Brian Pasch is the CEO and founder of PCG Companies, as well as a keynote speaker, automotive marketing trainer, and author of nine automotive marketing and attribution books. Today, Pasch joins CBT News anchor Jim Fitzpatrick at the 2023 Digital Dealer conference. The pair discuss the latest developments in the automotive industry and how dealers can improve their clients’ overall shopping experiences.
Pasch hosts CBT’s longest-running show, Auto Marketing Now, where he dives deep into the latest automotive marketing strategies and trends. Pasch teaches dealers the latest digital techniques, social media engagement strategies, customer retention practices, and data-driven marketing approaches that will enhance marketing efforts across the board.
Key Takeaways:
1. Dealers are seeing normalized floor plans at higher rates, emphasizing inventory movement and turn rates. As a result, conversations regarding industry sales procedures have resumed. Pasch suggests dealers use technology in 2024 that shows names, logos, and caller IDs when interacting with prospective clients. “People are more inclined to answer the phone when they know who they’re speaking to, which means dealers can talk to consumers faster,” Pasch said.
2. Branding caller ID is essential for dealers moving forward because very few consumers are completing the digital retailing experience. This indicates that the tools available are not meeting the consumer’s needs.
3. Pasch encourages dealers to mystery shop their stores. By doing this, dealers can effectively process which of their tools are lacking or excelling and better understand how to connect to their customers.
4. Dealers and OEMs can immerse themselves in these topics and more at upcoming the Modern Retailing Conference, November 12 through 14 in Palm Beach, Florida.
“We win people by establishing a connection.” – Brian Pasch
