Digital Dealer - April 2018 - 18

By Jim Boldebook
Founder,
CBC Automotive
Marketing

// Advertising
& Marketing

Platinum Rule
Marketing!
The Bible is the
source of the Golden
Rule: "do unto others as
you would have them do
unto you" (Matt. 7:12).
The Platinum Rule is the
reality of customer
expectations in the 21st
Century: "treat others the
way they want to be
treated."
The spawn of a hundred different automotive
marketing entities in the
past 10 years is proof that
all automotive customers
are not being treated as
they want to be treated,
in terms of selection,

negotiation, financing, delivery, and follow-up. And
obviously, the investment
community is in sync
with hundreds of millions

in funding for scores of
entrepreneurs who claim
to know the secret of how
customers really 'want to
be treated.'

NOTHING IS MORE
IMPORTANT THAN THE
PERCEPTION OF A
WELCOMING 'FEELING'
BY THE CUSTOMER
AND RECOGNITION OF
THEIR IMPORTANCE
AND APPRECIATION OF
THEIR CHOICE TO SHOP
THE DEALERSHIP."

The good news for
traditional automobile
dealerships is, they are
still in the driver's seat.
State franchise laws
have given some cover
to new vehicle dealers,
and in most cases,
customers still show
a preference for used
vehicle purchases from
new car dealerships,
primarily because of
experience, service,
trust and brand loyalty.
But that is changing,
as makers like Tesla
make advances in direct
selling, and increasing
consumer confidence
in the overall quality of
used vehicles, coupled
with professionally
branded used vehicle
superstores erode used
sales at new vehicle
dealerships.
The even better news
for traditional automobile
dealerships is they are
well positioned to meet
the challenge of every
competitive faction if
they do five things:

LISTEN TO YOUR
CUSTOMERS...both

internal and external.
Your employees are
your internal customers.
You'll be amazed at how
much they can help you
improve your operation and your bottom if
you just find a way to
engage them and listen.
Your external customers
will be happy to tell you
how they want to be
treated if you engage

Continued on pg. 20

18

APRIL 2018

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



http://www.DIGITALDEALER.COM

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

Digital Dealer - April 2018
Contents
Six Steps to Promote People Properly
Relationship Development With People Is the Key to Your Success
NO, Dealers! You Don’t Need Work-Life Balance.
Margin Compression Takes a Bite—How Will You Bite Back?
Platinum Rule Marketing!
Digital Dealer 24 Conference & Expo Pre-Show Highlights
Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Are You a Student, a Disciple, or a Disciple-Maker?
The One Thing That Changes Everything in F&I
A Mystery Shop for a Major National OEM (Part 2)
Prioritize Mobile Experiences or Risk Losing Customers
Google Analytics How-To: Hold Your Vendors Accountable
Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - CT1
Digital Dealer - April 2018 - CT2
Digital Dealer - April 2018 - Digital Dealer - April 2018
Digital Dealer - April 2018 - Cover2
Digital Dealer - April 2018 - 1
Digital Dealer - April 2018 - Contents
Digital Dealer - April 2018 - 3
Digital Dealer - April 2018 - 4
Digital Dealer - April 2018 - 5
Digital Dealer - April 2018 - Six Steps to Promote People Properly
Digital Dealer - April 2018 - 7
Digital Dealer - April 2018 - Relationship Development With People Is the Key to Your Success
Digital Dealer - April 2018 - 9
Digital Dealer - April 2018 - 10
Digital Dealer - April 2018 - 11
Digital Dealer - April 2018 - NO, Dealers! You Don’t Need Work-Life Balance.
Digital Dealer - April 2018 - 13
Digital Dealer - April 2018 - 14
Digital Dealer - April 2018 - 15
Digital Dealer - April 2018 - Margin Compression Takes a Bite—How Will You Bite Back?
Digital Dealer - April 2018 - 17
Digital Dealer - April 2018 - Platinum Rule Marketing!
Digital Dealer - April 2018 - 19
Digital Dealer - April 2018 - 20
Digital Dealer - April 2018 - 21
Digital Dealer - April 2018 - Digital Dealer 24 Conference & Expo Pre-Show Highlights
Digital Dealer - April 2018 - 23
Digital Dealer - April 2018 - 24
Digital Dealer - April 2018 - 25
Digital Dealer - April 2018 - 26
Digital Dealer - April 2018 - 27
Digital Dealer - April 2018 - Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Digital Dealer - April 2018 - 29
Digital Dealer - April 2018 - 30
Digital Dealer - April 2018 - 31
Digital Dealer - April 2018 - 32
Digital Dealer - April 2018 - 33
Digital Dealer - April 2018 - Are You a Student, a Disciple, or a Disciple-Maker?
Digital Dealer - April 2018 - 35
Digital Dealer - April 2018 - 36
Digital Dealer - April 2018 - 37
Digital Dealer - April 2018 - The One Thing That Changes Everything in F&I
Digital Dealer - April 2018 - 39
Digital Dealer - April 2018 - 40
Digital Dealer - April 2018 - 41
Digital Dealer - April 2018 - A Mystery Shop for a Major National OEM (Part 2)
Digital Dealer - April 2018 - 43
Digital Dealer - April 2018 - Prioritize Mobile Experiences or Risk Losing Customers
Digital Dealer - April 2018 - 45
Digital Dealer - April 2018 - Google Analytics How-To: Hold Your Vendors Accountable
Digital Dealer - April 2018 - 47
Digital Dealer - April 2018 - Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - Cover3
Digital Dealer - April 2018 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
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