Selling cars has never been more challenging. Dealers face stiff industry competition, margin compression, and a generally indecisive consumer audience up to the point of purchase. Today’s dealers need a leg up and conquesting gives them that competitive advantage.
Less than 50% of today’s consumers are committed to a specific make and model when they start shopping, which is why they visit dozens of automotive websites and spend an average of 17 hours researching their next vehicle purchase. Throughout the process, they’re inundated with information about various makes and models as they add and delete vehicles from their consideration set.
As consumers move towards purchase, dealers must protect customers in their own backyard, use the right strategies to infiltrate the competition, and employ the right sales and communication processes to break through the digital clutter, to get consumers to stop their research and buy from them.
In my Digital Dealer 24 education session, The Best Offense is a Good Defense, I will cover how to:
• Protect your dealership with the right use of SEO, conversion tools (that turn website visitors into showroom visitors), protective SEM, paid search alternatives, and vertical advertising.
• Infiltrate your competition with leads, videos, exploitative SEM, paid search alternatives, and vertical advertising with strategies and tools that work best!
• Modify your communication and sales processes by outlining the benefits of your dealership and your brand, as well as offering alternative vehicles in your inventory. Whatever you do, don’t take the vehicle of interest too literally.
If you want to reach car buyers at the precise time and place during the shopping process, with the right messages that resonate to drive more consumers onto your website and into your store, this session is for you.
Author: Scott Pechstein
Scott Pechstein serves as Vice President of Sales for Autobytel Inc. where he manages in-house and field sales and account management for the company’s broad range of industry leading products. Scott serves as an automotive industry spokesperson, a company news media spokesperson, and lead trainer of the Autobytel Dealer Insight Series. He also contributes sales insight for the development of the company’s client marketing communications programs. Scott is a Digital Dealer, NADA Convention, NADA 20-group, IS-20 Group, and Internet Super Conference speaker, among others. Scott got his start in automotive at the age of 19 at Tuttle Click Automotive Group. He began his career at Autobytel in May 2000 and since that time, has advanced through the ranks of the company, serving in various sales roles until being appointed to head up the Sales Department in 2011.