Search engine marketing is an excellent tool to increase awareness and profit for your service department. Why focus only on those looking to purchase a vehicle when you can also target countless people looking to have their vehicle serviced? This week on Think Tank Tuesday I will share the importance of including service in your search engine marketing strategy.  

Do You Have An SEM Strategy For Service? from Potratz on Vimeo.

Search engine marketing is an excellent tool to increase awareness and profit for your service department. Why focus only on those looking to purchase a vehicle when you can also target countless people looking to have their vehicle serviced? This week on Think Tank Tuesday I will share the importance of including service in your search engine marketing strategy.  

Do You Have An SEM Strategy For Service? from Potratz on Vimeo.

Procrastination

We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.

I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.

I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?

What Customers Want

Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.

In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.

Have you given your customers a reason not to wait? What are you waiting for?

Procrastination

We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.

I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.

I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?

What Customers Want

Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.

In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.

Have you given your customers a reason not to wait? What are you waiting for?

The More Information, The Better!

What makes a good SEO Video? It has to be informative! The more information you provide, the more effective the video will be. If someone is going to spend time watching a video about a specific car, that means they are a potential customer!

Give Them What They Want!

Show everything there is to show on the car inside and out. Now, that doesn’t mean you have to say, “here’s the tire” but it wouldn’t hurt to mention, “this car has alloy wheels, and 17” tires”. Focus on the technology and features the specific vehicle offers; that is what customers are looking for. They want to know what the car offers.

It’s also important to talk about gas mileage and safety, which are possibly the most important purchasing factors for a car buyer.

I Want It, And I Want It Now!

You might think the SEO videos don’t add much value or aren’t worth the time it takes to make them. After all, the specfications on each vehicle are on your website and the manufacturer website. But let’s face it. We live in a society in which we are used to instant gratification. We don’t want to have to search for the information we are seeking; we want it provided to us in an easy and efficient matter.

SEO Videos are a great opportunity to provide potential car buyers with specific information about a precise vehicle in your inventory. So what are you waiting for? Do you provide these videos for your customers? 

The More Information, The Better!

What makes a good SEO Video? It has to be informative! The more information you provide, the more effective the video will be. If someone is going to spend time watching a video about a specific car, that means they are a potential customer!

Give Them What They Want!

Show everything there is to show on the car inside and out. Now, that doesn’t mean you have to say, “here’s the tire” but it wouldn’t hurt to mention, “this car has alloy wheels, and 17” tires”. Focus on the technology and features the specific vehicle offers; that is what customers are looking for. They want to know what the car offers.

It’s also important to talk about gas mileage and safety, which are possibly the most important purchasing factors for a car buyer.

I Want It, And I Want It Now!

You might think the SEO videos don’t add much value or aren’t worth the time it takes to make them. After all, the specfications on each vehicle are on your website and the manufacturer website. But let’s face it. We live in a society in which we are used to instant gratification. We don’t want to have to search for the information we are seeking; we want it provided to us in an easy and efficient matter.

SEO Videos are a great opportunity to provide potential car buyers with specific information about a precise vehicle in your inventory. So what are you waiting for? Do you provide these videos for your customers? 

Check out Kimberly Roselle's latest blog as she talks all about how your body language can or cannot help you make that sale!

The human body is capable of so many incredible things. Recently I watched a TV show called Lie to Me. It reminded me of how I used to try and watch actors on stage to see if their “true selves” could be seen or if they could fully embody the character. Most people are capable of lying with their words, but not with their body language. So, what does this have to do with sales?

Without realizing, your body language might be sending the wrong signals. You might be communicating mistrust or offending your potential customers without meaning to. If you know how to use body language, you will be able to avoid sales pitfalls and convey body signals that make your customers say “yes!”

I recently found this fascinating infographic: http://dailyinfographic.com/improve-attractiveness-with-body-language-infographic

Some important take aways from this infographic are:

• Words account for only 7% of our overall effective communication
• Body language accounts for 55%

How can you apply this information to your sales technique? When a customer comes onto the lot, don’t rush out to them. First, read their body language and take your cues from them. Do they have a closed posture or are they open? Are they keeping their head down and moving quickly or are they looking about and lingering over vehicles? Understanding your customers’ unspoken signs can go a long way to helping you build trust and a positive relationship with them.

In the first four seconds, people will make judgments about you and will subconsciously decide:

• I will (or will not) buy from this person.
• I will (or will not) like this person.
• I find this person kind (or not).
• I find this person intelligent (or not).

As you approach your customer they are also unconsciously reading your body language. Are you standing tall? Do you look them in the eye? Is your smile genuine? Be aware of yourself. While you can’t lie with your body, you can project the confidence and friendliness the majority of customers are looking for while shopping.

Check out Kimberly Roselle's latest blog as she talks all about how your body language can or cannot help you make that sale!

The human body is capable of so many incredible things. Recently I watched a TV show called Lie to Me. It reminded me of how I used to try and watch actors on stage to see if their “true selves” could be seen or if they could fully embody the character. Most people are capable of lying with their words, but not with their body language. So, what does this have to do with sales?

Without realizing, your body language might be sending the wrong signals. You might be communicating mistrust or offending your potential customers without meaning to. If you know how to use body language, you will be able to avoid sales pitfalls and convey body signals that make your customers say “yes!”

I recently found this fascinating infographic: http://dailyinfographic.com/improve-attractiveness-with-body-language-infographic

Some important take aways from this infographic are:

• Words account for only 7% of our overall effective communication
• Body language accounts for 55%

How can you apply this information to your sales technique? When a customer comes onto the lot, don’t rush out to them. First, read their body language and take your cues from them. Do they have a closed posture or are they open? Are they keeping their head down and moving quickly or are they looking about and lingering over vehicles? Understanding your customers’ unspoken signs can go a long way to helping you build trust and a positive relationship with them.

In the first four seconds, people will make judgments about you and will subconsciously decide:

• I will (or will not) buy from this person.
• I will (or will not) like this person.
• I find this person kind (or not).
• I find this person intelligent (or not).

As you approach your customer they are also unconsciously reading your body language. Are you standing tall? Do you look them in the eye? Is your smile genuine? Be aware of yourself. While you can’t lie with your body, you can project the confidence and friendliness the majority of customers are looking for while shopping.

Check out this great blog by our head of Human Resources Kimberly Roselle, as she talks all about the importance speech plays in making the sale.

Enunciate, Articulate, and SPIT IT OUT! This is what the director used to say to me, when I was in the theatre. This was the best advice I have been given. When it comes to marketing it is not just about what you are saying but how you say it.

Imagine walking on to a lot and the sales person comes over to you and is slurring their words. Will you trust them? Will you keep listening to them? Most likely the answer is no.  You can expound till you are blue in the face on the many virtues of a vehicle, but if your tone is monotone and you lack inflection the customer will tune you out and move on. Perhaps a salesperson approaches a customer, and every other word is “like” or “you know”, the first thoughts generally will be “no I don’t know that is why I am here” or “I’m not sure if I like it that’s why I am here”.  This means that the customer has ceased listening to the details.

How do we Enunciate, Articulate, and SPIT IT OUT? Practice, Practice, Practice! Not too mention knowing your vehicles. Take a few minutes and out loud go over all of the details you would point out to a customer. Then do it again.  What words are you stressing? What features should you place emphasis on? Are there any words you have trouble pronouncing? This is not a speech to memorize but knowledge that you can use to educate your customers.

A customer will not want to purchase from someone who doesn’t sound like they know what they are talking about, so take the time to practice what you are saying. Make sure you sound not only knowledgeable but are informative enough to be able to engage with your customers. If you sound like an authority they’ll believe you are an authority, helping you make the sale.

Check out this great blog by our head of Human Resources Kimberly Roselle, as she talks all about the importance speech plays in making the sale.

Enunciate, Articulate, and SPIT IT OUT! This is what the director used to say to me, when I was in the theatre. This was the best advice I have been given. When it comes to marketing it is not just about what you are saying but how you say it.

Imagine walking on to a lot and the sales person comes over to you and is slurring their words. Will you trust them? Will you keep listening to them? Most likely the answer is no.  You can expound till you are blue in the face on the many virtues of a vehicle, but if your tone is monotone and you lack inflection the customer will tune you out and move on. Perhaps a salesperson approaches a customer, and every other word is “like” or “you know”, the first thoughts generally will be “no I don’t know that is why I am here” or “I’m not sure if I like it that’s why I am here”.  This means that the customer has ceased listening to the details.

How do we Enunciate, Articulate, and SPIT IT OUT? Practice, Practice, Practice! Not too mention knowing your vehicles. Take a few minutes and out loud go over all of the details you would point out to a customer. Then do it again.  What words are you stressing? What features should you place emphasis on? Are there any words you have trouble pronouncing? This is not a speech to memorize but knowledge that you can use to educate your customers.

A customer will not want to purchase from someone who doesn’t sound like they know what they are talking about, so take the time to practice what you are saying. Make sure you sound not only knowledgeable but are informative enough to be able to engage with your customers. If you sound like an authority they’ll believe you are an authority, helping you make the sale.