Employing the BLUF strategy with Internet Shoppers
Our ultimate goal with internet shoppers is to turn them into
internet customers. Car Owners, born out of the the Internet
As an industry we have struggled to keep up with shoppers.
Car peeps stick to their ways. Unflinching, never really changing.
There have been changes in the technology we use. But do not cofuse that with
any improvement in communicating with shoppers.
The phone, then email of course and on to chat and video. But what we have
had to say through these different mediums vary little from 10
years ago. “Getting them in” is our underlying theme. It forms
the base of all we have to say.
Shoppers “ain’ hearing that”.
Or tolerating it.
In fact, more and more are bypassing any form of contact with a dealership just
for that reason. They know that when dealing with an automotive
salesperson out side the showroom, the will get nothing more
than lip service. No value, no insight, to them a waste of time.
I challenge you to prove this wrong. You can do so, by reviewing
emails, listening to phone conversations. Are shoppers hearing
anything of true value to them ?
Do we even know what is or is not valuable to an internet shopper?
So lets get into the BLUF strategy. What it is and how to apply it.
BLUF = Bottom Line Up Front
I do not mean bottom line pricing up front. Although price has it’s
BLUF is a mentality to take when attempting a conversation with
an internet customer.
And it is simple.
Look at what you are about say to a customer,
then tear away all the fluff, the sugar coating, the crap that the
manufacture wants you to say and put what is left in simple
very easy to read or hear terms. Keep it to just one or two
items or points. If you have more than that. Save it for the
This is more than just dumbing down your message. It is putting
what the shoppers needs/wants to know in a bit sized easy to consume
manner. Easy to consume, digest and make a decision to move on
to some next steps.
You see, shoppers aint got time for all that stuff about you or your brand
or the dealership. That will come in time. When they want to know.
Not when you want to shove it in their brain. Trying to do so just
clutters and distracts and it gets flushed, if it gets through at all.
BLUF shows the shopper you get them. That you understand that
their time is valuable. That the research they have done so far
has made a difference. After all, it got them to you.
The work today’s shopper does before ending up on the phone or in a lead
form to you is tremendous. You will either be a speed bump or a
a road sign. Either way the shopper will go through you, around
you or not acknowledge you at all.
But we are car folks right ? We want to jump in front of shoppers.
Slow them down. Distract them. Balloons, woo hoo how pretty and shiny.
Seen those “running of the bulls” clips ? Yep, get the hell out of their way.
Run with them. Jumping out in front is not a good idea.
To run with shoppers today, you have to be fast, informative and offer value
to them. That value comes in serving them up stripped down information.
Straight and to the point.
And that is how to put it to a shopper.
BLUF is fairly easy. Just take your current messaging and apply BLUF to it. Bring
to the top the essence of what you are trying to communicate and leave it at
that. Not fancy, no frills.
BLUF last for 72 Hours.
Day 1 – Vehicle vehicle vehicle multiple times and ways
Day 2 – Trade trade trade multiple times and ways
Day 3 Finance finance finance multiple times and ways
Then….. start your fluffy, “we are the best” blah blah follow up.
Got it? Good ! Now get to work.