What’s in a name? If it’s a B2B sales enablement and resource website, then it truly says it all, and well. We recently met with AutoTrader.com and spent some time discussing their sales transformation and evolution from supporting auto dealers with advertising solutions, to becoming dealer consultants with a 360 degree perspective on all aspects of running a best in class retail automotive dealership. As part of their shift from providing classified ads (first in the formerly ubiquitous AutoTrader magazine and then online) to providing full service media, software, and consulting services to dealers, AutoTrader has compiled a collection of resources promoted on www.weworkforyou.com.
This is simply one of the best, customer-facing enablement websites that we’ve seen. There are several components that make this a powerful site and extension of their brand:
- Value Proposition – there are clear customer value propositions throughout this site focused on core areas of dealer marketing and how to engage consumers. Some particularly good examples are the infographics on AutoTrader.com’s ability to reach millions of car shoppers annually (reaching customers tab), especially since their research shows that only a third of car buyers call or email the dealership before walking in the door, whereas 8 out of 10 car shoppers are actively shopping on AutoTrader.com.
- Transparency – the marketing calendar is posted that supports the millions that AutoTrader.com spends building the brand and driving a presence that reaches over 210 million local shoppers (impressively, their multi-channel marketing presence reaches 9 out of 10 consumers).
- Resources – AutoTrader.com has built a Dealer Learning Center that comprises research, case studies, networking events, success stories, and workshops, all supported by a team of experienced dealer consultants who can advise on any front office (and some back office) operations.
This site and its content represent a great example of levering technology to enable a consultative B2B sale. With the continued disruption in auto retailing (see http://bit.ly/1tWAec2 for our blog on the process and one example of BMW’s plans to reinvent the dealer experience), AutoTrader.com’s site embodies and reinforces the insights and value-based conversations they seek to have with dealers. Check out www.weworkforyou.com. Bravo!