CAR SALESMAN: CASE STUDY – I

The Challenge

Selling automobiles is a highly competitive business but when you are a salesman working at just one of six
Ford Dealerships, all within a 20-mile radius, the pressure is really on! Customers are increasingly savvy and with six
dealerships from which to choose, just getting an opportunity to get in front of a potential buyer is an almost
insurmountable challenge.

The Solution

With 80% of all car buyers doing their research and due diligence on the Internet prior to any purchase, it
just makes sense that to be competitive a salesman needs to have an effective presence there. Video
communications are proven to garner greater results than text or static pictures and the multiple, easy-to-use
streaming video products available through hello World Studio, offers a cost-effective solution to meeting this need.

The Results

Anthony Williams, salesman at Freeway Ford in Minneapolis, Minnesota, was already actively pursuing
potential customers who were searching the web for their ideal car. He realized that 90% of the time these online
shoppers were receiving auto-responders from other sales people. Even when they did respond personally, the
message was in traditional text format. By using the helloWorld Studio, Anthony was able to respond in a way that
was both unique and extremely effective. He began sending video messages that included a few words of
introduction and then a video of the car they had expressed interest in. The response was enthusiastic and
immediate. He admits that it took him about two weeks to video tape every car they had in inventory but he was
always prepared to fire off another video response when the inquiries came in. Sales went through the roof and in no
time Anthony became the Number One Ford salesman in the entire region. Freeway Ford owners were so impressed
with these results, they became an affiliate and continue to use this innovative way to reach online buyers.

Drafting the case:

1. Introduction
 Identify the key problems and issues in the case study.
2. Background
 Set the scene: background information, relevant facts, and the most important issues

3. Evaluation of the Case

 Outline the various pieces of the case study that you are focusing on.
 Evaluate these pieces by discussing what is working and what is not working.
 State why these parts of the case study are or are not working well.

4. Proposed Solution/Changes
 Provide specific and realistic solution(s) or changes needed.
 Explain why this solution was chosen.
 Support this solution with solid evidence, such as:
 Concepts from class (text readings, discussions, lectures)
5. Recommendations

 Determine and discuss specific strategies for accomplishing the proposed solution.
 If applicable, recommend further action to resolve some of the issues.
 What should be done and who should do it?