Big thanks to Herb Anderson, host of the Dealer Talk Podcast, for sitting down with us at the Digital Dealer 27 in Las Vegas this year! We talk about the ever-changing business model in third party advertising, Herb’s Dealer Talk Podcast, and the consulting he does with car dealers. We also mention how to grow your dealer share, the warranty educational gap, and the cost-effectiveness of capitalizing on relationships that have already been built rather than investing in new ones.
Herb hits on how to grow dealer share within fixed ops, “Look at your backyard and see how many people own your brand that are not servicing at your store… come up with strategies to communicate with that customer.”
We also discuss the educational gap, and the opportunity it possesses, in customers related to the warranties offered at dealerships. “There is an educational gap, a lot of customers don’t know they have a warranty through their dealership… there’s a disconnect there and that’s one of the areas of opportunity.”
“I feel like it costs a dealership so much money to acquire new business and they have this captive audience of customers that already said yes to them and continue to say yes to them… it’s a lot more cost-effective to build that relationship, maintain that relationship, and capitalize on that relationship than it is to go into the market and get a new customer.”