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Jared Hamilton
From: Jared Hamilton
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Jim Bell

Jim Bell Performance Manager

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Dear Mr./Ms. Customer

Dear Mr./Ms. customer:

The market is ever changing in the automotive business and you and the internet has driven that for us auto dealers.  No longer can we be deceitful, lie about previous owners and service history, trade-in values, or pricing of vehicles on our lot.  Almost all of the information is out there for you to find.

The internet has changed everything. You can't offer us thousands of dollars off asking price anymore because we don't have the thousands of dollars of mark-up that we used to.  The internet has changed it so that we have to price vehicles to be competitive in the market place or they won't sell at all or you won't consider coming in to look at our vehicle or even click on it to look closer at it on the Internet.   You and the market are driving the price, not the dealership.

We have to be more and more transparent for you before you even walk in the door. That is why you will see 15+ pictures on most vehicles that you find on the internet. You will also generally find a Carfaxes or Autocheck on every car that you find out there. Again, we are having to be more transparent with you.

Just like buying a TV, you want to make sure that you are getting the best bang for your buck.  It is no different when it comes to finding the right dealership to deal with. Go look at our online reviews on Google, Dealerrater, and any other site. See what others are saying about us and how we treat our customer before, during, and after the sale. Remember, these are people that have done business with us and are the real deal. If you don't like what you read from our customers, don't do business with us and don't waste our time.  You not only want to find the best value for your hard earned dollar, but you want to be treated great which is to be expected since this is probably your second largest purchase besides your house. That is where we can look at how we treat our customers in our online reviews.

If you want to see what others are thinking about our dealership, Facebook it or Tweet it and see what your social network has to say about us or the vehicle that you are looking at. If it gets bashed or frowned upon within your network, let's look at other options.

We are all here to earn your business for the years to come. 

Thanks and we look forward to your business,

Your new used car salesman

Chris Costner
That really sums it up Jim. Not complicated at all. Transparency is key. Great post.
Glen Garvin
It's funny that the consumer mentality (take thousands off of retail) will be harder to die than the old ways of car salespeople (at least in most cases!)
Lindsey Auguste
Interesting take, Jim. I never thought about the changing dynamic of the relationship with the customer and how it takes a new perspective on their part as well. I like it. I think it's going to still take a long time to adjust, however, for the customer to lose the stereotype of the old car dealer. There are still so many people out there who only have a website for contact information! We have the most forward thinking dealers in the country participating on DS -- most of us "get it." But I'm not sure we make up the majority yet.
Dennis Galbraith
Nice post Jim! Lindsey, I think you are right on target. That perceptions won't change with Trunk Monkey ads. We need to demonstrate the difference in everything we do and embarrass dealers doing things the old way with sales rather than words.
Brent Albrecht
nice post Jim - we need more dealers to see it! the more that embrace this philosophy, the faster the industry will change

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