Are You Re-arranging Deck Chairs On The Titanic?
Posted by Dealer Advisor at 12/4/2007 11:59 PM and is filed under Automotive,automotive websites,dealer advisor,car dealers,automotive internet,automotive dealers,automotive SEM,automotive internet consulting,automotive SEO 
Perhaps you're one of the majority that can't hear what consumers are saying regarding their internet behaviors and preferences. Maybe you truly believe that every effort should be focused on "getting them in." Sleep soundly my friend, but know that your ship is taking on a lot of water!
If you sat through the seemingly 17 hour movie Titanic, you probably remember the scene when the musicians kept playing while folks were being loaded into the life boats. Are you deceiving yourself by thinking that you can keep baiting, controlling and intimidating customers the same way dealers have been for years and years?
A silent minority is now the spark. Underdogs are gaining ground because they are changing the way they do business and offering consumers what they want and making a profit too! Will you be known as a dealer that really takes care of their customers? Will you be a dealer that doesn't have to pay for referrals because your customers enthusiastically tell people about how great you are?
Don't let your fear paralyze you!
For the love of ChristmaChanaKwanza, please try a few of my holiday tips.
WARNING: My holiday tips will prove to be next to impossible for many, so be sober, open-minded and honest or the tips will fall on deaf ears.
http://www.youtube.com/watch?v=PIKXzuNLiX8&feature=related
With encouragement and hope!
If you sat through the seemingly 17 hour movie Titanic, you probably remember the scene when the musicians kept playing while folks were being loaded into the life boats. Are you deceiving yourself by thinking that you can keep baiting, controlling and intimidating customers the same way dealers have been for years and years?
A silent minority is now the spark. Underdogs are gaining ground because they are changing the way they do business and offering consumers what they want and making a profit too! Will you be known as a dealer that really takes care of their customers? Will you be a dealer that doesn't have to pay for referrals because your customers enthusiastically tell people about how great you are?
Don't let your fear paralyze you!
For the love of ChristmaChanaKwanza, please try a few of my holiday tips.
WARNING: My holiday tips will prove to be next to impossible for many, so be sober, open-minded and honest or the tips will fall on deaf ears.
- Treat your customers exactly the way you like to be treated. Your mom will be proud of you, you'll sleep much better and Santa might move you back onto the "somewhat decent" list. Seriously, when you receive excellent service or treatment at a restraurant or when buying something, you're appreciative, you recommend them and you return based on your experience.
- Take some advice from God and Google and avoid doing evil
http://www.youtube.com/watch?v=PIKXzuNLiX8&feature=related
With encouragement and hope!
I read a really interesting article last year where they had challenged school age children to be the captain of the Titanic and to produce a better outcome than what really happened.
Turns out that if he had known that the ship was mortally wounded, yet turned around and rammed straight back in to the killer iceburg he likely could have grounded the ship saving everyone aboard.
Improved outcome B... tie all the deck chairs and other items that float together... could have saved many hundred more.
It was a 7th grade class that came up with these alternatives.
Whether the Internet really represents an iceburg to the dealers' Titanic remains to be seen.
Whether the shopping cart ecommerce system / transactional website for car dealers like that of my company [url="http://www.ai-dealer.com]Ai-Dealer[/url] or like AutoNation and Lithia are currently piloting serve as the impetus to real and fundamental change in the buying process... remains to be seen.
At times it does seem as though some dealers are driving too fast in boats that are too big, with rudders that are too small in the dark in iceburg infested waters.
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Brian, you're right in saying that the internet as an iceburg to car dealers remains to be seen. Perhaps I failed to highlight what the real iceburg is, because I don't think the internet represents an iceburg to dealers at all. In fact, it's an environment or land of opportunity with a much more level playing field than traditional channels.
Traditional advertising in the newspaper, on TV and on the radio represents a big huge ship sinking iceburg. Treating people as "lay downs" and "taking heads off" is another massive iceburg. Processes built around getting people in and doing whatever it takes including methods that lack ethics, decency and respect for your customers is yet another piece of ice that will rip open even "unsinkable" ships.
Your shopping cart technology may be an essential element to every car dealer that hopes to avoid a watery grave.
Peace, Hope and Good Will!
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Shaun,
Dealer/Salesperson behavior is a topic that comes up time and time again and never ceases to amaze me. There are many dealers out there that may never learn to change their behavior. The sad part is that not doing so will cost them big in the long run.
I just finished reviewing your blog and watching your video and I just wanted to say you got some great stuff here.
Not sure if you have seen my blog yet... Check it out when you get a chance: http://www.dealerrevenue.com
Also, it was a pleasure meeting you at NADA in Ralph's Marriott suite.
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Ali,
Thank you so much for taking the time to read my blog. I'm way overdue for a new entry but, haven't felt very inspired lately. As I'm sure you could tell, I have a lot of passion around the sales behavior/process topic. So many dealers just don't get it! Sometimes its hard to protect people from themselves.
Thanks for the link, I will definitely check out your blog and I enjoyed meeting you too.
All the best,
Shaun
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If I were one of the minority that can hear what customers say I would be rich now. Internet is an infinite opportunity provider.
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