Pub. 12 2014-2015 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S I S S U E N O . 4 , 2 0 1 4 24 new jersey auto retailer According to the latest research fromDMEAutomotive, consumers are visiting fewer showrooms before purchasing a vehicle. Since this is the stark reality for autodealers, the salemust befirstwononline. Dealers need to find a way to develop strong bi-directional communication with online shoppers to get them to visit their dealership otherwise they will go to another dealership. According to DME, 42% of new car buyers will only visit one physical dealership. In the past year, many industry advocates have been urging dealers to create a strong “WhyBuyFromUs”message to increase bi-directional communications. Dealers need to stand out from the typical “white noise” that is screamed on radio, plastered on television, and written in the local newspapers. The next biggest opportunity for dealers is to create a frictionless sales experience before the consumer arrives at the dealership. Part of reducing friction is creating a trusted relationship with shoppers. Consumers have many choices where they can purchase a vehicle so dealers that can build trust the fastest will win the initial showroom visit. Since creating a “Why Buy From Us” message is old news, I wanted to move the discussion to why dealers must create a “Why Buy From Me” strategy for each of their sales professionals. Akey element of this new strategy is the creation of an online evidence page and then using this page in your sales processes and CRM emails. Creating An Online Evidence Page An online evidence page can be used in every sales professional’s phone and email communication processes. A link to an individual’s online evidence page can be texted to a customer or included in an email message generated by the CRM. Ideally, each message should be customized for the customer, if at all possible. Creating A Successful “Why Buy FromMe” Strategy BY BRIAN PASCH