Today, we welcome back auto marketing expert Brian Pasch to the show. Pasch is the Founder and CEO of PCG Companies and host of CBT’s monthly series Auto Marketing Now. Pasch has spent many years in the industry, and he is now specifically focused on helping dealers improve their digital retailing and digital marketing strategies.
Pasch opens the conversation by discussing the state of digital retailing or modern retailing. He says that it’s very common to see new companies come to market claiming to have the best toolset to buy and sell cars online. Pasch tells dealers to slow down and identify what problems they are looking to solve in the car-buying process. Too many dealers try to keep up with the competition by implementing quick fixes in these areas without truly taking time to understand the reasoning behind improving their retailing strategy.
Pasch then goes into where consumer demand stands with modern retailing vs showroom shopping. Pasch says that new car shoppers are more likely to shop for a car online as they have a better understanding of what they’re getting without having to see the car in person. Pasch says the main factors that influence a car buyer’s process are affordability, consistency, and availability.
One of the challenges facing the industry is the mindset that many dealers share about transparency with the price. Many dealers believe that if they give full transparency on their digital platform that they’ll lose more deals. However, Pasch says he has seen the exact opposite take place when dealers provide full transparency.
“I believe consumers value their time more than anything else,” said Pasch. “If the marketing drives them to a dealer’s website – and if we’re communicating from day one instead of a lead form, like talking with them, answering questions, showing them the affordability, telling them how easy we make it – we win that battle.”
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