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Jared Hamilton
From: Jared Hamilton
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Trace Ordiway

Trace Ordiway Internet Sales Best Practices Consultant

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CONFESSIONS OF A MYSTERY SHOPPER - PT 9

They don’t trust you.


We both know it’s largely unfair, but they don’t trust you. 

You’ve seen all the polls where buyers say if they could bypass the dealership and buy directly from the manufacturer they would.  They trust the OEM, but they don’t trust you.

A couple weeks ago, I heard a Ford maven say this (I’ll paraphrase): “The more your outgoing emails resemble Tier 1 emails, the more prospects trust you.”   By gawd, he’s on to something.  

Ignoring, for the moment, issues like quality of content, font selection, correct spacing & spelling, etc. etc. what is the simplest and most powerful thing we can do to make our outgoing emails resemble Tier 1 emails? 

Shared graphics, right?

For example, this month www.Ford.com  has “The Best Place To Be” sales event plastered all over the home page.  “The Best Place To Be” is a simple graphic; easy to copy, easy to manipulate, easy to paste into numerous settings. 

What happens if a Ford dealer incorporates that image into the graphic header on all its outgoing emails this month?
 - The store piggybacks on all the $$$ Ford is spending driving that message home on the web, on TV and in print. 
 - Prospects, consciously or unconsciously, now align the dealership with the trusted manufacturer. 

In the prospect’s mind, the dealership is now perceived more to be an authorized extension of the trusted national brand.  The gap between Tier 1 (OEM) and Tier 3 has just been narrowed.  And the cost to the dealership to accomplish this?  $00.00.

You are already thinking, “This idea Ordiway is proposing is so simple, and so obvious that’s it’s almost no idea at all.”  And you are right.

So how come (to my knowledge) none of the stores in my region are employing this stunningly effective little trick? 

Shame on me.

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