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 25 new jersey auto retailer W W W . N J C A R . O R G An example of what an evidence pagemight look like is shown above. In the top section there should be a professional photo or video of the individual. Contact information and a brief introduction should also be included. The next section should be a list of customer reviews that are dynamically generated as they are written. DealerRater.com, Dominion Dealer Solutions Prime Response, and other reputation management tools haveRSS feeds to enable this tohappenvery easily. Lastly, on the right side of the evidence page, salespeople should have at least three customer testimonial videos focusing on their dealership experience. Demographics are important here. These videos should show a diverse cross-section of buyers from all walks of life. Make sure the testimonials reflect the dealership’s existing and potential customer base. Build An Email Template A strong Why Buy From Me email will introduce a salesperson to the consumer by sharing some personal information. Think of the email as a starting point in a relationship. AWhy Buy FromMe email can answer some of these questions: • How long have you been in the car business? • How long have you worked at your current dealership? • Why did you come to work for your current dealership? • What did you do before the car business? • Where were you born? • Where do you live now? • If married, how long? • Do you have kids/grandkids and if so, howmany? Boys? Girls? • What do you enjoy doing when you are not at the dealership? • Do you do something unique? • Do you have any pets, and if so, what type and what are their names? Once you create a strong email template, it should wrap up with a statement that allows consumers to come to their own conclusion about your reliability and professionalism. Here is a potential ending statement: “I knowyou havemany choices where to purchase your next vehicle. I also know that youmay have some reservations about buying a car. Letme assure you that youwill have a first class experiencewithme at ( dealership name ). But don’t take my word for it! Click on this link ( link to online evidence page ) to read and hear what other local consumers, just like you, had to say when they bought a car fromme.” Most website platforms allow for unlimited website pages to be created, so creating a page for each salesperson should be without any hard costs beyond the website design, if the dealership doesn’t have the capability in-house. Tracking Views To These Evidence Pages By using a Bitly.com link in the email templates, a dealership’s sales team can see howmany people actually click through to their online evidence pages. Simply store all the evidence pages in a sub-directory called “/ evidence/” and set a Google Analytics goal when an evidence page is viewed. These simple steps can help a dealer see how their sales team is leveraging this tool and how consumers are engaging with the content. Brian Pasch is CEO of PCG Digital Marketing. Brian is an active speaker at automotive industry conferences, 20 Groups and digital marketing workshops. He can be reached at 732.450.8200 or via email (brian@pcgmailer.com) .