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Timmy James

Timmy James Chief Operating Officer

Exclusive Blog Posts

Why Branding Your Price is a Great Idea!

Why Branding Your Price is a Great Idea!

If you’ve been reading my pieces for the last few months, you’ve probably noticed how passionate I am about branding. By branding every aspect of your …

Interview With Ken Kupchik, Sales Humor Creator

Interview With Ken Kupchik, Sales Humor Creator

Last month, the was our top blog. So we decided to interview Sales Humor creator Ken Kupchik to get learn more about his successful social media platforms,…

Is Your VDP Your MVP?

Is Your VDP Your MVP?

The vehicle display page (VDP) is often the last page a customer sees before contacting a dealer. By the time they’ve arrived there, they’ve li…

Where Should You Spend Your Time at NADA 100?

Where Should You Spend Your Time at NADA 100?

You’re taking time away from your busy service or parts department, all on the company dime, to attend NADA 100 in New Orleans. You’d better ha…

What Does It Mean To Have A Vehicle Recall

What Does It Mean To Have A Vehicle Recall

  Your Turn To Drive's panel of experts discuss What Does It Mean To Have A Vehicle Recall.  In this video, Jim Dykstra of www.vinadvi…

Can Anybody Find Me Somebody To Love?

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That classic line from the song “Somebody to Love” by legendary band, Queen epitomizes the destination for consumers and the goal of all salespeople. There’s not a doubt in my mind that you’ve heard the phrase “People buy from people they like.” In the past, a consumer had to come into a dealership to start the car shopping process. This is where the important skill of “building rapport” came into play for salespeople. Great salespeople learned quickly how to find common interests and develop relationships with their clients, while assisting them to find the right vehicle.

 

Fast forward to today. Consumers now have the option of car shopping anonymously. Dealership Internet and BDC departments are inundated with leads arriving from countless sources. Consumers chose to share some or all of their information after narrowing down their online research. They’ve engaged with you to some degree and have given you the opportunity to earn their business. You must remember, however, that to the consumer, you are only a car dealership. Chances are also good that you are not the only car dealership who they (or a third party) has given this opportunity to. All dealerships have auto-responders and the standard “Why Buy From Us” email templates are sent to leads pretty quickly. Because the consumer is inundated with these templates, they are meaningless.

 

The fact is that people buy from people they like. So, how do you make that emotional connection with a lead? It’s certainly not through e-mail templates.

 

Consumers like to be treated as if they are special. They can smell an e-mail template before it even hits their in-box. While it’s fine to tell your dealership’s story, don’t forget the importance of building rapport -- it will go a long way towards winning the sale.

 

Highly successful dealers have started sending out individualized “Why Buy From Me” type videos in their e-mails. These videos are personalized to each and every customer. These are not just a homogenized blanket “one size fits all” type of message. The reason this works is because of a very simple concept known to salespeople. By saying someone’s name, you recognize them as a person… and individual. No longer is your video message “My name is Tim. And I would like to earn your business… Mr. Blank.”

Instead the message is directed to the individual as … “My name is Tim and I want to earn YOUR business, Mr. Smith.” -- That’s a very different message.

 

What do you do if you see someone you know walking nearby, but out of reach? You yell out their name! Why? Because it gets their attention! And that’s exactly what personalized video responses accomplish.

 

The bottom line is that the possible touch points on the consumer’s online car shopping path are increasing at an incredibly rapid pace, almost daily. It is becoming more and more difficult to stand out and claim a customer’s attention. This very simple technique can make your interactions more personal and help to gain the customer’s attention. I am sure you will find that more people appreciate, respond and give you the opportunity to earn their business.

 

After all, we all simply want to find somebody to love. Make sure that somebody is you.

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