Remember in your high school yearbook when all your friends would write flowery things like, “You’re the greatest, don’t ever change”? How good it felt to know you’d have those friends forever. We never imagined otherwise. Then as the years progress, we realize some of those friends will never pass our way again. We look back and admit that things do change, that we change, and we notice that we’ve grown into better versions of ourselves.
So it is with the car business today. As many of you know, I’ve spent 3 decades in auto retail and I can tell you that the recent changes we’ve seen in customer buying behavior have transformed our business for good. Good, as in forever. Good, as in for the better. Social networking and online marketing have forced dealers to change their selling tactics and customer relations processes. It’s caused them to be better versions of themselves.
The Social customer is the cause of this shift. Social Media has most certainly influenced the way dealers market and advertise. However, it’s caused many to be resistant because they’re not familiar with the medium yet. Adding to the resistance is the fact that dealership marketing has never required grassroots participation from your entire team for it to succeed. These are understandable reasons for opposition but you can’t let them derail your resolve. Social Media is too important to your sales success.
Change triggers your organization’s immune system. People start to resist, trying to fight off the change. Anytime you upset the status quo, you find opposition. Dealers can do serious damage by resisting changes that are needed to support their online presence and generate sales. Putting up a half-hearted Facebook page won’t do the trick either. Your store deserves better than that!
Your customer starts 9 months ahead when shopping for their next car. You need to use that time wisely to develop trust and convince them to buy from you. Start today. Resist the urge to recoil. Learn all you can about Social Media marketing, define your goals and launch it with enthusiastic commitment. The quickest way for you to pick up speed with your Social customer is to take your foot off the brake.