Thoughts, Lessons Learned, and Best Practices on selling new and used cars online. The world has changed it's views on buying and selling cars and the dealership world needs to learn to navigate this new terrain. We will help make sense of your new virtual market, and show you how to get those cars 'Over The Curb'.
So this week the POTUS delivered the State of the Union address (its STRONG). Though you may not be feeling it yet in the automotive retailing business, the future is bright. The president called for innovation and alternative fuels, and for the United States to have 1 million electric cars on the road by 2014. I agree.
One of the reason I see such a bright future is the annual Detroit Auto Show. Did you make it to the show this year? If not, that's OK, let me give you the highlights.
As a Detroit native the auto show consumes a ton of air time, newspaper space, blog space, and parking space! This year I wasn't sure what to expect with the economy and the especially hard hit Detroit area. To my surprise and relief the show was glitzy, sophisticated, busy and very positive and uplifting.
There was a strong showing of electric and alternative fuel vehicles from both foreign and domestic manufacturers. They also received the most interest and excitement from the public. Also highlighted were Michigan's new technology industry of fuel cell batteries and demos and displays on charging stations planned for the area, and the country.
So the future really does look bright for the automotive industry.
The call goes out now to the retailers to reinvent, renew, and retool your dealerships the for new technology. The smart ones will get ahead of the curve. The future is upon us, hope to see you all there...
Once upon a time, when I started in the Automotive Retailing Industry our dealership celebrated this time of year. We would send invitations to the community and "select" customers for an evening cocktail and horsd'oeuvresreception to view the new models. The whole dealership staff would dress up (the girls in the office took weeks to shop for the perfect outfit), it was a real occasion. We sold a ton of cars that night, and met prospects that kept us going for months. Plus the local papers covered it every year - FREE press!
Now, October seems like a fire sale to get rid of the old models and discount the crap out of the new ones. I don't see one celebration listed anywhere.
So I was just thinking...in a time when it gets tougher and tougher every day to differentiate yourself from the other dealers, wouldn't a new model reception be a fantastic way to do that!?! Especially with all the new technology we have to mine our database for prospects, and create a targeted guest list.
It's a great way to get the whole staff excited with a team effort.
You can include the community (example; ask guests to bring a canned good to donate to a local food bank).
Customers love to feel special, and if they feel good - they tell others
It's a win win! But make sure you have enough refreshments to go around, way back when, Facebook and Twitter werent around so word could spread quickly (which is ALL GOOD).
All anyone is talking about today is the Used Car market. It's on the front page of the Detroit News, it was a headline story on CNN, and all the industry blogs and social media outlets are chatting about them.
Used cars are selling for the highest average price in at least seven years, according to Edmunds.com, an online auto consumer guide. Last month, the average price of a three-year-old vehicle spiked 10.3 percent, to $19,248, compared to July 2009.
So in a nutshell they are saying that "cash for clunkers" depleted the supply of used cars (duh) and that consumer confidence still isn't strong so people are afraid to buy new cars. So it all boils down to supply and demand! You gotta love capitalism (especially if your a car dealership).
Now you can read all the articles out there, you can watch the talking heads on T.V. but I have to say that is might be a great time to buy a NEW car.
I went with a friend to a Ford dealership last week, he wanted to see if he could trade his Edge in on an early lease return and get a Flex - and by early I mean 18 months early. No way right, that just wouldn't be cost effective. WELL, he got $2K for his trade and a 2011 Flex and came out $70 cheaper in payment! No kidding! They couldn't wait to get this used car and they were ready to deal.
So the moral of the story, if you have shoppers looking to buy a new used car and you have a short supply - FLIP THEM into a new car. They will be surprised at the affordability. List your new and used cars on eBay Motors for $1K a month, sell them all!
That's right! It's finally time for the annual Dream Cruise down Woodward Ave in metro Detroit.
It is a special event and this year it's going to be even better. Detroit has been through a lot, like the rest of the country, but as the "Motorcity" it's seen more than it's share over the last couple of years (but we made it). Still...it's the MOTORCITY and the Dream Cruise is all about motors!
Cruising Woodward
I could write about the sights, sounds, food, friends and fun forever - but if you have the opportunity to experience yourself, you should. If not, check out the coverage in the Detroit News and Detroit FreePress, there are some great photo galleries and there will be live web cam coverage all the weekend.
So jump into your classic car, or polish up that old car you have in your garage - or just bring a lawn chair and get ready to have some fun! See you there.
Seriously? Did you know the first snow cone (snow ball) was made in Rome in 27 B.C.? No kidding! I don't just make this stuff up, here is what you find if you Google "history of the snow cone".
During the Roman Empire (27 B.C. to A.D. 395) snow was hauled from the mountain tops to the city. Syrup was added to make the world's first frozen dessert, the sno-ball.
They even have pictures...not of ancient Rome but of one of the classic "Snow-ball" carts in 1932. (I like how they label it Picture From The Past).
Hand-held ice shavers date back to the late 1800s, but the first recorded sale of snow cones was at the Texas state fair in 1919 by Samuel Bert of Dallas.Bert developed an ice crushing machine in 1920 and sold the machines and snow cones until the mid-1980s.In 1935, Ernest Hansen invented the first motorized ice block shaver in New Orleans.
So now when you are enjoying an icy treat you'll be able to share your surprising knowledge of the origins of the Snow-Ball, Sno-Cone, Snow Cone. Still, nothings going to hide that purple syrup stain on your tongue while you're talking! Enjoy and stay cool.
I was really excited when this hit my inbox . It's always nice when the facts really do back up what you preach everyday. eBay Motors is the #1 Automotive Classified site for people in the market for a new or used car. BY A MILE!
Just look at the facts; 2 years straight they've been way out in front of the competition.
So the question is, "why arent dealers using eBay Motors?"
Your customers are using eBay Motors, you should be too!
We can help you get up and running with best practices from the experts. Peer tested, dealerships that have figured out how to grow their sales by utilizing eBay Motors to expand their customer base and add incremental sales every month.
When I went shopping for my first car there was a whole section in the newspaper, signs in windows, big blow up animals on local dealerships and Crazy Larry's used car lot.
Now, every dealer has a website, every manufacturer, every independent...PLUS there are sites just for selling new and used cars - eBay Motors, AutoTrader, Cars.com, Craigslist, just to name a few. So as a sellerhow do you set yourself apart from the competition? JD Power and KBB have both done research over the past quarter to find out what customers want out of automotive website when shopping. It should be no surprise that EASE OF USE was the number one answer.
If a customer gets to your site and can't easily navigate around or find the information they are seeking - they will drop you like a hot potato! Trust me (or better yet trust JD Power & KBB). What are customers looking to get to easily?
Inventory - with actual pictures and colors not stock photos, they can get that for the manufacturer sites
Pricing - most customers want a quote right now, not a lead trap
Payment calculators - with current rates
Dealership Information - background, good contact info (up to date names and phone numbers, even staff pictures)
The number one "like to have" from customers is video. Video is getting hotter everyday. Internet shoppers tend to click on everything and everything they click on keeps them on your site longer and builds that relationship with your dealership.
Personal video about the dealership, the history, walk around the whole place. Have the owner narrate.
Videos by department - benefits of doing business e.g., WIFI in the customer waiting area
Virtual test drive videos - shoot them yourself or find a service
Inventory videos - especially of your used cars, give them the 360 experience of looking the car over on your lot.
Customer reference/testimonial videos - satisfied customer tell their stories (these are great to post on your site)
Videos are the future and there is no end to how creative you can be. One of the keys to building a successful online presence is keeping your virtual customer interested. So use video on your site to be informative, fun, and creative. Give the customers something to visit your website for on a regular basis - not just when they are looking to buy. You'll find if you keep them interested, they'll send others to your site too, and that's nothing but good!
Enjoy this creative video we found on youtube - having some fun stuff like this on your website will keep your customers visiting your site and maybe even forwarding out the link to friends. I did!
eDealergirl team works with franchise automotive dealers to optimize their online sales, grow their virtual showrooms by helping them deliver the best car buying experience to their online customers.
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