Join the Party
June 19, 2008 by admin
In a meeting the other day with Dealer client. We were showing him around the new virtual infrastructure we were creating for the Dealership, e.g. new Blog, Online Service Forum, some promo pages on their site, etc. The Dealer asked if people would actually use these things. He seemed unsure, despite having already signed up, whether or not people on the Web would utilize these communication tools.
My response was of course was “Yes!”
I elaborated by suggesting that people already are using these things. People do research online in blogs, forums, and social networks. They talk about dealerships (positive and negative). Rate dealerships, etc. Case in point, check out this extreme rant by a blogger about his recent experience with a Ford Dealer in Seattle. This is but one of numerous bad experiences about Dealers that I have come across online.
Continuing on…”We are going to help you join the party”, I stated. “We are preparing you with the communication tools and resources you need to network, connect with, and build relationships with people on the Web in ways that are conducive to your Dealership.”
But just because you show up at the virtual “party” doesn’t mean you will be well received. Just like in real life, you have to get your game on when mingling in a social environment. As nice as it will be to have all these neat new ways to communicate with people, you still have to find your own unique groove in building relationships. That is not easy.
There is a paradigm shift in the works right now because auto shoppers and owners have the leverage they have desired and deserved for decades. Car Dealers have gone through some tough lessons over the past 10 years and things are not becoming any easier. But you have to start somewhere and learn from the school of hard knocks sometimes.
Comments
K.i.T
