We’re seeing a rapid proliferation of tools and services designed to wage a triangular war between dealers, customers and other dealers; services and software designed to “help” you offer the lowest prices, carry the right inventory, list your inventory in all the right places and capture the greatest number of customer reviews.

Here’s what most dealers don’t know: these people (the companies offering these tools and services) are not your friends. They are parasites, feeding off of the relationship that exists between dealer and customer.
Consider this: the dealer pays a service provider so the customer can find the lowest price? That seems backwards. We’d prefer the dealer pay the provider to find the customer who’s willing to pay the most. Quoting Rich Dealers VIP member Tom Ring, “It’s a game to see who will spend the most to sell the least.”

No thanks.

The worst part is that dealers themselves are financing their own demise and commoditization. What’s the worst thing that happened to the airline industry (besides unions)? Online ticketing. Who got hurt worse than the airlines? The travel agents (i.e. dealers). As any industry moves closer to commoditization, where the widget being offered is so easily compared and considered without actually being seen or touched or interacted with by the customer, there is a reshuffling of power, value and profit. When is the last time you went to a travel agency and sat down with an agent to book a trip? Why would you? The agent has been replaced by www.expedia.com.

For you to give money to the soldiers of commoditization makes about as much sense as the travel agent of a decade ago shelling out money to have their name listed on Orbitz. Ultimately your own money is being turned against you. You should be piping mad about this.

If, thanks to specialized spy technology, you’re able to buy the perfect car at the perfect time and list it at the perfect price for quick movement (in other words, for a slim margin), who wins? You or the customer? Of course, who’s to say you’re the only dealer with the spy tool? What happens when everyone relies on the same tool?

If your money fuels the growth of dealer review sites and then you end up getting whacked with bogus negative reviews, who wins? You or the customer?

If someday technology becomes so advanced that a customer could take a virtual reality test drive online, enabling them to smell the car, touch the car, feel the way it drives, then apply for credit online, plug in their credit card for the down payment, then receive the car via priority mail, who would win? You or the customer?

Reality is you’d both lose.

Clearly the dealer would lose to shrinking margins, negative perception and the customer’s ability to buy direct without the dealer. And why should you lose? As a dealer you bridge the gap between auction or factory and consumer.  You take the risk on the property and the inventory and the staff. You have a lot on the line. Don’t you deserve to make a profit?

Perhaps not so clearly, the customer also loses. Have you walked into a big box hardware store recently? No help, no expertise. You’re on your own. Have you bought anything online? Sure you can get good deals…but what happens when something breaks or you have a complicated situation that you need to speak to someone about? It’s not such a great deal then.

The online buying environment is only suitable for the simplest transactions. And if dealers’ profits are cut in this digital price war, the customers will suffer right along side the dealers as quality, access and availability of service declines.

The only winners are the technology providers. Do you go into the dealership everyday to help them or to help yourself and your customers?

Buying a car is not like buying a book. Choosing a dealership is not like choosing a restaurant or booking a plane ticket. It’s time we, as an industry, wake up to that reality. The majority of customers don’t know what they want, don’t understand their current trade or credit situation, and don’t know how to go about getting what they need (which is help, from someone like you). All the low price and listing technology in the world won’t help connect you with that customer.

Of course there is a plethora of research that all indicates that buyers are spending more and more time researching online before buying a car. But there must be an important distinction between the role of the manufacturer and the role of dealer. It’s the manufacturers’ job to market and sell their products. It’s your job to market and sell your dealership.

But most online marketing paid for by dealers is all about the product with price as foundation. Why? Because the easy method of lazy marketers is to advertise price. It’s the most basic of all lures. And true, advertising low price is a good way to get lots of customers. But then what? And what’s worse, there will likely always be somebody with a price lower than yours. And in the price war, if you’re not first, you’re last.
All of this amounts to the triangular war we mentioned earlier. It’s you against the other dealers against the customers. There can be no winners in this scenario. Everybody will lose long term.

In addition to the problems dealers are facing online, many are going so far as to actually remove selling from the car sales equation. We suppose this is in keeping with being more like an online store or a big box retailer. You can walk in, browse around, take a test drive if you like without being bothered with a bunch of questions. There will be no pressure and no haggling. This is supposed to be for the customer’s sake. But does anybody really win?

Why “No Pressure” Adds Stress

In our recent car buying experience the “sales” process went on for 3 weeks with one dealership who insisted on applying no pressure. We wanted the cars, but were just waiting around for the right color to come in, waiting to turn in our existing leases. Then one day after being contacted by another competing dealer, we were SOLD in a matter of less than an hour. We drove away two cars a full month before our existing leases were up.

Practicality caused us to delay. Emotion caused us to act. All we needed was a little nudge (that’s what we call sales) and we jumped in. Haven’t looked back and have been completely happy with our decision. The dealer who sold us, helped us. The dealer who is limp and impotent did us no favors.

In retrospect, we have a favorable opinion of the dealer who sold us but the meek dealership who wouldn’t pressure us would not get our recommendation. No pressure doesn’t equal a better online review. 

An Unlikely Sales “Smack Down”

Having just completed a renovation of my pool deck, I believed a new grill was in order. I’m not just talking about your ordinary Char-Broil grill from Home Depot. I wanted the S Class of grills, the Weber S-670. Naturally, I went online to do research (about the grills, not the dealers). I found a number of online stores selling the grill I wanted at a substantial discount. But I couldn’t see it or touch it. And I needed to get a sense for how big it was, and how it would fit into the space I had picked out for it.

So I drove to an independent hardware store that happened to be the regional Weber service provider. I had no intention of buying that day. Though I clearly wanted the grill, my sensible side suggested I should order online and wait for it.

When I showed up I was given an enthusiastic demo of the grill and all its features. I was told stories of other customers who had bought this same grill. I was treated well and politely…and I was PRESSURED to buy the grill that day, from there. And I did. I was SOLD. And I paid more for it than I needed to. But I really liked how informative they were and I appreciated their expertise…and I WANTED it. Immediately.

So what does that say? It says that even a high-end customer has wants, desires, emotions. Even a high-end customer can be sold. And though I did my research online to start with, my final purchase was made offline. The relationship is with the Weber dealer, not Weber. And that hardware store owner made and earned a healthy profit, whereas the online store would have made very little.

So really, this is a call to arms. Join us and other dealers in rejecting that “best practice” that suggests you offer your cars at the lowest prices and compete with other dealers for the now buyers at the expense of your profit. It’s not worth it.

Of course, you still need to sell cars. And that’s what we do. As all Rich Dealers members know, there is a wide sea of potential buyers waiting to be sold. And that sea is largely uninhabited and uncluttered by other dealers.

While most dealers are scurrying around chasing after the thin deals of today, you can and should be directing your efforts toward accelerating tomorrow’s buyers to create your own evergreen crop of “solutions” buyers who value your help and the service you provide and are happy to pay more for it. It’s the biggest opportunity in the car business and the most untapped source of customers. Happy hunting!

A good blog is hub of solid social media marketing campaign. Its no different for auto dealerships. The problem is that not many dealers are effectively leveraging a blog to help them sell more cars and make all your auto marketing more effective. On today's episode of Rich Dealers Daily well tell you how to construct a blog that sell cars. Watch it now!

Rich Dealers Daily is the show for automotive professionals who want to get rich or richer!

Attn: Auto Dealers! You are losing $1 million a year in net profit due to simple marketing mistakes. Request a Million Dollar Marketing Call and find out how to stop the bleeding and put more of your profit back in your pocket. Calls are limited and on a first to reserve, first to receive basis. Visit www.TheMillionDollarCall.com

If getting more results from your auto marketing is something you’re interested in then you won’t want to miss a minute of today’s Rich Dealers Daily show. We believe that all your marketing should produce a positive return on investment. Here’s how to make that happen. Watch it now!

Rich Dealers Daily is the show for automotive professionals who want to get rich or richer!

Attn: Auto Dealers! You are losing $1 million a year in net profit due to simple marketing mistakes. Request a Million Dollar Marketing Call and find out how to stop the bleeding and put more of your profit back in your pocket. Calls are limited and on a first to reserve, first to receive basis. Visit www.TheMillionDollarCall.com

Do you sometimes feel like you're all over the place? Going in a million directions? Unable to focus? Is you're mind moving from one project to the next at the speed of light?

You may be suffering from Entrepreneurial A.D.D.

Don't worry. There is help. You'll find that help on today's episode of WTF?. If you're struggling with getting stuff done and finishing the things you start this episode is a must watch. We talk about the Entrepreneurial ADD condition and how it affects many dealers. In just five short minutes, we reveal how you can combat the problem, get more focused, stay on task and get more done in your dealership.

The life of the entrepreneur is riddled with failure. For some it's a fatal blow that derails their progress and success for months or worse forever.

Today on WTF?, we'll discuss how failure can actually be a positive force in your success and that without failure you can't actually experience any level of real success. Avoiding failure may be just be the thing that's holding you back from reaching your goals and truly finding success with your small business marketing efforts.

Did you ever play on a playground when you were a kid? Do you remember jumping on a seesaw with a friend? Funny thing about a seesaw is that when one side goes up the other side goes down. The same thing happens when you add your ego to your marketing.

In today's WTF? episode, we'll discuss the relationship between your ego and the effectiveness of your automotive marketing. In our book Gravitational Marketing: The Science of Attracting Customers we discuss this concept in detail.

In this episode we give you a little taste and talk about the eye opening link between the effectiveness of your marketing and how you envision your marketing. But removing your ego from your automotive marketing, you'll find improved results

In every social situation there’s always “that guy.” You know the one... the rude, obnoxious, annoying guy. But it’s a SOCIAL situation.

Today on WTF? we’re talking about jerks who run rampant on Social Media. It’s SOCIAL media people.

The key to getting positive and profitable results is to be social. Watch today’s episode we'll reveal some of our social media horror stories and show you how you can improve the results of your social media marketing efforts.

Wanna know how we can help you with the social media marketing efforts of your dealership? Wanna learn how our dealers are selling an additional 5-8 units a month capitalizing on this free media?

Call our office and speak with Jamey at 1-800-930-7194 right now Ask for your own private dealership social media marketing opportunity analysis.

Don't miss another day of free car sales that are sitting right under your nose.

Oh, and have a safe and fun-filled 4^th of July weekend.

When things tighten up in the economy you need to step up your game and deliver more if you want to motivate customers to buy from you. But what you do you do? Many business owners thing that lowering price is the answer…

In today's WTF? episode, we'll tell you why cutting price is the worst thing you can do and actually sends the wrong and opposite message to your customers.

Right Now YOU DO have to change they way you market your dealership and you do have to deliver two things in order to get customers to take action. Watch today's episode to find out what those two things are.

Radio is an excellent way to deliver these two thing to your customers and potential customers right now. It's cheaper than ever and it's working like crazy for many of our dealers... who are having record month's by the way.

But there's a specific way to do it, we have a specific formula and proven creative that delivers resutls. It's best if you're a medium to large size independent or a small to medium size new car dealer.

If you fit the bill, and you'd like to learn more, click this link to get a full blown executive summary of what we can do for you:

Get the Executive Summy By Clicking Here

If you like what you read, just fax back the last page of that letter and we'll get on the phone and talk about the specifics for your store.

Let's start kicking some butt!

We all know that getting new customers is getting harder, not easier. But, you gotta make money, right? Exactly.

The secret to making more dough in tough time like these lies in your existing and past customers. We know, this isn't sexy. But, neither is going out of business or transferring money from your personal checking account into your business account to pay the bills.

Don't worry…this isn't about the same old, lame old, pathetic tactics you've heard so many times before. We're not talking about dialing for dollars or anything like that.

This is about an automatic, systematic method for increasing the transaction size on every customer and setting up an "iron cage" around your customers so they can't escape and go anywhere else.

…Think about how different things would be if you could begin, immediately, getting repeat car-buying customers.

…Consider how different your job would be if your customers thought of you first when it was time to buy another car.

…Imagine what it would be like if more and more of your customers started using your service department, instead of defecting off to jiffy lube.

Obviously, it would have been helpful to have had all this in place 3 years ago. Now, in this economy, you could sit back and enjoy the fruits of your early preparation. But it is what it is. Your crystal ball must have been busted.

There is something you can do about it now…right now.

We've teamed up with legendary high-profit consultant, Mark Tewart, to bring you a customer loyalty and retention program like none other in existence.

Before you get nervous and start to think we're trying to sell you something…you need to know a few things…

1. There are absolutely no upfront fees…
2. There is absolutely no risk (we'll explain in a moment)…
3. You must make additional money before we get any financial benefit whatsoever…

Before you get worked up and start thinking this must be overly-complicated, or require some special training, you need to know a few more things…

-This program is fully automated (no salesman, sales manager or anyone else in the dealership ever has to do anything different)

-It completely integrates with your current customer database and works to automatically reactivate old customers who haven't been to your store in years…

On top of all that, if it can get any better, this program delivers a tremendous benefit to your customers and makes them actually WANT to do business with you again and again and again.

Of course, we understand that this sounds too good to be true. And, if you're a skeptic, and you don't yet trust us…well, maybe it is. And that's too bad. But this isn't for everyone.

But if you're open minded enough to at least consider the possibility that what we're saying is true, there are two other important points we must make:

First, a guarantee. If you use this system at your store, and at the end of 90 days feel like your time was wasted and the system wasn't what was promised, we'll all part as friends, and you'll get a check for $5,000 for your trouble.

Second, a bit of a motivational boost. In order to get started, you will have to speak to Mark Tewart, in person, on the phone. Mark will tell you all about the program, explain how to get started, and ask you to make a decision. Some people might call that a pitch. Since there is no upfront money required, it ain't much of a hard sell!

Nevertheless, you're busy. And we want you to make the time to speak to Mark. So, when you get scheduled, and complete your call (it should take about 30 minutes) we're going to give you, as a gift, the brand new Repeat & Referral Business training program we recorded live at the League of Extraordinary Dealers event – whether you choose to use this system or not.

Great deal? Yes. We'd call this an irresistible offer. But sometimes that's what it takes to get the attention of busy people like you.

Do this. Check it out. Have the call. You won't regret it.

To get scheduled with Mark, please contact Jamey Holder at our office at 407-275-8667, or email her at jamey@goodgravity.com, and she will provide you with a white glove service experience and get you connected asap.