simple example of how to lose money online. Three dealers lost a car deal that we made so easily it would make you laugh. Before the Little League game ended we had arranged for my buddy to go pick-up his new car (for MSRP, wink). The difference between the first three dealers and the dealer I called was simple, they answered his question. In an interesting twist, the car is being delivered to the helping dealer FROM the first dealer he contacted. Tragic - for some.

Cheers
David

http://www.mygoaltracking.net
http://www.pinspeed.com

Jared Hamilton
Congrats Jody on the coverage in Oprah's Magazine! That's great! I appreciate the information on how much women influence our sales, its something all dealerships should be aware of. What are some of the best examples you've seen of dealerships signaling to women buyers that they are thinking about them and working specifically to open the doors to them? Id love to see some examples if something comes to mind to visually learn from. Thanks!
Jody DeVere
Take a look at what Linnehan's is doing: http://www.linnehans.com/hersite/
Jared Hamilton
Thats a great landing page. I would think if you promoted a landing page like that through mass media and public relations it would go a long way. A press release, some appearances on the local news and a social media strategy could really get a page like that jumping. Do you have any dealers using the social media sites like facebook and such to create women buying focused groups? With the granular approach available on social networks, I would venture you could get something like that to spread quite well... That page has some great design, well branded, thanks for the example!
Mike DeCecco
Hi Guys: This is a great topic and something more dealers should be paying attention to especially since it's so easy with the proper website. I"m sure Alex at Checkered Flag wouldn't mind if I shared his website with you all. He does a nice job on his Women's Perspective page. http://www.checkeredflag.com/womens-perspective.htm

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