Author: Jimmy Vee & Travis Miller

Trust Me…I’m a Car Dealer (Part 1 of 3)

Trust—it’s a serious issue in this business. There’s a tremendous propagation of the cliché car salesman stereotype in this country, and it’s not helping anyone sell more cars. The harsh reality is, a lot of people do have negative past experiences about the car buying process. We’ve even met a few bad apples recently, having both purchased new cars recently. And the media isn’t doing the industry any favors either. Just do a quick Google image search on car dealer, and you’ll see exactly what we mean: images of chain-smoking, sleazy salespeople in plaid suits pop up… and they...

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Maximize The Conversion Rate On Your Web Site

The biggest flaw in automotive marketing today is the abysmal conversion rate on most dealership web sites. The conversion rate is defined as the percentage of unique visitors that become leads. Despite vast sums of money being invested to drive traffic to dealership web sites, most web sites completely blow the opportunity because only one or two percent of the unique visitors become leads. Why do so few visitors become leads? For a variety of reasons: due to limited inventory, most customers don’t find what they’re looking for, so they don’t request more information; most web sites are so...

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Don’t Limit Your Marketing To In-Market Shoppers Only

At any given time only about two percent of the population is actively shopping for a vehicle. Almost all dealership marketing is focused on attracting a portion of that two percent. The result is what you’re used to—a tiny sliver of a small pie. Our members have realized that while only a small portion of the population is shopping, many people in the remaining 98 percent of the population could be motivated to buy a car sooner rather than later, which would cause those customers to move into the market right now. This realization has a significant impact on...

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Use A Real Personality In Your Marketing

Most car ads either feature loud-mount voiceover artist, a pretty spokesmodel, a dog or just pictures of cars. It shouldn’t come as a surprise that customers do not feel a connection to voiceover guys, spokesmodels, or pictures of cars. On the other hand, our members are enjoying increased results simply by using a real person in their advertising. Regardless of the media—radio, TV, web site, in store point-of-sale material—featuring a real person as the face, voice and personality of the marketing increases the effectiveness and drives more traffic. Why does a real person work better than a voiceover, spokesmodel,...

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Position Your Dealership As A Supporter Of People And The Community

Most dealerships appear to be about one thing—selling cars. Nothing wrong with that, but that position does not inspire very much excitement or loyalty among customers. A simple and effective way to get your dealership to stand out and see a big increase in traffic is to make it clear that you stand for more than just selling cars. What do you stand for? What are you about? What are your values? What do you believe in?Your answers to these questions should help you form a clear positioning message that makes it evident to the people in your town...

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