Digital Marketing

How To Attract & Sell The Millennial Car Buyer (PART 22) TRANSCRIPT: We’ve got to keep the customer busy at all times. They’ve got to be engaged at all times with some of our team. One of the big reasons for that is it makes the time seem to fly by and so it does become […]

How To Attract & Sell The Millennial Car Buyer (PART 21) TRANSCRIPT: Old school trainers by the way will tell you to slow down the process and they have the data to prove it. Old school trainers have that data to prove that slower process works, but that’s yesterday’s data. You cannot apply yesterday’s data to […]

How To Attract & Sell The Millennial Car Buyer (PART 20) TRANSCRIPT: When we talk about your road to the sale. It’s important to know that three plus hours, that is unrealistic. Slower is not better. Your customers don’t like it okay. Today’s up has spent over 19 hours looking at information online. They’ve seen more […]

How To Attract & Sell The Millennial Car Buyer (PART 19) TRANSCRIPT: Okay, part eight. Let’s just into sales in the dealership. This is the last section we’re going to talk about in this series, Attract and Sell the Millennial Buyer. Do you remember these quick stats from the earlier parts according to AutoTrader? In 2015 […]

How To Attract & Sell The Millennial Car Buyer (PART 18) TRANSCRIPT: You know what? Think about it. Bad experiences and service, they hurt the entire store. A negative customer experience in our service department leads to distrust in our entire dealership and it reduces profits in our sales department. You know what? You can reverse […]

How To Attract & Sell The Millennial Car Buyer (PART 17) TRANSCRIPT: Service only gets one shot. Consumer Reports says that 91% of consumers will not do business with you a second time if you botch it the first time. We need to assume it’s everybody’s first time. Ask yourself, if I knew nothing about my […]

How To Attract & Sell The Millennial Car Buyer (PART 16) TRANSCRIPT: When I talk about this service scheduling thing, think about your online scheduling apps. They’ve got to be simple. They’ve got to be intuitive. They’ve got to make sense. They’ve got to be easy to do. Look at this one form, the one that’s […]

How To Attract & Sell The Millennial Car Buyer (PART 15) TRANSCRIPT: Let’s talk about service in the dealership with today’s connected customer. Remember that today is about the connected customer a whole lot more than just talking about millennials. Let’s be clear that the service opportunity is huge for dealers. DMEautomotive says that 77% of […]

How To Attract & Sell The Millennial Car Buyer (PART 14) TRANSCRIPT: Okay let’s jump into part six. Section six here, hiring millennials. It’s important to understand that connected buyers are all fairly similar, right? We talked about that, but millennial employees are actually a little bit different than previous generations. For example, millennials prefer to […]

How To Attract & Sell The Millennial Car Buyer (PART 13) TRANSCRIPT: Digital marketing is important, but you shouldn’t wait for the connected customer to come to you. Database marketing, equity mining, and selling in the service drive. These are critical components today. When you do these things right, you can catch your customers before […]

How To Attract & Sell The Millennial Car Buyer (PART 12) TRANSCRIPT: All right, when we talk about the connected buyer in mobile, I don’t want you to overthink mobile. Okay? Mobile is only the most important part of your marketing strategy to attract the connected buyer. Don’t overthink it. It is the most important. Okay? […]

How To Attract & Sell The Millennial Car Buyer (PART 11) TRANSCRIPT: Let’s talk about how millennial friendly pricing drives the 61%. Think about it. 99% of consumers expect a hassle before they walk onto a lot. They’ve said that, 99%. People are price sensitive today because they have access to more price information than ever. […]

How To Attract & Sell The Millennial Car Buyer (PART 10) TRANSCRIPT: We talk about your overall marketing mix, your overall marketing message rather, and what its focus should be. You really need to focus on that 61%. You need to make sure that to attract the connected buyer, our marketing has to address their fears. […]

How To Attract & Sell The Millennial Car Buyer (PART 9) TRANSCRIPT: “Steve, the 61%, they’re more important. Right?” Okay. There are those who cannot generate leads for you and they say the leads are dead. They say leads are dead, so you should only focus on engagement, only focus on the 61%. Let me tell […]

How To Attract & Sell The Millennial Car Buyer (PART 8) TRANSCRIPT: “All right, Steve, we got a lead from the 39%. Now what?” Today’s connected customer already has all the information. We got a lead, I’m telling you right now, it’s an order. They are not looking for more information. Don’t fall for that. Remember […]

How To Attract & Sell The Millennial Car Buyer (PART 7) TRANSCRIPT: When we talk about these ROI measurements, the digital ROI measurements, these have evolved. I want to look at three categories. This is where I place them. You can change where you place these measurements, but these are where I place them. The three […]

How To Attract & Sell The Millennial Car Buyer (PART 6) TRANSCRIPT: This is where we’re talking about the sales and service, the marketing that you do and the things that you do pre-visit to attract the millennial buyer into your dealership. Now when we talk about today’s buyers, how do we get them to show […]

How To Attract & Sell The Millennial Car Buyer (PART 5) TRANSCRIPT: When we talk about information exchanges, you will lose all pre-visit information exchanges. Again, I’m not talking about don’t give information. I’m not saying be coy. In fact, transparency, pricing transparency, process transparency, that’s good for business today, it really is. It doesn’t mean […]

How To Attract & Sell The Millennial Car Buyer (PART 4) TRANSCRIPT: When we talk about communicating with today’s connected customer, there really are 4 tips I want to take you through. We’re going to go through all 4 in detail, so no need to write all this down now. Today’s connected customer, believe it or […]

How To Attract & Sell The Millennial Car Buyer (PART 3) TRANSCRIPT: Let’s talk about connecting today’s connected customer. What I want you to understand is please, don’t get hung up on popularity. Okay? All communication channels are valid because all communication channels are in play. That means email is in play. Right? That means phone […]