An interesting report from comScore and I think some premonitions for retail automotive.

1. Could FREE shipping break open real eCommerce for automotive? I think it is certainly a big hurdle right now logistically and monetarily. Taking away the monetary factor may go a long way toward opening this up. Of course there are still some logistics involved and there is the tactile factor. The need to touch and feel the vehicle is diminishing slowly and logistics can be overcome… Thoughts?
2. Pricing in the palm of the customers hands. Like it or not that part of eCommerce is upon us, the whole TrueCar mess may have brought it to our attention on a large scale but it was going to get there anyway. It’s not yet main stream but customers walking around your showroom with iPhones in hand comparing your cars, dealership and prices is coming like a freight train. If you try to fight it you’ll just be run over by it. So here are a few ideas to help you embrace it.
   1. Use SMS short codes on your window stickers. Better than QR code because customers are more used to it and because you get to capture the cell number of the customer and have a possibility to continue the conversation.
   2. Use QR codes to direct customers to Google places to review your dealership and see your reviews. On your Repair receipts, on your envelope the license plates the customer gets, on posters in your showroom and just about any other correspondence you have with customers. It will pick up reviews. While you’re at it use QR to direct them to a mobile coupon as well, might as well get the service business there’s a little bit of money there.
   3. Remember people do things with mobile not research so much so help them do those things. If they want to compare on your floor have an SMS short code that gives them a special discount or incentive and links to other prices…Remember they are on your showroom, you’ve got home court advantage and they’re going to do it anyway might as well direct the process to your advantage.
3. The day of the “Big Lot” is coming to an end. I can foresee a day in the not too distant future where there are small retail dealerships in high traffic down town locations where you pick out your vehicle; it is stored in a central much cheaper storage facility outside the city but it goes much deeper than that however. I can see this going to mass customization where you pick the car, and the paint job and the electronics package, the wheels, tires, ground effects etc. and there is an assembly line type factory on the storage facility site that customizes that car for you in a few days then delivers it to your house. I would love to see someone try this on a small scale it would shake up the car world.

These are a few thoughts that come to my head as I watched the video above, let’s here yours.

See the full comScore report here.

An interesting report from comScore and I think some premonitions for retail automotive.

1. Could FREE shipping break open real eCommerce for automotive? I think it is certainly a big hurdle right now logistically and monetarily. Taking away the monetary factor may go a long way toward opening this up. Of course there are still some logistics involved and there is the tactile factor. The need to touch and feel the vehicle is diminishing slowly and logistics can be overcome… Thoughts?
2. Pricing in the palm of the customers hands. Like it or not that part of eCommerce is upon us, the whole TrueCar mess may have brought it to our attention on a large scale but it was going to get there anyway. It’s not yet main stream but customers walking around your showroom with iPhones in hand comparing your cars, dealership and prices is coming like a freight train. If you try to fight it you’ll just be run over by it. So here are a few ideas to help you embrace it.
   1. Use SMS short codes on your window stickers. Better than QR code because customers are more used to it and because you get to capture the cell number of the customer and have a possibility to continue the conversation.
   2. Use QR codes to direct customers to Google places to review your dealership and see your reviews. On your Repair receipts, on your envelope the license plates the customer gets, on posters in your showroom and just about any other correspondence you have with customers. It will pick up reviews. While you’re at it use QR to direct them to a mobile coupon as well, might as well get the service business there’s a little bit of money there.
   3. Remember people do things with mobile not research so much so help them do those things. If they want to compare on your floor have an SMS short code that gives them a special discount or incentive and links to other prices…Remember they are on your showroom, you’ve got home court advantage and they’re going to do it anyway might as well direct the process to your advantage.
3. The day of the “Big Lot” is coming to an end. I can foresee a day in the not too distant future where there are small retail dealerships in high traffic down town locations where you pick out your vehicle; it is stored in a central much cheaper storage facility outside the city but it goes much deeper than that however. I can see this going to mass customization where you pick the car, and the paint job and the electronics package, the wheels, tires, ground effects etc. and there is an assembly line type factory on the storage facility site that customizes that car for you in a few days then delivers it to your house. I would love to see someone try this on a small scale it would shake up the car world.

These are a few thoughts that come to my head as I watched the video above, let’s here yours.

See the full comScore report here.

One of my most favorite sayings in the world goes like this:

One of my most favorite sayings in the world goes like this:

Some people have heard me say this in the past
 

“It’s not your website provider’s job to give you a working website. It’s their job to give you a functional one; it’s your job to make it work”
 

What does that mean…REALLY?
 

     • It’s Your Job – to know what keywords to rank for
     • It’s Your Job – to create good content to make that site rank
     • It’s Your Job – to work to get the backlinks to your site
 

At the end of the day that is exactly what SEO (Search Engine Optimization) is Keywords, Good Content & Backlinks it is really that simple and also that hard…Why?

Because we have been conditioned to think our website provider is going to do it for us. I can’t tell you how many times I hear website providers tell dealers “Our sites rank better and have better SEO than what you have now” and how many times dealer change website providers because they think the new website will be the magic bullet to get them ranked better, more traffic and more leads…WRONG!

In fact the website is pretty much worthless without the right online marketing strategy.

“Reality… the website should be FREE”
 

It is the tool of the online marketer not the online marketing strategy and that’s why I say…
 

“You don’t need a website provider you need a web marketing company that provides websites”
 

Without the marketing the website has NO VALUE.
 

What does a good online marketing strategy look like? Like this:
 

Now here comes the sad part ¾ of this you can’t even do because you lease you website presence from your provider you don’t own the property, and even if you did manage to find a good way to optimize your site it would only be a matter of hours before the other guy down the road on the same website platform had it too.

“The Law of equal incompetence” You can be no better than the network you’re on.
 

“AS LONG AS YOU LEASE THE PROPERTY YOU CAN GET NO COMPETITIVE ADVANTAGE”
 

So what’s a web marketer to do? Optimally?
 

1. Get your own website
2. Start an aggressive PPC & landing page campaign find the keywords that convert and start your online marketing efforts with them
3. Create a lot of good relevant content in your website 400 pages plus around those keywords
4. Get a wordpress.org blog make sure you set it up as a subdomain of your website
5. Create 30 plus relevant SEO optimized blog posts per month around your target keywords
6. Profile your customers & Facebook friends for interests
7. Share through social 20 pieces of content per day relevant to your audience
8. Integrate your social campaigns to your web presence to get the maximum traffic, SEO & conversion value
9. Use behavior targeting to drive organic traffic to high converting landing pages
10. ABT (ALWAYS BE TESTING) Split test everything often

I hope this post gets you thinking about your website and web marketing in a very different way, that was my goal.

If you want to know more or have questions we do a webinar on these very topics every Tuesday 1pm Central Standard Time , Click Here - Own Your Web Presence
 

Hope this helps
 

Larry Bruce - @pcmguy
 

Some people have heard me say this in the past
 

“It’s not your website provider’s job to give you a working website. It’s their job to give you a functional one; it’s your job to make it work”
 

What does that mean…REALLY?
 

     • It’s Your Job – to know what keywords to rank for
     • It’s Your Job – to create good content to make that site rank
     • It’s Your Job – to work to get the backlinks to your site
 

At the end of the day that is exactly what SEO (Search Engine Optimization) is Keywords, Good Content & Backlinks it is really that simple and also that hard…Why?

Because we have been conditioned to think our website provider is going to do it for us. I can’t tell you how many times I hear website providers tell dealers “Our sites rank better and have better SEO than what you have now” and how many times dealer change website providers because they think the new website will be the magic bullet to get them ranked better, more traffic and more leads…WRONG!

In fact the website is pretty much worthless without the right online marketing strategy.

“Reality… the website should be FREE”
 

It is the tool of the online marketer not the online marketing strategy and that’s why I say…
 

“You don’t need a website provider you need a web marketing company that provides websites”
 

Without the marketing the website has NO VALUE.
 

What does a good online marketing strategy look like? Like this:
 

Now here comes the sad part ¾ of this you can’t even do because you lease you website presence from your provider you don’t own the property, and even if you did manage to find a good way to optimize your site it would only be a matter of hours before the other guy down the road on the same website platform had it too.

“The Law of equal incompetence” You can be no better than the network you’re on.
 

“AS LONG AS YOU LEASE THE PROPERTY YOU CAN GET NO COMPETITIVE ADVANTAGE”
 

So what’s a web marketer to do? Optimally?
 

1. Get your own website
2. Start an aggressive PPC & landing page campaign find the keywords that convert and start your online marketing efforts with them
3. Create a lot of good relevant content in your website 400 pages plus around those keywords
4. Get a wordpress.org blog make sure you set it up as a subdomain of your website
5. Create 30 plus relevant SEO optimized blog posts per month around your target keywords
6. Profile your customers & Facebook friends for interests
7. Share through social 20 pieces of content per day relevant to your audience
8. Integrate your social campaigns to your web presence to get the maximum traffic, SEO & conversion value
9. Use behavior targeting to drive organic traffic to high converting landing pages
10. ABT (ALWAYS BE TESTING) Split test everything often

I hope this post gets you thinking about your website and web marketing in a very different way, that was my goal.

If you want to know more or have questions we do a webinar on these very topics every Tuesday 1pm Central Standard Time , Click Here - Own Your Web Presence
 

Hope this helps
 

Larry Bruce - @pcmguy
 

All too often what we think are strategies are mere tactics and are driven by technology vendors want to sell us. I put together this 2.5 day class for our clients and perspective clients on Strategies to help them better define their own strategy online & off.

This is a 2hr version of a 2.5 day class.

All too often what we think are strategies are mere tactics and are driven by technology vendors want to sell us. I put together this 2.5 day class for our clients and perspective clients on Strategies to help them better define their own strategy online & off.

This is a 2hr version of a 2.5 day class.

I love reading Jim Ziegler’s articles there is a lot of hard core truth in what he writes, most of all you can bet he is passionate and believes and lives every word. While reading this latest article “Coffee’s for Closers” it floored me that we still see this connection between the “PRICE” and the close. What’s even more ironic is that is that what actually “CLOSES” a car sale is as old school as it gets and hasn’t changed in the last 50 years.

You all know what I am talking about…To put in James Carville terms “It’s about the relationship…stupid”

Now I am certainly not going to say that price isn’t a concern, you will address, it but I will say… IT AINT THE CLOSE and I will go even further and say… IT NEVER HAS BEEN.     

Back in march of last year after South By Southwest I wrote a post called “The Currency of Trust” in this post I shared my ideas on how trust was built in a car sale before the introduction of the internet and social media and how the internet and social media is redefining the building of trust today, and therein lies the CHANGE in the sales pr

ocess.

It’s not a change in human behavior for the last 30 years people have been shopping for a car salesperson not a car. It’s a change in how long we now have to engage with customers a change in the channels we engage with those customers in and the way in which customers are starting to use the internet to formulate their opinions of how trustworthy your dealership really is.

This is a part of the “Old School” sales training I received from a set of Clint McGee Auto Sales Training tapes back in 1984 when I first started selling cars…yes I am that old.

The premise of this graphic was that if you took the time with the customer to get to know them, answer their questions, sell yourself, the dealership and the benefits of that car for their needs the “Close” would be relatively short and you would make more gross profit.

You had 3 days to do this over the phone and most of it was accomplished on the lot.

The “New School” and the fool here is the one that ignores this:

The customers process starts earlier because they have access to more information and with that access most feel very uncomfortable if they don’t at least do some research before they buy.

Make no mistake the customer shops for the car first and the dealership a distant second, but now the process of shopping for a dealership can involve multiple channels and there is a lot more opportunity for a lot more “Second Basemen” to be involved in that dealership shopping process.

Ease of access to information about your dealership and the ability to engage remotely has stretched the time a customer is willing to take to shop for a dealership & what used to take place in 3 days can now take as much as 90 days.

Why?

Because the customer CAN…

So what do you do about it?

You do what GOOD salespeople have done for over 50 years.

Listen and help the customer with THEIR needs

Be responsive to information on the customer’s timeline

Be transparent with the information you provide

Be authentic and genuine in your desire to get the customer the best buying experience for them

This again hasn’t changed in 50 years.

So… “Excuse Me” but “One Price”… “No Haggle” these are just tactics they are not sales skills and for that matter neither is “negotiation”.  You wanna be a good salesperson be good at the above, be prepared to a talk about your price what the customer gets and why they should want to pay that amount and buy from you. In many ways you have to be a better salesperson if you are a “One Price” store.

That’s my $0.02 cents…what say you?

I love reading Jim Ziegler’s articles there is a lot of hard core truth in what he writes, most of all you can bet he is passionate and believes and lives every word. While reading this latest article “Coffee’s for Closers” it floored me that we still see this connection between the “PRICE” and the close. What’s even more ironic is that is that what actually “CLOSES” a car sale is as old school as it gets and hasn’t changed in the last 50 years.

You all know what I am talking about…To put in James Carville terms “It’s about the relationship…stupid”

Now I am certainly not going to say that price isn’t a concern, you will address, it but I will say… IT AINT THE CLOSE and I will go even further and say… IT NEVER HAS BEEN.     

Back in march of last year after South By Southwest I wrote a post called “The Currency of Trust” in this post I shared my ideas on how trust was built in a car sale before the introduction of the internet and social media and how the internet and social media is redefining the building of trust today, and therein lies the CHANGE in the sales pr

ocess.

It’s not a change in human behavior for the last 30 years people have been shopping for a car salesperson not a car. It’s a change in how long we now have to engage with customers a change in the channels we engage with those customers in and the way in which customers are starting to use the internet to formulate their opinions of how trustworthy your dealership really is.

This is a part of the “Old School” sales training I received from a set of Clint McGee Auto Sales Training tapes back in 1984 when I first started selling cars…yes I am that old.

The premise of this graphic was that if you took the time with the customer to get to know them, answer their questions, sell yourself, the dealership and the benefits of that car for their needs the “Close” would be relatively short and you would make more gross profit.

You had 3 days to do this over the phone and most of it was accomplished on the lot.

The “New School” and the fool here is the one that ignores this:

The customers process starts earlier because they have access to more information and with that access most feel very uncomfortable if they don’t at least do some research before they buy.

Make no mistake the customer shops for the car first and the dealership a distant second, but now the process of shopping for a dealership can involve multiple channels and there is a lot more opportunity for a lot more “Second Basemen” to be involved in that dealership shopping process.

Ease of access to information about your dealership and the ability to engage remotely has stretched the time a customer is willing to take to shop for a dealership & what used to take place in 3 days can now take as much as 90 days.

Why?

Because the customer CAN…

So what do you do about it?

You do what GOOD salespeople have done for over 50 years.

Listen and help the customer with THEIR needs

Be responsive to information on the customer’s timeline

Be transparent with the information you provide

Be authentic and genuine in your desire to get the customer the best buying experience for them

This again hasn’t changed in 50 years.

So… “Excuse Me” but “One Price”… “No Haggle” these are just tactics they are not sales skills and for that matter neither is “negotiation”.  You wanna be a good salesperson be good at the above, be prepared to a talk about your price what the customer gets and why they should want to pay that amount and buy from you. In many ways you have to be a better salesperson if you are a “One Price” store.

That’s my $0.02 cents…what say you?