DealerKnows
Where Do I Start?
  • Services
    • Training
    • Consulting
    • Creative Video
    • Performance Monitoring
    • CRM Analysis
    • Professional Speaking
    • Bundles
  • Products
    • TaskTeacher
    • PriceMatrix
    • Dealer Forensics
  • Clients
    • Results
    • Reviews
  • About
    • Joe Webb
    • Bill Playford
    • DK Team
    • Ask the Experts
  • Blog
  • Videos
    • Funny Videos
    • Educational Videos
    • Dealership Videos
    • Conference Videos
    • Make Me A Star
  • Contact Us
  • DealerKnows Summer Camp
  • Services
    • Training
    • Consulting
    • Creative Video
    • Performance Monitoring
    • CRM Analysis
    • Professional Speaking
    • Bundles
  • Products
    • TaskTeacher
    • PriceMatrix
    • Dealer Forensics
  • Clients
    • Results
    • Reviews
  • About
    • Joe Webb
    • Bill Playford
    • DK Team
    • Ask the Experts
  • Blog
  • Videos
    • Funny Videos
    • Educational Videos
    • Dealership Videos
    • Conference Videos
    • Make Me A Star
  • Contact Us
  • DealerKnows Summer Camp
Where Do I Start?

Why Ask Why?

Share With:

DealerKnows Asking QuestionsI recently joined a panel at an Experian Own Your Own Backyard Workshop in Miami, and the subject of attribution came up for discussion. The room collectively groaned by the time “attri…” was uttered from the panel moderator. The topic has been thoroughly beaten to oblivion, so needless to say, it was a short discussion on the topic. Thankfully, there was plenty of other awesome stuff to discuss.

A couple of days later, I stumbled across an article I had written about seven and a half years ago (at the time of this writing). Hilariously, at least to me, many of these suggestions go unheaded today. If you can’t commit to tackling basic attribution questions today for FREE, how is a new tool or service going to make it any better? When you’ve proven to yourself and your organization that you can objectively measure any of the things below on a consistent basis, then it’s time to start looking for a tool. Until then, make a commitment to picking one source, and measure it like your business depends on it. You’ll be amazed by the results.

***

Originally posted 9/7/2010 on DrivingSales.com

I bought a book a short time ago, and at the top it said: “Ignore this book at your own peril.” The quote is from the best selling author, entrepreneur, and Marvel Superhero Candidate, Seth Godin. Having read most of Godin’s books, I immediately bought the book he was endorsing.

While I won’t bore you with the details of the book (it’s an awesome read), it’s a prime example of buyer motivation. Although I had no intention of buying a book that day, I physically walked into a bookstore, browsed through the business books (yes I’m a nerd), saw the quote by Godin, grabbed the book, and promptly paid for it. The bookstore didn’t sell the book. The authors didn’t sell the book. The publisher didn’t sell the book. Seth Godin sold the book.

How often are you asking your customers how they heard about your store? How they decided what products to consider?
What prompted them to start shopping online? How they heard to ask for you? In fact, how often are you asking questions?

I’ve been actively mystery shopping dealers for the better part of the last five years (now more than 10!), and it’s not very often that I’m asked personal questions. I’ve seen plenty of volunteered information about the dealership’s history, the General Manager’s name, and the MSRP of the vehicle requested. It’s not very often that I’m asked if it’s better to communicate via email or phone. I’m rarely asked if I’m considering comparable vehicles. There have been solar eclipses since I was asked how I chose their store.

Why is this question so critical? It’s simple: it gives you instant feedback about how well your customer acquisition/retention methods are functioning. The answers could range from “I was searching the Internet for good deals on Chevys” (that SEO is paying off), to “One of my friends mentioned your name on Twitter “(high-five to the social media gal; get the bird-dog check in the mail), to “I saw your ad in the newspaper” (people DO still read those), to “I’ve bought my last four cars from you! You don’t remember?” (it’s officially time for a new CRM).  Asking this one simple question gives you the pulse on what methods of outreach are working in real-time. As an added bonus, it gives you insight into how your customers make a decision.

If a customer’s cruising Google for good deals, it’s more likely that they are value conscious and not too dealer-loyal. If a customer reacts to a Facebook post from a friend, it’s likely that they are influenced by third parties and that they are looking for objectivity/credibility. If a customer is responding to a newspaper advertisement, they’re more likely to be reactionary and more of a “traditional” shopper. Is it not easier to respond with valuable information when you know which hat to put on? Is it not easier to make investments if you know it’s already paying off?

Although I’m pretty sure I’d turn elsewhere for car purchasing advice, Seth made it easy for me to spend $22. Your customers are following various sources of advice every day to get that same guidance. These sources of influence are selling your product, selling your process, and selling your dealership. The good news is that it’s much easier to find out who or what these sources of influence are than you think. All you have to do is ask!

Hey, by the way…what made you click on this post?

Bill Playford • February 27, 2018 • Gotta' Share

One Response to “Why Ask Why?”

  1. David Crader March 9th, 2018

    Insightful as always…and the answer to the question you pose at the end is simple: you and Joe flat out know what you’re talking about and I ALWAYS click on what you guys send. 😀

    Reply

Tell Me About It

Click here to cancel reply.

  • Best Of
  • Most Read
  • Three Questions That Need to Be Answered For 2023: Why Does It Matter Now?
    By Bill Playford
    December 29, 2022
  • 3 Important Questions That Need Answering for 2023
    By Bill Playford
    December 19, 2022
  • improv comedyHow Improv Comedy Builds Companies
    By Joe Webb
    July 2, 2019
  • NYE PartyWhat My Crazy NYE Party Can Teach Us About Marketing in 2019
    By Joe Webb
    January 3, 2019
  • 3 Important Questions That Need Answering for 2023
    By Bill Playford
    December 19, 2022
  • sales managementThe Manager Who Doesn’t: A Guide to Better Sales Management
    By Joe Webb
    June 2, 2016
  • sacred cowCan you Kill a Sacred Cow?
    By Joe Webb
    January 12, 2016
  • The LeftoversWhat Happens When They Disappear?
    By Bill Playford
    August 29, 2015

Categories

  • All About BDCs
  • Ask the Expert
  • Comic Strips
  • Competitive Edge
  • DealerKnows Data
  • DealerKnows Press
  • DealerKnows Testimonials
  • Digital Marketing
  • Digital Marketing Conferences
  • Gotta’ Share
  • Internet Strategy
  • Lead Management and Process
  • Leadership and Sales Management
  • Quotables
  • Sales Training
  • Small Business Consulting
  • Social Media and Reputation Management
  • Technology
  • Vendor Relations
  • Websites and Online Search

Search Posts

Sign Up for DealerKnews

There are craptastic newsletters, then there is DealerKnews. Get all of our posts without having to set up a RSS feed. Start getting a monthly megadose of geniusness. Its like steroids for your brain.

Latest from the Blog

Webinar: How to Recruit, Hire, and Train New Salespeopleby Joe WebbRead blog post

Contact us

We really, really, really want to talk to you.

Get In Touch with Us

Sign Up for DealerKnews

There are craptastic newsletters, then there is DealerKnews. Get all of our posts without having to set up a RSS feed. Start getting a monthly megadose of geniusness. It’s like steroids for your brain.

© 2023 DealerKnows | Privacy Policy | Terms of Use

Powered by Launch Digital Marketing.

2023 DealerKnows Summer Camp

The Only Automotive Conference You’d Ever Regret Missing

Location: Camp Blue Ridge | Clayton, GA

Date: May 23-25, 2023

Register Today!