Dealerships are not a commodity
Part II.
So here we are, just more than 2 years since AutoConversion was conceived. During this time I have seen blogs and bloggers come and go and I have seen some wonderfully grow. Jeff Kershner for example has experienced tremendous success with DealerRefresh which I think has given numerous people the inspiration to pursue their own dreams and ideas. This is a beautiful thing and he should long be known for his contributions to the industry.
I have also seen networking sites lift some of the industry’s iconic leaders to a deserved “rock star” status. People like Ralph Paglia and David Kain who have highly active discussion audiences. Now even DrivingSales is gaining force. It truly is great to see the auto industry getting its feet wet in the arena of Web 2.0.
Now think of what is to come. There is much hype for the auto industry in 2009. Dealers are hungry to sell cars. Can you believe it? They’re hungry!
Seriously though I think the dealers that are preparing for the upswing with the right tools could be in for a real treat. Tools such as blogs and social networking sites, email, video, and SEO. The coming year should present an opportunity for dealers to take back the purchase mantle if you know what I mean.
The past 10 years have belonged to the customer. Dealers became a commodity along with their automobiles. The Internet gave purchasing power to car shoppers. No more.
This year, car buyers will research automobiles AND dealerships, and dealers will be responding with the right tools. It’s already happening, but not at mass critical. That’s what 2009 will bring. True relational marketing.
Anyway, what do I know. I am just babbling. Happy New Year Everyone! Take care of your neighbor.
Comments
4 Comments on Dealerships are not a commodity
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Ralph Paglia on
Tue, 6th Jan 2009 1:55 pm
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Jeff Kershner on
Tue, 6th Jan 2009 4:01 pm
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yhurg on
Tue, 6th Jan 2009 11:34 pm
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Electric cars on
Fri, 9th Jan 2009 3:14 am
Great article… I agree that in 2008 we saw people working in the car business start to get far more engaged with online professional networking, information sharing, file exchanging, etc. and all kinds of interaction that will probably raise the overall level of competency and professionalism amongst Internet sales and marketing practitioners throughout the auto industry… That said, my biggest and most exciting projects in 2009 will be to try and successfully launch “dealership communities” using interactive Web 2.0, UGC type platforms to create online communities made up of a dealership’s (or group) customers, employees and suppliers… Maybe even a few OEM people who touch the store as well. If we can create the right combination of site platform technology and email database extraction for invitation lists, I believe it could work. You can check out my early efforts at the following Ford dealership “communities”:
http://www.SandersonFord.ning.com
http://www.SanTanFord.ning.com
http://www.FordOfKirkland.ning.com
This may be one of those concepts that will be tough to get off the ground, but for the dealerships that figure it out and are successful with it, I believe the results may be as significant as the best CRM implementations.
Ryan, thanks for the mention! It’s been a long road for DealerRefresh and you have been there since the beginning Ryan.
I’m glad DealerRefresh has given others in this industry inspiration to grow there own sites and social networks. Kudos to these sites for wanting to help move this industry in the right direction. It would never happen with just one blog.
As for dealers, well, they still have a long road ahead of them. Though there are a select few of true leaders out there that really get this “web 2.0″.
It’s going to be an interesting year no doubt. The weak will continue to fall and the longer the current economy persists the narrower the funnel will get. We’ll see!
Gentlemen. Good to hear from you.
Ralph I dig what you are doing on those Ning sites. Building communities for dealers is a new level in CRM, and we have solutions for this I am happy to share with you. You have a knack for it.
Jeff dealers really do have long road ahead. It will take time for shoppers and dealers to figure out how to relate with one another using these new tools and opportunities. Remember just less than 2 years ago we were conversing about the possibility of dealers blogging. It’s happening.
I look forward to the coming year for sure.
I do not know new thing about comodity if i not read this nice article. Thanks for increase my knowledge on comodity.
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