CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Hello Driving Sales community, relationships are vital in life and especially in sales. And this is why I wanted to take a minute and introduce myself. My name is Dustin Lyons, and I am the founder of Prospect Bomb. I have actually been a member of the community for a while now and have enjoyed participating in the forum conversations and blog posts, and learning from all of you as well. This is a great community and great way to share ideas and successes.
To give you a quick background on me, I started fresh in the car business many years ago and worked my way up to department manager and team leader at a Toyota store. I was fortunate enough to be surrounded by some very talented individuals and I was able to learn a lot about sales, marketing, management, and the car business in general. I love to learn and grow and am always seeking more knowledge and experience. I have since started my own company Prospect Bomb which is dedicated to helping dealers and sales people get more leads and make more gross by using online video, websites, social media, and relationship marketing. It has definitely been a interesting but good experience moving from being in sales and management at the dealership level, to transitioning into the role of a vendor. I hope to be able to add some value to the community by sharing my experience in addition to learning from your knowledge and experiences as well.
Back to the concept of relationships, we all know that people prefer to buy from people that they know, like and trust, and so in the car business it is critical to establish that relationship with our customers as soon as possible. That is very easy to do when our customers visit the lot, but what about all the customers that are shopping online? Are you doing anything to engage them and build relationships while they are surfing through your and your competitors website? Here are a few suggestions on how to use relationships to get more leads and make more gross on those leads.
2. Social media, yes I know you already have a Facebook page, and I know that you do great things to engage your followers and probably have a ton of likes, but I am talking about a little bit more here that can help create a general awareness with more customers and in the community. First become friends with your customers, then try posting branded delivery pictures on your customers timeline with their permission of course, and also post happy birthday messages, thank yous on their 1 year purchase anniversary, and holiday messages. Doing this will maintain that relationship, and get you more exposure with their friends and family, just be careful not to overdo it and don’t post ads.
3. Showcase your sales team. Every dealership website has a search feature, a chat tool, banners with huge rebates, and of course a lot of inventory, but what most all of them are missing is showcasing their team. Sure you may have an “about us page”, but it is probably hidden deep in the menu and not something most customers find, and if they do how engaging is it?. We all know that to get a sale you have to sell the car, the dealership and yourself. And what the internet has done is moved that first point of contact with our customers a step back. So I highly recommend strong emphasis on your people, and the experience that they will give your customers. Remember, your customers can get a car anywhere but they can’t get your talented sales professionals and the great buying experience they will have at your dealership anywhere, so show them that before they decide which store to visit. While everyone wants a great deal, most customers would prefer a great hassle free experience over saving a a few dollars. One of the best ways to show your customers that you are different, and the place they want to go is through online video of your sales team, not a cheesy commercial loaded with special offers and fine print.
Show your customers that you value them and the relationship you have with them, and that you are different from your competition and you will get more repeat and referral business. And if you stand out from the same dealerships website that everyone else has, you will get more people choosing to do business with you. If you would like more information on how I can help, please contact me through driving sales.