Brian Pasch – författare

The COVID crisis of 2020 greatly accelerated change in automotive retailmerchandising, marketing, and sales process. In 2019, some dealers may havebeen considered early adopters with their implementation of digital retailingtechnology. But in 2020, dealers who exit the year with no remote retailingtools on their websites will have fallen behind their competition and beconsidered behind the times. This is my ninth book that I have published for the automotive industry. Thiswork is designed to start conversations within dealership management, dealergroups, and manufacturers on the future of automotive retail. My previousbook on digital retailing "e;Just Faster"e; (published in 2018) was a starting pointfor rethinking automotive retailing but lacked specific strategies and successstories from a wider range of national franchisees. Today, I have much more todiscuss and share with readers. While the pace of change has been accelerated due to stay-at-homerestrictions in 2020, dealers who exhibit successful experiences with remoteretailing will fuel the second wave of change in automotive retail. That wavewill be known for lower operating costs, broader appeal for careerprofessionals to consider working in automotive retail, higher employeeretention, and a more personalized, convenient, and frictionless consumerbuying experience.

I estimate that 9 out of 10 auto dealers have not properly optimized the Google My Business account for local search. When dealers learn that they should have three, not one, Google My Business account for their franchise dealership they will quickly see how to gain a competitive edge for sales and service. The book includes step-by-step instructions on how to claim, create, optimize, and merchandise a dealer's #1 free marketing platform: Google My Business. The book also introduces new ways in which dealers can measure the effectiveness of their online marketing investments and how to energize their marketing message (brand promise) to sell more cars in a digital age.