The Dealer Playbook
The Dealer Playbook

Episode · 1 year ago

Lissette Gole: How to Manage Today's Digital Car-Buying Landscape

ABOUT THIS EPISODE

Wouldn't it be nice to know exactly how car shoppers move through the buying journey? In this episode, Lissette Gole, Head of Automotive Retail at Google joins the show to walk through key insights from Google's most recent car-buying research.

Paying attention to the customer experience and journey is hands-down one of the most important things for car dealers to focus on in 2021 and beyond. If not, you're missing out on a massive opportunity to stand up and stand apart from the competition.

Listen as Lissette shares her best advice based on the most recent Auto Dealer Guide. 

Noteworthy topics from this episode:

4:18 - What is it like working for the biggest companies on the planet?

6:19 - What does Google use to understand customer behavior?

8:47 - Google isn’t a Goliath to be feared.

10:07 - Consumer expectations grew by 10% towards online retailing.

14:04 - What are some things you see that dealers should be considering today?

17:50 - Understanding what actions people are and are not taking. Thesis-based testing.

21:02 - Google’s guide is a great foundation to start tailoring those strategies to your specific dealership.

25:39 - What were some of the biggest “Aha” moments you have experienced after reading the guide the first time?

28:00 - What are some encouragements you have for dealers who would like to increase their presence on YouTube?

31:01 - What can dealers do to leverage new buyers and segments entering the market?

33:24 - Google Search is still the #1 tool people use to find the information about the cars they want to buy. 


For complete show notes and resources visit: https://www.thedealerplaybook.com/lissette-gole
undefined

Your current agency sends you a fancy report but you have no clue what it means... 

That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands. 

"Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors 

Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

Hey, before we hop into this episode, let's talk about why your website and digital presence isn't working. Now I know what you're thinking, Michael. We talk all about the Web sites all the time. You talk about the websites, the websites, a hammer yada, yada, yada. We get it. But for real, though, it's shocking to me how much guesswork still takes place and how its having a detrimental effect on what opportunities you are able to leverage now. Over the last decade, especially for the O. G. D P beers, you know, I've poured my soul into assembling a team that cares deeply about the progress of the retail auto industry that believes in my mission to enrich and empower dealers to perpetually grow. Now I'm making my amazing marketing team accessible to the dealer playbook community so that you can start to thrive rather than merely survive. Right now, we're providing a just for you free website diagnostic that will show you exactly what you need to do in a priority sequence so that you can finally get the answers you need. Claim yours by visiting triple W dot flex dealer dot com forward slash website audit that's triple W dot flex dealer dot com forward slash website Dash Audit Pay Gang Welcome to this episode of The Dealer Playbook, a podcast that explores what it takes to create a thriving career right here in the retail auto industry. I'm your host, Michael Cirillo, delighted to be joined by my pal Lisette Goal. She is the head of automotive retail at Google. We're talking about the guidebook, all right, so there are certainly many things that we could be doing when it comes to online marketing and sales. But I would argue that if we aren't first considering the customer journey and the experience the customer is having while we're greatly missing out. See, when I first made that connection, it was like a light bulb went off in my mind. Earlier in my career, I was so focused, as I think many businesses are on, really just how to sell more how to get more leads. You know, we're all lead zombie zombies in the auto industry. How do I get more leads, right? Ironically, when I began to focus less on that stuff and more on the journey that I could take with my customer the opportunities to do business were much, much more abundant. It's call it an oxymoron. I think it's just the law of reciprocity. Help others get what they want. You'll get everything you want. Now, of course, there's no better person to have this conversation with today than the head of automotive retail at Google. Lisette Goal. Together, we're going to look at Google's most recent auto dealer guide and dissect the insights that will help you navigate today's digital landscape. Lisette. Thank you. Thank you. Thank you so much for joining me on. The dealer played with podcast. I'm so excited to be here. Thank you for having me on the dealer playbook. Podcast, Michael. It only took clubhouse for us to to make. This is a magical tool. It's, I think about in at the end of 2020 as I reflected on. Where do I want to pick my spots in the new year? I said, Okay. You know, I want to improve my process around sleep. I don't. You know, I sleep maybe 5.5 6 hours a night, and I want to make sure that I am prepped for it. I'm getting my self ready. I'm not staring at my phone. So that was That was 2020 Michael. And then 2021 came along, and it was like, Michael, have you met clubhouse yet? Mhm. I agree. It was a learning curve. I was on it way too much in the beginning. And now I'm being more selective. Well, I'm glad that you were and that we cross paths and that we're having this conversation today. Um, I want to ask you right out of the gates, just as a little bit of a get to know...

...you. Um, you've had a really impressive career journey like Microsoft. Now Google for going on what, 10 years? Nearly? Yes. Just to appease my curious brain. What in the world is it like working at the largest companies on planet Earth? Well, it's a great privilege, you know, for me, it's a lot of fun. I So, as you mentioned, I've been at Google for almost 10 years, nine officially in the auto space for nearly 20 and I have loved every minute of that journey. Um, I started out on the agency side and then moved over to the Microsoft and then Google. And, you know, I feel really honored to work with dealers and Ohms and their agencies and help their business. So, you know, you were just talking about, um, focusing on reciprocity and your customer and what's best for them. And that, for me, has been the most fun is how can I help dealers their agencies O E M s, um, sell more cars, fix stops, you know, and drive more profitability. So that really has just It's been a lot of fun. Yeah, it's It's interesting, right? Any time I get to speak to you know what I think the industry would refer to as the big players the Googles, the Facebooks, the whatever, I think sometimes. And perhaps it's how we've been conditioned over the last 20 years going on 30 years where we're like, OK, Google is going to drop this this like use this tool and do this thing and say that thing and you're going to sell an infinite number of, uh, more more vehicles. You're gonna move an infinite number, more more metal. But it's so refreshing, I have to tell you, it's so refreshing to have you sitting here and saying, Yes, here's some validation around building relationships of trust and that we use the tools to to get that message out to the masses. Right? Um, and it's clear looking through the guidebook that as a primary, I guess, Perspective. At least this is what I'm taking here for from it. But I would love your perspective. Obviously, Um, you know Google is concerned about the customer journey. Like what is moving a customer through an experience? Is that kind of the? Would you say that's a North Star or one of the North Stars for Google when they conduct these guides? Or the research that we really do try to anchor in the customer? What is what is the customer doing? So in this case, it's the automotive shopper. How are they experiencing the entire process from the moment of consideration all the way down to buying a vehicle or walking into service and everything that happens even after you buy a vehicle? Um, so that really is our North Star is understanding the customer journey. Um, and I and I think we can help and because we have that data to provide that to the dealers to the agencies so that they can understand what their customers are doing and then adopt marketing solutions to help reach the right person at the right time with the right message, which is whatever you know, we're all trying to do with in the marketing space. Um, so in the journey and the journey is changing, you know, it's changed a lot in the last year. We actually say it's changed more in this past year than it has in 10 years, so we really want to keep an eye on that so that we're providing the best experience. And the guidebook specifically is the answer to dealers saying, How do I use Google products and solutions for my dealership today? And so it's really specific to dealers. It's really specific to the automotive industry to provide that path and that road map. Um, and one of my favorite things about it is that it can meet you where you are, so we've set it up in terms of pillars, And so, um, wherever you are in your marketing journey, you can find the place that meets you there and then move through the ecosystem and move through your marketing journey as works for your dealership. Yeah, I love that. And it also validates another point because I think at surface level.

And certainly there have been conversations on clubhouse to this effect where it's like, Oh, did you see what Google released? They're going to kill this part of the business because they can. They're so big. But when you look through the guidebook, for example, it's clear that Google is still very much, um intrigued by interested in all of the various touch points that a customer is going to take that help the cost. Like like you said, validation of what you just said that stands out to me is it's rooted in the customer. You're like Google is not just going to come up with something that goes against what the customer wants, right? You're you're constantly trying to provide a better experience to the customer. Can you maybe speak to that a little bit? Just to perhaps put the naysayers at ease that Google isn't this fun giant to be a Goliath to be feared? That's just going to come in and wipe away all business models Well, so maybe I can anchor this and what we've seen over the last year in online retailing. So when I'm out talking to dealers right now, you know the industry is moving into the landline retailing space. It's newer for automotive, but for the customers, it hasn't been new. They're used to buying everything online. They're used to the consular service. They're used to, um, to that experience. And so what we're doing is Google is not only understanding how they're translating that experience over to their automotive shopping process, but also then ensuring that, um, dealers have products to reach the customer based on what their expectations are today. So, you know, things like you can run a dynamic search ads, you know, you can put your inventory in that space. We wanna bridge that gap a little bit between what the customer expectations are working with the dealership and finding their next vehicle, as well as using our products to make that easier for the dealer or reach that person. I think that's so tremendous you mentioned earlier as well just kind of marrying this back to some of those trends that we can see in the guidebook. I was blown away. I mean, it's one of the first few slides in the guide that talks about how, um, consumer expectations grew by 10% towards like digital or or was it online? This concept of online retailing that that seems like a pretty dramatic jump. Is that strictly because of pandemic, or are there other factors? Yeah. So, um, I'll break that down a little bit. So in 2018, we conducted some research that showed that 1% vehicle shoppers were completing that purchase all online. So you're buying a vehicle, intend, and then you fast forward to 2020 and we found that 10% of vehicle shoppers were completing that process and to end online. Now, that's a big job. As you mentioned, you know, from 1% to 10% in two years is really significant in our industry. Um, that also means that 90% are doing a hybrid version of that. So they're anywhere in between. You know, they may want to, um, still come to the dealership to assess their trade in having any discussions that varies by the person. Um, but it is a significant jump for us, and it is something that We want to make sure that we are We are paying attention to because that's now the expectation of the customer and the tools, the online retailing tools. The website tools are also evolving really, really quickly to meet that need. Um, and so I think it is a combination of the two. So obviously, like customers, we're not leaving their house. They still needed to buy vehicles during covid. Dealerships needed to remain open, so they all jointly moved into the comfort of online retailing. But I think having the tools on the site and us as an industry making that more available to the customers is only gonna, you know, like we're just accelerating that now. So I think that also plays into the 1...

...to 10% jump. If it wasn't available, it wouldn't have happened, I think to the future as well, because we know that the circumstances of 2020 the pandemic people staying at home lockdowns, et cetera, we've we've identified a couple of things. First, there's resilience in the auto industry because people went from seeing a vehicle as luxury to utility and and I would say that the bounce back has been nothing short of miraculous. But if we were to average that over two years, um, these statistics, that's a, you know, call that that's like a 4.5% increase per year in interest buying end to end online since 2018 or or sorry, a 5% really, if we just want to, you know, round it up. But if that continues on that trajectory, let's say it slows down. Maybe it's only 2.5% this year. But if we're going, if we're seeing a 5% increase in end to end transactions every couple of years, that should hopefully help your dealership look a little bit into the future and say, Okay, what moves do I need to start making today in order to keep meeting that demand? You mentioned a hybrid model, and and that's always intriguing to me as well, because I'm such a nerd, right? I would buy ipads over clothing if it was socially acceptable and just like duct tape ipads to my body and walk around like robot. That that was really the first iteration of Robocop. They're like, Okay, so hear me out. There's this nerd who just wants to wear ipads for clothing. And they're like, No, that's not gonna fly. And Plus, what's an iPad? It's the eighties, Um, but that that's me. I'm such a nerd. I would be like, we're gonna do everything we can to produce this model and perfect it while there are still some customers that will not buy into and online like, I need to start figuring this out now. But let me ask you, from your vantage point, what are some things that that you see that dealers need to be considering today we know online retailing, but we know to go from a hybrid model or no model at all to a hybrid model, it can be a pretty big jump. And then a hybrid to a full end to end can be a pretty big jump. Like where? What? What should I be thinking about? Where do I need to? What do I need to focus on this year and maybe next year? So I'll take this out a little bit of a higher level first, because what we really are aiming towards is to deliver what we call a customer lead frictionless online purchasing experience, and so that encompasses, you know, full and and as well as hybrid. And so when we think about how do we get ready for that? And I agree with you getting ready today to support the evolution is really important. You know, in some ways we're going back to basics we're looking at, you know, the mobile website again and really assessing, like, does it load in three seconds or less? Because we know if the website is not loading and we have the If there's a risk of losing the customer before the site is loaded, then we have, um, you know, we want them to obviously be on the website and continue their journey through. So I think looking at your mobile website experience and becoming your own mystery shopper there, you know, I would recommend, um, really taking just to step back and and walk through your mobile experience and say, Is it easy to buy a car? Is it easy to contact a sales person? Is it easy to schedule fixed stops, appointment like, you know, and just have that fresh perspective here? As everything continues to move online, I think that's one thing we can do immediately. And the other thing is measurement. I think measurement is so important. So in this world of completely online or a mix of online and offline experiences, really understanding what website actions matter to your dealership is really, really important. And I think we should not take what used to be for...

...granted. I think it's a great time to just reassess and re understand what are people doing on my website? Where are they dropping off? Where are they engaging and, you know, how can we continue to move them through the experience, no matter how they choose to interact with your dealership. So to me, those insights will help really drive a lot of the next level of decision making, um, to for your online retailing readiness, I love that it feeds into, um, conversion rate optimization, which is something that we don't talk enough about. In my opinion, in this industry, like at the end of the day, being a tech guy and being a marketing guy like, can we just all be honest? But if we need to hold hands and sing Kumbaya for a minute, so we know we're not, I'm not hating on anybody. I'm not singling, but a website is a bunch of pictures and text formatted on a computer screen. Like at the end of the day. It's your inventory formatted and merchandise and put. But it's pictures and text formatted on a computer screen. What matters more than because you know where we came back from you? You said 20 years, right? And I'm going on, you know, 2022 years in the industry. Where did we come from? Low set. It was by this website. It will get you more traffic leads and sales and then the next compare by this website. This website is gonna get you traffic leads and sales. No, I've said this before on the show. My my my cockamamie, foolish sounding analogy is this. I say, Lisette, I went to Home Depot the other day. I bought the most expensive hammer I could find, and the darn thing still won't hang the pictures on the wall for me. Like I I still have to do something. And so you know, to your point, what really stands out to me is I love that you're drawing attention to, um understanding what actions people are or are not taking. And then also for me to get clear on what actions I I want them to be taking or what I believe maps to my definition of success and more importantly, what maps to their definition of success. What are they trying to accomplish? So conversion rate optimization is understanding that the answer is not. This is maybe where I show the website providers some love. Now it's not to just switch your website as an answer to the question it's about to create. It's about creating a thesis, saying, Ah, I see where people are dropping off. My thesis is, if I were to make this adjustment, it would help more people achieve their desired outcome. So we're just gonna make that one change. We're not going to, you know, like we're talking about pre show. I'm not going to rearrange my entire living room. I'm going to move the pillows on the couch first, and then I'm going to take a step back and I'm going to identify if that works, and then once I've run that test for long enough and have enough conclusive data, then I will make another thesis and make another tweak. But I'm not going to just change everything I do all at once, because then I can't identify what actually contributed to, uh, an increase or a decrease. Right. That's right. And there's two components to this. There's the actual website experience. And you know what do you modify within your website experience piece by piece to make sure that a customer can move through it really seamlessly. And then there's the media component, and that's for you know where the automation comes in for us. So within, I'll talk about media and add products for a moment within the marketing ecosystem. Google offers automation to do that as well, so you can once you've understood what what metrics are important for you for your business to have them call your showroom, have them come in for service, etcetera. Then you can optimize your media toward it through through machine learning and automation, and you can do that through maximizing your conversions. I want as many conversions...

...as possible, or you can do that through the waiting of your conversions, which says, I believe bdp views are more important to me than X or y and that's different for every website and every dealership. But once you have that that understanding from your site and what the customer is doing, you then tie that back to your media so that everything is driving toward that goal of getting them to take that action that you desire for your dealership. So it's not cookie cutters that would. I just heard you say It's not cookie cutter. No, it's not. So when we join conferences and watch webinars and stuff, what's the best advice then? Because I think sometimes we share all this information. Or perhaps people are gonna be downloading or have downloaded the dealer guidebook. Um, and they go, OK, this is gospel. This is exactly how I need to implement this. Your encouragement, then, would be what my encouragement is. That's a really great place to start, so we've done a lot of research. We have done a lot of work. There are many case studies in the guidebook that show what other dealerships have done to make these tactics successful for their business. But marrying that with your particular dealership, your particular website, your business goals, you know what inventory is on your lot you need to sell is really where the the broad meets the custom, you know, and for your dealership. And so then you can take the foundations that we put in guidebooks and Taylor those for your specific business. Um, so, you know, we look across the industry and we see these trends happening, but, um, I know, for example, when we talk about online retailing at 10% of the industry, we've talked in the past. Asbury Automotive Group had reached 15% of their vehicle sales in Q one of 2020 because they were, they were already getting ready for that trend. So I point that out just to say that there, every business is different within this, we also share a profitability calculator that you can access as a dealer. That I think is a really important element and understanding. You know what? How marketing can help drive profitability for my business, because what we really want is within the customization to look towards what does What does my marketing cost per vehicle so look like? And the profitability calculator is a spreadsheet that that allows you to look at that as well. Um, so that you can again take the the foundations that are a guidebook. Marry them up with your specific profitability, your specific business needs and come together with a custom program. Yeah, my, I wish I had an explosion sound effect because what you just said Oh, my gosh is so, so valuable. I wish we could, but And I guess actually, we could technically do that. And in those production cost per vehicle sold, I You know, I'm sure you see this, but I think this is a huge misstep when it comes to media by and when it comes to advertising is that we say And this is not just dealers. This is other, You know, other verticals that we work in as well that we're observing, they say, Well, I got five grand and I have 100 and 70 vehicles or 170 products that I need to sell, and it's like, Yeah, but the margin is different on each and every single one of those things. How can I just give a blanket? 5275 products? The biggest retailers on planet Earth. Don't look at it that way, right? they, they they look to find that equilibrium of how much does it cost? So if I make $100 on this product, But I make $1000 on this product, I can obviously afford to pay more to advertise this product before margins are compressed. And I'm not making any money versus this $100 product. Is that something that you guys are seeing? Do...

...you recommend looking at it that way? Um, where it's like almost on a per product basis and understanding how much I can actually spend on each of these. And is there a better way to set that up? No, I do, I think, looking at by products so obviously within the vehicle, you know, product line trucks versus SUVs versus cars. And then also we recommend looking at it by profit center. So new used and fixed operations. Because all of those will have different um, business needs business objectives in r O I. And then so if you if you're looking at it, you know, and even within six steps, you can now get down to, you know, wipers, tires, you know, go through the list and they all will have their own different balance. It does take work. You know, this is not this is this is a lot of work to set this up in the up front, But once that happens and you have that you have the knowledge you have the baseline to continue to, um, to optimize against that and make that investment go further for you. I think that's so tremendous. I want to ask you a question specific to maybe some ah ha moments for you and the Google Otto's team. So you you compile all of this research. You work with some of the biggest research firms on planet Earth, and they're working with you, and you guys are compiling all of this data, and then you're presenting it into a guidebook. I imagine there must have been at some point the finished slide deck or something that landed on your desk for you to look at. And you you're sitting here. I'm just picturing Lefsetz flipping through this thing. What were some of the moments like, Oh, woe for you that came out of the guide? Yeah. Great question. Um, so search is still number one activity. YouTube is still the number two activity and researching for vehicles. Um, the increases, though, you know, have have been were kind of my ah ha moment. So what we've actually found is that there are more people coming to market that are new, and we call these the new new vehicle shopper. So, as you mentioned earlier, vehicles are becoming a utility. So we're seeing trends where people used to take mass transit. Now they want to own a vehicle. So we have a new segment of buyers coming to the market. Um, we're also seeing that life events are stimulating some of this pent up demand. Um, things like people are migrating across the US whether that's temporary for six months right now, because they can or there permanently moving. And in all of this, um, that's creating people to search more and people to use YouTube more because, you know, we're seeing an increase in YouTube automotive watch time because they want the power of that sight, sound and motion. They want, you know, they go to YouTube to find out more information. Um, they're searching about it to find their dealerships. So those were two were, um where the combination of the new people, combined with changing life events and then using the utility of Search and YouTube to find out about their dealership, find out about the vehicles they want to buy. It was kind of my big aha moment. I love that. And I love that you're bringing up YouTube because I I think I watch. I think I watched an unhealthy amount of YouTube. And, um, I've learned so much from YouTube. I learned, you know, speaking for myself, when I was researching a vehicle, YouTube was actually my number one for conducting research. I'm like, What? What is the 50 to a package? So to be able to type that in and have a bunch of Ford, you know, videos show up explaining exactly what the 50 to a packages and the fact that I can do that research on my own. Um, I think is so tremendous. But let me ask you this. Also, from your vantage point as the head of autos at Google, what are some encouragements? You would have four dealers who want to dive into...

...maybe creating video and leveraging um, the the YouTube platform a little bit better as part of, uh, you know, creating a research video or something like that. Yeah. Great question. So we know through our data that customers really like vehicle walk arounds? Um, they like virtual test drives. They want to experience as much of the vehicles they can through the comfort of their own home, you know, through sitting on the couch right now. Um and so if you're really just starting out and not really sure where to start, I would say those those areas are really great places to begin. Um, use your mobile device to film it. You know, it doesn't You don't have to have high quality production. You can if you you know, you already have it. That's really great. But especially where when you're in the really low, um, funnel part of the shopping process, and somebody is really reaching out to because they want to know what vehicle you have on the lot. They want to know the trim, giving that virtual walk around to them, or and posting that on your YouTube channel and showing how you can speak to the features and the vehicle. That's really what customers are looking for. Um how does it ride in a virtual test drive environment? So those are two places I would say start, um and then you can do a couple of things with that. You can put it on your YouTube channel so that it can be accessible at any time. When somebody searching for it like you were, you can use it in advertising, and then you can also use it in your emails. You know, if your salespeople are Hey, Michael, you know, here's a walk around video of the car that you submit submitted a lead format, and so that becomes a really personalized experience. You can use that in a few different ways. Yeah, I love that. And also, from my vantage point, I think just be okay showing some of your personality, right? Like, show that you're a human being. I I often find this is, uh this is an interesting thing that I've observed in the car industry. And by the way, I bring this stuff up because the D P B gang knows I love them, but it's this, like, yelling tone. They have this yelling tone. All right, guys. So we're here at the ABC Motors, and we're taking a look at the 19 Silverado. It's like, Why are you yelling at me? Just cut. Take a deep breath. Calm down. Hey, everybody. It's Michael. ABC Motors, the most famous dealership on planet Earth. We're looking at the tooth, like be yourself is what I'm saying. Like in these videos, like your personality shine. And I love what you're talking about, repurposing like repurposing that content into other formats, I think is so powerful I want to talk to you about So we've seen all these trends. Now the guidebook shows us all of the trends over the last couple of years. Um, how people are really starting to move what they're caring about. We see a move towards online retail. Um, you know, we see a push towards, um um, completing an end to end transaction. And we we also see how to your point. There are new segments for the dealer listening. What can we do to leverage that momentum and then continue it on. So I did touch on a few of these areas already, but I think, um, continuing to keep an eye on your user experience is a really great way to assess her momentum and keep it going. Um, And then I think, you know, again, you're leaning into your data. Um, and really understanding what? How people are interacting with your business with your website. Um, how are they finding you? How are they submitting lead forms? All that is gonna be really important to keep the momentum going as well. That changes. You know, we've seen obviously a lot of change over the last year, but and we'll continue to see change. So keep reassessing that, um, I would say, continue to use search continued to use video. Your showroom is online right now. Um, and so these are great ways to build a relationship as well. Um, we know that 65% of vehicle buyers found the dealership that they purchased from online. So the...

...majority of people are finding the dealership that they want to buy a car from online. So we want that experience to exactly what you're saying. Show your personality. Um, you know, I think dealerships are, you know, they're so great in their local communities. That's a really great way to showcase beyond actually the product. You know what? What your dealership stands for who you are, build that relationship online and continue to build it online over the course of time. I think it's a really great way to build momentum to I have to follow ups to that. Consistently looking at data. What do you recommend? Like, what's what's list sets definition of consistently looking at the data Because sometimes I think we can We're like, Oh, it's the next day. I'm gonna look at data like we're looking at it like a stock ticker. What do you recommend? Yeah, great question. I think monthly is is great. And if you are, you know someone who is in the data and loves it, Of course you can look at it every you know, I would say a couple of weeks, but a monthly is is a great way to understand what happened the last month. What was I trying to do? Was I trying to sell more cars was leaning more towards fixed stops? Did that happen? And and if yes, what contributed to that happening And if no, what can I change as we move into the next month? I love it. Second question to that is you said continue to use search as as a method of building that momentum. Are you saying s C. O s not dead? Can we know? I mean, search is still being, you know, we talked about We have new people coming into market. They're searching for information. Um, we know that like I mentioned, people are finding the dealership that they're going to buy from online and through search. And so, um, it is a way to build awareness of the product you have. Um you know what your your dealership stands for, the services you offer. It's still a really great way to do all of that. Like answer. The philosophy really ought to be whether you're paying for media or you're doing seo or you're building out content strategies or whatever. Um, I love what you're saying here like this news, the the new new shopper. They have questions, and they want answers. And this is one of the reasons I think Google is my favorite. You know, one of my favorite platforms is because it is an intent based platform. Google is listening. That's what that that cursor and the Google search bar is. It's It's listening. It's just it's opening. It's yours. And whatever we're typing in it is it is understanding the intent as best as possible behind that. And and so there's so many things that we can do to leverage all of this data that Google collects from listening from being a good listener to just answer those questions. So in short, the T L d r of what I'm saying here is the customer asks your responsibility is to answer, just answer them with as much information as you possibly can and that you know what we're seeing time and time again. Every time Google releases a new guide is that relationships matter. Answering customer questions matter, touching them at key moments in their buying journey matter. Um, and now we're seeing some interesting trends moving forward. Uh, one of my final questions for you, uh, let's set before we wind down is like I can't even imagine to the data point. I can't imagine how much data Google actually collects, like it actually makes me quiver a little bit, thinking about how much data and not in a bad way, like just how much data, just simply from people using the products is collected and understood and analyzed. And, you know, we're trying to make these connections and then used to put things together that are useful to us as marketers and as business people. But I have to imagine, and maybe I'm wrong. And you could straight up, by the way, you could straight up like Cirillo. Shut up. No, you're wrong. Like I'm totally okay with that. This is just me speculating. But I have to imagine there are certain things on Google's radar. Thinking to the future...

...are And this is where you can say, Sarah. Shut up. Shut up. Shut up. Shut up. Shut up. Here. What can you share any of the things that Google is caring about right now? Look into the future. Well, I can't because we actually talked about a lot of them already. So And when we talk about the data, you know all of the things that I'm sharing. These are from research and surveys that we do every year to make sure that we do you understand what is happening, what's changing in the landscape. So the things that we're focused on is an is an automotive retail team for the dealers right now is number one helping make sure that dealers are profitable and that they can use marketing to help drive that profitability. Um, and that's not just for used vehicles that's used new fixed apps. So let's look across all three profit centers. Um, and make sure that when we are working together with media, that it it's delivering the business outcome that you want. Um, and then the other thing is online retailing. So that's really getting ready. The ship has already happened, but getting ready for continued momentum is really what we are going to be continuing to talk about for the foreseeable future. So that is, um, in our products and our service and the conversations we have. How can you best use Google's tools, search YouTube display analytics to really make sure that you have all of the the understanding of what's happening, Um, and can use the products to bring your inventory to the forefront. Let's set. This has been amazing. I am so glad we were able to connect and do this. How can those listening, uh, get in touch with you? Yes. So we have a couple of ways So I'm on LinkedIn so you can find me on LinkedIn. Um, feel free to email me there. And then we didn't talk about the Google dealer guidebooks. I want to point everybody to where they can find that because it is a free resource. You can download it today, read through it today, um, and and take action on that. So if you go to think with Google, you just can just search that. And then once you get on to think with Google site, you can search Google dealer guidebook and it will come up. And like I said, it's free. Download it and feel free to read through it. And then you can call me, um, find me on LinkedIn if you have any questions. Amazing. I want to thank you so much for joining me for this amazing conversation on the dealer. Play with podcast. My pleasure. Thank you. Yeah. Mhm. I'm Michel Cirillo, and you've been listening to the dealer playbook. Podcast. If you haven't yet, please click the subscribe button wherever you're listening. Right now, leave a rating or review and share it with a colleague. If you're ready to make big changes in your life and career and want to connect with positive, nurturing automotive professionals. Join my exclusive dpb pro community on Facebook. That's where we share information, ideas and content that isn't shared anywhere else. I can't wait to meet you there. Thanks for listening.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (500)