Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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IN V E NTORY 2. THROW IN A CUP OF HIGH-VALUE OPTIONS Remember the eight-second statistic from Static Brain? Well, as marketers, we need to extend that attention span from eight seconds to eight minutes by leveraging the information that draws and connects with each shopper. One way to engage online shoppers is to IMAGE COURTESY CHRYSLER LLC In the information overload mode, the dealer tries to cram as much vehicle data into the description area as possible. Tis results in a random list of options, features, and essentially indigestible "stuf " that leaves the online reader's head spinning. In comparison, the minimalist approach typically results in a simple phrase or call to action. Tose descriptions tend to lack the detailed information that could help elevate that particular vehicle in the eyes (and clicks) of the online shopper. With the right recipe, each and every vehicle description could be automatically designed to engage, inform, connect and, most importantly, properly tell a digestible story. Are you telling the right story to each customer? Family-friendly cars require descriptions that highlight high-value items such as a rear-seat entertainment system. focus on key, high-value options that today's shoppers are targeting for their search parameters. Tis will allow you to maximize precious description landscape while honing in on the must-haves — such as leather seats, Bose stereo, sunroof and navigation — that make an online shopper want to see more. Some dealers are still fxated on highlight- ing every vehicle feature and option. On the surface, this approach appears to be a great way to inform information-hungry shoppers. In fact, it causes them to lose the natural ability to self-select, self-diferentiate and self-connect with the vehicle they're reading about. Take steps to identify the high-value options that resonate and result in action-oriented narrative in your market. Te proper cup of high-value options will add just the right amount of substance and punch to each vehicle narrative. 3. FLAVOR WITH UNIQUE DIFFERENTIATORS Every day, online and on-the-lot shoppers are examining vehicle listings in-depth and asking themselves what makes each vehicle unique. Does this vehicle have a unique set of high-value options? How does the condition of this vehicle compare with similar vehicles in the market? Is the current price the rule or the exception? By deeply investigating and understanding Our Dealer's Success Says It All Because of Service Turn, July was our best month ever at Kelly Nisssan! We sold 38 vehicles directly out of the service drive using the Service Turn technology and process and bought 5 more that we sold Used! I truly believe Service Turn is a must have for any dealership. Chris Saraceno VP of Operations, Kelly Automotive Group Service Turn has been a game changer for our dealership. Dutch Miller Kia sold an additional 26 vehicles on 644 ROs in July, directly out of the service drive. This would not have been possible without Service Turn. Chris Miller Dealer Principal, Dutch Miller Kia Let us show you how Service Turn can have an immediate impact on your sales. Call 888-702-8350 or email whamlin@tegatechnologies.com for a demo. 2300 Valley View Lane, Suite 360, Irving, Texas 75062 / 4590 MacArthur Blvd., 5th Floor, Newport Beach, CA 92660 Copyright © 2013 ServiceTurnTM and TEGA Technologies. All rights reserved. 28 AUTO DE ALE R MONTHLY • SE P TEMBE R 2013