Sell More Cars At A Dealership: Experience Is The New Brand

Experience is the new brand!  While customers are buying cars, it isn’t the only thing they are buying.  Customers buy experience.  In order to sell more cars, you must out experience the competition, whether it is in person, online, or through your Automotive Internet Sales Department. So, what type of experience are you giving?

This week Sean V. Bradley, CSP, and L.A. Williams discuss how to sell more cars at a dealership. More importantly, they dive deep into experience.  The customer experience is one of the most powerful influences.  Additionally, the experience will determine where a customer will purchase their next vehicle.

Joining Sean and L.A. is Tim Cox.  Tim discusses how experience is the new brand.  As we all know, most consumers start their process online.  So the digital experience must meet their wants and needs as well.

About Tim Cox

Tim Cox is the co-founder and current senior vice president of sales for CarNow. CarNow is the market leader in tailored digital solutions built to help dealers sell more cars.

Tim has come a long way since he started his career in the automotive industry at the age of 17. He has held virtually every position in a dealership. However, he attributes a lot of his success to his team at CarNow. 

In addition to his work at CarNow, Tim also has a podcast, Tim Talks.  In his podcast, he shares what he has learned with other automotive professionals.  He has a pure passion for the automotive industry and a strong desire to help automotive.

How to Sell More Cars At A Dealership: Experience Is The New Brand

Experience Is The New Brand

“Experience is the new brand. Out experience the competition”- David Cane

Experience is one of the reasons why people are buying cars online.  The dealerships that have fully embraced digital retailing are not selling cars online.  Instead, they are selling an experience online.  They tailor their online experiences to win the favor of consumers. 

The same can be true of your dealership if you have not fully embraced digital retailing.  The focus needs to be shifted to the online experience.  Not only does it have to be just as good as your in person experience, but it should be better.  

No matter how the customer chooses to interact, they need to be met with an experience to remember. This will turn your customers into raving fans, and raving fans will generate more referrals. 

Understanding Your Customer

“99 of 100 automotive shoppers begin their purchase journey expecting it to be a “hassle” driven in large part by their experience”- DrivingSales.

While understanding the experience dilemma is part of the problem, it is not the only thing to consider.  You must also understand your customer.  One of the main reasons customers want an online experience is because they have a mistrust of car salespeople.  They want a different way to purchase a vehicle due to their past experiences.

Additionally, consumers are shopping online more than ever due to the recent pandemic.  While they still have vehicle needs, they also have safety concerns.  The COVID 19 pandemic not only added to their need for a better online experience, but also forced dealerships to enter this new way of business as well.

Understanding Your Experience

Once there is an understanding of the customer and the importance of their experience, dealerships must then look internally.  Dealerships sell cars every day. It is like the back of their hand.  However, for the customer, it is a purchase that is typically made every 3 – 11 years. 

More importantly, for many people, it is the second biggest purchase in their life. With this in mind, the experience should feel as special as it is to them.  The first step to understanding your experience is understanding where you rank on your customers’ concerns. 

To start, a management meeting should be held to go through the list.  List what the customers’ concerns are and what your dealership is doing to meet those needs.  Then, brainstorm on what the dealership can do to further meet their wants and needs.

Sell More Cars By Making Your Dealership Special

What makes you special to the population as a whole, however, is only half of the battle.  The other half dives deep into the demographics and situation of the customer. 

Why should the LBGT community buy from you?  Why should law enforcement buy from you?  More importantly, females influence more than 85% of all car purchases, so why should they buy from your dealership?  

By conducting a SWOT analysis, car dealerships can create a process to give a special experience to everyone.  From there, dealerships need to train their employees.  The employees need to understand the mission.  They need to personify it. 

Additionally, the staff needs to be able to take the vision and mission, and translate it into an unforgettable experience for the customer.  This will not only make the experience unforgettable, but also the sales associate.

How to Sell More Cars: Dealership Website

Sell More Cars By Branding Your Experience 

Once the problem has been identified, with a solution created, dealerships need to spread the message.  Tim expresses the importance of branding your online and physical dealership.  The experience needs to spread across your brand.  In addition to your website and social media, the experience should be included in all other forms of marketing. 

Your Website Is The First Experience

Last week’s episode of the Millionaire Car Salesman featured David DiPasquale.  He spoke about the importance of optimizing your website. Your website is part of your brand, and with most consumers starting their purchase online, it is their first experience with your dealership.  

The website needs to be user-friendly and cater to the customer’s needs.  A good way to do so is to utilize tools, such as digital retailing, to enhance their experience.  Then, utilizing the CRM and the information on hand, dealerships should tailor the experience to the customer.  

Your Team Carries Out The Experience

 In addition to the online experience, automotive dealerships need a properly staffed team.  Jared Rowe, the CEO of AutoWeb, spoke about this importance on The Against All Odds Radio Show.  The dealership’s employees will add to the customer experience.

Dealerships need to hire and train the right people to provide this experience.  Jared speaks about two main qualities during his interview.  First, they have to be a good person.  Next, they have to be useful.  This concept not only applies to the dealership, but also towards the customer as well.

Sell More Cars By Through Customers’ Great Experiences

Once you have created a great experience, online and in person, you will start to gain traction.  However, you shouldn’t stop there.  Dealerships need assistance from their fully satisfied customers.  The sales staff should have customers create a video review of the dealership.

While written reviews are good, video testimonials are received better.   The best practice for conducting the video review is to complete it while the customer is still at the dealership.  Then, post the video to your YouTube and social media accounts to spread the message. 

Resources To Sell More Cars At A Dealership By Selling Experiences

Dealer Synergy & Bradley On Demand: The Automotive Industry’s #1 Training, Tracking, Testing, and Certification Platform and Consulting & Accountability Firm

The Millionaire Car Salesman Podcast: is the #1 Resource for Automotive Sales Professionals, Managers, and Owners.  Also, join The Millionaire Car Salesman Facebook Group today!

The Against All Odds Radio Show: Hosting guests that have started from the bottom and rose to the top.  Also, join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.

Join The Millionaire Car Salesman Club: on Clubhouse

Win the Game of Googleopoly: Unlocking the Secret Strategy of Search Engines

VinCue: In addition to be built by dealers for dealers, VinCue is an All-In-One Digital Platform.  At the end of the day, it can help your Dealership!

AutoWeb: Visit AutoWeb.com/dealers for help in revolutionizing your business to help you sell more cars.

Dealer eProcess: Specializing in responsive websites.  Without a doubt, DealereProcess.com is the auto industry’s leading custom website provider.

CarNow: Sell more cars now!  Not only is CarNow.com. the market leader in tailored digital solutions, but they are built to help dealers sell more cars.

Be Sure To Listen To Last Week’s Episode of the Millionaire Car Salesman Podcast

Last week, Sean V. Bradley, CSP and L.A. Williams discussed automotive websites.  Automotive Internet Sales: Website, SEO, & Digital Retailing dove deep into these issues.  COVID-19 affected the industry in a big way.  As a result, automotive internet sales and digital retailing have never been more important. 

Their guest was David DiPasquale. Not only is Dave a high performing GM, but he focuses on the online experience.  Additionally, he has been working with Dealer eProcess on creating his custom website.

The Millionaire Car Salesman Podcast

The Millionaire Car Salesman Podcast has a new episode every Tuesday at 4:00 PM EST.  Be sure to tune in next week. Also, check out all of the previous episodes of the Millionaire Car Salesman Podcast.

Likewise, join the Millionaire Car Salesman Facebook Group and The Millionaire Car Salesman Club on Clubhouse today!

Additionally, The Against All Odds Radio Show broadcasts nationwide each weekend and has a podcast released each Monday.  Listen in for tips from billionaires and multi-millionaires.