1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

GM's Shop, Click Drive Program

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by JessicaRuth, Nov 8, 2013.

This forum sponsored by...
  1. joe.pistell

    joe.pistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,965
    Likes Received:
    1,378
    Location:
    New York
    Bill, I speak about this in great detail because it's a feature that is on my drawing board now. If you don't mind, please keep me updated.

    A few thoughts, HTH:
    A goal of a Major Employees Benefits program is to allow members to easily reap the benefits of group buying power, so they'll not want to buy anywhere else. With that in mind, if you drop SCD into the Major Employees Benefits presentation, SCD adds another benefit to the exclusive, members-only program.
     
    Collapse Signature Expand Signature
    #31 joe.pistell, Apr 9, 2015
    Last edited: Apr 9, 2015
  2. This forum sponsored by...
  3. joe.pistell

    joe.pistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,965
    Likes Received:
    1,378
    Location:
    New York
    IMO, 99.9% of car shoppers want to see, touch, smell THEN decide.

    This is why I predicted that GM's SCD design would not be disruptive. Somehow, they concluded that shoppers wanted a new car buying workflow. Everywhere I look, I see evidence that tells me that shoppers prefer the existing workflow (i.e. R.O.B.O. Research Online, Buy Offline).
     
    Collapse Signature Expand Signature
    #32 joe.pistell, Apr 9, 2015
    Last edited: Apr 9, 2015
  4. Viracocha

    Viracocha
    Expand Collapse
    Getting Refreshed

    First Name:
    Cooper
    Dealer or Company Name:
    Almighty Dollar
    Joined:
    Jan 6, 2010
    Messages:
    91
    Likes Received:
    29
    On the Trader graphic:
    Salespeople will be less important- NOT A MYTH. Sorry to any salesreps reading here, but the writing is on the wall. What stores need are relationship specialists and product specialists. The dynamic has changed and so too must the process.Now that the information Genie has been let out of the bottle there is no going back to the old days. Which leads me to the next point Consumers don't want to negotiate. This is a partial truth. Who doesn't love to negotiate AFTER learning dealer cost. It made negotiation heavily tipped in favour of the buyer. If you are talking about a consumer who isn't savvy enough to already know dealer cost before negotiation then I think you will see a lot lower number in the "Prefer to negotiate" camp

    As far as lowest price will always win- Strongly disagree to that. In order to "win" now you need to service the hell out of your customers and prospects. Make them feel special and you will be rewarded with sales (that still contain gross)
     
    #33 Viracocha, Apr 13, 2015
    Last edited: Apr 13, 2015
  5. Chris Cachor

    Chris Cachor
    Expand Collapse
    Sr. Refresher

    First Name:
    Chris
    Dealer or Company Name:
    Dealer Commerce
    Twitter Handle:
    ccachor2
    Joined:
    Apr 29, 2011
    Messages:
    403
    Likes Received:
    168
    Location:
    Chicago, IL
    Isn't this what salespeople are? The good ones at least?
     
  6. Viracocha

    Viracocha
    Expand Collapse
    Getting Refreshed

    First Name:
    Cooper
    Dealer or Company Name:
    Almighty Dollar
    Joined:
    Jan 6, 2010
    Messages:
    91
    Likes Received:
    29
    Yes, sorry I should have made the distinction, salespeople are commissioned, specialists are salaried.
     
  7. BHavican

    BHavican
    Expand Collapse
    Refresher

    First Name:
    Bill
    Dealer or Company Name:
    Pugi of Chicagoland
    Twitter Handle:
    @BDC_Bill
    Joined:
    Jan 11, 2013
    Messages:
    116
    Likes Received:
    38
    Location:
    Illinois
    Not sure about that one. I work with quite a few commissioned salespeople that do an excellent job creating and fostering relationships. They're usually our group's sales leaders in units, gross, and CSI each month. Maybe they're the exception.

    So if price always wins, where's the need for a relationship specialist? If our staff should be salaried, why should they care about gross?
     
  8. Viracocha

    Viracocha
    Expand Collapse
    Getting Refreshed

    First Name:
    Cooper
    Dealer or Company Name:
    Almighty Dollar
    Joined:
    Jan 6, 2010
    Messages:
    91
    Likes Received:
    29
    I just re-read what I posted. I screwed it up. I don't believe it is all about price. It is certainly a consideration but in my opinion people will pay a bit more if they perceive that they are getting value for it. It comes down to selling the value of your store vs your competitor. I know theres always that percentage that will drive anywhere to save another hundred bucks, but I feel that there is a larger percentage that will reward you with their business if you can show them why your store is the better choice. And for all of that you don't need a commissioned salesperson.
     
  9. Jim Barisano

    Jim Barisano
    Expand Collapse
    Noob

    First Name:
    Jim
    Dealer or Company Name:
    WheelsTV
    Joined:
    Apr 7, 2015
    Messages:
    9
    Likes Received:
    4
    Location:
    Acton, MA
    Joe, No doubt, no matter what you buy online, you still need to feel it, touch it, see it and of course smell that new car smell before signing on the bottom line. But, as the AutoTrader study pointed out, only 17 out of 4,000 respondents felt the current car buying process is the ideal experience. Here is a peak at the FUTURE for anyone whose time is valuable and who would prefer not to spend days in dealer showrooms trying to put a deal together:

    1. Research online. This includes studying available data, pro reviews, consumer reviews.
    2. Watch video test drives to imagine yourself behind the wheel and learn about the key vehicle attributes (and purchase motivators.)
    3. Narrow your choices down to A, B and C, as well as desired color (very important), trim, options.
    4. Contact the dealer with car A via email or phone. Get your best price. If not satisfied, contact the next dealer with car A. When you hit an agreed upon price, arrange for financing or payment online.
    5. Schedule a time to have the car brought to you for an actual test drive at your place and time. If you like it, sign the papers. The car will be delivered to you in a day or so, after prep and all papers have been filed.

    This is a tremendous saving of time for everyone involved.
    Sales reps don't have to spend an afternoon with tire-kickers who are at the top of the purchase funnel. The virtual test drive builds desire while providing key decision-making data. The educated consumer knows what he or she wants and is ready to do business. The sales rep gives it his best shot over the phone, not after hours spent test driving, explaining and educating. Bringing the vehicle to the customer for the actual test drive on a quiet afternoon when the showroom is empty, seals the deal. Once the car is that close to owning, the desire to possess it is at its peak. I predict that the closing rate will be significantly higher with this scenario.

    Friends of mine just bought a new Grand Cherokee after doing everything I mentioned except that they went to the dealership for the test drive and signing. Today, TIME is most important to professional people and working people alike. Save someone time and aggravation and you have a new friend and a long-term customer. Stay back at the dealership reading the paper and texting and you will lose sales to a dealership that appreciates what highly-valued customers need (time, convenience, ease, comfort, pleasure, a better way to buy) and that uses today's online technology to fill that need.
     

Share This Page

This forum sponsored by...