Dealer Websites - Auto Ad Manager Blog

It’s a common question from customers when the time comes to finalize the paperwork, and you do your best to explain it all. The problem with contracts and agreements is many times we think we know what they say, but in reality, the wording and meaning can be altered and confused. Which begs the question, do I really know what I am agreeing to? This question is especially important for any contracts that you as a dealer sign. Whether the agreement is with a lender, an advertising partner, or a vendor, it is important to take the time to fully understand the terms. For example, a dealer in California recently sold an expensive vehicle to a buyer that needed financing. Upon bank approval the vehicle was delivered and the paperwork sent in. A few months later the lender still had not received a payment, and upon investigation, it was discovered that identity theft and fraud were involved. The customer is nowhere to be found and the bank wants their money. The dealer was contacted and informed that according to their agreement, in the case of fraud, the dealer is liable to the bank for the balance of the loan. Thank goodness for insurance right? Maybe not, as some policies do not cover identity theft cases. Had the dealer known that they were responsible in a case like this they may have taken a few additional steps to ensure they were protected. This is also true of advertising partners. Auto Ad Manager has had multiple dealers relate horror stories of problems with former advertising partners, especially in relation to their domain name registration. Typically, a dealer should always register their own domain name. However, a friendly offer from an ad partner to do that for them is gladly accepted by some. When it’s time to try another solution though, the claws come out and ad partners have been known to hold domain names hostage. The dealership has the domain name plastered on license plate frames, business cards, and ads. Now they have to change internet addresses and this can be a slow and expensive process. Sadly, if the ad partner has a clause in the agreement that states they own your domain name if they register it on your behalf, their isn’t much legal recourse. Perhaps migrating the domain name to a third party before you cancel your agreement is the best option. Auto Ad Manager has always held that the dealer is the owner of the domain name whether we register it for them or not, and is quick to transfer to a third party or new provider whenever needed. The moral of the stories: Always know what you are agreeing to.

When times get tough, a lot of dealers like to employ the old adage “When it’s slow, lay low”. But is that what successful Used Car Dealers do? We talked to a few and here is what some of them do when those times come.

Make Dealership Enhancements – This is a great suggestion and one that has a lot of merit. A lot of dealerships are a bit lax when it comes to maintenance. Why not use the down time to wash the windows, paint the trim, add some decorations, or do a deep cleaning. Customers do notice the little things and if you spend the time, you will get more customers who write positive reviews.

Purchase Quality Vehicles – Instead of taking a risk on a vehicle that is cheap but may have been neglected and abused, why not spend a little more money per vehicle and get a more quality inventory. You will be building your reputation and probably receive more referrals in the slow times than the dealer that sells the lemons. It’s better to buy two clean $7,500 cars than three bad $5000 cars with $15k.

Get Social – Are you effectively using social media to engage your customers? Sites like www.pinterest.com, www.instagram.com, www.facebook.com, and www.twitter.com are all ways to engage with the public and just might get you that extra customer you are after.

Take Better Photos – Was that BMW dirty when you took pictures because you wanted it on the website right away? Why not look down the inventory list and pick a few vehicles where the lighting was bad, the car was dirty, or the recon wasn’t done completely and retake your photos. That just might make for a better showing for your customer and be the motivating factor to schedule a test drive.

Spend On Advertising – Just because it’s slow doesn’t mean you should cut your ad budget. If the other dealers do that, that will leave you with the customers when thing pick up, as your cars will be found and seen. See if there are other ways to trim your cost first, this one should be a last resort.

So you’re getting ready to close the deal. The profit looks great, the buyer checks out, and he wants the car. The buyer then asks if you would accept a credit card. No problem you reply, your credit card processing machine is ready to go. The buyer remarks that there is just one thing you need to do. You will need to “force” the approval and call the merchant to get an approval code.

Wait a second you think, that sounds a little fishy. Everything is fine your customer explains. It’s just because XYZ happened and this is the way that his credit card company told him to do it  because of XYZ. Go ahead call my credit card company at this number, he explains, you’ll get the approval code I’m talking about.

You proceed to call the number and give the merchant the credit card number and the person on the other end replies that the process is fine, albeit unconventional, providing the approval code you need. So you proceed, following the process your customer guides you through, swiping the card, navigating thru the options, and holding the “Force” option to get an approval. The charge goes through and everything seems fine. You get an approval and print out the receipt. Wow, this person knows more about credit card machines than you do, you think to yourself. You shake hands and the customer drives off in his brand new car.

A few days later you check your account to make sure the transaction posted, but to your chagrin, it hasn’t. You call your bank and explain the story. But unfortunately, you have been had. There is no money in your account.

You call the customer, no answer. You call your insurance company who regrets to inform you that they don’t offer coverage on Force approvals. Now you call the police. Hopefully you have Lojack installed on that vehicle.

Moral of the story? Never do a force entry. If you have to do it for some odd reason, get an approval from your merchant, not the buyers.

Have you received a document in the mail from DNS Services or a similar company that looks like this?

At first glance you might have assumed that you are a current customer, after all, their is an account number on the form along with your company name.

Lets examine the document closer. The center of the document has your domain name listed and even your dns information, along with an annual fee of $65 for managed DNS backup business services.

But let’s read the center area closely. That’s right, they have spelled it out for you on the third line down in all caps, “this is a solicitation for the order of goods or services or both, and not a bill, invoice, or statement of account due. You are under no obligation to make any payments on account of this offer unless you accept this offer.”

So you do not owe DNS Services, INC any money, this is merely a solicitation and if you send in a payment, you are accepting their offer.

Make sure to read all documents thoroughly that ask for any type of payment. You may have incorrectly assumed that money was due, when indeed it is not.