Dealership Racketeering, Part III
Read Part I or II
When I engage with dealers about how blogs and social media can effectively cultivate sales opportunities, they like what they hear. They get charged. But often in the midst of battle some dealers seem confused and unsure of their role. They struggle to incorporate these new tools into their existing BDC processes.
This is not the case for all dealerships and in fact some are vigorous in their online networking, but there is a persistent sense for many of “when will it pay off”. But this is dangerous thinking. It’s not a matter of when but rather a matter of how. It pays off when you address the “how?”.
A blog isn’t a showroom like your website. It’s more like a radio station, a television channel, or even a broadcast network. Find a way to harness the power of that with customers and see how sales get.
As a car dealer, you must take that one step and start blogging. I don’t mean to get a blog to look at, but one to play with. Surround yourself with people you trust that have proven methods and innovative ideas. Get your brain wrapped around things that are new (to you) and be creative in finding ways to engage with your audience. Build trust and the car sales will come.
Invent for yourself the possibility of being a truly approachable dealership. Your website can not accomplish this but your blog can. This must start at the heart with you and those working with you at your dealership. Otherwise, your blog will just be a front for typical dealership “racketeering” (that’s a Landmark term in context, not mine).
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