Customer Service

How To Sell Cars Online or Offline (PART 24) TRANSCRIPT: We need a broad strategy because there is no one size fits all. That’s one of the many things, by the way, that Beepi didn’t understand. That’s something that CarMax and Carvana don’t quite understand today. I can’t do any of the deal at CarMax as […]

How To Sell Cars Online or Offline (PART 23) TRANSCRIPT: Let’s level set for a second because customers see no differences between your online and your offline businesses. Just like booking a hotel in a ritzcartlon.com. Just because I booked online doesn’t mean the experience won’t be fantastic offline. Think about it. In fact, if I […]

How To Sell Cars Online or Offline (PART 22) TRANSCRIPT: “Steve, don’t we have to start doing online sales first to make it happen?” No. We’ve actually had a hybrid system, this hybrid online/offline buying system for a long time. It’s called internet sales. For most dealerships, though, you’re just collecting and responding to leads. You […]

How To Sell Cars Online or Offline (PART 21) TRANSCRIPT: All right. “Steve, how do I market this, okay? I want to add to my website but I want to make sure that people show up on my website and start buying cars.” Like all marketing you do, everything should be seamless. Everything should flow together. […]

How To Sell Cars Online or Offline (PART 20) TRANSCRIPT: Let’s talk about some of the pros and cons. First, let’s talk about the cons of the best online tools out there. This is not me saying it. This is Rick Ricart talking about AutoFi from Ricart Automotive. I asked him. I said, “What are the […]

How To Sell Cars Online or Offline (PART 19) TRANSCRIPT: “Okay, Steve. We sold a car. Now, what happens? We had this great experience online, right, but we sold the car and we know that it requires a wet signature.” This is where you can fail. This is where, when you talk about how we going […]

How To Sell Cars Online or Offline (PART 18) TRANSCRIPT: When we do self-desking, these have to be to-the-penny calculations, don’t they? Plus, throughout the online process, they may want some assistance. You should have a BDC capable of answering questions via a robust online chat texting partner. “Steve, oh. Wait, Steve, we got to add […]

How To Sell Cars Online or Offline (PART 17) TRANSCRIPT: We talked about people being surprisingly honest with their trade. If you’ve got Kelley Blue Book instant cash offer. If you’re an instant-cash-offer dealer, you know 95 or more percent of the people who show up with their vehicles, they’re very honest with their vehicle. Most […]

How To Sell Cars Online or Offline (PART 16) TRANSCRIPT: Where should a dealer start? The first place you start is get a great partner. Get a great partner who’s going to do all of the work. We’ll talk about in a minute how many people we want to get involved in the dealership and that […]

How To Sell Cars Online or Offline (PART 15) TRANSCRIPT: “All right, Steve. How do we do this?” If you’re ready to create a great online buying experience, let’s go through the steps. First, we’re going to start with your inventory display. Most people forget when they add the shopping cart or these other tools, this […]

How To Sell Cars Online or Offline (PART 14) TRANSCRIPT: First, we got to think about the customer perspective. Think about this. Look at these two choices out here. Is your customer today, are they trying to structure a deal or are they trying to buy a car? Structure a deal, that’s how we talk. Why […]

How To Sell Cars Online or Offline (PART 13) TRANSCRIPT: “But Steve, I don’t want to give someone all that information so they can shop me everywhere.” Let me give you a hint. Consumers already have all the information. They do. To buy a car, consumers need three things. They need to find value, relevancy and […]

How To Sell Cars Online or Offline (PART 12) TRANSCRIPT: There are already applications out there that your customers can use, things like Chase Auto Direct and AutoGravity. These give customers online finance offers right now. They can do the deal online without you, completely bypassing you. Make no mistake, the reserves are baked in so […]

How To Sell Cars Online or Offline (PART 11) TRANSCRIPT: Now, we’re going to talk about the best online car-buying experience. Yes, everything I’m going to show you today, dealers are doing absolutely today. Now, wait. Isn’t all online buying the same? I’m going to say, “No.” Actually, I’m going to say, “Not even close.” Online […]

How To Sell Cars Online or Offline (PART 10) TRANSCRIPT: Right now, dealers have the clear advantage over Carvana and the others. You really do. You already have the facilities. You already have the service business which means you can take less if you need to. If it’s a long-term fight, if you hit a recession, […]

How To Sell Cars Online or Offline (PART 9) TRANSCRIPT: “Steve, you said self-desking.” Yeah, I know. This is where you hand them an iPad. They already know what their car is worth before they ever came into your dealership. They already know what your car is worth, again, before you ever set foot on your […]

How To Sell Cars Online or Offline (PART 8) TRANSCRIPT: A sample buying process. Here’s one that I’ve had dealers put in place. It works. It works for them. It may not work for you. You may not be ready for this yet but it’s where step one gets everything out of the way that we […]

How To Sell Cars Online or Offline (PART 7) TRANSCRIPT: If you’re using an old-school road to the sale, then we first need to create a buying process in your store. Buying process is one that shortens your road to the sale without turning everything over to the buyer. Again, yet, our buying process is going […]

How To Sell Cars Online or Offline (PART 6) TRANSCRIPT: All right. Listen, great experiences, they also make sense. That’s the second thing about all great buying experiences. Customers should see the WIIFM in every step of your process, the what’s in it for me? It should make sense to the customer. “I understand why he’s […]

How To Sell Cars Online or Offline (PART 5) TRANSCRIPT: Let’s look at the common denominators of a great experience. All great buying experiences at the car dealership are controlled. There are five things we’re going to look at. Control is number one. We’ve got to keep the experience controlled. That means we’re going to be […]