Digital Dealer - December 2017 - 21
leave it up to the customer to figure it out, but
would explain it to them
right up front by highlighting what makes the vehicle special. You certainly
wouldn't rattle on about
how the truck has air
conditioning and power
windows (but that is what
many of your VDPs do
online). The reason listing
features off is so effective
in person is because the
salesperson shows the
for a customer to identify
and discover that vehicle.
The vehicle immediately
becomes more engaging and this adds value
for the customer while
researching and shopping. It makes absolutely
no sense to fail to take a
picture of a tow hitch on a
truck, forcing a consumer
to wade through options
to figure out whether the
truck has one. Or, why
would you omit the fact
feature called the "Front
Axle Lift System," where
a customer can push a
button which lifts the front
end slightly, allowing the
driver to pull into their
driveway without the
front-end scraping. Even
if a consumer were to
read this feature in the
laundry list buried below
the fold of a VDP, they
may not know what it is
or simply what it means.
If you have one of these
lowering the price in order
to compete with another
dealership's offer.
Shifting a customer's
mindset, primary concern and interest away
from price, and towards
the vehicle's features
and benefits, increases
the likelihood that the
customer will focus on
the vehicle for what it has
to offer, rather than how
much it costs. When you
begin the conversation,
...YOU CAN DIFFERENTIATE YOUR VEHICLE
ONLINE WITHOUT RESORTING TO LOWERING THE
PRICE IN ORDER TO COMPETE WITH ANOTHER
DEALERSHIP'S OFFER."
right features at the right
time to the right customer.
The same concept
applies to online vehicle
merchandising. The problem is that it is easy to get
caught up in the same
process for how every
vehicle is photographed,
videoed and captured for
display on your dealership website or third-party
partners. As a result, this
process can get routine
and mechanical. To solve
this problem, stop and
ask yourself the single
most important question:
What's special about
this vehicle?
Taking the time to
identify special attributes
for each vehicle, then
ensure that any features
that make THIS vehicle
different from others are
included in the images.
Doing so, makes it easier
that this truck has Blind
Spot Assist Level 4? Including this data front and
center cleverly combines
rich media with relevant
data, more effectively
merchandizing the vehicle online, setting it apart
from competing vehicles.
Another question to ask
is, what if those features
which are simply impossible to explain online in
a normal way? Well, the
good news is that OEMs
have already created
media to do just that.
However, many dealers
aren't taking advantage
of these resources to help
better sell these vehicles.
For example, on recent
Porche 911 Turbo models, the front suspension
is so low that the front of
the vehicle scrapes when
entering a driveway.
Well, Porsche included a
in stock you would be
wise to include the rich
media created by the
factory to highlight and
explain the feature. This
builds value in the vehicle
and increases consumer
interest.
The bottom line is that
it is important to treat
each vehicle differently
in your merchandising
process. Don't shoot a
Rubicon the same way
you shoot a Civic. They
have different buyers,
interested in different
features. By treating each
vehicle as an individual -
highlighting the features
and options that make
it special, followed by
placing those features
front and center in the
description with images
and rich media - you can
differentiate your vehicle
online without resorting to
the customer will already
know why your vehicle is
priced higher than other,
which reduces friction
in the sales process,
creates a better customer
experience, and equally
as important, turns your
inventory faster.
This can all be accomplished by asking one
simple question, taking
a few more minutes with
each vehicle, and simply
doing what every salesperson does with every
customer standing in front
of them - sell the vehicle.
DEVIN DALY is the
CEO and Co-Founder of
SpinCar (www.spincar.
com), the leading provider of
merchandising solutions for
auto dealers. He is uniquely
informed on cutting-edge
techniques used to increase
website VDP effectiveness.
EMAIL: devin@spincar.com
D I G I TA L D E A L E R . C O M
DECEMBER 2017
21
http://www.spincar.com
http://www.spincar.com
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - December 2017
Digital Dealer - December 2017
Contents
A Letter from the Show Director
What Real Commitment Looks Like
Could Your Culture Use a Little MAGIC?
3 Must-Dos to Combat Dealer Margin Declines
The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Your Limitation Is Not What You Don't Have, It's What You're Not Using
Year-End Spend Management Assessment – Setting Up for a Successful 2018
Vehicle Merchandising: Use Features Not Price
One Size Fits All No Longer Applies
Your People Are Your Brand!
KATIE BOWMAN COLEMAN Bowman Chevrolet
6 Reasons to Do an Annual Social Media
Are You Future Ready?
Rethink How to Market with Facebook and Instagram
What Your Dealership Can Learn from Carvana
Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
How Online Payments Can Be the Catalyst for a Superior Customer Experience
We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - Digital Dealer - December 2017
Digital Dealer - December 2017 - Cover2
Digital Dealer - December 2017 - 1
Digital Dealer - December 2017 - Contents
Digital Dealer - December 2017 - 3
Digital Dealer - December 2017 - A Letter from the Show Director
Digital Dealer - December 2017 - 5
Digital Dealer - December 2017 - What Real Commitment Looks Like
Digital Dealer - December 2017 - 7
Digital Dealer - December 2017 - Could Your Culture Use a Little MAGIC?
Digital Dealer - December 2017 - 9
Digital Dealer - December 2017 - 3 Must-Dos to Combat Dealer Margin Declines
Digital Dealer - December 2017 - 11
Digital Dealer - December 2017 - The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Digital Dealer - December 2017 - 13
Digital Dealer - December 2017 - 14
Digital Dealer - December 2017 - Your Limitation Is Not What You Don't Have, It's What You're Not Using
Digital Dealer - December 2017 - 16
Digital Dealer - December 2017 - 17
Digital Dealer - December 2017 - Year-End Spend Management Assessment – Setting Up for a Successful 2018
Digital Dealer - December 2017 - 19
Digital Dealer - December 2017 - Vehicle Merchandising: Use Features Not Price
Digital Dealer - December 2017 - 21
Digital Dealer - December 2017 - One Size Fits All No Longer Applies
Digital Dealer - December 2017 - 23
Digital Dealer - December 2017 - Your People Are Your Brand!
Digital Dealer - December 2017 - 25
Digital Dealer - December 2017 - KATIE BOWMAN COLEMAN Bowman Chevrolet
Digital Dealer - December 2017 - 27
Digital Dealer - December 2017 - 28
Digital Dealer - December 2017 - 29
Digital Dealer - December 2017 - 6 Reasons to Do an Annual Social Media
Digital Dealer - December 2017 - 31
Digital Dealer - December 2017 - Are You Future Ready?
Digital Dealer - December 2017 - 33
Digital Dealer - December 2017 - Rethink How to Market with Facebook and Instagram
Digital Dealer - December 2017 - 35
Digital Dealer - December 2017 - What Your Dealership Can Learn from Carvana
Digital Dealer - December 2017 - 37
Digital Dealer - December 2017 - Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
Digital Dealer - December 2017 - 39
Digital Dealer - December 2017 - How Online Payments Can Be the Catalyst for a Superior Customer Experience
Digital Dealer - December 2017 - 41
Digital Dealer - December 2017 - We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Digital Dealer - December 2017 - 43
Digital Dealer - December 2017 - 44
Digital Dealer - December 2017 - Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - 46
Digital Dealer - December 2017 - 47
Digital Dealer - December 2017 - 48
Digital Dealer - December 2017 - Cover3
Digital Dealer - December 2017 - Cover4
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