The role of the automotive advertising agency has changed to follow the
new rules of the road on the Internet Super Highway. Newly empowered
consumers are no longer limited to shopping for a vehicle using
information provided by self serving auto dealers pushing information to
them using conventional media like radio, T.V. or newspaper. Social
media has allowed car shoppers to gather information from like minded
customers before, during and after their shopping and/or buying
experience. These online friends are playing an increasing role in the
car shopping process and automotive advertising agencies are using them
to influence buyers.
The new pull / push nature of the market
powered by the Internet requires automotive advertising agencies to
focus on people vs. product or price. Car shoppers are following their
own agendas when pulling information from the world wide web that no
longer requires them to rely on an auto dealer as the source. Today's
online shoppers prioritize people when selecting a dealership they are
willing to do business with. That is not to suggest that product and
price aren't important. It simply suggests that all systems start and
end with people and that people are the true asset of any auto dealer,
automotive advertising agency or vendor!
The most obvious
evidence of the priority that people play in the auto
shopping/buying/service experience is the explosive growth that social
media has enjoyed as a marketing media vs. conventional radio, T.V. and
print that used to dominate the automotive advertising landscape.
Automotive advertising agencies recognize that people have always
preferred to do business with people that they like and social
networking has expanded the spheres of influence of car shoppers/buyers
to include their online friends.
The market is a conversation
amongst friends before, during and after the car shopping/buying/
service cycle. Auto dealers that have friends in the social networking
communities are more likely to be invited to participate in the
dialogue. More specifically, automotive advertising agencies realize
that it is difficult to befriend a building or a website! It is the
people that work at the dealership to support their families that have
the story to tell to their friends and who will earn the sale -- not the
Chevrolet, Toyota, Mercedes, etc. -- or the extended service hours and
weekly specials. Saturday service hours have no appeal if the customers
don't like or trust the people that they are handing their keys to.
Having a friend in the car business is a relief that trumps the best
process, product or price for the average car buyer.
Automotive
advertising agencies also recognize that people play a role in both the
real and virtual world showroom experience which will be reflected in
the number of units sold and their job performance at the end of the
month. First impressions are irretrievable and they are not limited to a
large inventory, clean showroom or a dealer centric selling system that
processes customers in sales and/or service. The atmosphere in a well
run dealership reflects the morale of the staff in sales and service
which directly impacts the customers that an automotive advertising
agency drives to the dealership.
A smiling sales person, service
writer, operator and cashier can't be forced as a part of policy -- much
like customer satisfaction can't be bought or taken for granted by
simply offering the best price; it must be earned. It is earned when a
dealer or manager appreciates the individual and team contributions of
his staff -- and tells them so on a regular basis! It is maintained by
HR departments and hiring practices that select personality over prior
auto sales experience with compensation plans that reflect individual
contributions along with job descriptions and defined areas of
responsibility that are managed and monitored by a caring management
team.
Employee retention is directly linked to customer
satisfaction and customer retention and neither can be taken for
granted. Automotive advertising agencies are counseling their auto
dealer clients to invest in their people before, during and after they
are hired to compliment their investments in automotive advertising. It
is their people that will represent their dealership and it is their
people who will sell their cars and service to a growing list of friends
and customers.
Automotive advertising agencies have extended
their areas of responsibility to include their involvement in all
aspects of day to day operations at an auto dealership. Most selling
systems and related processes include a meeting and greeting, an initial
manager T.O. to qualify the customer's needs, an inventory and facility
walk, a test drive, a feature benefit presentation, a desking
procedure, a manager T.O., negotiations, an F&I introduction, a
delivery procedure and service introduction. All of these steps are then
supported by a state of the art CRM/ILM, DMS and follow up system.
Unfortunately, all of these well thought out procedures are only as good
as the sales person who entered the customer into the system and/or who
is expected to follow up if not sold or who is relied on to solicit
future service and referrals.
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