The Evolution of an Automotive Customer

[JCollins]

Understanding customer behavior is paramount. Basically Jerry is just conveying how important it is to recognize the path in which customers are communicating with you. If you don't possess the skill set to interact properly in each stage you are missing business. In other words stop short cutting and become a Master at all facets of the game. Great post Jerry!! BTW Shawn Morse and I have been spreading major rumors about you. Larry take some time and revisit the post I think you've overlooked a thing or two.

 

[Jerry Thibeau (blog)]

I don't disagree with what your saying Larry.

If it's an Internet lead and I can reach the customer on the phone, I will then increases my chances of overcoming any price objections I may face while on the phone. In an e-mail I won't ever hear from them again if they don't like what I have to say. Obviously when the customer visits the dealership it becomes a whole new ballgame.

These are the points I was trying to make with my article.

 

[Jerry Thibeau (blog)]

Well said Jeff! Oh and please do share these rumors so that I can properly confirm or deny!

 

[Barry Baker]

"In an e-mail I won’t ever hear from them again if they don’t like what I have to say."

Sorry Jerry, don't mean to be contrary, but that depends whether an objective of the email is to identify objections. Put some meat on the bone and open up an opportunity, you'll get objections.

 

[Kevin Frye]

Nice article Jerry, and good thread. Note that our desired priority of communication is the opposite of what most modern prospects want (we want showroom ups, prospects want to hide behind their email). Why? The modern day consumer does not want to experience the traditional high pressure sales-tactics and lack of information they had in the past when negotiating.

The pendulum has shifted, and control has moved with it to the consumer, who has much greater knowledge and can choose how they interact with us. Future dealers will be unsuccessful if they sit on their thumbs, and still wait for and only focus on their showroom ups. Successful dealers will learn and master how to work with prospects in every mode of communication.

On a side note - you can integrate voice inflection and facial expressions with an email lead - use Flip video! Photos and video allow you to personalize yourself and build value in the Internet lead process.

Look forward to seeing you in Vegas at DD9 Jerry... Kevin

 

[Joe Pistell]

Man, am I glad to be selling used cars.

New Car Shoppers lead discussions with "whats your price?".

Used Car sales begin with "is this a non-smoker", "Is this still available", "Please send me the carfax", etc...

 

[LarryBruce]

Kevin I would go so far as to say they hide behind email, that's just the most convienient way for some people to commuicate or in some cases just what they prefer.

In anycase you're right any successful dealer will have work on and improve skills in all forms of communication.

Flip video is an interesting concept. Have you had any trouble wiht blocked emails with attached video, we ran into that in 2004 with a video email program at AIM. Curious to see if one email one video gets thru.

All another great tactic that works really well for us when responding by email is to send the response back with a Hallmark free ecard http://www.hallmark.com/product/ecards/miss-you

They ALWAYS get opened and you're memorable when we started useing this our customer engagment went up over 300%

hope that helps

 

[Joe Pistell]

Woa.. a hallmark card. Thats slick! Got to revisit JibJab too!

One of my rules to email sales sanity, is to ALWAYS lead with a good question that can spark a dialogue and test your shoppers commitment to the process (see Alex's http://www.dealerrefresh.com/moving-company-lead-...

Smoking out the noise and getting the dialogue rolling is not easy. Its easy to become an "information appliance" for the shopper. Flipping the tables and becoming the "Tour Guide" takes effort and skills.

Selling the appointment and not the car is the quickest path to the sale and has the highest ROI, but, you've got to build that rapport (read: qualify) before they trust you to cross the bridge.

IMO, the opening question, building rapport and selling the appointment are where its at!

 

[Kevin Frye]

@Larry - agreed, email is for many the preferred method of communication, and you can see that with your website analytics. Most of these folks are shopping during work hours today and likely don't want to be heard on the phone with a car dealer when they are supposed to be working...

Flip is working great. Of course, there are always issues with some email domains (especially work domains that can have extensive filters) - BUT - this can also be used as the opportunity to speak on the phone when letting them know you sent them a short video.

Love the ecard idea Larry - creative idea that makes a lot of sense!

 

[Jerry Thibeau (blog)]

Great stuff guys! Going to give me plenty to talk about when I write my follow-up article.