You see a lot of dealers and other businesses today marketing on price. Heck, it’s how we’ve been doing it for the last 20+ years and it produces results. Today, however, car prices are no secret and customers don’t buy cars the way they used to: They rely on trusted relationships and referrals now more than ever before. It makes more sense to stand out from the crowd and sell on something even more valuable than price: peace of mind.
I propose to you that marketing on price will only engage you in the race to the bottom. In metro areas especially, every dealer will match the price from their competition. So, what’s left to work from then? Building trust using Social marketing and then deliver an outstanding customer experience. These two essential actions create return buyers. You build an infrastructure of happy, loyal customers who only think of you when it’s time to buy.
Car buyers will always be interested in the lowest price but when there’s a relationship involved, when you’ve either sold to them before or they feel like they know you from your Social Media presence, price can become secondary. Think about the great relationships you have with the people you buy from. Does your conversation with them begin and end with price? No. It’s a trusted relationship so you come to the table knowing they’ll treat you fairly.
People buy from price because absent of any trust, there’s nothing left BUT price.
I’ve worked at stores where they’ve won the race to the bottom. It’s exhausting and it will eat you alive. I’m proposing a better way. One that supports your business, your employees and your customers. When there’s a culture of fostering repeat business internally married with an ongoing Social Media marketing effort with compelling content, you’ve got a winning combo. These are the “bookends” of your process and it produces serious results to your bottom line.
Social Media and content marketing is the cure for the race to the bottom syndrome. Instead of paid advertising, create “earned” advertising. Relevant and compelling content, using blogs and Social Media, invites the visitor to learn more about you. It establishes your credibility. You become the likeable expert who’s there to help them with questions, advice and conversation. You “earn” the right to market through memorable conversations…and that drives business to your door.
Win a different kind of race to the bottom: one that guides car buyers down through the sales funnel and converts them into sales!
I often hear, “Social Media doesn’t sell cars.” Yes it does if you do it right! Social is a medium in which to engage your customer, just like radio, print or TV. You need a budget and a qualified marketer guiding you. Social marketing generates leads and they’re often the warm leads that can only come from a trusted sales relationship.
Do what you do best. Develop internal processes like loyalty programs to nurture your repeat buyers. Invite them to join your community on Facebook so you can interact with them more often. Keep them engaged and work to constantly build trust. Work in collaboration with someone who knows automotive Social Media and you’ll see a transformation happen. Your customers will genuinely value the peace of mind they get when they do business with you. Peace of mind is memorable and that fosters word-of-mouth referrals. That is how you win the race!