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Jared Hamilton
From: Jared Hamilton
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Marc McGurren

Marc McGurren Partner

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BDC training for 2017

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No Float Friday!

Wow.  That’s all I can say.  I am truly amazed at our industry at times.  Let me tell you a little something that happened to me – “a car guy.”

With the weather getting extremely nice down here in Texas I wanted to buy a fun car for the spring/summer to take the top down and just let the wind blow through my thick flowing hair…err…I mean my bald head.

With that said we recently traded in a 2004 import convertible.  It was extremely clean and CRAZY low miles.  We bought it right and I literally bought the car 3 hours after the car was traded in.

Being I am a domestic dealer I don’t have all the fun gadgets and tools for my service department to update and do proper diagnostics on this 2004.  I wanted to make sure it everything was up to date as I know it needed some basic maintenance as I spoke with the previous owner.

So – what is a 30-something fellow to do to find the closest dealer to me?  I Google it!  I google “XXXXXXX Fort Worth”.  What now pulls up immediately?  Google Place pages.   This is top priority in Google and that is exactly where my eyes went.   I didn’t even look at the organic listings.  That’s not what I was searching for – I wanted a phone number. 

Again – I am just a consumer at this point.  I am not mystery shopping or digging for SEO – I am literally trying to find a dealer to help me out.

So what do I do – I call the first dealer on the Google Place listings.  I set up an appointment.   As I am telling my co-workers where I have to go to get this done – they tell me – what about “XXXX Dealer” – it’s 20 minutes closer. 

Me not being an high end import guy or car guy that deals in these types of cars – I have heard of this dealer before – but it didn’t even pop up on my personal radar – and apparently not in Google’s radar either.  They don't even have a Google Place Page at all!  Are you kidding me?  Really???

I ended up calling this dealer just b/c it was closer – but if I hadn’t told anyone where I was going – I would have never went there and this dealer would have lost out on probably a $1000 service RO.

I am truly amazed how lazy we can be as an industry.  So for those reading this – you probably have your Google Place page all set up – but is it fully optimized?  Do you have a process for your online reputation management to showcase your reviews?  I am a dealer and shouldn’t be even helping my competition out – but sheeesh!  This is 101!  This is the basics. 

We have to learn to do the basics brilliantly before we look at all the fun social media gadgets or any other “widgets” that are supposed to help us sell cars.  How about we actually do our jobs as e-commerce directors and leaders in our industry!  Lets change how the public perceives us!  Lets take back the name of a car salesperson!  Let’s be better than we are!

So as I am stepping off my soap-box – lets choose to not float and be average.  Let’s choose to have a no float Friday!

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