Pub 1 2019 Issue 4

Selling cars is a great business to be in, but the rules have changed in some ways as a result of the internet and social media websites. Today, customers do look on websites, but they often start the car search on social media. Reaching potential customers and connecting with them through social media is only going to work if you choose the right social media websites and use them to build a compelling brand.

Some problems you don’t want: legal problems, negative publicity for your business, and the compliance issues that face all car dealerships.

The 2020 General Assembly convened earlier this month — which means your VADA team is heavily involved with legislation that could have an impact on your business.

The Americans with Disabilities Act (the ADA) has generated litigation claims since it was enacted into law several years ago. In recent years, however, there has been a plethora of litigation claiming that company websites violate Title III of the ADA, which prohibits discrimination on the basis of disability in “places of public accommodation” because the websites are not accessible to persons with disabilities.

WOW FACTOR! Have you noticed how customer retention is the new buzzword? For many years, it was CSI, and manufacturers pushed it via incentives. Dealers quickly complied and after a while realized that improved CSI scores were good for the manufacturer (which is why they are willing to pay incentives), great for the customer due to improved processes, cleaner facilities and more amenities, but not a game changer for the dealer.

How did you become a car dealer? Did you always aspire to be part of the automotive industry?
It all started when my father, Bruce Farrell, began working at Berglund Chevrolet in 1975, and ultimately became the dealer.

Great marketing is the art of selling the right thing at the right time to the right person. For example, suppose it’s raining outside. You make a run from your car to the grocery store’s main entrance, wishing you’d thought to grab the umbrella sitting by your front door, and inside the store’s main entrance is an attractive display of colorful, practical and competitively priced umbrellas, thoughtfully positioned so that you cannot miss it.