Technology can enhance a dealership's visibility, internet presence and improve the incoming leads. The trick is to "stay human" when responding to a potential client. People do business with people and not with "robotic" generated responses.

1. As we all know, the constant ever-growing technology and
connectivity tools and gadgets are aggressively evolving at an
unprecedented speed. Car buyers are spending more time
online, on their phones, on social media communities and
basically sharing information and their experiences with
others. And as these active online customers share the
information; this includes adding positive or negative reviews
for a particular store or salesperson.
What this means to the car dealerships today is that
advertising is losing its power. The growing challenge of
adapting to this new “consumer behavior” and creating
marketing strategies that can scurry through the over populated “digital clouds” where the
consumer has the power of opinion, and connecting with potential clients is getting to be a very
creating task.
Accomplishing the rules of engagement of connecting, increasing the inbound traffic, receiving
leads and converting these to real sales and client retention has suffered a strong twist. On a
prior article, we recommended that car dealers should remember that leads are real people.
What we’re going to re-enforce now is that these leads are always people even before they
decide to fill out a lead form.
Yes, technology is very important in today’s sales world and especially for the automotive
industry. Great website, an awesome SEO and GEO target microsite, review site, etc. are just
some of the tools constantly used that enhance what can be offered to a potential client. The key
here is that our digital assets are visited by people! Ironically as it may sound, people do
business with people and not an automated “robotic” response.
A Negative Response to a Client ends the given Opportunity to the Dealership
Every client that contacts you is an opportunity. Don’t be negative at all! There is no need to
say “NO” over the phone or via email. Regardless of the inquiry, benefit from the opportunity
and get the potential client to the dealership and listen to their needs.
Interact with them via email, phone calls, chat, etc. Establishing a no-hassle relationship with
those that reach out to you is the best way to convert these into a sale. Use the technological
tools that you as a dealership have, to educate and benefit your prospect. The more information

2. you can provide, the better the client understands and feels about visiting and meeting with you
in person.
You, as a salesperson, are never alone in this mission. Always remember that your email
response or phone call conversation is representing the entire dealership. You have already won
half the battle. You reached out thru the “digital clouds” and connected with a prospect! Don’t
stop here!
We’re not telling you what to do. We’re reminding you that every lead is a person just like you.
Technology can help the dealership’s internet presences and instant visibility but it is up to the
sales team, finance experts to come together as a unit and convert this lead to a sale.
Use the technology tools to your favor. Be on top of the new implementations and social media
updates that can help you capture and reach more online potential buyers looking for a vehicle,
service or parts. At the end of the day, every lead can become a sale.