Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Anne Fleming

Anne Fleming President & Car Buying Advocate

Exclusive Blog Posts

Only 2 in 5 Customers Receives a Sales-to-Service Handoff??

Only 2 in 5 Customers Receives a Sales-to-Service Handoff??

DealerRater recently polled over 16,000 new car buyers on behalf of Fixed Ops Journal. The question was straightforward: "The last time you bou…

We Talk Transparency and Digital Retailing with MAX Digital

We Talk Transparency and Digital Retailing with MAX Digital

DrivingSales conducted a lot of interviews at NADA2019.  In this clip, we sit down with Mike Cavanaugh, Executive Vice President at MAX Digital.&n…

The Problem with Pandering to the Customer Experience

The Problem with Pandering to the Customer Experience

A couple of years ago, there was no such thing as the abbreviation (CX) or the buzzword it represents: Customer eXperience. And now, you can’t …

Used Car Managers Improving Recon to Fight Margin Squeeze

Used Car Managers Improving Recon to Fight Margin Squeeze

At NADA, I stopped some dealers walking the Moscone Convention Center to ask them about their concerns and strategies for used car performance in 2019…

Rock's Rants: Employee Convenience

Rock's Rants: Employee Convenience

Some dealership employees forget they work in the service business.   Recently, while I was talking to a service manager, one of his employees s…

What’s Your Dealer’s Chemistry with The Decision-Maker?

Change. It is always happening. Our typical reaction is either happiness and acceptance, or push and resistance. Regardless of our response, change occurs nonetheless. But it is our view to what is happening and how we face the change that is always the real issue.

It’s been quite a year. Just recently, GM announced the closing of many manufacturing facilities at the peril and loss of jobs for thousands. GM, like Ford and Chrysler, report that they are retooling, reinvesting, repositioning, and redesigning. Which includes not just the vehicle line-up, but also the company structure. All to meet a new bottom line and new consumer demand. Evolving consumer trends and tastes have forced OEMs to make extraordinary business decisions.

How Will Change Impact Leaders at the Retail Level?

As you gear up for 2019, be proactive. Create a list of elements and disciplines to re-examine, starting with consumer demand. As in, identifying who your consumer really is – and what do they want (and would love to demand) from your brand. If your brand message is Price, Price, Price – think again. The top reasons women report buying from her car dealer are 1.) Interaction with Sales Consultant, 2.) Dealer’s Reputation, and 3.) Price & Deal, in that order.[1]

It’s time to put your attention on this data and meet with your leadership body and marketing team. Women buy 46% of vehicles at new car dealerships today.[2] The other 54% carry the veto-power. What marketing effort are you going to put toward this market segment and what is your true opportunity?

Do you know that half of women car buyers go to an average of 3.2 dealers before buying?[3] That’s 200% more than the industry average. Are you tracking how many women visit and leave your store? How much additional business could you generate if 10% of these ups were engaged and became buyers? 15%?

Download this Chemistry Table and Review with Your Leadership Team

Chemistry, Culture and Customer Experience

Women can buy a car anywhere. Stop playing the game of chance, hope and guessing. Be relevant and distinguish your store by communicating how you provide a total solution – beyond the mundane “price and best people”. Why? Because they remain watered-down messages in a sea of noise.

Specifically, these ads continue to ignore what the decision-maker wants during her automotive consumer journey – trust and a relationship. Just like the OEMs, it’s time to change how you communicate your culture, the experience that can be expected, as well as how it’s measured.

In other words, it’s time to go beyond the standard opening lines and dutiful CSI & reviews “benchmarks”.

To help navigate these discussions, we’ve created the “What’s Your Dealership’s Chemistry with the Decision-Maker?” chart. Creating a well-thought-out strategy will take time to implement, but it’s the right time to expand & elevate your marketing, sales process and positioning.

 

[1] 2017 US Women's Car Dealership Report https://women-drivers.com/2017-us-womens-car-dealer-report.pdf
[2] 2017 US Women's Car Dealership Report https;//women-drivers.com/2017-us-womens-car-dealer-report.pdf
[3] 2017 US Women's Car Dealership Report https;//women-drivers.com/2017-us-womens-car-dealer-report.pdf

Bart Wilson

Interesting read.  I feel that creating and embracing a more inclusive culture will improve your human capital regardless of the gender or race of the applicant.

 Unlock all of the community & features  Join Now