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Automotive Digital Marketing Expert Rico Glover Discusses How Dealerships Can Break Sales Records

Industry: Advertising & Marketing

Instead of sticking with outdated traditions of marketing, dealerships must yield to digital marketing to remain strong

Charlotte, NC (PRUnderground) May 7th, 2019

Over the course of his career, digital marketing expert Rico Glover has taken a special interest in automotive retailing; in fact, his passion and prowess for automotive digital retailing has helped numerous dealerships shatter sales records in recent years.

As brick and mortar businesses in all sectors feel the whiplash of the rise of e-commerce, automotive dealerships are caught in a unique perspective: the need for the on-site, brick and mortar business is still there, but the sales processes are all but obsolete. While most automotive experts might advise that slowing the customer down and using a 12 step process ahead of the purchase is the best strategy, consumers demand a more efficient, speedy process with fewer steps to the sale. The customers are there, but the delivery to the purchase must be streamlined, and automotive digital retailing is making that demand a reality.

For example, Tempe, Arizona-based Carvana is an online-only used car dealer allowing customers to shop, finance, and trade in vehicles exclusively through their website. The website ranked in the top 10 for used vehicle dealers and sold 94,108 used cars and trucks last year, more than double what it did in 2017. This model can also be used for brick and mortar dealerships, but it must be done properly to work.

With companies like Roadster providing ecommerce platforms for standalone to dealership groups, top dealerships in the world, such as Paragon Honda, are offering exceptional digital-based solutions (such as Paragon Direct Pick Up, in the case of Paragon Honda).

Brian Benstock is leading the charge at Paragon Honda and has thus far seen remarkable changes this year. At this time, they are training and implementing more digital marketing and ecommerce strategies than ever. Through Benstock’s careful charge, the old days of auto sales are being traded in for the same new digital strategies used by ecommerce giants such as Amazon.

Glover has used Roadster to set up platforms that weren’t successful simply because the dealership’s employees didn’t understand how to maximize the tool for sales and profitability. This underscores a major problem in terms of rolling out digital marketing strategies in an automotive digital retailing environment. In many instances, they don’t have the on-site staff to carry it out or they simply return to old marketing techniques.

Fortunately, according to Glover, all is not lost. Automotive dealership staff members can train in the area of automotive digital marketing, thanks to certifications from AutomotiveDigitalRetailing.com.

AutomotiveDigitalMarketingAssociation.com offers certifications in Automotive Digital Retailing and Certified Automotive Digital Marketing to make it easier than ever for automotive dealership marketing staff to get trained in the areas that will ultimately make their dealerships more successful than ever.

According to Rudi Thun, COO at Roadster, “Rico has been blazing the digital retailing trail for years. He understands today’s shopper and is able to leverage technology and process to deliver on a brand promise that clearly resonates.”

Glover has a proven track record of growing dealerships, and now he’s proud to help dealerships everywhere grow. All it takes is the first step toward training up in automotive digital marketing.

“Dealership management should realize the digital will not destroy them,” said Glover. “Their lack of hiring and training towards digital-focused personnel will do it, though.”

While training in the area of automotive digital retailing can be intimidating for those who’ve never worked in the area before, the damage caused by not making this necessary transformation would be a stake to the heart of any sales record. In a time where more and more consumers are buying from the palm of their hand, choosing to offer old-world marketing techniques is showing that it will only drive serious customers away. With digital marketing, however, customers have a chance to get what they want, how they want it – and automotive dealerships can simply enjoy interested customers reaching out to them.

About Rico Glover

Rico Glover is the co-founder of Automotive Digital Marketing Association and is a Google Certified Professional, Bing Certified, HubSpot trained partner, DigitalMarketer.com partner and trainer, and car sales dog.

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