CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Monday morning I am sitting at my computer with my peripheral vision on my twitter feed when I see @jimziegler tweet “Alpha dog is on the point”. Now I have seen this tweet before and not really thought about it too much until someone tweets back “jim what is the point?” Now to set this up for you people that haven’t sold cars in a dealership before the point is a place on the lot usually around where the customers park where all of the salespeople will congregate and wait for an up (if you don't know what an up is ask someone who sells cars, can’t explain every car term not enough time or room on this post).
That’s when an interesting analogy occurs Jim’s tweet back “I am on social media communicating with my customers and friends” and it hits me Social Media is the new “Point” for your dealership, the “Virtual Point”.
Now instead of the salespeople out on the physical “Point” smokin and Jokein they are on the “Virtual Point” communicating and updating friends and customers on happening in the dealership and their lives, which if you have ever sold cars retail you would understand they are one in the same.
On this same day I read a blog post “Are You Building A Social-Ready Organization” in this pot the author Alan See Says “At a high-level social media marketing is about influencing the customer experience by engaging in dialogue with the customer in order to build a trusted relationship over time.”
Again I think back to my basic car training:
Step 1 – Meet & Greet , now look at Alan’s statement above “Influencing the customers experience by engaging in dialogue with the customer” same thing.
Step 2 – Establish Common ground – Now look at the rest of Alan’s statement “In order to build a trusted relationship over time” again same thing.
Now anyone that has ever sold cars knows that if you don't get these two you're not likely to sell the car and even if you do it’s a mini commission and a bad CSI survey.
So think about what you are doing if you are a dealership that is blocking your salespeople from Facebook would you block them from the lot and the “Point”? If you are a salesperson who is not using social media will you go to the dealership tomorrow and not get out on the “Point”
How are you looking at this?