» 5 Mistakes Automotive Dealers Make on the Web

Today I wanted to give you some insights into the investigations I have been making into Automotive Dealer web marketing efforts. Even if you are not in that market, you might get some ideas for how you can improve your own campaigns.

When you look around the web at any field in business there are often common mistakes, either because “that is the way things are done in our industry” or because everyone copies each other. Do not parrot a flawed model, optimize your web experience for customers so that they are more inclined to go with you rather than every other clone out there!

1. Go commodity - The biggest mistake I see car dealers make on the web is an over emphasis on commodity features. What do I mean? Focus on price, or information every other dealer has. Where is the differentiation? This is the web, we can’t assume our website is the only one the visitor will read today! Provide a reason why the visitor should choose you over any of your competitors.
2. Me-Me-Me – You know what? The visitor is not that interested in your CEO/MD/Sales team. Customers want some information, to feel a sense of trust and confidence, but when it is all about you then the visitor is turned off. Tune in to what the customer needs and wants to know, and get out of the way.
3. “Check book marketing” – When I look at a lot of automotive company websites it is obvious that someone has opened their bank account to an agency and said “just make it happen”. Stale website, expensive non-optimized advertising, and me-too approaches. Most good agencies want to collaborate to make campaigns a success, make sure your agency emphasizes what makes you different and better rather than take the easy cookie-cutter approach that does not get results.
4. Lack of engagement – Rather than put your customer at arms length you need to invite them in, get them to interact, invite questions, and know that you are responsive and have a customer-focus. This is like sampling your customer service before purchase, and also great for keeping customers around longer term. Even something as simple as a newsletter can start the process. Out of sight, out of mind!
5. Rush – It is unlikely that a visitor is going to make a purchase the first time they see your site, so why are so many of these websites in a rush to get you out of the “door”? You need to hold interest and not be so eager. The customer could be at any point in the buying cycle from initial research to price comparison, so you need to be sensitive to these needs and help and encourage rather than push.

I think the root cause of most of these issues come down to

• Partial abdication of responsibility – You want a good job but do not feel you can get very involved in the process. In fact, you need to be involved because it is you that is being represented. The experience of your website will directly impact how your customers feel about you.
• Outbound thinking - By prioritizing what you want to say rather than what you want the visitor to experience you set yourself up to be a blowhard rather than a good salesperson. The best in sales are listeners first, remember that and you will not go far wrong.
• Building a fixed brochure – Websites can be so much more than brochures. Plus everything is measurable and can be continually optimized. Do not settle for mediocre, be constantly looking to improve and grow.

Thankfully all of these issues are easy to start fixing today, and they all start with your prospect. The more you can focus on pleasing and catering to your potential customers wants and needs the more you are going to give that positive impression you need in order to be competitive and make more sales!