Carfax is under fire from both the media and car dealerships. In March, ABC’s 20/20 “investigation revealed dozens of used cars with clean Carfaxes — even though the cars had been in accidents, and others had frame damage.” Then Automotive News reported 120 dealerships have teamed up to sue Carfax for $50 million citing the website of having a monopoly on vehicle history reports.
Paul Nadjarian, Founder and CEO of Mojo Motors had this to say about the lawsuit:
The best result for cars shoppers is to have easy and quick access to as much information as possible. Most dealers either use Carfax or AutoCheck. However, the exclusive deals Carfax has struck with third party website and certified programs does not allow dealers that use AutoCheck to provide history reports to cars shoppers on those sites – this is just plain wrong. This hurts customer and dealers. If a dealer has already purchased a vehicle history report, regardless if it is Carfax or AutoCheck, cars shoppers who find the dealer’s vehicle online should have access to the report. This is the best result for the customer and the dealer.
Oftentimes, the sale of a car signals the end of our relationship with that customer. Once the customer drives off our lot, we worry about bothering them. After all, they got the car, we got the sale…what more could we want?
Our hesitation to follow up most likely stems from not having a solid follow up procedure in place for our sales people. They don’t know when to make calls, what to say or how often to followup. Following up can be a huge opportunity to build a relationship, bump up referral business, create repeat customers in your service department and on your sales lot.
Five things to do after the sale:
- Call the day after. Thank them for their business and ask if they are enjoying the car or if they have any questions about the vehicle. Most of the time, the customer has so much on their mind during the sell that they forget a lot of the information you gave them.
- Write a thank you card. Put some thought into it and make it personal! I’ve seen salespeople take a photo of the car the day the customer bought it and used that as a thank you card. Don’t forget to include your business card as well.
- Call 14 days after. Ask if they have any questions regarding the features of the car. This shows them that you are there for them even after the sale.
- Call 30 days after. This is a good time to talk about your service department and offer to setup a service appointment for them. In addition, you can ask them the name of someone in the market for a vehicle.
- Create a customer appreciation event. Establishing a relationship between you, your sales staff and your customers. Events also give the sales team a reason to call their customers and check-in.
At my dealerships, I liked to organize what I called Family Cookout. I let my sales staff know the date we would throw a cookout on the lot and tell them to invite their sold customers. Organizing an event falls into the lap of the owners and managers, but these events are important tools for salespeople to properly follow-up after the sale with customers.
Customer appreciation events and calls after the sale are the beginning of creating a followup up procedure for your sales teams. As a result, you’ll find a growing loyal customer base who will come back to your dealership time and time again because of the investment you’ve made into them and the sales team.
In the world of car dealerships, we like to measure the effectiveness of any number of things, from what our customers think of their overall experience to how the color of the mulch in our flowerbeds affects the look of our buildings. The one thing that we don’t always do a good job of measuring is what our employees think about their experience working at our dealerships.
In an industry where employees are one of our greatest assets, why are owners and general managers not investing into them more? Why do our dealerships feel like a revolving door where people come and go, leaving us in a constant state of hiring and training? Think about when the last time you saw a dealership or auto company in the Fortune 100 Best Companies to Work For besides Mercedes who ranked #30 this year. [keep reading]
Bristol has lived up to its legacy as fight breaks out between Logano and Hamlin.
Snowmageddon has left Boston cars trapped under more than a foot of snow.
Gifting clients and customers is hard, especially when you have a lot of them. There are hundreds of active dealerships using Mojo Motors and they’re likely receiving holiday sausages, cheese trays and gift baskets with fancy crackers and mustard dipping sauces.
We wanted to send our dealerships something memorable, capable of standing out amongst the dairy and meat products they’re already being sent. Last year, we sent Mojo Motors-branded Sigg bottles to all of dealers. They were great bottles, but at over $30 a pop, they were expensive. This year we wanted to do something more cost effective but just as cool, if not cooler. [keep reading]
There’s not too many of us who have worked in dealerships. Ladies, that is. According to Excelle only 12% of employees at dealerships are women. But, for a select few of us ladies, we’ve had the pleasure of working in the ridiculous, male-dominated world known as a car dealership.
I worked as an internet manager for a dealership with four stores. My roles included managing a team of internet coordinators who responded to car shoppers emails, phone calls and set up test drive appointments. I analyzed ROI of the internet department looking at 3rd party site and lead providers, maintained vendor relations, updated the websites of each store and managed all the social media. Here are a few survival tips: [keep reading]
Last weekend, GM’s marketing head honcho, Joel Ewanick, resigned. Business Insider covered it, the Detroit News covered it and a whole bunch of other websites covered the story too. People had a love-hate relationship with the man. He’s the automotive world’s frenemy. Think of Ewanick like coffee. It’s bad for your teeth and probably your health, but it’s just the kick in the pants most people need to get their day started.
Ewanick fired advertising agencies, started a war with Facebook and said Super Bowl commercials were a waste of money. Ewanick also changed company culture, developed an advertising strategy to save GM billions, helped turn around a failing brand, took risks with their media spends and demanded creative ideas. So what does Ewanick’s exit mean for Mojo Motors, car shoppers and dealerships? Let’s take a look.
NEW ENGLAND – MARCH 22, 2012 – Since launching in New England last fall, MojoMotors.com has helped over 25,000 car shoppers find discounts on used cars. The website alerts members when dealerships lower pricing or add new inventory, simplifying the process of finding a good deal on the right car. [keep reading]