David Kelleher, Dealer Principal of David Auto CDJR and Angie Cucco, Automotive Account Manager at Google Detroit, share how you can brand your way to market domination, and increase business by 30% or more.

David shares his insights, wisdom and experience operating a successful dealership in the Philly region, while Angie supports the conversation with her research, and insights about car shopper behaviors.

Noteworthy Topics from this Episode:

04:20 – Often the OEMs the idea of what should be done, is drastically far from what actually should be done.
05:58 – Understand where consumers are actually spending their time, where you can reach them at and deliver your message.
07:48 – Do something that makes you truly transparent by turning on the cameras and bring people inside of your operations, but also getting your customer to know you.
10:15 – Understand how shoppers are changing their shopping behavior over time. People are now using online video, not just as a place to go for entertainment, but really to do their research. 75% of shoppers saying that online video influenced their shopping habits and made them decide which car to buy.
10:44 – People don’t have time to go into the dealership like they once did and they really want to be able to experience the vehicles from the comfort of their own living room.
10:53 – Video makes sense for people because the sight, sound and motion you get there is the next best thing to actually being able to touch and feel the vehicle.
11:03 – People are present online, they’re watching videos. As a dealer should really be there if you want to have your message in front of those car shoppers and have a positive influence on them.
12:12 – You want to be able to capture, those micro-moments and have influence in those micro-moments because ultimately those micros lead to the macro of them coming to you and not considering any other dealer.
12:29 – The challenge for a lot of people is what they would have to say if they really exposed who they are.
12:51 – The customer will determine their own buying path and we’ve been trying to force them into our buying patterns too long.
14:09 – It is absolutely essential that dealers are branding themselves and in getting in front of people on video but the way for them to then bring those sales in is to make sure that they’re then capturing the customers when they go back online and search later because that’s what we see most people do after watching a video.
16:19 – What do I do to be a good person? Being kind and being able to extend that kindness to other people, making sure that I never hurt a customer, help out just a little bit more almost in a charitable fashion.
17:52 – Karma gets returned with a wonderful business. The more we do, the better it is. The more we communicate who more we donate to the community and the more that we do in business. Gratitude really does have the power to shape the outcomes in your life.
20:02 – Let people know when they buy it from you, they’re buying from somebody that’s invested in them.
20:13 – A lot of people try this stuff and maybe their intentions aren’t aligned properly with what they’re trying to do.
22:15 – What’s important is anybody who tries to get organic or transparent has to make sure that they connect with who they are, what the dealership is, what the attributes to the dealership are.
23:33 – You have to know what your value proposition is, what your message is, what sets you apart, and then you want to just try and see what works for you and resonates with your audience. Most people are afraid to just test things out. Don’t be afraid to just try something out.
24:43 – If you don’t have a big video company, upload videos to Youtube, just get some content out there and try it out. But I do think it’s important to be authentic.
25:27 – How important is it for the dealer to know what phase of the buying journey they’re speaking to when they do this kind of stuff?
25:38 – It would be great if you had a library where you had different videos for your different vehicles and ones that spoke of your dealership. Focus on videos that are helping your customers and helping them faster.
26:08 – Videos that work great on Youtube are things like virtual test drives, vehicle walkarounds, anything that allows them to experience the vehicle or experiencing the dealership so they can get to know you better.
26:57 – Experimentation is the key and to try to have videos that are helpful and that cover the gamut.
27:46 – Do broad banding on television and follow it up with organic video where you can get the data to get in front of the person who’s raising their hand at that moment.
28:29 – Video production is an important part that our industry has to tackle.

Become Part of Your Customer Journey.

David says you need to do something that makes you truly transparent by turning on the cameras and bring people inside of your operations, but also getting your customer to know you. People buy from those whom they like and trust. Video is the best way to achieve these things and win over a customer. Be present during your customer’s buying journey and most importantly be helpful without selling first.

Video is where it is at.

Angie adds that any dealership can create a library of videos to educate and build relationships with their audience even without a production team. The main goal here is to be authentic, transparent and deliver real value to your customers’ lives. Try to produce videos like virtual test drives, vehicle walkarounds, anything that allows them to experience the vehicle or the dealership so they can get to know you better. Get in front of the person who’s raising their hand at that moment and on their buying journey.

Resources From This Episode:

Connect with The Dealer Playbook: