Digital Dealer - January 2018 - 21

...J.D. POWER STUDY SHOWING DEALER
INTERACTIONS WITH CAR BUYERS DRIVES THE
HIGHEST SALES SATISFACTION. THIS INCLUDES
THE KNOWLEDGEABILITY OF THE SALESPERSON
TO DEMONSTRATE APPS ON SMARTPHONES THAT
MAKE CAR SHOPPING AND UNDERSTANDING
FEATURES EASIER."
smartphones that make
car shopping and understanding features easier.
This study of almost
30,000 shoppers put the
interaction with dealership
personnel at the very
top of the satisfaction
influence factors. Yes,
as I said in last month's
article: Your people ARE
your brand!
If you'd like a copy of
the Auto Remarketing
article with more details
on the J.D. Power study,
shoot me an email and I'll
forward you a copy.
Here's the good news.
Your younger team
members were born with
a lot of this technical
savvy in their DNA. Your
30 somethings have been
digitizing since they were
four years old. Now they
get a chance to show
their stuff.
Think about the support
relationships you have
with other technically
complex products. What
companies have won
your brand loyalty with
after-purchase support?
One of the reasons I
swear by my iPhone is
the incredible response I
get from Apple customer
support. I have Sonos

sound systems in both
of my homes and I have
never had a better experience with getting answers
on issues 24/7 than I have
with the Sonos tech-sperts
who can actually diagnose
my entire systems from a
single click I make on my
system that sends them
the complete data so they
can see what's going on
and diagnose in real-time.
With continual advancements in auto-parking,
auto-piloting, a vast array
of audio sources, onboard internet, etc., your
satisfaction scores will
be directly related to your
ability to give customers
the support they need,
when they need it, in a
manner they prefer. You
can either answer the
phone and direct a question to the service department, or to the instruction
manual in the car (which
is often on a DVD or other
digital source), or you can
turn it over to one of your
'tech-sperts' who will get
your customer the help
they need right now.
It may be one of the
most powerful branding
tools you'll ever employ.
And what better reason for
your team to do follow-up

emails, texts, and calls to
a customer...letting them
know if they have any
question on the operation
of any system, you're just
a tap or a click away!
JIM BOLDEBOOK is Founder

of CBC Automotive Marketing,
an advertising/marketing agency
working with some of America's
most successful dealerships. He
has been in the broadcasting, advertising and marketing fields for
almost 50 years. EMAIL: jim@
cbcads.com

D I G I TA L D E A L E R . C O M

JANUARY 2018

21


http://rosenfieldandco.com http://rosenfieldandco.com http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
http://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
http://www.nxtbook.com/nxtbooks/digitaldealer/201904
http://www.nxtbook.com/nxtbooks/digitaldealer/201903
http://www.nxtbook.com/nxtbooks/digitaldealer/201902
http://www.nxtbook.com/nxtbooks/digitaldealer/201901
http://www.nxtbook.com/nxtbooks/digitaldealer/201812
http://www.nxtbook.com/nxtbooks/digitaldealer/201811
http://www.nxtbook.com/nxtbooks/digitaldealer/201810
http://www.nxtbook.com/nxtbooks/digitaldealer/201809
http://www.nxtbook.com/nxtbooks/digitaldealer/201808
http://www.nxtbook.com/nxtbooks/digitaldealer/201807
http://www.nxtbook.com/nxtbooks/digitaldealer/201806
http://www.nxtbook.com/nxtbooks/digitaldealer/201805
http://www.nxtbook.com/nxtbooks/digitaldealer/201804
http://www.nxtbook.com/nxtbooks/digitaldealer/201803
http://www.nxtbook.com/nxtbooks/digitaldealer/201802
http://www.nxtbook.com/nxtbooks/digitaldealer/201801
http://www.nxtbook.com/nxtbooks/digitaldealer/201712
http://www.nxtbook.com/nxtbooks/digitaldealer/201711
http://www.nxtbook.com/nxtbooks/digitaldealer/201710
http://www.nxtbook.com/nxtbooks/digitaldealer/201709
http://www.nxtbook.com/nxtbooks/digitaldealer/201708
http://www.nxtbookMEDIA.com