Yep, I can hear your other thoughts right now, too:
- Who would give up all that information to customers?
- Without SEEING the vehicle or making the customer VISIT the dealership first?
- And still expect to make any type of gross?
- No way, that’s just a gimmick!
- John Clay Wolfe at GiveMeTheVin.com.
- That Produces $500 Million in Annual Sales.
- Is The largest eBay Motor’s Dealership in The World.
Ok, so you Texas dealers all take a big sigh and say “Oh, sure” and feel free to click off the article now because you already know everything about how they operate, right?
Wrong. And for my Yankee friends that aren’t familiar with them and still have an open mind… read on!
Get a Quote on a Trade-in , Sight Unseen, Live on Radio
John Clay Wolfe at GivemtheVin.com provides sight unseen, trade quotes live on the air and they do it really well.
I love this type of transparency because transparency was key to my success as an ISM.
If you haven’t heard their Saturday morning radio show now syndicated throughout Texas, OK and other states, I highly recommend it.
The show is hosted by the cunning, radio-savvy, wholesaler John Clay Wolfe who educates trade-in shoppers by providing real trade numbers good for 7 days.
Disclaimer: All vehicles are bid assuming a clean Carfax report. Trade-in shoppers can deal with that.
There’s not much John Clay Wolfe hasn’t done in a dealership including dealer principle of multiple OEM stores and is a licensed pilot who flies himself to auto auctions in the Southeast throughout the week. He’s a smart guy.
It’s also the funniest radio show I’ve ever heard and I listen to online radio 12hrs a day.
His jokes are total car-guy, off the cuff and mildly offensive to some which include his auto auction, dealership and travel experiences.
Why You Should Care?
Of course you don’t have to, you’re a car guy emotionally tied to the way you do business now that puts a nice paycheck in your pocket each week.
Besides, changing processes in a car dealership is like trying to turn a cruise ship in a pond, even if you have buy in from the top down which has always been a bunch of crap in my book.
Heck, four car guys in the same room couldn’t agree on the same place for lunch, let alone on a dealership process.
But if you do care and understand that the profit center is the used car department – Why not try something different like integrating this type of trade quote in your internet process I wrote about before.
What’s the worst that could happen? Maybe you won’t offend your educated consumers as much by being more Customer Centric?
So have yourself a listen, at minimum you’ll have some great laughs.