andrew gordon | dealerscience | founder / ceo | [email protected] putting yourself in the...
TRANSCRIPT
Andrew Gordon | DealerScience | Founder / CEO | [email protected]
Putting yourself in the Shoes of your Customer
Andrew Gordon
Background
Andrew Gordon
Mechanical / Computer Science Engineer
Third Generation Honda Dealer – Weymouth
Honda
Founder/CEO of DealerScience
Outline
Parallel concept of digital retailing
Showroom process on your website
Lead generation and actionable ideas to improve your website
Generate ideas throughout this presentation
Focusing on ideas that will create conversion
We are too Close
We are all familiar with the
automotive industry and
terminology but it isn’t until
we take a step back we
realize we are confusing our
customers
Something we are not familiar with
What’s important when buying a
washing machine?
Top or front load
Size of unit
Capacity size
Efficiency
Features
Price
What’s important when buying a
washing machine?
Details Page
Amazon SERP
Full inventory page
Vehicle Details
Our websites are not mirroring our showroom
What would we do with a customer if they came in your showroom?
If your Website was your Showroom
Click on new car inventory = Taking a
customer to the inventory lot
They decide on a model = You show them
every available trim
They ask for a special = you show them a
national special
Inaccurate estimated monthly payments
APR – MSRP
Live chat
New car specials page = Every car is a
special
If your Showroom was your Website
Chat stays in the window
Specials on inventory in stock
Lease, Finance and Buy Specials
Useful payment calculators
Not excluding options if they aren’t in stock
Informational pages on each vehicle models
Ability to compare model features and prices
Customer vs. Dealership Language
Customer: How much will I be paying per month?
MSRP
I-4 cyl
Stock #
Sticker Price
Fee’s and Taxes
Trade in
Down payment
Subtle Lead Generation
Do you qualify? – Send me the Carfax – Lowest published price – Check if I qualify for additional
incentives
Search Results Page
Major vehicle features highlighted
Minimal technical terms
Sale price
Brief customer friendly description
Ratings / reviews
Lease / Finance payment
Locate – reasons to get in touch
Filtering – targeted lists
Vehicle Details Page
More descriptive information – but not everything
Multiple calls to action
Get best price
Show me the Carfax
Lowest advertised Price
Incentive to lock in deal for information
Available for delivery by:
Urgency without pushiness
Important Details
Home page reflects personally and value to the dealership
Chat stays in the same window
Specials page should have current lease and buy specials on inventory
Vehicles should be sorted by a specific default (price/rating/popularity)
Landing pages for info on each model rather than all new inventory
Default pictures for new inventory
Useful payment calculators
“Give Customers the Ability to Feel like they are in Control, while Maintaining Control in the Dealership”
Thank you!
CONTACT INFO
Full Name: Andrew Gordon
Company: DealerScience
Job Title: Founder/CEO
Email: [email protected]
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