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Jason Unrau

Jason Unrau Freelance Contributor

Exclusive Blog Posts

10,000+ Cars Trucks and SUVs Listed for Sale on Driverbase

10,000+ Cars Trucks and SUVs Listed for Sale on Driverbase

Car shoppers can now search over 10,000 new certified and used vehicles on the Driverbase marketplace. In the last month we increased from…

Path of Exile: What is reduction and extra reduction?

Path of Exile: What is reduction and extra reduction?

Reducing this affix is rare in Path of Exile. Let’s take the bodyguard. When you have a bodyguard on your body, you are hit by 20% to reduce the dama…

Rock’s Rants: You Need Dispatch

Rock’s Rants: You Need Dispatch

Whenever I visit dealerships, I often see technicians standing around at the parts counter or waiting to talk with service advisors. This is a waste of you…

Automation, Speed, and Your Dealership Marketing

Automation, Speed, and Your Dealership Marketing

I recently sat down and chatted with AutoLeadStar CEO Aharon Horwitz and discussed how technology is improving the speed in which dealers can make…

4 Sales Lessons from Real Car Shoppers

4 Sales Lessons from Real Car Shoppers

I’ve worked with auto dealerships across the country and 99% of the time, when I ask what their primary goal is, the answer is increasing car sales. …

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.

 

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