Optimizing Sales During the Summer Selling Season


Happy woman driving convertible

Where I’m from, people are finally starting to see the first signs of spring. The days get warmer, the nights get longer, and consumers have more time to think about that new car they want to buy. It’s the selling season, and it’s up to you to up your game and select the right tools that will help you sell more. Gone are the days when a customer walked a couple lots before making a purchase. Today’s customers are savvy and informed, and they often know as much about a product as the person selling it. In a market where customers study the internet extensively before even approaching a salesperson, it’s more important than ever to make your presence known on the web, and eliminate the barriers that make it more difficult for your customers to communicate with you. There are many tools and websites that offer to help, but I’m here to tell you what has worked for us at Golling Chrysler Dodge Jeep Ram.



So, say you have a great website. You added all the specials, widgets, coupons, staff photos, bios, etc. It’s all set. What most people don’t seem to understand is that if a buyer can’t find your website, it doesn’t matter how great it is. Being relevant in search engines, like Google, is a huge part of spreading awareness for your dealership. It sounds like common sense, and it should be, but the importance of this simple action is essential. A sure-fire way for better Google placement is great content…content, content, content. There is no website you shouldn’t be featured on if you have the opportunity. Youtube, Facebook, Twitter, WordPress, Pinterest, Google+, Yelp, DealerRater; There are dozens of great sites out there to help with this new generation of social interaction with customers, and the best part is, they’re all free!

Now free is obviously a great place to start. We can all afford free. But, when it comes to spending money on tools and resources that grow sales, it’s important to understand which are effective. First of all, if you don’t have chat on your website, get it. You will be missing out on upwards of 25 percent more sales conversations and an entire generation of car buyers by not having it. Before dealer chat tools like Contact at Once!, a customer did their research online, made their decisions and then reached out to select dealers afterwards. Now with chat, customers can ask questions during their research. The dealers that are available to respond become an added source of information, influencing the buyer in their direction.

Another great innovation is customer video for email. Nobody is impressed with the same old email, so why not spice it up by adding a face to the dealership? This is also helpful in creating a connection with your customer when they’re considering their options—when it matters. Customers appreciate personalized video, and companies like Eyejot make it as simple as possible to create them. After all, people don’t want to buy from a dealership. They want to buy from a person. With a video where you speak directly to a customer’s needs, consumers can get to know you, to trust you, and believe that you are the best person to help them.

It was Tim O’Reilly who said “What new technology does is create new opportunities to do a job that customers want done.” There is no better day than today to advance your dealership into another age, and immerse yourself in new technologies. However, turning your back on technology is only benefitting your competitors. It’s the selling season. Be sure to have the right tools for the job.

Ricky Pluskota is a media consultant at Grolling Chrysler Dodge Jeep in Bloomfield Hills, Michigan. He has been in automotive sales for the past three years and is responsible for online video, social media marketing, and online sales conversion technologies at Grolling Chrysler Dodge Jeep.

Michael Bowen

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