Category: EFG Companies

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Dealership Marketing EFG Companies

Auto Dealership Marketing: Positioning Your Dealership for More Online Leads Part Two: Strategy and Taking Action to Develop Leads

This entry is the second in a two-part series on increasing visibility and leads through auto dealership marketing. In Part One, we discussed the need to assess how you look online to potential leads. Today, we’ll detail two tactics for turning customer reviews and web visits into sales leads.

Online lead generation consists of a few key elements:

  • Making your website easy to find through SEO
  • Having current inventory, specials and incentives available through only a few clicks
  • Strategically developing relationships with potential customers online
  • Making it as easy as possible for potential customers connect with you and  ask your sales department questions about inventory or pricing.

We’ve given you tips on SEO, and chances are your website already gives the customer easy access to your inventory. But as you know, customer service is a crucial part of running a successful auto dealership. Consumers have more options than ever to source a potential car purchase, and it’s important to not lose leads through an undeveloped online strategy.

What do you currently do if you see a negative review or other unflattering content about your dealership? First, if you found the review on a personal blog or social media site, you should contact the reviewer directly. If it was a customer review site or news article, consider putting out a public response through your own website and social media sites. Some online review sites will allow the business owner – you – to respond directly.

Do your research about the issue, then formulate a response. Give them a direct number to call to rectify the situation. Consider a customer stumbling on a bad review with absolutely no response from the dealer. Now consider that customer reading the bad review and seeing that the GM personally responded to the issue and offered his phone number to rectify it. We’ve seen it happen and we’ve seen this type of response have an impact.

It’s also important for auto dealerships to have a standard response policy for all customer review sites and social media channels. For example, let’s say a user writes “I love the new Chevy Volt” on your dealership’s Facebook page. This person isn’t necessarily shopping for a car, but that doesn’t mean you and your sales staff can’t turn this situation into a lead. Consider responding with interest and provide some value. A good response could include, “We love the Volt, too. Have you seen the model in cobalt blue? Take a look at our newest photo album to see it!”

Working a lead online takes more effort than emailing potential customers pricing deals or specials. At EFG Companies, we recommend providing value and interesting content to keep online users engaged.

 Designate a Section of Your Dealership’s Website as a “Lead Funnel”

 Once you’ve established a conversation with a potential lead online, it’s important to take the conversation to the next level. Consider our Facebook Chevy Volt conversation from earlier. After the user looks at your photo album, they may ask another question or make a comment on it. We recommend thanking the user for their comment and then directing them to take another action. For example, “Thanks for liking the photo! Are you interested in finding out more about the new Volt? Feel free to contact us directly here.” Then incude a link to your dealership’s “Contact Us” page.

To go one step further, we’ve found that while you’re interacting in the social realm, staying there has the most impact. For example, direct them to a page on your website where actual customers have provided testimonials about the Volt, or to your video library where you’ve featured very excited new Volt owners.

Working online leads is an art form, not a science. Rest assured that it may take time for your sales staff to respond accordingly to online feedback and convert leads into sales.

Have questions about researching how your appears dealership online? We’d be glad to help.

Please feel free to contact us or join our social communities for more information.

 

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Dealership Marketing EFG Companies

Auto Dealership Marketing: Positioning Your Dealership for More Online Leads – Part One: Research and Monitoring

Today begins a two-part series on improving auto dealership marketing and online lead generation by both researching and actively working to improve your dealership’s online presence and reputation.

Part One of this series will suggest steps to take to determine how your dealership looks online and what potential customers are saying about you and your industry. Part Two will detail methods to turn reviewers or commenters into a solid online sales lead.

Let’s start by exploring where your dealership currently stands in search engine results and customer review sites. Gauging the temperature of what potential customers see when they search your dealership is the first step in determining if you are primed for online leads.

Leverage the Power of Search Engines

 What do the search engine results tell your potential buyer when they Google your dealership or the kinds of vehicles you sell? Have you Googled yourself lately?

If you’re not ranking well in the search results you need to make SEO a priority in your monthly marketing spend. EFG has found that even the smallest efforts on behalf of our clients have a big impact in SEO. We took one client from non-existent in search results to appearing on the first page, and for some keywords, in the number one search return, just by updating content, meta information and navigation. Remember, 64% of customers used a search engine to research the cars they bought last year, before ever setting foot in a dealership.  If your website isn’t easy to find, you’ll lose the business to someone whose website has the right SEO strategy in place.

Utilize New Techniques in Social Media Monitoring

 Do you remember when YouTube used to be a place where people stored their personal videos? And now it’s the second largest search engine? Your online customer is creative with how they search for information and it goes beyond Google. EFG has helped clients understand the importance of video and how little effort it takes to build an online video library. Do you perform walkarounds with your sales team? Why not video them? Have you ever captured a first time car buyer’s excitement about their new car? You don’t have to purchase a light kit and professional video equipment – the iPhone you might be holding in your hand is sufficient, or a small flip camera.

Both Facebook and Twitter have released more sophisticated search capabilities in 2011 that make it easier for users to more readily track customer feedback.

Facebook recently updated its search options to include filters, allowing users to search public status updates of personal profiles. If someone’s talking about you on Facebook and they’ve got a public status update – your potential customer can find it there.

Twitter also enables users to search public tweets in the same way a search is conducted on Google. Visit search.twitter.com and type in your dealership’s name. If a user has mentioned you, their tweet will appear in the results below. Twitter Search is also a great way to locate potential sales leads. Consider searching for phrases such as “I need a new car” to find users who are actively online and Tweeting about their car search.

So why is social media monitoring important? Again, consider the customer’s perspective. If a person is pricing out Chevy cars in Phoenix and sees mulitple users complaining about your dealership, they may choose to go with another option. A bad online presence means lost leads.

Have questions about researching how your appears dealership online? We’d be glad to help.

Please feel free to contact us or join our social communities for more information.  And stay tuned for Part 2 of this series, where we’ll cover tactics car dealers can use to improve and better capture online leads.

 

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Dealership Training EFG Companies F&I The Transcend Group

F&I Training: Four Ways to Keep the Customer Engaged

A crucial part of F & I training is learning how to keep customers engaged while they’re in the finance office.  At EFG Companies, we recommend offering extensive training to your new staff to make the process as efficient and productive as possible.

Every aspect of the sales process should focus on the importance of building a relationship with the customer rather than simply trying to push a sale.  The time spent in the finance office is no exception.  The first step is to make sure that you are always mindful of respecting the customer’s time.  Offering F&I services should be done efficiently so that the customer doesn’t lose interest before the products or services are even offered.

  1. Ask a series of simple questions to determine which products or services best fit the customer’s needs, and focus on those rather than overwhelming the customer with a detailed description of everything.
  2. Offer the customers a variety of options that fit their driving habits and needs.
  3.  Clearly explain how each option could benefit the customer in the long term, based on their identified needs.  This is another opportunity to build a lasting, trusting relationship with the customer.
  4. Before you attempt to respond to any resistance, listen and clarify the objection, make sure to justify your point based on their specific circumstances

It is critical that dealers select the right F&I products for their dealership in order to maximize dealership profitability.  As the innovators behind the award-winning Hyundai Assurance program, our industry-leading assortment of products includes everything from Vehicle Service Contracts to our Drive Forever Limited Lifetime Powertrain Protection. 

For more information about EFG Companies, feel free to contact us or join our social communities.