The Dealer Playbook
The Dealer Playbook

Episode · 7 months 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
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Hey, before we hop into this episode,let's talk about why your website and digital presence isn't working. Now Iknow what you're thinking, Michael. We talk all about the Web sites all thetime. You talk about the websites, the websites, a hammer yada, yada, yada. Weget it. But for real, though, it's shocking to me how much guesswork stilltakes place and how its having a detrimental effect on whatopportunities you are able to leverage now. Over the last decade, especiallyfor the O. G. D P beers, you know, I've poured my soul into assembling a teamthat cares deeply about the progress of the retail auto industry that believesin my mission to enrich and empower dealers to perpetually grow. Now I'mmaking my amazing marketing team accessible to the dealer playbookcommunity so that you can start to thrive rather than merely survive.Right now, we're providing a just for you free website diagnostic that willshow you exactly what you need to do in a priority sequence so that you canfinally get the answers you need. Claim yours by visiting triple W dot flexdealer dot com forward slash website audit that's triple W dot flex dealerdot com forward slash website Dash Audit Pay Gang Welcome to this episode of TheDealer Playbook, a podcast that explores what it takes to create athriving 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 headof 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 toonline marketing and sales. But I would argue that if we aren't firstconsidering the customer journey and the experience the customer is havingwhile we're greatly missing out. See, when I first made that connection, itwas like a light bulb went off in my mind. Earlier in my career, I was sofocused, as I think many businesses are on, really just how to sell more how toget more leads. You know, we're all lead zombie zombies in the autoindustry. How do I get more leads, right? Ironically, when I began tofocus less on that stuff and more on the journey that I could take with mycustomer 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. Helpothers 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 headof automotive retail at Google. Lisette Goal. Together, we're going to look atGoogle's most recent auto dealer guide and dissect the insights that will helpyou navigate today's digital landscape. Lisette. Thank you. Thank you. Thankyou so much for joining me on. The dealer played with podcast. I'm soexcited 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 amagical 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, Iwant to improve my process around sleep. I don't. You know, I sleep maybe 5.5 6hours a night, and I want to make sure that I am prepped for it. I'm gettingmy self ready. I'm not staring at my phone. So that was That was 2020Michael. And then 2021 came along, and it was like, Michael, have you metclubhouse yet? Mhm. I agree. It was a learning curve.I was on it way too much in the beginning. And now I'm being moreselective. Well, I'm glad that you were and that we cross paths and that we'rehaving 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 impressivecareer 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 likeworking 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 foralmost 10 years, nine officially in the auto space for nearly 20 and I haveloved every minute of that journey. Um, I started out on the agency side andthen moved over to the Microsoft and then Google. And, you know, I feelreally honored to work with dealers and Ohms and their agencies and help theirbusiness. So, you know, you were just talking about, um, focusing onreciprocity 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 thatreally has just It's been a lot of fun. Yeah, it's It's interesting, right? Anytime I get to speak to you know what I think the industry would refer to asthe big players the Googles, the Facebooks, the whatever, I thinksometimes. And perhaps it's how we've been conditioned over the last 20 yearsgoing on 30 years where we're like, OK, Google is going to drop this this likeuse this tool and do this thing and say that thing and you're going to sell aninfinite number of, uh, more more vehicles. You're gonna move an infinitenumber, more more metal. But it's so refreshing, I have to tell you, it's sorefreshing to have you sitting here and saying, Yes, here's some validationaround building relationships of trust and that we use the tools to to getthat message out to the masses. Right? Um, and it's clear looking through theguidebook that as a primary, I guess, Perspective. Atleast this is what I'm taking here for from it. But I would love yourperspective. Obviously, Um, you know Google is concerned about the customerjourney. Like what is moving a customer through an experience? Is that kind ofthe? Would you say that's a North Star or one of the North Stars for Googlewhen they conduct these guides? Or the research that we really do try toanchor 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 processfrom the moment of consideration all the way down to buying a vehicle orwalking into service and everything that happens even after you buy avehicle? Um, so that really is our North Star is understanding thecustomer journey. Um, and I and I think we can help and because we have thatdata to provide that to the dealers to the agencies so that they canunderstand what their customers are doing and then adopt marketingsolutions to help reach the right person at the right time with the rightmessage, which is whatever you know, we're all trying to do with in themarketing 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 thispast year than it has in 10 years, so we really want to keep an eye on thatso that we're providing the best experience. And the guidebookspecifically is the answer to dealers saying, How do I use Google productsand 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 thatroad map. Um, and one of my favorite things about it is that it can meet youwhere you are, so we've set it up in terms of pillars, And so, um, whereveryou are in your marketing journey, you can find the place that meets you thereand then move through the ecosystem and move through your marketing journey asworks for your dealership. Yeah, I love that. And it also validates anotherpoint because I think at surface level.

And certainly there have beenconversations on clubhouse to this effect where it's like, Oh, did you seewhat Google released? They're going to kill this part of the business becausethey 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 thevarious touch points that a customer is going to take that help the cost. Likelike you said, validation of what you just said that stands out to me is it'srooted in the customer. You're like Google is not just going tocome up with something that goes against what the customer wants, right?You're you're constantly trying to provide a better experience to thecustomer. Can you maybe speak to that a little bit? Just to perhaps put thenaysayers at ease that Google isn't this fun giant to be a Goliath to befeared? 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 onlineretailing. So when I'm out talking to dealers right now, you know theindustry is moving into the landline retailing space. It's newer forautomotive, but for the customers, it hasn't been new. They're used to buyingeverything 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 onlyunderstanding how they're translating that experience over to theirautomotive shopping process, but also then ensuring that, um, dealers haveproducts 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 canput your inventory in that space. We wanna bridge that gap a little bitbetween what the customer expectations are working with the dealership andfinding their next vehicle, as well as using our products to make that easierfor the dealer or reach that person. I think that's so tremendous you mentioned earlier as well just kindof 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 thattalks about how, um, consumer expectations grew by 10% towards likedigital or or was it online? This concept of online retailing that thatseems like a pretty dramatic jump. Is that strictly because of pandemic, orare there other factors? Yeah. So, um, I'll break that down a little bit. Soin 2018, we conducted some research that showed that 1% vehicle shopperswere 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 vehicleshoppers were completing that process and to end online. Now, that's a bigjob. As you mentioned, you know, from 1% to 10% in two years is reallysignificant in our industry. Um, that also means that 90% are doing a hybridversion 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 discussionsthat varies by the person. Um, but it is a significant jump for us, and it issomething that We want to make sure that we are We are paying attention tobecause that's now the expectation of the customer and the tools, the onlineretailing tools. The website tools are also evolving really, really quickly tomeet that need. Um, and so I think it is a combination of the two. Soobviously, like customers, we're not leaving their house. They still neededto buy vehicles during covid. Dealerships needed to remain open, sothey all jointly moved into the comfort of online retailing. But I think havingthe tools on the site and us as an industry making that more available tothe 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, itwouldn't have happened, I think to the future as well, because we know thatthe circumstances of 2020 the pandemic people staying at home lockdowns, etcetera, we've we've identified a couple of things. First, there's resilience inthe auto industry because people went from seeing a vehicle as luxury toutility and and I would say that the bounce back has been nothing short ofmiraculous. But if we were to average that over two years, um, thesestatistics, that's a, you know, call that that's like a 4.5% increase peryear 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 onthat 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 transactionsevery couple of years, that should hopefully help your dealership look alittle bit into the future and say, Okay, what moves do I need to startmaking today in order to keep meeting that demand? You mentioned a hybridmodel, 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 justlike duct tape ipads to my body and walk around like robot. That that wasreally 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'relike, 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 doeverything we can to produce this model and perfect it while there are stillsome customers that will not buy into and online like, I need to startfiguring this out now. But let me ask you, from your vantage point, what aresome things that that you see that dealers need to be considering today weknow online retailing, but we know to go from a hybrid model or no model atall to a hybrid model, it can be a pretty big jump. And then a hybrid to afull end to end can be a pretty big jump. Like where? What? What should Ibe thinking about? Where do I need to? What do I need to focus on this yearand maybe next year? So I'll take this out a little bit of a higher levelfirst, because what we really are aiming towards is to deliver what wecall a customer lead frictionless online purchasing experience, and sothat encompasses, you know, full and and as well as hybrid. And so when wethink about how do we get ready for that? And I agree with you gettingready today to support the evolution is really important. You know, in someways we're going back to basics we're looking at, you know, the mobilewebsite again and really assessing, like, does it load in three seconds orless? Because we know if the website is not loading and we have the If there'sa 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 theirjourney through. So I think looking at your mobile website experience andbecoming your own mystery shopper there, you know, I would recommend, um, reallytaking 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 toschedule fixed stops, appointment like, you know, and just have that freshperspective here? As everything continues to move online, I thinkthat's one thing we can do immediately. And the other thing is measurement. Ithink measurement is so important. So in this world of completely online or amix of online and offline experiences, really understanding what websiteactions matter to your dealership is really, really important. And I thinkwe should not take what used to be for...

...granted. I think it's a great time tojust reassess and re understand what are people doing on my website? Whereare they dropping off? Where are they engaging and, you know, how can wecontinue to move them through the experience, no matter how they chooseto interact with your dealership. So to me, those insights will help reallydrive a lot of the next level of decision making, um, to for your onlineretailing readiness, I love that it feeds into, um, conversion rate optimization, whichis 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 fora 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 andput. But it's pictures and text formatted on a computer screen. Whatmatters more than because you know where we came back from you? You said20 years, right? And I'm going on, you know, 2022 years in the industry. Wheredid we come from? Low set. It was by this website. It will get you moretraffic leads and sales and then the next compare by this website. Thiswebsite is gonna get you traffic leads and sales. No, I've said this before onthe 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 hammerI could find, and the darn thing still won't hang the pictures on the wall forme. Like I I still have to do something.And so you know, to your point, what really stands out to me is I love thatyou're drawing attention to, um understanding what actions people areor are not taking. And then also for me to get clear on what actions I I wantthem to be taking or what I believe maps to my definition of success andmore importantly, what maps to their definition of success. What are theytrying to accomplish? So conversion rate optimization is understanding thatthe 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 questionit's about to create. It's about creating a thesis, saying, Ah, I seewhere people are dropping off. My thesis is, if I were to make thisadjustment, it would help more people achieve their desired outcome. So we'rejust gonna make that one change. We're not going to, you know, like we'retalking about pre show. I'm not going to rearrange my entire living room. I'mgoing to move the pillows on the couch first, and then I'm going to take astep back and I'm going to identify if that works, and then once I've run thattest for long enough and have enough conclusive data, then I will makeanother thesis and make another tweak. But I'm not going to just changeeverything I do all at once, because then I can't identify what actuallycontributed to, uh, an increase or a decrease. Right. That's right. Andthere's two components to this. There's the actual website experience. And youknow what do you modify within your website experience piece by piece tomake sure that a customer can move through it really seamlessly. And thenthere's the media component, and that's for you know where the automation comesin for us. So within, I'll talk about media and add products for a momentwithin 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 foryour business to have them call your showroom, have them come in for service,etcetera. Then you can optimize your media toward it through through machinelearning and automation, and you can do that through maximizing yourconversions. I want as many conversions...

...as possible, or you can do that throughthe waiting of your conversions, which says, I believe bdp views are moreimportant to me than X or y and that's different for every website and everydealership. But once you have that that understanding from your site and whatthe customer is doing, you then tie that back to your media so thateverything is driving toward that goal of getting them to take that actionthat you desire for your dealership. So it's not cookie cutters that would. Ijust heard you say It's not cookie cutter. No, it's not. So when we joinconferences and watch webinars and stuff, what's the best advice then?Because I think sometimes we share all this information. Or perhaps people aregonna 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. Yourencouragement, then, would be what my encouragement is. That's a reallygreat place to start, so we've done a lot of research. We have done a lot ofwork. There are many case studies in the guidebook that show what otherdealerships 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 tosell is really where the the broad meets the custom, you know, and foryour dealership. And so then you can take the foundations that we put inguidebooks and Taylor those for your specific business. Um, so, you know, welook 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'vetalked in the past. Asbury Automotive Group had reached 15% of their vehiclesales in Q one of 2020 because they were, they were already getting readyfor that trend. So I point that out just to say that there, every businessis different within this, we also share a profitability calculator that you canaccess as a dealer. That I think is a really important element andunderstanding. You know what? How marketing can help drive profitabilityfor my business, because what we really want is within the customization tolook towards what does What does my marketing cost per vehicle so look like?And the profitability calculator is a spreadsheet that that allows you tolook at that as well. Um, so that you can again take the the foundations thatare a guidebook. Marry them up with your specific profitability, yourspecific business needs and come together with a custom program. Yeah, my, I wish I had an explosionsound effect because what you just said Oh, my gosh is so, so valuable. I wishwe could, but And I guess actually, we could technically do that. And in thoseproduction cost per vehicle sold, I You know, I'm sure you see this, butI think this is a huge misstep when it comes to media by and when it comes toadvertising is that we say And this is not just dealers. This is other, Youknow, 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 Ineed to sell, and it's like, Yeah, but the margin is different on each andevery single one of those things. How can I just give a blanket? 5275products? 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 itcost? So if I make $100 on this product, But I make $1000 on this product, I canobviously afford to pay more to advertise this product before marginsare compressed. And I'm not making any money versus this $100 product. Is thatsomething 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 howmuch I can actually spend on each of these. And is there a better way to setthat up? No, I do, I think, looking at by products so obviously within thevehicle, you know, product line trucks versus SUVs versus cars. And then alsowe recommend looking at it by profit center. So new used and fixedoperations. Because all of those will have different um, business needsbusiness objectives in r O I. And then so if you if you're looking at it, youknow, 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 owndifferent balance. It does take work. You know, this is not this is this is alot of work to set this up in the up front, But once that happens and youhave 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 thinkthat's so tremendous. I want to ask you a question specific to maybe some ah hamoments for you and the Google Otto's team. So you you compile all of thisresearch. 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 havebeen at some point the finished slide deck or something that landed on yourdesk for you to look at. And you you're sitting here. I'm just picturingLefsetz 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 isstill number one activity. YouTube is still the number two activity andresearching for vehicles. Um, the increases, though, you know, have havebeen were kind of my ah ha moment. So what we've actually found is that thereare more people coming to market that are new, and we call these the new newvehicle shopper. So, as you mentioned earlier, vehicles are becoming autility. So we're seeing trends where people used to take mass transit. Nowthey want to own a vehicle. So we have a new segment of buyers coming to themarket. Um, we're also seeing that life events are stimulating some of thispent up demand. Um, things like people are migrating across the US whetherthat's temporary for six months right now, because they can or therepermanently moving. And in all of this, um, that's creating people to searchmore and people to use YouTube more because, you know, we're seeing anincrease in YouTube automotive watch time because they want the power ofthat sight, sound and motion. They want, you know, they go to YouTube to findout more information. Um, they're searching about it to find theirdealerships. 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 andYouTube to find out about their dealership, find out about the vehiclesthey want to buy. It was kind of my big aha moment. I love that. And I lovethat you're bringing up YouTube because I I think I watch. I think I watched anunhealthy amount of YouTube. And, um, I've learned so much fromYouTube. I learned, you know, speaking for myself, when I was researching avehicle, 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 abunch of Ford, you know, videos show up explaining exactly what the 50 to apackages and the fact that I can do that research on my own. Um, I think isso tremendous. But let me ask you this. Also, from your vantage point as thehead of autos at Google, what are some encouragements? You wouldhave 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 weknow through our data that customers really like vehicle walk arounds? Um,they like virtual test drives. They want to experience as much of thevehicles they can through the comfort of their own home, you know, throughsitting on the couch right now. Um and so if you're really just starting outand not really sure where to start, I would say those those areas are reallygreat places to begin. Um, use your mobile device to film it. You know, itdoesn't You don't have to have high quality production. You can if you youknow, you already have it. That's really great. But especially where whenyou're in the really low, um, funnel part of the shopping process, andsomebody is really reaching out to because they want to know what vehicleyou have on the lot. They want to know the trim, giving that virtual walkaround to them, or and posting that on your YouTube channel and showing howyou can speak to the features and the vehicle. That's really what customersare looking for. Um how does it ride in a virtual test drive environment? Sothose are two places I would say start, um and then you can do a couple ofthings with that. You can put it on your YouTube channel so that it can beaccessible at any time. When somebody searching for it like you were, you canuse 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 ofthe car that you submit submitted a lead format, and so that becomes areally 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 showingsome of your personality, right? Like, show that you're a human being. I Ioften find this is, uh this is an interesting thing that I've observed inthe car industry. And by the way, I bring this stuff up because the D P Bgang knows I love them, but it's this, like, yelling tone. They have thisyelling tone. All right, guys. So we're here at the ABC Motors, and we'retaking a look at the 19 Silverado. It's like, Why are you yelling at me? Justcut. Take a deep breath. Calm down. Hey,everybody. It's Michael. ABC Motors, the most famous dealership on planetEarth. We're looking at the tooth, like be yourself is what I'm saying. Like inthese videos, like your personality shine. And I love what you're talkingabout, repurposing like repurposing that content into other formats, Ithink is so powerful I want to talk to you about So we've seen all thesetrends. Now the guidebook shows us all of the trends over the last couple ofyears. Um, how people are really starting to move what they're caringabout. We see a move towards online retail. Um, you know, we see a pushtowards, um um, completing an end to end transaction. And we we also see howto your point. There are new segments for the dealer listening. What can wedo to leverage that momentum and then continue it on. So I did touch on a few of these areasalready, but I think, um, continuing to keep an eye on your user experience isa really great way to assess her momentum and keep it going. Um, Andthen I think, you know, again, you're leaning into your data. Um, and reallyunderstanding what? How people are interacting with your business withyour 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 lastyear, but and we'll continue to see change. So keep reassessing that, um, Iwould say, continue to use search continued to use video. Your showroomis online right now. Um, and so these are great ways to build a relationshipas well. Um, we know that 65% of vehicle buyers found the dealershipthat they purchased from online. So the...

...majority of people are finding thedealership that they want to buy a car from online. So we want that experienceto exactly what you're saying. Show your personality. Um, you know, I thinkdealerships are, you know, they're so great in their local communities.That's a really great way to showcase beyond actually the product. You knowwhat? What your dealership stands for who you are, build that relationshiponline and continue to build it online over the course of time. I think it's areally 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 listsets definition of consistently looking at the data Because sometimes I thinkwe can We're like, Oh, it's the next day. I'm gonna look at data like we'relooking 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 thedata and loves it, Of course you can look at it every you know, I would saya couple of weeks, but a monthly is is a great way to understand what happenedthe last month. What was I trying to do? Was I trying to sell more cars wasleaning more towards fixed stops? Did that happen? And and if yes, whatcontributed to that happening And if no, what can I change as we move into thenext month? I love it. Second question to that is you said continue to usesearch as as a method of building that momentum. Are you saying s C. O s notdead? Can we know? I mean, search is still being, you know, we talked aboutWe 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'regoing to buy from online and through search. And so, um, it is a way tobuild awareness of the product you have. Um you know what your your dealershipstands for, the services you offer. It's still a really great way to do allof that. Like answer. The philosophy really ought to be whether you'repaying for media or you're doing seo or you're building out content strategiesor whatever. Um, I love what you're saying here likethis news, the the new new shopper. They have questions, and they wantanswers. 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. Googleis 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'retyping 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 datathat Google collects from listening from being a good listener to justanswer those questions. So in short, the T L d r of what I'm saying here isthe customer asks your responsibility is to answer, just answer them with asmuch information as you possibly can and that you know what we're seeingtime and time again. Every time Google releases a new guide is thatrelationships matter. Answering customer questions matter, touchingthem at key moments in their buying journey matter. Um, and now we'reseeing some interesting trends moving forward. Uh, one of my final questionsfor you, uh, let's set before we wind down is like I can't even imagine to the datapoint. I can't imagine how much data Google actually collects, like itactually makes me quiver a little bit, thinking about how much data and not ina bad way, like just how much data, just simply from people using theproducts is collected and understood and analyzed. And, you know, we'retrying to make these connections and then used to put things together thatare useful to us as marketers and as business people. But I have to imagine, and maybe I'mwrong. And you could straight up, by the way, you could straight up likeCirillo. Shut up. No, you're wrong. Like I'm totally okay with that. Thisis just me speculating. But I have to imagine there are certain things onGoogle'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 shareany 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. SoAnd 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 thatwe do you understand what is happening, what's changing in the landscape. Sothe things that we're focused on is an is an automotive retail team for thedealers right now is number one helping make sure that dealers are profitableand that they can use marketing to help drive that profitability. Um, andthat's not just for used vehicles that's used new fixed apps. So let'slook across all three profit centers. Um, and make sure that when we areworking together with media, that it it's delivering the business outcomethat you want. Um, and then the other thing is online retailing. So that'sreally getting ready. The ship has already happened, but getting ready forcontinued momentum is really what we are going to be continuing to talkabout for the foreseeable future. So that is, um, in our products and ourservice 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 ofthe the understanding of what's happening, Um, and can use the productsto bring your inventory to the forefront. Let's set. This has been amazing. I amso glad we were able to connect and do this. How can those listening, uh, getin touch with you? Yes. So we have a couple of ways So I'm on LinkedIn soyou can find me on LinkedIn. Um, feel free to email me there. And then wedidn't talk about the Google dealer guidebooks. I want to point everybodyto where they can find that because it is a free resource. You can download ittoday, read through it today, um, and and take action on that. So if you goto think with Google, you just can just search that. And then once you get onto think with Google site, you can search Google dealer guidebook and itwill come up. And like I said, it's free. Download it and feel free to readthrough it. And then you can call me, um, find me on LinkedIn if you have anyquestions. Amazing. I want to thank you so much for joining me for this amazingconversation on the dealer. Play with podcast. My pleasure. Thank you. Yeah. Mhm. I'm Michel Cirillo, and you've beenlistening to the dealer playbook. Podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening. Right now, leave arating or review and share it with a colleague. If you're ready to make bigchanges in your life and career and want to connect with positive,nurturing automotive professionals. Join my exclusive dpb pro community onFacebook. That's where we share information, ideas and content thatisn't shared anywhere else. I can't wait to meet you there. Thanks forlistening.

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