Carl: Hi, I’m Carl Fechner from Auto Sales Online and Internet Secrets Made Easy and this is Monday minute. One of the biggest challenge that we have as dealers is trust. In fact Nielsen’s rating state that it’s about 3% is where the customers value or the population values us in trust. So, 97% of the people don’t trust us.
So, most of the advertising falls on deaf ears because of the way we advertise but I found a secret when I had my own
[inaudible 00:00:40] ad back in the ’80s and advertised on TV. And what I did — and you can apply this now with the internet, is I basically stood in front of the dealership like I’m standing here and this is what I said: Hi, I’m Carl Fechner from the Tiller Motor Company and I was going to tell you about my cars and I was going to tell you about my sales team and I was going to tell you about my after-sales service and what my customers tell you.
Then what we did is we dropped in testimonies in the middle of that or right after that rather and they were all customers that bought cars on us. So, we had a customer standing there with used cars like I’m standing here. We had another one standing at the desk with the sales person that is holding the car and then we had another one with a warranty issue that it come back and we fixed the problem with that and he has it.
And so, they were all customers that bought cars up, they were all customers that had experience and built trust and relationship with us which is what you got to be. Then when they had said that in the middle, I came back on the screen and then said, “Next time you’d buy your used car, where are you going to buy it from?” or to that affect. And you will find that this is a very effective way of advertising because it’s not you beating your own drums, it’s the customers telling others how important or what this dealership is like.
I trust that this Monday Minute has helped you.
Then what we did is we dropped in testimonies in the middle of that or right after that rather and they were all customers that bought cars on us. So, we had a customer standing there with used cars like I’m standing here. We had another one standing at the desk with the sales person that is holding the car and then we had another one with a warranty issue that it come back and we fixed the problem with that and he has it.
And so, they were all customers that bought cars up, they were all customers that had experience and built trust and relationship with us which is what you got to be. Then when they had said that in the middle, I came back on the screen and then said, “Next time you’d buy your used car, where are you going to buy it from?” or to that affect. And you will find that this is a very effective way of advertising because it’s not you beating your own drums, it’s the customers telling others how important or what this dealership is like.
I trust that this Monday Minute has helped you.