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Car Buyers Report Lowest Satisfaction with Long Purchase Process

By Hale Soucie on Dec 1, 2018 12:16:50 PM

Negotiation time and the time to complete purchase remains the number one complaint of car shoppers.

According to a recent study that polled recent car buyers, the amount of time it takes to complete a car purchase continues to grind customers' gears.

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Black Friday and What it Means for Dealers

By Hale Soucie on Nov 3, 2018 1:43:29 AM

Black Friday. Typically regarded as the first day of the Christmas shopping season, stores offer special prices and deals that result in a mad dash of frenzied shoppers the day after Thanksgiving. Some people dread the crowds and traffic, but almost a third of Americans in 2017 braved the mob to shop for Christmas gifts for loved ones or find sweet deals. 

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3 Tips When Selecting a Marketing Agency For Your Dealership

By Hale Soucie on Sep 29, 2018 8:46:01 AM

So, you’ve decided you want to step up your digital marketing game and bring in some outside help to reach more customers and sell more cars. You’ve seen ads for, and received dozens of emails from companies that claim they can help you do just that, so how do you choose one?

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How to be a Salesperson, Not an Order-Taker

By Hale Soucie on Aug 25, 2018 12:01:17 PM

A shopper comes into your dealership. They ask one of your sales people the price on a model, the salesperson gives it to them they turn around and walk out the door. Sound familiar?

The thing is, it’s really not the salesperson’s fault. With the world getting smaller and smaller and consumers having more options, car shoppers are visiting fewer dealerships and instead spending most of the buying process online. The convenience this offers them has caused shoppers to want to spend less time talking to sales people and immediately push for the end-game: what is the price?

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Knowledge is Power: Knowing Your Competition

By Hale Soucie on Aug 17, 2018 4:09:45 PM

“If you know the enemy and know yourself, you need not fear the result of a hundred battles."

-Sun Tzu’s Art of War

Other dealerships in your area may not be your enemies and you’re not exactly at war with them. However, we can all agree that they are your competitors meaning there is a competition, and in every competition, there is a winner and a loser.

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How to Offer Coupons and Not Lose Money

By Hale Soucie on Aug 11, 2018 9:16:35 PM

In a previous blog post we discussed Convenience as a Pricing Strategy. In that post we talked about how instead of discounting your services you can actually charge premiums by making your dealership more convenient for customers.

One of the most common questions we get from dealers (especially in response to that post), is whether or not they should be using coupons to incentivize customers with cheap oil changes and other services they offer. In the previous post we were not saying that coupons or discounts are a bad thing. Coupons can be extremely effective when used the right way.

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How to Increase Foot Traffic by Managing your Online Reviews

By Hale Soucie on Jul 6, 2018 6:55:58 PM

Shoppers spend more and more of their time online every year before ever making their way into a dealership. This has made managing your online presence more important than ever before.

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Why Americans are Cutting the Cable and What This Means for Dealers

By Hale Soucie on Jun 29, 2018 7:40:26 PM

In 2017, a total of 22.2 million U.S. adults ditched their cable, satellite or telco TV service. Subscriber-based services like Netflix, Hulu and YouTube are now the primary “TV” sources for an increasing number of households.

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The 4 Most Influential Cars in American History

By Hale Soucie on Jun 22, 2018 9:42:30 PM

At Edifice, we're always looking towards the future, but this week we take a look at the past for a bit of American industry history. Fourth of July is just around the corner and in honor of Independence Day we will be looking at (in our opinion) the 4 most influential cars in American history. 

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Convenience: A Strategy for Higher Profits Part 2

By Hale Soucie on Jun 15, 2018 12:39:07 PM

Picking up on our discussion of convenience as a pricing strategy let’s examine the results of the convenience audit we provided and address one of the major issues it most likely revealed.

If you did not complete the audit or read part one, you can find those here:

Part One                Open the Audit

Most likely your audit revealed long wait times to get into the F&I office, as this is a common complaint among customers. 

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