Writing Sample

Blog Post

 

This copy sample is a ghostwritten blog post for a B2B professional services firm's automotive retail practice.

 

Audience: Dealer principals, general managers, or sales managers at the auto dealership level; or retail managers at the corporate (OEM) level.

 

Goals: I wrote this thought-leadership piece on behalf of a sales and delivery executive who wanted to express a bold point of view and invite conversations with professionals looking to innovate their sales process in an industry known for being reluctant to change.  

 

Download the PDF file for the full text of the blog post.

 

Excerpt

Why should dealers follow this advice? Simply put, they’ll make more money this way. Dealerships who support customer self-service when it comes to F&I see higher back-end gross profits and higher product penetration. According to research from Roadster and NADA, only 61% of in-dealership-only customers buy F&I products. “However, when customers complete the entire purchase online, F&I penetration increases to 90%.” When buyers have the time and space to virtually test products through online payment calculators or other configurators, they’ll opt into the products they can use.

 

Just as important, those buyers will be happier as a result. Customer and sales satisfaction numbers rise in tandem with the amount of the deal customers conduct online. J.D. Power’s SSI Study points out that, “the take rate among buyers who reviewed [F&I] products online is higher compared with those who reviewed products in the showroom, especially for extended warranty (36% vs. 28%); prepaid maintenance (23% vs. 16%); and tire protection (18% vs. 12%).”