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Don't just sell them, talk about your cars, dealers urged
publication date: Feb 3, 2011
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author/source: Robin Roberts
Dealers should look to be among the earliest adopters of social commerce to try its potential to maximise new and used car sales and aftersales. So advises dealer management systems specialist Pinewood, which says that online coupon schemes such as GroupOn could be ideally structured for successful use by dealerships. The social commerce principle is that a group of people in a local area concentrate their buying power in order to achieve a better deal. So a dealership might negotiate an offer - if 10 people sign up to a deal, they will qualify for a half price MOT. The idea is that, in addition to existing local contacts registered on the site, individuals make use of their own social contacts either in person or through social media such as Facebook in order to make the deal accessible to all. Managing director Neville Briggs said, "Social commerce represents a shift in consumer thinking and presents an ideal opportunity for dealers to increase foot fall in the dealership and workshop bookings for all kinds of aftersales items, from servicing and MoTs to sets of tyres and accessories. 
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