We Weren’t Expecting You

We Were Expecting You Strong

Imagine yourself as an automotive shopper of today: you’ve done hours of online diligence to narrow down the choice of your vehicle, reduced the number of dealerships you will visit to the national average of one point something, even chatted with a dealership internet professional to set up an appointment. Upon arriving at the showroom you’re received with the impression of “we weren’t expecting you.”

It is a problem that can be summarized with the disappointing evaluation of “the right hand didn’t know what the left hand was doing”. The communication process between the digital side and showroom side of the dealership must connect, direct and inform at a high level, especially given the distinct likes and dislikes of the online shopper. Previously scheduled appointments are gold! Get everyone in the dealership who might possibly be involved with these customers on the same page of knowing how to present themselves and what to do.

Imagine you arrive as a customer and hear, “Welcome, how may we help you?” You inform them that you have an appointment and are immediately directed to an appointment board and see your name. Nothing in the world is better at saying, “We were expecting you.”

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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