We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Recently, I got a great picture posted on my blog from a young guy I sold a car to way back in 2008. He heard about me via an online forum. Would that be called a digital referral? I’m sure online forums are a good place to do some prospecting. Are there any enterprising salespeople hanging around these online enthusiast clubs?
So I didn’t actually meet this gentleman until he came to pick up his new car; he drove 400 hundred kilometers from his home to take delivery. A reminder that customers will travel … don’t let your people dismiss long distance prospects they will make the trip. Most of the transaction was over email and we used the phone just to confirm the vitals. Back in 2008 you might think a person who used an online forum to find a sales person and complete a sale almost entirely via email might be buying an environmentally friendly car … a Prius maybe? That hip, green car with drivers the likes of Leonardo DiCaprio, Ashton Kutcher and Nancy Botwin. Nope. This vehicle is not so, um, well ... fuel efficient to say the least. Power is more this car’s story with infamous drivers the likes of Bo Duke or Jay Leno. With a 6.1-liter HEMI V-8, producing 425 horsepower, I wouldn’t add economy to the list of features, but if you were to compare how much gas the old Hemi engines used we could practically call this one a green muscle car. Sorry, I get a bit excited talking about the Challenger SRT8 it’s got a big trunk and I could get a two-door now that my daughter is out of a booster seat; I think I’d look pretty cool loading the groceries in it.
The bottom line here is that online word of mouth or should I say digital referrals are the most effective and least expensive way to market anything. Happy customers love to tell others about their great experience and are fiercely loyal. There is nothing like good old fashioned service to a get a referral and it only makes sense the online community is spreading the word or should I say transmitting the message?
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