Dealers Marketing Network
Things No Customer Said, Ever!
There is no doubt that auto dealers today have a dizzying array of challenges and marketing channel confusion. More media channels, the pressure to maximize digital marketing, and to buy-into the next shiny VDP traffic promise is all very alluring. The trend I see in most stores is an adaption of the “inertia marketing strategy.” That is dealers, rather than wade into some new uncharted waters will stick with what they’ve been doing for the last thirty years.
While there is no shortage of “experts” telling dealers how they need to run their business on this site and other auto networking sites, until you are actually in the shoes of an owner or general manager you really don’t understand the pressures they deal with every day. I just want to share what my previous boss called, "A blinding glimpse of the obvious."
Let’s just look at things from the perspective of the customer and glean some insights that might he
lp us build better relationships and grow our revenues.
No Customer Ever Said: “I shopped around at a few dealerships but this one had the largest inflatable gorilla, so I bought the car here.”
No Customer Ever Said: “I was just stopped in to pick up a brochure, but when I smelled the popcorn, I just had to buy a vehicle.”
No Customer Ever Said: “No I didn’t mind pressing “1” if I was a new customer or “2” if I was an existing customer, I’m sure you have your reasons for treating people differently.”
No Customer Ever Said: “The service department is okay, but I really bring my truck in for service because the coffee at the dealership is so good!”
No Customer Ever Said: “I was so happy to see that their website looked just like every other website I visited; it just made me feel comfortable and I knew I would have an average car buying experience.”
No Customer Ever Said: “I was just driving by and saw this inflatable tube type wavy arm guy and just had to stop in and buy a vehicle.”
No Customer Ever Said: “I went to their website and saw all 5 star reviews, so since everybody loves them, and they’re perfect, I thought I would buy there too.”
No Customer Ever Said: “Honey, I never saw so many balloons on cars. We have to buy a car right now.”
No Customer Ever Said: “I love spending time in the customer lounge and the smell of tires doesn’t give me a headache anymore.”
No Customer Ever Said: “As soon as I walked in the showroom I knew it would be a great customer experience.” (Note: This is the “About Us” boilerplate text on a gazillion dealer websites.)
No Customer Ever Said: “Hey Ralph, lets buy a car here, the salesman said he wanted to earn our business.”
No Customer Ever Said: “I just had to buy a car here. Your TV commercial with that fat guy yelling about all your deals just got me so excited I rushed right down to buy a new car.”
No Customer Ever Said: “I enjoy reading all your helpful and informative posts on Facebook, and knew you were the place where I wanted to buy a car.”
No Customer Ever Said: “I was sure I had the lucky number to win that 60” Television, but since I didn’t, and I’m here, I may as well buy a car.”
No Customer Ever Said: “I used your contact form on the website and enjoyed spending 15 minutes to enter all my personal information just to ask you a simple question. And no I didn’t mind those 25 follow up calls from your salesman.”
No Customer Ever Said: “Sure, I don’t mind waiting 40 minutes while you try and find the keys and get gas for the car I want to test drive. I’ll just have some more of your wonderful coffee.”
No Customer Ever Said: “It’s nice to see all new sales people every three months. I guess it keeps things fresh.”
Putting ourselves in the customer’s seat gives us some amazing and obvious insights. Improvements to a business location or process are oftentimes very simple to implement and there are a great number of resources to help dealers on limited marketing budgets to expand their business and avoid the clichés of the past. Just because you might be a small town dealer doesn’t mean you have to be locked into small town thinking.
Just tap into some new or sometimes old fashioned strategies to build relationships and expand your business.
Mark Dubis
Dealers Marketing Network
Why I Love Car Dealers
This is nothing new because anyone in auto retailing knows that auto dealers are very supportive of local community efforts and are the first ones to reach out and help those in need. Too often social media gives dealers a bad rap, so I wanted to share this video which shows and in my opinion typifies managers, owners and sales people in our industry.
4 Comments
Remarkable Marketing
So many Dealers have such great community involvement and not enough people know about it. It's videos and ads like this that give "Car Sales" the reputation they deserve. This is AWESOME! Way to go!
Dealerography.com
Thanks for sharing this video! One of my all-time favorites for sure. We made a little behind-the-scenes look at the filming of that video, if you'd like to see more: https://www.youtube.com/watch?v=l95O1EToFYU
Wikimotive
Wonderful. Part of the problem with perception is that the giving is done from the heart and often anonymously as a result. I know when I have given in the past, in some cases I didn't even want to recipient to know where it came from. It is nice to see examples like this that are a small representation of a far greater silent majority.
Dealers Marketing Network
Why I Love Car Dealers
This is nothing new because anyone in auto retailing knows that auto dealers are very supportive of local community efforts and are the first ones to reach out and help those in need. Too often social media gives dealers a bad rap, so I wanted to share this video which shows and in my opinion typifies managers, owners and sales people in our industry.
4 Comments
Remarkable Marketing
So many Dealers have such great community involvement and not enough people know about it. It's videos and ads like this that give "Car Sales" the reputation they deserve. This is AWESOME! Way to go!
Dealerography.com
Thanks for sharing this video! One of my all-time favorites for sure. We made a little behind-the-scenes look at the filming of that video, if you'd like to see more: https://www.youtube.com/watch?v=l95O1EToFYU
Wikimotive
Wonderful. Part of the problem with perception is that the giving is done from the heart and often anonymously as a result. I know when I have given in the past, in some cases I didn't even want to recipient to know where it came from. It is nice to see examples like this that are a small representation of a far greater silent majority.
Dealers Marketing Network
What Happens When Sleaze Meets Stupidity
I just read this review on a dealership's website. It upset me at two levels. One, I'm wondering how could this salesperson sleep at night and Two, how stupid is this consumer to not read the paperwork he is signing. I would like to hear your thoughts.
My wife and I went in to buy a 2014 (Vehicle Name) at XYZ Motors in Fort Myers, Florida we looked at a few cars and the salesman said he had just the car we wanted.
was a 2013. They arranged the car insurance for me through my agent I thought they were being nice but did they do it to keep me from seeing the car was a 2013? The arranged my loan through my Credit Union was this to keep me from seeing it was a 2013? A week later when I realized the car was a 2103 at the LeeWay car pass office when they read off the car registration it was a 2013. This is the first time I realized the car was a 2013. When I called the Salesman, he said you signed the paper work! It’s my fault I just signed the papers where they told me to I did not read them. I thought they were honest people. Another lesson learned at age 65. I want to warn others as to how this dealership works. They took advantage of me and my wife and never said the car was a 2013 I want to let others know buyer beware.
-----end of review-----
Is this kind of activity acceptable at your dealership or in our industry?
Do we just have to accept this as part of the status quo of auto retailing?
13 Comments
Apple Chevrolet
Sleaze and stupidity are good words for this type of activity.
Scholtes Auto World
There is not looking at the paperwork, which is what all of my customers do because they trust me and then, really not looking at any of the paperwork. People never read the backside of a finance contract, but they certainly see or look at the description on the top page, you know the very first page that says what you are buying? I'm thinking this is a made up story. I always start by stating what they are buying, then the price, then any options or taxes, the total, interest rate, payments, etc. How can a car be delivered without stating the basics, forget the government BS and the backside legaleize. Did this guy just say, please sign here ! without a word about the transaction. Must be a Florida Thing. "Just Sign Here Folks and you can drive away!" This guy should put on a magic show!
Dealer Inspire
It is kind of mind boggling that the customer didn't look at the paperwork as they were signing it. It is a bigger shame that this salesperson and sales manager let the customer think it was a 2014. That is very deceptive. I'm guessing if they took this to court, the customer will win this fight with a good attorney.
DrivingSales
That dealer doesn't seem very concerned with repeat business. While it's true that it wasn't too bright on the customer's part to not read a contract, they did do something right:they they left a review, which will haunt the dealer when individuals (and potential customers) like Mark find it so easily online.
Heritage Chevrolet
Just a thought. Did you interview the dealership to get their side if the story?
Heritage Chevrolet
Of course, the actual reply online speaks for itself: Business Response On behalf of everyone at ABC Motors, we would like to extend our most sincere apologies for your experience. We strive for 100% customer satisfaction and we're sorry to hear that your recent visit did not meet your expectations. Your feedback will help us ensure that this experience doesn't happen again and we would like the opportunity to resolve this matter to your satisfaction. Please contact Jane Doe at 555-555-1212 so we can discuss options with you.
Preston Automotive Group MD/DE
I have been involved in at least a hundred deals in which we arranged credit union financing, and I always called in the insurance as a service and to ensure the lender was protected in case it slipped the buyer's mind. The ONE THING I did NOT read here is that the buyer was TOLD it was a 2014. OF COURSE it is possible that the customer was intentionally misled, but a good friend hangs his hat on his best selling performance, in which his (very happy) customers asked, "what did we buy, again?". So buyers aren't always listening to the conversation in their excitement or apprehension. An error was made on both sides. Hopefully the dealership takes reasonable action to rectify the situation. The true measure of customer service is not being perfect, but HOW YOU RESPOND when a mistake is made...
Preston Automotive Group MD/DE
Out of curiosity, WHY are we hiding the dealer name, if this actually happened?
Dealers Marketing Network
Why hide the name of the dealer? I have learned over the years that most auto dealers do a good job of taking care of customers, and a few bad reviews are not a reason to "call-out" a dealer. For every negative review there are 50 happy customers so I saw no need to name this dealership. Did I contact the dealer to get their side of the story? No, the Internet doesn't work that way. Consumers will read reviews and choose to accept what they want to accept. It is incumbent on the dealer to make sure their customers share their experiences in a forum where the dealer can respond. In this case the dealer is using "canned" responses for virtually every negative review they get. (See Josh's post above).Dealers using these "blanket responses" do more harm to their reputation by showing the customer wasn't worth a personal response. If the post was not accurate, the dealer should have "delicately" posted a response to clarify what happened. We all know some customers have buyers remorse, are forgetful, and sometimes are just plain stupid. In our industry we need to constantly have a CYA process.
Premier Performance Group
A Google search for the phrase: " They arranged the car insurance for me through my agent I thought they were being nice" only found this post on Driving Sales and not on any dealer review sites? When Sleaze Meets Stupidity | Mark Dubis | DrivingSales www.drivingsales.com/permalink/205380/ 22 hours ago - They arranged the car insurance for me through my agent I thought they were being nice but did they do it to keep me from seeing the car was a .
Lower Dealer Cost
Hello Jay Prassel: I did a google search for a different phrase in his comments " When I called the Salesman, he said you signed the paper work! It’s my fault I just signed the papers where they told me to I did not read them. " and it DID bring me to a dealer site in Fort Myers, FL. So, I'm thinking he did complain. I have no way of knowing if they mislead him or what but it does appear to have happened there.
Dealers Marketing Network
Thanks Mike for validating the posting of the review for Jay Prassel. Just curious Jay, why you thought this was a bogus posting? I like to think I'm a straight shooter, and that's why I adopted the Cowboy Code for our company's policy. http://ilovemycustomer.com/the-code/
Premier Performance Group
@Mark, sorry, I did not mean to insinuate that you made up the post, but after reading it again, I understand. I shouldn't respond or post while getting on a plane. Thanks to Mike for finding it. Mark corrected the spelling of "arrange" to the correct verb of "arranged", which is why my Google search failed. Since I moved to Florida 18 months ago, I am stunned and disappointed by what I see for advertising by dealers along with some poor business practices. Just wait until the FTC and CFPB make a visit here. Some interesting articles: http://www.dealerbusinessjournal.com/articleview.php?id=422-83284 http://oncars.blogspot.com/2014/01/car-dealers-of-south-fla-beware-ftc-is.html https://www.youtube.com/watch?v=YPY-s_cjL7o Thanks to Mark and your efforts to help dealers.
Dealers Marketing Network
What Happens When Sleaze Meets Stupidity
I just read this review on a dealership's website. It upset me at two levels. One, I'm wondering how could this salesperson sleep at night and Two, how stupid is this consumer to not read the paperwork he is signing. I would like to hear your thoughts.
My wife and I went in to buy a 2014 (Vehicle Name) at XYZ Motors in Fort Myers, Florida we looked at a few cars and the salesman said he had just the car we wanted.was a 2013. They arranged the car insurance for me through my agent I thought they were being nice but did they do it to keep me from seeing the car was a 2013? The arranged my loan through my Credit Union was this to keep me from seeing it was a 2013? A week later when I realized the car was a 2103 at the LeeWay car pass office when they read off the car registration it was a 2013. This is the first time I realized the car was a 2013. When I called the Salesman, he said you signed the paper work! It’s my fault I just signed the papers where they told me to I did not read them. I thought they were honest people. Another lesson learned at age 65. I want to warn others as to how this dealership works. They took advantage of me and my wife and never said the car was a 2013 I want to let others know buyer beware.
-----end of review-----
Is this kind of activity acceptable at your dealership or in our industry?
Do we just have to accept this as part of the status quo of auto retailing?
13 Comments
Apple Chevrolet
Sleaze and stupidity are good words for this type of activity.
Scholtes Auto World
There is not looking at the paperwork, which is what all of my customers do because they trust me and then, really not looking at any of the paperwork. People never read the backside of a finance contract, but they certainly see or look at the description on the top page, you know the very first page that says what you are buying? I'm thinking this is a made up story. I always start by stating what they are buying, then the price, then any options or taxes, the total, interest rate, payments, etc. How can a car be delivered without stating the basics, forget the government BS and the backside legaleize. Did this guy just say, please sign here ! without a word about the transaction. Must be a Florida Thing. "Just Sign Here Folks and you can drive away!" This guy should put on a magic show!
Dealer Inspire
It is kind of mind boggling that the customer didn't look at the paperwork as they were signing it. It is a bigger shame that this salesperson and sales manager let the customer think it was a 2014. That is very deceptive. I'm guessing if they took this to court, the customer will win this fight with a good attorney.
DrivingSales
That dealer doesn't seem very concerned with repeat business. While it's true that it wasn't too bright on the customer's part to not read a contract, they did do something right:they they left a review, which will haunt the dealer when individuals (and potential customers) like Mark find it so easily online.
Heritage Chevrolet
Just a thought. Did you interview the dealership to get their side if the story?
Heritage Chevrolet
Of course, the actual reply online speaks for itself: Business Response On behalf of everyone at ABC Motors, we would like to extend our most sincere apologies for your experience. We strive for 100% customer satisfaction and we're sorry to hear that your recent visit did not meet your expectations. Your feedback will help us ensure that this experience doesn't happen again and we would like the opportunity to resolve this matter to your satisfaction. Please contact Jane Doe at 555-555-1212 so we can discuss options with you.
Preston Automotive Group MD/DE
I have been involved in at least a hundred deals in which we arranged credit union financing, and I always called in the insurance as a service and to ensure the lender was protected in case it slipped the buyer's mind. The ONE THING I did NOT read here is that the buyer was TOLD it was a 2014. OF COURSE it is possible that the customer was intentionally misled, but a good friend hangs his hat on his best selling performance, in which his (very happy) customers asked, "what did we buy, again?". So buyers aren't always listening to the conversation in their excitement or apprehension. An error was made on both sides. Hopefully the dealership takes reasonable action to rectify the situation. The true measure of customer service is not being perfect, but HOW YOU RESPOND when a mistake is made...
Preston Automotive Group MD/DE
Out of curiosity, WHY are we hiding the dealer name, if this actually happened?
Dealers Marketing Network
Why hide the name of the dealer? I have learned over the years that most auto dealers do a good job of taking care of customers, and a few bad reviews are not a reason to "call-out" a dealer. For every negative review there are 50 happy customers so I saw no need to name this dealership. Did I contact the dealer to get their side of the story? No, the Internet doesn't work that way. Consumers will read reviews and choose to accept what they want to accept. It is incumbent on the dealer to make sure their customers share their experiences in a forum where the dealer can respond. In this case the dealer is using "canned" responses for virtually every negative review they get. (See Josh's post above).Dealers using these "blanket responses" do more harm to their reputation by showing the customer wasn't worth a personal response. If the post was not accurate, the dealer should have "delicately" posted a response to clarify what happened. We all know some customers have buyers remorse, are forgetful, and sometimes are just plain stupid. In our industry we need to constantly have a CYA process.
Premier Performance Group
A Google search for the phrase: " They arranged the car insurance for me through my agent I thought they were being nice" only found this post on Driving Sales and not on any dealer review sites? When Sleaze Meets Stupidity | Mark Dubis | DrivingSales www.drivingsales.com/permalink/205380/ 22 hours ago - They arranged the car insurance for me through my agent I thought they were being nice but did they do it to keep me from seeing the car was a .
Lower Dealer Cost
Hello Jay Prassel: I did a google search for a different phrase in his comments " When I called the Salesman, he said you signed the paper work! It’s my fault I just signed the papers where they told me to I did not read them. " and it DID bring me to a dealer site in Fort Myers, FL. So, I'm thinking he did complain. I have no way of knowing if they mislead him or what but it does appear to have happened there.
Dealers Marketing Network
Thanks Mike for validating the posting of the review for Jay Prassel. Just curious Jay, why you thought this was a bogus posting? I like to think I'm a straight shooter, and that's why I adopted the Cowboy Code for our company's policy. http://ilovemycustomer.com/the-code/
Premier Performance Group
@Mark, sorry, I did not mean to insinuate that you made up the post, but after reading it again, I understand. I shouldn't respond or post while getting on a plane. Thanks to Mike for finding it. Mark corrected the spelling of "arrange" to the correct verb of "arranged", which is why my Google search failed. Since I moved to Florida 18 months ago, I am stunned and disappointed by what I see for advertising by dealers along with some poor business practices. Just wait until the FTC and CFPB make a visit here. Some interesting articles: http://www.dealerbusinessjournal.com/articleview.php?id=422-83284 http://oncars.blogspot.com/2014/01/car-dealers-of-south-fla-beware-ftc-is.html https://www.youtube.com/watch?v=YPY-s_cjL7o Thanks to Mark and your efforts to help dealers.
14 Comments
Chuck Barker
Impact Marketing & Consulting Group, LLC
And, "I am so comfortable driving up and seeing 5 sales folks in a circle smoking and watching me drive in". "So welcoming".
James Fabin
CDK Global
Love the article - it's important to look at the dealership experience from a customers point of view. A number of reports are showing the experience is becoming more and more important and by 2020 may be more influencial than pricing. I'd like to add a few more "No customer ever said" from a long list I have about websites:
Awesome, a QR code on their website - let me go get my phone, find the right app and see what it does! Wow - it goes right to the page I'm on, perfect!
I wish there where more chat pop-ups.
Dang, no specials. I guess I'll wait a few weeks and check back.
I wish there was more stuff on this homepage, it doesn't scroll enough.
James Fabin
CDK Global
I do have to admit though that a local Seattle dealer had a large inflatable Seahawk in front of their dealership and my kids wanted to take a photo with it. It did get me to look at a loaded Genesis AWD that looked awesome sitting behind the inflatable. To make the story short, my kids love the new Genesis and I couldn't be happier with it either. So maybe there is something to having the RIGHT inflatable outside the dealership.
Tom Hawkins
Hawkins Chevrolet
You are right that no customer ever "said" any of those things. However, SOME of the things you listed can and do influence a purchaser and can tip the scales. I will guarantee you that having my reviews on the VDP pages of my website has made it easier for people to choose our vehicle...because we have been told so. Not saying that the intent of our article isn't right...but you seem to be discounting the effect of some of the tools you listed (except maybe the inflatable stuff).
Jim Radogna
Dealer Compliance Consultants, Inc.
Great post Mark!
Michael Bilson
Conversica
Love this...so on point.
Lisa Bundy
CarGirl, Inc.
Seems that most dealers don't think beyond getting their attention. Now what? Are we selling the car, the dealership, the experience. Too many dealers using too many marketing avenues with no strategy or designed message.....just noise.
Allyn Hane
Coastal States Automotive Group
So you're saying that Tesla has the right business model then?
Steve Santospago
Balloons never sold a car but, as Tom says above some of those things do create comfort...donty knock it until you've tried it and it actually worked. : )
Jana G.
@James - I'm with your kids. I want a pic with the Seahawk too!
Mark Dubis
Dealers Marketing Network
Tom Hawkins- You are correct that some of the items I mentioned can be an influence on some customers. Also many dealerships now offer great amenities and offer comfortable lounge areas and great coffee and muffins. It's all about hospitality and making folks feel comfortable. The next big influencer of sales volume will be down-home basic engagement marketing and finding ways to highlight your good neighbor status in your marketing messages.
Mark Dubis
Dealers Marketing Network
Allyn Hane: My post did not say that Tesla or TrueCar were the future or a better business model only that they offered a disruption to the status-quo. I do not believe that manufacturers can effectively sell and service vehicles directly without an agent to assist the process. Some disruptors to the auto retail process will have varying degrees of success due to the fact that when it comes to the cusotmer experience; 60% of auto dealers are mediocre at best, 20% really suck, and the other 20% do an awesome job. The steps to move from mediocre to awesome are not hard to implement, it's just that owners and managers are comfortable with the status-quo.
Lauren Moses
CBG Buick GMC, Inc.
Great read Mark. This is something that our SM's son shared with me yesterday. "To have uncommon things you have to do uncommon things." How true is it that, like Mark said, are comfortable with the statu-quo, or even worse complain about the business being down but aren't willing to try something new. They are too stuck on the "way things have always been done" and don't push to be different. There are lots of things on that list, and some that others mentioned (my favorite being the QR code), that can really be a waste of time and though the concepts look great and wonderful don't really drive the experience for the customer. I often have to remind myself to K.I.S.S. (keep it simple stupid) the customers when they are in. Basic southern hospitality, giving them what they ask for as much as possible. Always remembering what I would want my car buying experience to be like if I were them.