Digital Dealer - June 2018 - 38

By Katia Tikhonravova,
Ph.D.(c), LMFT
Owner,
Corporation Clinic

// Fixed Operations

Fixed Ops BFF
There are many ways
to stay connected
with your customers:
face-to-face, phone, direct
mail, and multiple digital
platforms like Google
AdWords and email. The
common dominator is to
stay connected. Why is
staying connected
important? Because you
want to be the first
dealership that potential
customers think about
when they are looking for
products and services you
provide.
Yet, not all connections
have similar emotional
value. A Facebook friend
that you met in high
school and found a few
years later on Facebook
only to "stay in touch,"
will not have the same
emotional value as a real
friend, with whom you
share your values and
memories. You may track
your Facebook friend's
life events on a constant
basis and talk to your real
friend only a couple times
a year. However, you
feel loyal and happier
to get in touch with
your real friend.
Staying connected with your customers
just to stay connected is
similar to tracking what
your Facebook friends are
doing by scrolling on your
phone and clicking 'like'
38

JUNE 2018

once in a while. Yes, receiving likes on Facebook
is nice and will make others notice you but when it
comes to taking an action
to talk or meet in person,
they will think about their
real friend first. The real
friend simply has higher
emotional gravity.
Companies, especially
new companies, like new
employees at the dealership, have to spend
an enormous amount of

time, money, and effort
on searching for new
customers. This process
feels like searching for a
Facebook friend. You are
trying to reach as many
people as possible in the
least amount of time.
However, it does not
take a rocket scientist to
figure out that the most
financial stability and productivity for the dealership
comes from repeat customers. Repeat customers

A CUSTOMER WHO
SEARCHED ONLINE
FOR THE BEST DEAL
AND STILL PAID 15%
MORE WITH THEIR REAL
FRIEND, WHO THEY
KNOW WILL TAKE GOOD
CARE OF THEIR CAR."

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

are your real friends. Repeat customers are easier
to work with because they
are familiar with your organizational process, they do
not require large spending
on advertisements, and
they are more willing to buy
your product/service with
fewer objections.
The question then
becomes, "How can the
dealership become a
real friend, rather than a
Facebook friend for their
customers?"
Sales and service
people are a dealership's
frontline employees. They
are the face of the company. Everything they do
represents the company
they are working with. For
customers, their emotional
connection to the service
advisor or salesperson at
your dealership is a reflection of the whole company.
The customers can
stay in touch with the
dealership as with their
Facebook friend, but the
customer will make a
decision about whether
to obtain products
and services from
the dealership
based on their
relationships
with their real
friend, a service advisor or
salesperson.
The
real friendship
looks different for
everyone. Different customers will be
drawn to employees with
different relational styles.


http://www.DIGITALDEALER.COM

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

Digital Dealer - June 2018
Contents
Letter from the Show Director
The Power of Bear’s a “Little Bit Extra”
Sustained Legacy for Greatness - So Many Layers of Benefits to Be Derived
Innovate & Adapt
Subscribe & Drive
A Little Preventive Maintenance Goes a Long Way in Protecting Your Franchise Investment
A Metric That Merits More Attention— Your Used/New Sales Ratio
The Law of Attraction
How to Tailor the Brand Experience for the Decision Maker
The Power of Internal Marketing!
Andrew Walser Walser Automotive Group
The Perfect Dealership: Mastering the Basics
Wanna Hurt or Maim Someone? Use Their Vehicle!
Fixed Ops BFF
Broken Links Lead to Broken Relationships
5 Ways to Immediately Improve Your Social Media Strategy
Don’t Be Shy – The Tough Questions You Should Be Asking Vendors
4 Ways F&I Managers Can Win Over the Sales Team
The Consultative Approach to Selling
Digital Dealer - June 2018 - CT1
Digital Dealer - June 2018 - CT2
Digital Dealer - June 2018 - Digital Dealer - June 2018
Digital Dealer - June 2018 - Cover2
Digital Dealer - June 2018 - 1
Digital Dealer - June 2018 - Contents
Digital Dealer - June 2018 - 3
Digital Dealer - June 2018 - Letter from the Show Director
Digital Dealer - June 2018 - 5
Digital Dealer - June 2018 - The Power of Bear’s a “Little Bit Extra”
Digital Dealer - June 2018 - 7
Digital Dealer - June 2018 - Sustained Legacy for Greatness - So Many Layers of Benefits to Be Derived
Digital Dealer - June 2018 - 9
Digital Dealer - June 2018 - 10
Digital Dealer - June 2018 - 11
Digital Dealer - June 2018 - Innovate & Adapt
Digital Dealer - June 2018 - 13
Digital Dealer - June 2018 - 14
Digital Dealer - June 2018 - 15
Digital Dealer - June 2018 - Subscribe & Drive
Digital Dealer - June 2018 - 17
Digital Dealer - June 2018 - A Little Preventive Maintenance Goes a Long Way in Protecting Your Franchise Investment
Digital Dealer - June 2018 - 19
Digital Dealer - June 2018 - A Metric That Merits More Attention— Your Used/New Sales Ratio
Digital Dealer - June 2018 - 21
Digital Dealer - June 2018 - The Law of Attraction
Digital Dealer - June 2018 - 23
Digital Dealer - June 2018 - How to Tailor the Brand Experience for the Decision Maker
Digital Dealer - June 2018 - 25
Digital Dealer - June 2018 - The Power of Internal Marketing!
Digital Dealer - June 2018 - 27
Digital Dealer - June 2018 - Andrew Walser Walser Automotive Group
Digital Dealer - June 2018 - 29
Digital Dealer - June 2018 - 30
Digital Dealer - June 2018 - 31
Digital Dealer - June 2018 - 32
Digital Dealer - June 2018 - 33
Digital Dealer - June 2018 - The Perfect Dealership: Mastering the Basics
Digital Dealer - June 2018 - 35
Digital Dealer - June 2018 - Wanna Hurt or Maim Someone? Use Their Vehicle!
Digital Dealer - June 2018 - 37
Digital Dealer - June 2018 - Fixed Ops BFF
Digital Dealer - June 2018 - 39
Digital Dealer - June 2018 - Broken Links Lead to Broken Relationships
Digital Dealer - June 2018 - 41
Digital Dealer - June 2018 - 5 Ways to Immediately Improve Your Social Media Strategy
Digital Dealer - June 2018 - 43
Digital Dealer - June 2018 - Don’t Be Shy – The Tough Questions You Should Be Asking Vendors
Digital Dealer - June 2018 - 45
Digital Dealer - June 2018 - 4 Ways F&I Managers Can Win Over the Sales Team
Digital Dealer - June 2018 - 47
Digital Dealer - June 2018 - The Consultative Approach to Selling
Digital Dealer - June 2018 - Cover3
Digital Dealer - June 2018 - Cover4
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