OK! I get it. You’re thinking I need traffic to my dealership today. Well what’s new. That’s one thing that never changes in the car business in good times or bad. Everyone wants more traffic.
The car business is notorious for short-term thinking. This can be good or bad. However, I strongly encourage you to stop and think about what I am about to say regarding social media, as it relates to automotive dealerships.
In the early days dealerships were all neighborhood stores. Then came mass media and suddenly you talk to a lot of people you have never seen and suddenly they were your customers. That was the end of the neighborhood store and neighborhood relationships.
As time has passed a few stores like Sewell were able to re-kindle the relationship store and turn those relationships into big sales volume. Most other dealers who tried failed and went back to the quick fix of mass media.
Well times have changed. Relationship selling is back and it all starts with Social Media. There is no greater opportunity in front of you. Facebook added 100 million users in 9 months. It took television 10 years to just reach 50 million. Social Media is relationship on steriods. If you want to build relationship selling, where you have equity in the transaction and the relationship, you have to get on the social media program.
As one of the first to really embrace this revolution you can take a significant competitive edge that others may never be able to recover from. Why do you ask? Because they are still thinking about today and short term marketing ideas. Social Media will build and secure a consistent traffic flow to your dealership. My guess is in the not too long future the majority of your traffic will be traced back to social media. You may not see it all today but 100,000,000 Facebook users in 9 months can’t be ignored. The shift is taking place but short term thinking will leave you in a position you just won’t recover from easily.