Butler Nissan is the least uptight store in our Auto Group. This campaign shows it. (and a little more ). 🙀
As we round the corner into a new year..
I want to share just basics about todays CUSTOMER
To allow you to understand and better prepare.
I will cover
the expectaion of the customer
the speed of the customer
steps to help you SUCCEED
Todays internet customer is a reflection
of how people interact with and use
We no longer get on the internet
We live on the internet constantly
The average person checks their
smart phone over 150 times a day.
This year there are over 8 BILLION
That number is growing.
Expected to reach 20 Billion by 2020.
This life on the internet has created a DIFFERENT TYPE of Customer.
They are curios
and independant. wanting to gather information on their own.
And the internet equips and empowers them to do so.
They are demanding
Their expectation of us is to match their experience they have had so far.
And for us to know them and to be ready for them.
They are impatient
Moving at their speed, not ours.
Online tools have gotten better and customers use of those tools has sped up the time in decision making
New car buyers taking just 2 months to research, gather information and make a decision.
Some even quicker…. just 2 weeks.
They’re visitng us less and less
2.2 average # of visits
and even less test drives.
What steps can you take.
- Be the expert
Whats so great about a specific model.
Whats so great about your brand
Whats so great about your dealership
What so great about you.
- Become Comfortable with communicating that information across multiple means. From in person, to on the phone to text, chat and video.
- Practice – Role play – Study – Prepare – Demonstrate.
Lean forward in your own expectation of yourself, your peers and your dealership.
Where are they in the process and how can you help.
Provide information without any friction
without any wasted time.
Thank you, hope this has gotten your wheels turning.
I wish all success.
Getting ahead of the curve with graphics prep for the first of Oct.
It is that time of the month. The end of the month. The time when we lean into next month. Trying to overcome intense inertia.
Getting our messaging to market as fast as we can. Delivering the hard-hitting calls to action that will fill showrooms with anxious buyers.
Nothing is more frustrating than clipping through the first 10 days only to find the website has not been updated, SEM and display ads are stagnant, even old.
Leading up to a successful month start, everything has to go just right. You may be surprised, but there is actually planning involved. Shocker!
I am amazed at how many people think the internet is run on magic, rainbows, and unicorns. That things just appear…..
Planning needs to be at least ninety days out. I like to see the year broken down into quarters and then working down to the months.
Most OEM’s have a predictable yearly cycle. ( except this year.. thanks Toyota ! ) Much of our messaging is inventory based and we can predict what models will be in play from
stocking levels either on the ground or inbound. By the time the OEM announces incentives, it’s a matter of plugging in the numbers.
Or you would think.
Depending on others really sucks.
Especially for pricing. You would think we were asking for something hard. Not that
it is rocket science or anything, but getting pricing info is made to be this mysterious
task, that only a few can accomplish. Such BS.
Speed to market is vital, but getting there is sometimes a battle. Fought behind the scenes each and every month.
Most people know I am an old Army guy. ( sitting at 22 years of Federal Service right now) One of the things that has stuck with me is getting up early and getting to work. And it has served me well. Any of us who work at this kind of pace know and treasure those quite hours. When the phone is not ringing, you have a good cup of coffee sitting
in your boxer shorts, taking care of business.
I screencapped my “sent” folder at 9 this morning.