If there were an industry award for making rules around the exception, it would have to go to car dealerships. After training for over 11 years and consulting for over 14 years, I still continue to get questions about situations that arise once every 100,000 interactions (rough estimation), yet the stuff that happens every day… Read more »
If you’ve ever been trained how to handle an Internet lead, you’ve heard this phrase a thousand times. “Read the Lead!”Do you know all that reading the lead encompasses? When training dealers, I frequently ask what it means to read the lead. Typically, they say all it entails is checking the vehicle is available, seeing… Read more »
Marketing campaigns can be used to target a weekend, a week, a month, or a quarter. With many of our clients, we help them prepare for a new marketing campaign every month. This means a unique message across all advertising platforms focused on one specific purpose. It can be based around a sale, a holiday,… Read more »
You do not need to light a fire under the customer in the first email. You simply need to give them reasons over time to see you. It is a process.
Everything you email to a customer is being judged. They are looking for any reason possible to exclude you from their search.
Technology is not just changing customers’ buying processes, but making companies reconsider the attributes they look for in a quality employee.
Internet sales professionals must be more familiar with the automotive resource sites than the customers utilizing them.
As soon as a consumer thinks that are going above and beyond for them, that’s when you’ve built a relationship.
Your showroom should be your second website. Your entire dealership should double as a digital extension of your internet marketing efforts.
Don’t go “Back to the Basics”, but instead push forward. Do you know where going back to square one takes you? The unemployment line.
Promoting your glut of vehicles online reminds the customer how desperate we are to move cars.
No consumers look up to sales clerks. People want to interact with their equals.
Far too many ideas seem like good ideas after a frozen margarita with a Coors Light chaser.
Be thankful that everyone eventually needs a car.
Think beyond the sale and create a customer-centric experience based in fact, truth, and value.
Stop worrying about what is important to you and start realizing what is important to your audience.
The challenge of saving deals isn’t the inability to commoditize those deals into a software, but instead changing the mindset of management.
Because we are all self-conscious creatures with a need to know what others think of us.
You are in a marriage with social media and these sites are moody, cantankerous, fickle, and capricious entities that need constant attention.
Hell hath no fury like a website scorned.
Every day, your company puts on a show for the consumer. The customers are your audience and you are the director.
There is very little value to me in an email that appears to be nothing more than a templated advertisement.
While time is of the essence, the quality of response far outweighs the speed of the response.
All experts were once where you are today.
Metrics cannot always measure the happiness of a customer.
Analysis paralysis can cause blindness to what is truly important: Your customers.
At different points of every lead’s existence there comes a time where different influences must help it along its way to sale.
Your BDC should not just be your dealership’s front line of defense, but it should also be the backstop. No lead left behind.