Stop Selling and Advertising Vehicles

Stop selling and advertising vehicles.

In my article “Your current automotive advertising is not ready to deal with shortages of inventory” I mentioned that dealers need to think differently about how their advertising money is spent. The chip shortage and the COVID situation is not just a period in time, but a change in the way inventories and consumers behave.?

As a result, we also need to change the strategies and how investments are made. Compared to the pre-pandemic era, today's environment makes sales less challenging. In this environment, it is not that difficult to hit the numbers if you can get some inventory. What should a dealer do to succeed??

Stop selling and advertising vehicles. It sounds crazy, but let me explain. Current buyers are looking for vehicles differently than previously, they are focused on a specific vehicle, and they know that offers are not the norm. So that free “warranty” or “Oil change” or “Full gas tank” won't work, every day they get reminded that there is an inventory shortage and the price is the price. Instead of this, the dealer needs to focus on BUYING. Yes, buying vehicles.?

There has never been a greater need to acquire used vehicles. Keeping your lot full of quality inventory during a time when inventories lag behind demand can help you maintain sales. But how do you bring in those vehicles? Are you leveraging your data to find them??

More people are willing to let go of that extra vehicle, and others feel selling their vehicles is better than trading them. The key to unlocking this is to target them with a buying strategy.?

“The average national price of a used car is $23,643 as of 2021 according to the National Automobile Dealers Association (NADA). This is an increase of around 12.5% over the average price of a used car one year ago, which was $21,020.” (https://www.autolist.com/guides/how-much-for-used-car)

“70% of owners interested in selling their car believe that is a good time to sell now”?

(Google Consumer Survey conducted Jun 11-23)

Even the most famous automotive YouTubers have jumped into the selling frenzy.?

Create a 4-step business plan.

1. Who is your audience?
2. What is your objective?
3. What are your competitors doing?
4. How do you reach them?

Click here to get your Vehicle Acquisition Strategies Playbook.

The benefits of selling their vehicle to you can be effectively communicated by developing a strong and clear message. Many paid tools can help, and also some tools won't cost anything extra to the dealer. Creating a landing page inside your website to acquire information from your customers and get them a realistic appraisal for their vehicle, is one of them. Moving your advertising money to drive traffic to a vehicle buying experience is important. Also, are you utilizing all the social media tools out there??

After all of this, what is success for your dealer with this effort? How will you measure it? Can you measure it? Follow me on LinkedIn and read my other articles, or call me at 731-927-1929 if you have any questions.?

Thanks to

for creating the Vehicle Acquisition Strategies Playbook. And inspiring this article.

#Automotivemarketing #Automotive #Autosales #marketingandadvertising #Sincro #Ansira