[USER=2]@Alex Snyder[/USER] can you provide any example dealers using your We Buy Cars service?
What, When and Where should effective messaging happen whether its online or offline?
I agree with you, we get so wrapped up in our own echo chambers, the day to day at the dealership - we all too often forget or simply ignore the fact that the average consumer HAS NO CLUE to what services their local car dealers provide. A simple sign here and there isn't going to cut it. You need FREQUENCY and EFFICIENCY/Why Buy-Sell on top of consistence messaging.
The fallout - dealers screwing up their "We Buy Cars" service, I believe comes down to a lack of process (and of course the right technology.) Truth be told, most sales managers AND sales people handle these opportunities as they would with someone looking to purchase and continue to place too many STUPID barriers between the customer and the sales person/buyer, where the juice isn't worth the squeeze after dealing with "your presence is your leverage" - "we can't give you a value until we see it in person." They want to SELL not facilitate a BUY - after-all that's what the pay-plan is based on. After mapping out a solid 1,2,3 step process, I would consider a pay structure that actually incentive's the managers and employees when they get a BUY. As in a REAL incentive, not some $25-50 spiff but maybe a percentage of the gross when it's re-sold or auctioned.
