When I first started working in the industry 20 years ago, I did everything from selling cars, to working in the finance department, to actually running multiple dealerships. To drive sales and create as much showroom traffic as possible, we focused exclusively on traditional marketing. We put ads in the local newspaper and on the radio, hosted tent events, and decorated with colorful balloons around the lot. We measured the success of our campaigns, if you can call them that, by tracking the number of people that showed up, end of story. It was trial and error – put it out there and see what happens.

When the internet started growing in popularity, most dealers assumed it was a fad, not realizing the amount of change it would bring to the industry. But today, nearly all car shoppers start their search online – increasingly from their smartphone or mobile device – before ever stepping foot in a dealership. Although it requires dealers to shift their mindset about how they target shoppers and with what tools, the basics of marketing and customer service are still in play.


A former sales manager of mine would remind our team every morning: “Sell the sizzle, not the steak.” Regardless of all the changes that have come from advancing technology, the need for dealers to create value for the customer remains just as important.


Here’s how dealers can sell their value, the “sizzle,” online:


Treat online as the new store front. Dealerships spend a lot of money, sometimes millions, on their physical location. Understandably, they want to make a great first impression when customers arrive on the lot, and so they create exceptional brick and mortar facilities with exterior facades as magnificent as the modern amenities inside. But today, the dealership is not where people start making decisions because the car shopping process has changed. It’s now critical for dealers to make even greater investments to reach consumers online before they ever step foot on the lot. From the company website to online reviews to third-party websites, every touch point matters.


Take advantage of digital. The effectiveness and efficiency of digital marketing far surpasses any other form of marketing, especially in the car sales business. Using online channels, including third-party sites, allows dealers to identify true car shoppers and get in front of them where they’re shopping, whether they’re at home on the couch, taking a break at the office or waiting in line for coffee.


Don’t skimp on customer service. The essence of human interaction doesn’t change whether the first point of contact starts on the lot in person, on the phone, by email or even over chat or text. At the end of the day, the dealer’s job is to serve the customer and guide them to make the best vehicle purchase possible.


Educate the team. The sales staff needs to know how to deal with today’s car shopper and understand that a cookie-cutter needs assessment may not be appropriate for a well-researched shopper. Nor is it appropriate during online and phone communication to respond to specific customer questions with a vague, template response. Teaching salespeople how to appropriately engage internet-savvy car shoppers after the “sizzle” has been effectively sold online will go a long way in delivering value for the dealership and help move more cars, which is really what it’s all about.


This post first appeared on LinkedIn by Jesse Toprak

Author: Pierre Theron