By Kalah Hathcock The highest grossing, most profitable dealerships that we work with are telling the “story” of the pre-owned vehicle and really focusing on giving the customer the new-car buying experience, with a pre-owned unit. Not all used cars are created equal — you need to tell the story, paint the picture, give them an illustration they can’t resist. We…
Scott Carter / Senior Writer Longtime Gators donor Hugh Hathcock recently made a $12.6 million pledge to Gator Boosters, the single largest financial gift in the organization's history. GAINESVILLE, Fla. — Hugh Hathcock's life story intertwines with the University of Florida like Hogtown Creek weaves its way through town. There are starts and stops, straightaways and bends along the path. But Hathcock,…
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When customers are shopping your new inventory their first go-to item is the OEM window sticker as it holds the main points of interest for them, price and vehicle features. You anticipate this as you know they’ve done their homework, have a specific vehicle and features in mind, and they’ve identified a set price that they are willing to pay.…
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Our unique storm continues to linger into 2022 – low inventory, higher vehicle pricing and stronger competition for said inventory. Until the COVID-19 related manufacturing delays get resolved, industry analysis forecasts that used car sales will continue to lead in dealership acquisition, sales volume and service. Furthermore, acquiring inventory will remain a struggle and expensive. So, what can be done…
Recently I came across an August 2020 report from Winterberry Group, “The Drive for Data – The Future of Automotive Marketing in a Customer-Centric World,” sponsored by Treasure Data. It outlines many short comings in that the auto industry continues to struggle with engaging consumers with an effective digital retailing experience. In the report, it cites “the harsh reality that…
Deciding which car to buy is not the only decision your customer has to make – they also need to decide which dealership they should buy from. It’s most likely that your customer has not drilled down into the many pages of your website to learn about your dealership’s value-added services, community efforts, service department, or customer testimonials. Once you’ve…
According to the Consumer Trends for 2020 Report by Brandwatch, when 8,000 people were asked what attribute was most important when choosing a vehicle – quality ranked as the most important, followed by affordability then friendly customer service. Every used vehicle on your lot is unique based upon how the previous owner drove it and how they took care of…
Every salesperson in the dealership should be a product expert of all makes and models on the lot – not just the new vehicles the dealership sells. The Factory Window Sticker empowers salespeople to become product knowledge experts – regardless of the vehicle they are presenting – while simultaneously building immediate rapport with customers.The daily trade walk is the best…