The Dealer Playbook
The Dealer Playbook

Episode · 5 months ago

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


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:

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 

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