Why Are You Left Out of Conversation?
Glenn Pasch
Partner PCG Digital Marketing | Leadership & Operations Consultant | Host of "You're in Charge" Podcast | Author | Speaker
One of the biggest struggles for automotive dealers is obtaining inventory. Whether waiting for new inventory from the manufacturer, or building out a new strategy for obtaining pre-owned vehicles, you cannot achieve sales goals without products to sell.
At PCG Digital, we have been creating specific campaigns and strategies around vehicle acquisition. A few dealer groups who are part of the CXO Summit have also shared concerns and strategies, but in the end everyone agrees it has to be front and center in your marketing. It has also been stated it must be part of your long term marketing strategy so customers know you will buy their vehicle without them buying one from you.
The idea for this article came from a Tweet is recently saw where someone was asking for somewhere in the DFW area where she could get a value on her car. Here is the tweet.
What next came were a variety of responses to the question. Notice who they did and did not recommend.
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Not one franchise dealership was recommended. And notice why they chose CarMax or Carvana. "Buy it on the spot" "Best offers" "Quote in seconds".
So what has to happen in order to break through the customer's mindset in order to have your dealership be an option? A few ideas.
There are many other strategies and we will be discussing them at the upcoming Modern Retailing Conference in Palm Beach November 13-15th. This will be a great opportunity to learn from those dealers who are buying large amounts of inventory direct from consumers to help them gain market share in an unsteady environment.
If I can help you in any way, just reach out.