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Jared Hamilton
From: Jared Hamilton
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Ed Brooks

Ed Brooks Automotive Digital Marketer

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

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Why “Transparency” is Just Like Hard-Core Porn

Writing a decision in a 1964 Supreme Court pornography case, Justice Potter Stewart wrote that some things are hard to put into words, hard to accurately define – and this is especially true of abstract ideas. So Stewart wrote one of the most famous phrases in court history “…I know it when I see it”. It’s interesting to note, that Stewart went on to say that the film in question was not hard-core pornography. I think it is often easier to define what an abstract idea is not, than what it is.

I’m often asked what my definition of my transparency is. Like Justice Stewart, it’s easier to say what it is not than what it is. A recent post of mine sparked some healthy discussion including this comment from a reader pitching a lead gen scheme, “I’m a big proponent of transparency but I don’t agree in giving up price without something in return…” How can a dealer say they’re transparent when they won’t share their price with customer unless and until the customer forks over their personal details? It’s hard to define “transparency”, but I know it when I see it, and the practice involved in this scenario is not that.

I’m hard pressed to think of any other sector, in this day and age, that won’t readily give a price to a prospective customer. I know dealers are eager to “harvest” contact info, but I firmly believe that dealers that are more transparent in their pricing generate much more interest and sell more cars – and have happier customers.

This is just one of the ‘wants’ that Will McGinnis wrote in his recent post; “Price – This includes not having to fill out a form for price.”

So in conclusion, transparency is hard to define – just like hard-core pornography – but I know it when I see it. And like porn, it can become addictive.

Jeff Collins
I know a great article when I see one!
Megan Barto
Only Ed would make this reference. But great post nonetheless! :-)
Ed Brooks
I referenced a VERY famous quote from court history ;-) Thank you very much!
Robert Niven
Why is a name and an email or phone number too much to ask? If you'd like a price I can certainly provide it for you with your fake name, fake phone number and dummy pricing email account. That's definitely transparent.
Theron Gammell
Imagine selling your house and refusing to divulge an asking price unless you got all their contact info.

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