1. MS
Is This As
RalphPaglia
marketingsolution
Good As It’s
Going to Get
There is a lot this form and don’t forget to click on the
of vendor noise SUBMIT button!”
going on right now, and it can be difficult
to separate the fact from fiction. Many J. D. Power and Associates reports that for
dealers don’t really understand transactional the past four years the number of online car
Web sites and what they are capable of, or buyers who are able to resist the above-value
they don’t know who they can trust to give proposition has been consistently around 80
them the correct guidance. This emerging percent. There is a profound message that
auto retail capability is more important than car buyers are telling us about the current
just selling Web sites. Evidence shows that obsession we have with “Leads, Leads,
consumers are using the Internet for more Leads are the most wonderful fruit, the more
than just research. Consumers are buying you eat, the more you…”
parts, accessories, service warranties and
vehicles directly through dealers’ Web
sites after those sites are equipped with The disconnect I
eCommerce features using “My Account” see is that for the
capabilities. Clearly more car buyers will
discover how easy it is to buy a car as the
last 20+ years,
shopping cart eCommerce model becomes we have used
more prevalent among dealership Web sites. the Internet as if it
With that said, here is my question for you:
were some type of
Are Internet leads, and the methods, strategies billboard on what
and gimmicks used to harvest them, as good we used to call
as it is going to get for manufacturers and
dealers selling vehicles online? With all
the Information
of the vast methods, strategies and tactics Superhighway
that we use to generate and harvest Internet
leads, anything that attracts a consumer These issues were dealt with long ago
to a dealership qualifies as a harvesting by eDealers like Courtesy Chevrolet in
technique. But, what about actually letting a Phoenix, Anderson Honda in Palo Alto, and
car buyer, well, buy a car? Jay Wolfe Toyota in Kansas City. These
top-performing dealers are utilizing digital
We talk about operating efficiencies, and marketing products that empower them with
arm ourselves to the rafters with all manners transactional eCommerce Web sites. Cars
of technology, people and best practices get sold directly from the “Deal Builder”
to handle all these expressions of interest. function within “My Quotes” which includes
There is absolutely nothing wrong with any credit, tiered interest rates, trade-in values,
of this, (as long as the RFID is sterilized tax, title, fees, accessories, extended service
first) but if I see one more Professor Gadget- contracts, protection plans, disclosures and
designed auto retail “solution” that doesn’t accurate monthly payments. Dealerships
actually make it easier to sell or buy a car, get the selling opportunity regardless as to
I think that a seizure may be imminent. Car which step in the process each consumer
companies and the dealerships they supply feels comfortable completing. Each “My
exist to design, build, distribute, market and Account” created generates a highly qualified
sell cars. The disconnect I see is that for the and genuine lead.
last 20+ years, we have used the Internet as
if it were some type of billboard on what we Ensure the profitability and competitiveness
used to call the Information Superhighway of your dealership by evaluating and trying
(does anyone remember that phrase?). We new things.
have limited our use of this amazing two-
Ralph Paglia is the national director
way channel to something along the lines of of digital marketing solution for ADP
“Here we are! Drive to our showroom Right Dealer Services. He can be contacted at
Now…,” or, “Call this phone number Right
20
866.883.9250, or by e-mail at
Now…,” or, “C’mon, go ahead and fill out rpaglia@autosuccessonline.com.
www.sellingsuccessonline.com