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.
×
Jason Unrau

Jason Unrau Freelance Contributor

Exclusive Blog Posts

Dynamic Dashboards: A Key to all Your Contract Management Data

Dynamic Dashboards: A Key to all Your Contract Management Data

Contracts form the foundation of all business transactions with most large companies depending on thousands of contracts every year. These contracts hold a…

From the Fairway to the Office; How Golf and Business Relate

From the Fairway to the Office; How Golf and Business Relate

Jake Knapp flushed another 3 iron up the middle of the 17th fairway in the final round with a one stroke lead on his playing partner, and one of his best f…

Attention Sales Managers: Wow us at DSES

Attention Sales Managers: Wow us at DSES

We're going to try something this year at the DrivingSales Executive Summit.  We are looking for the World's Greatest Sales Managers to presen…

A Decade Worth of Visual History for Google Ads

A Decade Worth of Visual History for Google Ads

A picture is worth a thousand words.   As Google continues to literally change colors, it’s worth noting that their Ad identification…

Even More Instagram Post Ideas.

Even More Instagram Post Ideas.

  Have you ever stared at your phone wondering what to post on Instagram, and come up blank? Happens to me all the time and is totally normal. We a…

Use the Service Department to Build Trust on Your Website

Check out some of the most popular websites in the world. According to Alexa Internet traffic rankings for North American sites, it goes Google, YouTube, Facebook, Wikipedia, Reddit, Yahoo!, Amazon, Twitter, and Instagram. You know about all of those websites and apps. When you browse to them, you know what to expect.

Of the top nine sites, only one is directly sales-related: Amazon. The rest of these trustworthy sites are based in social networking and internet services. That says something.

You’ll find opportunities to spend your money on each of the sites, of course, but their primary purpose, other than Amazon, is about connecting people with information and entertainment. In doing so, they’ve each built a steadfast reputation and earned your trust.

Why Do Dealerships Try a Different Approach?

After looking at online presences that have rocketed through the stratosphere with success, turn to your own dealership’s website. What does it offer your customers? For the vast majority, it’s a thinly-veiled effort to advertise the latest new model, ‘year-end clearances’, or an opportunity to book an appointment. All are important to a dealership’s success, but have you measured the results of these campaigns? Do they draw in new sales at all? Make a note to check on your dealership’s results.

To most customers (but not all), your website desensitizes them to a high-quality call to action when they’re ready to make their sales or service decision. It also gives the impression, correct or not, that the dealership cares more about sales than their customers or community.

Offer Value Through the Service Department

There’s no getting around the need to make sales, both of cars and in the service department. But what’s more important to a customer: finding a flashy deal on the website, or discovering why some services are required and how they’re done and quick access to vehicle listings?

Speaking to the service aspect, there’s nothing as powerful as video. Think about being a customer with only basic automotive knowledge. Someone tells you that the brake fluid needs to be changed - or the transmission fluid, power steering fluid, or coolant – and you’re supposed to give them the go-ahead. Being trained that the automotive industry is crooked and over-priced, customers have obvious reservations. But you can break down those walls by demonstrating on video why each service is important and how it’s done.

Video is a great way to introduce your service team too, giving a face to your dealership online. Share them on a YouTube channel as well. It shares an environment with real people, friendly faces, and connects the customer with your physical location. Video has been embraced by the sales department in some stores with good success, and the same can be true for service.

Bart Wilson

This is a great take on service marketing.

 

 Unlock all of the community & features  Join Now