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AutoSuccess .june11

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AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and …

AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses

AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing

For similar content visit http://www.autosuccesssocial.com/

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  • 1. 2011JUNE
  • 2. TURNING YOUR indyRELATIONSHIPS cleINTO REVENUE. atl bos nyc d.c. minHundreds of dealers have discovered the value of equity lead and reputation chimanagement by attending, the 2011 Nationwide Seminar Series TURNING YOURRELATIONSHIPS INTO REVENUE. If you were unable to join us, theres still detopportunity to learn what so many others already have. tamYou can still find out how to leverage your relationships and the data from dfwcustomers you already own to drive significant revenue, right from your own desk! laDiscover the untapped potential.Call today to set up yourFREE on-site consultation.888-502-8954 Autobase has provided auto dealers with the premier Automotive CRM since 1988. As the most experienced CRM provider in the industry, Autobase delivers marketing and sales solutions that help nearly 80,000 auto dealers and their dealership staff tofind, market, sell, and retain more customers, more profitably, every day. www.autobase.net
  • 3. How about a brand new, hi-tech, impossibly easy to sell product that sets your store apart from the competition? How about a new high margin profit center for your F&I department? How about a product that prevents lost sales by notifying you of low battery levels? How about all this AND being able to locate every car in inventory, at any time, from anywhere? Introducing VehSmart™, distributed by G&A Marketing. What is VehSmart™? It’s the newest and most advanced in-vehicle communication system. It combines the power of GPS/Satellite with cellular technology, so your customers can connect with emergency services, roadside assistance, or get live help 24/7. VehSmart™ has more advanced safety & security features than the most popular “on-demand” service. And it can be installed quickly and easily on any vehicle - new or used.* Plus, VehSmart™ gives you the ability to locate every vehicle in your inventory, accessible anytime, from anywhere. VehSmart is a registered trademark of VehSmart Services, Inc. For free information, details and exclusive pricing, send an E-mail to info@gamarketing.com. Put “Smart” in the subject line. No purchase necessary, no obligation. *VehSmart™ can be installed on any vehicle manufactured 1996 or after (866) 460-0539 www.gamarketing.comOUR MISSION: To be the industry’s best at leading dealerships to achieve maximum performance through marketing, training, consulting and motivation.
  • 4. THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL AutoSuccess Magazine is published monthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220. 2300 Hurstbourne Village Dr, Suite 1200 Louisville Kentucky 40299 | 877.818.6620 / 502.588.3170 | AutoSuccessOnline.com / AutoSuccessPodcast.com | info@autosuccessonline.com Susan Givens, Publisher Thomas Williams, VP & Creative Director Dave Davis, Editor & Creative Strategist Brian Ankney, Account Manager Susie Horne, Account Manager John Warner, Sales-Improvement Strategist sgivens1@autosuccessonline.com design@autosuccessonline.com ddavis@autosuccessonline.com super6@autosuccessonline.com shorne@autosuccessonline.com jwarner@autosuccessonline.comfeature solution leadership solution marketing solution sales & training solution what woulD happeN iF you prioritizeD your aDvertiSiNg h.i.c.c.u.p your way paSt competitorS oN Facebook you’re builDiNg eQuity with Social aND reputatioN veNDor proFile: viNSolutioNS aND autotraDer: the ‘how-to’s’ iN proSpectiNg – aND the reSultS DollarS oN leaDS that are eaSieSt to cloSe? harNeSSiNg the power oF perSoNality SaleS SucceSS iN 10 SecoNDS or leSS how to Quickly overcome objections and move Forward iS your DealerShip aSymptomatic? invest in mobile and be ready for your Shoppers are you in the Fast lane or being passed by? the making of a Digital marketing Juggernaut mobile ShoppiNg iS a reality aNother braNDiNg leSSoN maNagemeNt...areN’t you? Stop whiNiNg about price the pSychology oF a t.o. the Next Direction in Digital marketing the truth about crms... mobility iN marketiNg the power iS Simple: using the Softening Strategy For your braND . by DalePollak 32 30 26 10 28 16 38 20 14 22 08 18 34 24 36 markTewart ScottJoseph marshBuice SusanGivens SkipMurphy glennPasch mattBaker troySpring chadPolk genaeGirard Seanv.Bradley FranTaylor tracyMyers peterBond markSpringer 12 8 6 22 1 2
  • 5. SusanGivens marketing solution veNDor proFile: viNSolutioNS aND autotraDer: the making of a Digital marketing JuggernautPublisher’s note: Although we don’t often with too many tools that didn’t talk to each 2001 and BZResults, which ADP bought incover automotive sales news, in favor of other, so we built one tool that could replace 2006) and his experience and advice has beenproviding sales-improvement help to our the rest” said Dullea. Dullea worked with invaluable,” said Dullea.readers, we believed there are enough Matt Watson, one of VinSolutions’ foundersprofessionals in the industry affected by these and CTO, to build an “all-in-one” sales and “Mike and Matt built an extraordinary teamevents that it warranted coverage. service marketing system that is DMS agnostic. with talented guys like Kendall Billman “If you can think it, Matt and his team can and Sean Stapleton, the best salesperson inAutoTrader continued to surprise the build it,” Dullea said. “His team releases the industry,” said Wolfington. “Dullea is aindustry when they announced they were enhancements every other Tuesday based on relentless leader who has built a fantastic teamacquiring VinSolutions, an automotive digital requests they receive directly from the users.” and Watson built an extraordinary technologymarketing company that serves manufacturers As a result, VinSolutions users help them build platform.”and retailers. “We are thrilled to acquire a platform that includes search marketing;VinSolutions and add it to our best-in- online advertising; social media marketing VinSolutions digital marketing system hasclass portfolio of dealer software solutions tools; Websites; Internet lead management; been widely recognized in the industry.companies,” said Chip Perry, president and CRM (customer relationship management); Recently they won the DrivingSales award forCEO of AutoTrader.com. “VinSolutions will sales force automation; sales management their Website, Internet lead management toolfurther ramp up our dealer solutions product and desking; appraisal; finance; used vehicle and their new VinLens product, a customersuite to provide dealers with a simpler, more market pricing; inventory management and information application that lets dealers seefunctional one-stop-shop solution of Internet distribution; handheld inventory marketing who is on their site and what they are lookingmarketing software tools accessible by the tools; window stickers; automated video at so they can deliver custom messages anddealer through a single sign-on tool.” tours and targeted marketing with e-mail, promotions based on what’s important to the text, mail and telemarketing services. Their customer. VinLens also lets the dealer seeVinSolutions software tools will be offered on “Dealership Marketing System” is one of the where the customer has been before visitinga flexible a-la-carte basis with no long-term first companies to include complete mobile the Website so they can track their advertisingcontracts, and dealers’ will have the flexibility integration so dealers can access reports better. VinSolutions also took the top prize atto work with their other software vendors, from any mobile phone that has access to the the Automotive Website Awards for buildingsince AutoTrader promotes open platforms and Internet, including Blackberry, Android and the most complete digital marketing system inintegration across its software solutions and iPhone. Currently VinSolutions is certified by the industry.other dealer software tools. all major OEMs and integrates with most DMS companies, including certified integrations Consistent with AutoTrader.com’s approach toVinSolutions.com evolved from a start- with ADP, Reynolds and Reynolds, AutoSoft their previous acquisitions, VinSolutions willup inventory management company to the and Arkona. VinSolutions also has alliances be a subsidiary of AutoTrader.com, and the33rd fastest growing software company in and integrations with CARFAX, Autodata, current management team will remain intact,the United States according to the Inc 500. RouteOne and DealerTrack, as well as vAuto led by Mike Dullea (CEO) and Matt WatsonVinSolutions took off after the company and Kelley Blue Book, both of which are also (CTO) from their headquarters in Overlandreleased their all-in-one dealership marketing owned by AutoTrader.” Park, Kansas. “Our team is very excited to joinsystem a few years ago. forces with AutoTrader.com because we are To launch the new all-in-one dealership both passionate about helping dealers use theVinSolutions was founded by entrepreneurs marketing system, Dullea recruited the help Internet and innovative technology to growwho had a vision of building one solution of a few industry veterans who had a proven their business,” Dullea said. “Together we willthat tied together all the technology a dealer track record of helping other companies grow. strive to constantly improve how we serve ourneeds to market their dealership online. Led by Dullea recruited Sean Stapleton as their chief dealers and how we help them attract, serveCEO Mike Dullea, the company experienced sales officer and Kendall Billman to lead their and retain their customers.”growth of more than 100 percent a year over Web marketing initiatives. Stapleton was thethe last few years after releasing their new EVP of sales at Who’s Calling where he helped Both AutoTrader and VinSolutions are pioneerssolution. “I was spending too much money create a new category of call monitoring and in the industry, so it will be interesting to seewith 15 different companies that did not measurement, and Billman helped develop how they can leverage all the synergies tointegrate,” said Todd Crossley from Gary Web platforms for both Third Coast Media serve their dealers better. One thing is for sure:Crossley Ford, the No. 1 Ford retailer in the (acquired by Reynolds and Reynolds) and Neither company has a reputation of standingKansas City Market. “Now I have one system AutoONE Media. still for long so it will be interesting to seethat does everything, from managing my how this new partnership helps dealers and theInternet marketing to desking to service, in one Dullea also recruited Sean Wolfington to join industry move forward.tool that is easy for my team to use. We are VinSolution as a mentor and advisor. “Wespending less for one system that does more brought Wolfington on board because he ledthan the 15 it replaced.” two of the biggest digital marketing companies Susan Givens is the publisher of AutoSuccess. in the industry, (CyberCar and Automark, She can be contacted at 877.818.6620, or by“Dealers were complaining about working which Reynolds and Reynolds bought in e-mail at sgivens1@autosuccessonline.com.08 autosuccessonline.com
  • 6. TroySpring marketing solution aNother braNDiNg leSSoNLast month we talked about de-branding messages and stereotypical advertising doesa store by the actions we take and by the not always provide direct results. For example,advertising we do when it is inconsistent with say you launch a branding campaign with thethe culture — or the desired culture — of message “Hey public, we are in business 75the dealership. This month, let’s talk about years and we love you!” You can’t expect to“branding” versus “direct impact” advertising. sell a car on Saturday as a direct result of thisLet me state up front as a disclaimer that I am message.in the direct mail business and may be a littlebit biased; however, the chicken came before So, if you can find a way to advertise with “So, if you can find a way to advertisethe egg on this one. I firmly believe what I am a direct results message that you believeabout to preach — and I practice it. is consistent with the personality of your with a direct results message that dealership, you will see the long-term branding you believe is consistent with theMany times, we have to make the decision results, as well as immediate results. A perfect personality of your dealership, youinside the monthly advertising budget between example of this is a dealership with a small will see the long-term branding results,a direct results (or “promo”) type of campaign, “branding” message buy on the radio. You may as well as immediate results.”or to launch a branding message campaign. as well just keep the money because there isWhen it comes to this decision, remember that a dealership with a large “direct results” buy for their trade than any of your competitors.when using direct results advertising, it does completely dominating and dwarfing your The dealers who are advertising this way willstill in fact brand you by getting your name branding message. You must tell the customer be the ones who are remembered and, after all,out in front of the public. It will brand you as something that they care about. They really isn’t that part of what branding is?an aggressive dealership seeking the business do not care how long you have been around Troy Spring is the president of Dealer World.and ready to make deals. However, it does (as long as it is more than a year). What they He can be contacted at 866.906.7884, or bynot work in the opposite direction. Branding care about is that you plan to give them more e-mail at tspring@autosuccessonline.com.10 autosuccessonline.com
  • 7. On October 15, 2010, I sold vAuto to AutoTrader Corporation. Few addition, we now know the price point at which they are most popular. Withexperiences could be more gratifying than starting a business in your this information, the dealer’s used car buy lists will begin automaticallyhome with an idea and seven short years later, have it acquired by an populating with those winners that meet their stocking objectives.industry leading media giant. To be sure, the sale of vAuto was therealization of a dream, but not the fulfillment of a mission. I needed to Along with each vehicle on the buy list will be a dollar amount thatensure that the sale was not just good for me, but also our employees, the dealer can justify paying for the vehicle. This amount will bedealers and AutoTrader. Therefore, how everyone would win was a automatically calculated by subtracting from the optimal selling price, thequestion that needed a clear answer. dealers profit objective, average reconditioning costs and transportation.Fulfilling the mission Next, the system will automatically search the vast network of ManheimFor many years, I recognized an opportunity in the fact that Cox auctions to determine the location at which such vehicles will be sold inEnterprises owned both AutoTrader.com and Manheim auctions, the the coming days. Once these auctions are identified, they’ll be rankedpreeminent retail and wholesale automotive marketplaces. In spite of their by the likelihood of being able to purchase the vehicle at or below thecommon ownership, these two giants were run independently, and largely target amount. This ranking will be determined based on the prices of thewithout strategic connection. To me, this appeared to be the greatest of all most recent identical vehicles sold at each location. Once the matchesopportunities for everyone. are found, a dealership representative will be notified with a request for approval. The dealership representative can specify the minimalRecognizing an opportunity and acting upon it, however, are two different acceptable condition grade and, with a single click, a proxy bid will bethings. The recognition of the opportunity was the justification for the submitted on their behalf. When the target vehicle is acquired, it will besale, what is ultimately to be unveiled will be its fulfillment. Therefore, immediately transported and instantly posted on the Internet with a price,mapping a strategy was one of the first priorities to fulfill the promise photos and a complete description.to the industry. To do so required a thoughtful analysis of both today’sand tomorrow’s industry challenges. What follows is an overview of a New competitive edgeand insights to my thoughts about the future of the business, dealers and Traditionally, dealers have made profits by using strategies and tacticstechnology solutions. to maximize transactional gross profits of new and used vehicles. Today,a New Day however, it is both the wholesale and retail markets that largely determineAs the domestic auto manufacturers return to profitability and the transaction profit, rather than the persuasion of talented sales people.employment rebounds, the optimism of the American automobile dealer Progressive dealers who have recognized this new reality have foundreturns. Evidence of renewed confidence can be seen in growing numbers success in improved profitability with focus on velocity, rather than largeof dealership renovations, inventory expansion and dealer’s lifestyle gross margins. Although it has been extraordinarily difficult for dealers toenhancements. To many, the current outlook appears to be a long- adopt this new strategy, it has proven to be effective.anticipated rebound from the trough of an unusually harsh but all-too-familiar industry cycle. The American car dealer has seen it all before and Dealers who joined the competitive price bandwagon early enjoyedhas once again persevered and emerged triumphant. success at the expense of their traditional higher-priced counterparts. Now that more dealers are pricing aggressively, the challenge is to find theWith a broader perspective however, there are many new realities and next competitive edge. The good news is that there are new advantagesunfamiliar challenges awaiting dealers. One such new reality is a margin- to be found; however, they may not be easy for many dealers to adopt.compressed used car market. With shortages of used cars and historically One such opportunity for competitive advantage is to modify thehigh wholesale prices, dealers have found the sourcing of used vehicles at organizational structure and business process of the dealership to createreasonable prices to be a complex task. higher efficiency and greater profitability. This is presently being achieved at many dealerships by transitioning to little- or no-negotiation sales.a New way These dealerships are able to employ fewer managers as well as lower-As a result of the AutoTrader acquisition, vAuto will soon introduce a new priced and easier-to-find sales consultants. Some of these dealershipsgame-changing solution for the sourcing, stocking and merchandising have even eliminated the expense of dedicated F&I personnel, as they’veof used vehicles. The new solution begins with the recognition that split this responsibility between sales consultants and the few remainingAutoTrader.com is a giant voting machine. Millions of cars on this site are supervising managers. The results are a lower cost of sales, fastervoted on every day by car shoppers using their mouse. With the ability to transaction time and improved customer and employee satisfaction.tabulate the votes on a weekly basis in each market, the winners can nowbe declared — those cars that are most sought after by used car shoppers. In Key to the transition to little- or no-negotiation sales is an understanding
  • 8. that documentation must replace negotiation. Systems like vAuto’s in favor of corporate consolidated enterprises. Many of these enterprisesRealDeal provide salespeople and consumers the ability to arrive will continue to be controlled by families, but operated in accordanceat consensus by documenting the prices of all identically equipped with standards of corporate governance and efficient markets.competing vehicles in the market. In such cases, the dealer’s vehicledoes not need to be the lowest price, but rather the dealership only needs conclusionto credibly demonstrate why lower-priced vehicles are not of the same While there continues to be great opportunity in the American automobilevalue. The differences are automatically identified by mileage, equipment, industry, today’s dealers and solution providers must recognize that thecondition, number of previous owners, accident history and the selling emergence from the most recent sales cycle slump comes with a host ofdealer’s service and warranties. The result of using RealDeal is that new realities and challenges. The mission of AutoTrader, vAuto and itsboth salespeople and shoppers derive satisfaction while the dealership growing collection of subsidiaries is to anticipate and meet the needs ofmaintains the gross profit that it anticipated when the vehicle was priced. dealers in both the present and future. The mantra within the AutoTrader,In fact, most dealerships today using the RealDeal system are negotiating vAuto and other subsidiary companies is to place the dealer’s interestsless than $200 per vehicle from their original asking price. first and create value for the company by anticipating and fulfilling dealer’s needs.Another opportunity for competitive advantage is a restructuring ofthe dealership facility. Today, vehicle shopping occurs more in the Since the AutoTrader acquisition six months ago, I’ve been inspired byvirtual than physical realm. Large, expensive, high-profile facilities the aggressiveness, intelligence and competency of the managementare luxuries that most dealerships can no longer afford. Dealerships team. I’m also impressed by the genuine dedication of the field team toof the future should be located in desirable and accessible commercial serve the interests of dealers and transform their roles into ones of trustedareas, but not at the proverbial corner of Main and Grand. These new advisors. While there is still much work to be done, I am part of a teamdealerships should be positioned on one-and-a-half acre plots and be built that is positioned to be an industry leader of marketing, merchandisingvertically. The ground floor should be a modern corporate-compliant and sales solutions. With strategic vision, professional management andshowroom with an open-air parking structure above. Such structures financial strength, I am confident that our mission will be fulfilled. Asare low cost, relatively maintenance free and, with proper lighting, can said by Charles Darwin, “the future belongs not to the strongest, nor theaccommodate customer parking as well as new and used car display. smartest, but the ones most ready to adapt.”Similarly, it is not economically efficient to perform mechanical repairson the most expensive real estate in the community. Service and parts Dale Pollak is the founder of vAuto and a best-selling author.need to be located off-site in lower-cost commercial or industrial parks. He can be contacted at 866.274.1226, or by e-mailThese locations need only be accessible, safe and clean. Perhaps like- at dpollak@autosuccessonline.com.minded dealerships will ultimately create service center parks as theirpredecessors did decades earlier with their sales facilities.Because it’s difficult for dealers to extricate themselves from present landand buildings, this transition will require cooperation and partnershipamong the dealer, their OEM and municipality; all three are keystakeholders in the dealership’s continued viability.the New breed of buyersAnother new reality facing dealers and one that also supports the physicalrestructuring of the dealership is the fact that Gen Y buyers prefer lesshuman interaction in the car-buying process. With shrinking marginsand technological advances, progressive dealers are beginning to investin systems to facilitate true e-commerce automotive sales transactions.Today, buyers can already research vehicles online, find them in dealer’sinventory, get a price, dispose of the trade in and arrange financingwithout ever visiting a dealership. Meeting the sales-process desires of theGen Y buyers while reducing selling costs through the use of technologyis, therefore, inevitable.the New breed of DealersScale and centralization of operations will also become a priorityfor profitability in the years to come. The fact is that one CFO, oneoperations manager and one used car director can and should performmanagement oversight across multiple locations. Shrinking marginsand higher costs make it increasingly difficult to support profitabilitywith a self-contained operation under one roof. Such advantages willbecome available to organizations that scale locally and/or regionallyas opposed to those with a national footprint but without geographicconcentration.Further, single log-on technology systems will be used to facilitatemission-critical functions across the enterprise. It will no longer becost effective or operationally efficient to support separate systemsat multiple locations. CRM, desking, new and used vehicleinventory management and similar systems must be standardizedacross all locations. Future dealerships will be more like salesoutlets rather than self-contained dealership operations.The landscape of family-owned single dealerships will dissipate
  • 9. ScottJoseph sales & training solution what woulD happeN iF you prioritizeD your aDvertiSiNg DollarS oN leaDS that are eaSieSt to cloSe?There are a lot of options when choosing how Are you better off investing into third-party sure these types of leads are handled correctly?to invest your advertising budget. Normally, leads that are distributed to dealers all overyou may think of dividing your budget town, or investing in pull-ahead programs Perhaps the most amazing benefit to this typeacross channels such as TV, Internet, radio, right out of your own customer database? If of innovation is what can be done throughnewspaper, direct mail, e-mail, social media, your goal is to sell more vehicles, what is the the Service Department. Imagine these sameetc. Why not look at it a different way? Why easiest way to get there? Are you going to have calculations being run every business day withnot put the priority on attracting leads that you a higher closing percentage with a third-party your dealership’s new service appointments,have the highest probability to close? In other lead or a previous customer who can actually thereby matching your appointment customerswords, what if you divided your advertising upgrade his or her vehicle for no money down to vehicles currently in your inventory.budget based on referrals, previous customers and actually lower his or her payment?and conquest (new) business? If you prioritized Today, the tools to sell a vehicle have neveryour ad spend based on the closing percentages With today’s innovations, dealers have more been more innovative. Are you prioritizingof these segments, how would your advertising tools at their disposal than ever before. Like your advertising dollars in systems andbudget look different? anything, you’re only going to get what you processes that create the type of lead you have put into a program. With used cars in demand, a better chance of actually closing?There are multiple channels to target each of how important is it for you to acquire morethese segments. With referrals and previous trade-ins from your previous customers? How would I prioritize a budget? I wouldcustomers you can use e-mail, direct mail, prioritize these segments in this order (ofthe telephone, social media and texting, and Imagine marrying your dealership’s customer course only you can choose which programsyou can combine these with micro-sites. With database and vehicle inventory with current and channels work best per segment for yourconquest or new business, you have options manufacturer incentives and the specific profit store and personnel):such as third-party leads, TV, radio, newspaper, level you would like to achieve. Then complex 1. Referrals (you must have a good referralInternet, direct mail and e-mail (assuming your algorithms generate a list, pairing customers program and process)prospects have opted in). So, out of all these with the vehicles in inventory that they are 2. Previous customer offers (both sales andopportunities, which will give you the greatest eligible to trade into for lower payments. Using service)return on your investment? the Black Book value of the customer’s current 3. Conquest vehicle and his or her current payment andLast month, I wrote an article on setting up a financing information, the customer is matched I look forward to hearing your thoughts.referral process. Without question, referrals with a new or upgraded vehicle with no cashwill give you the greatest return, but you can’t down and often a lower monthly payment. Issurvive on referrals alone. So, based on your this lead easier to close compared to a third- Scott Joseph is the president of J&Ladvertising budget, where do you invest most party lead? How much do you invest in a Marketing, Inc. He can be contacted atof your money, and is it prioritized based on program like this compared to third-party leads? 888.835.1689, or by e-mail atwhat gives you the greatest return? How much do you work with your staff to make sjoseph@autosuccessonline.com.14 autosuccessonline.com
  • 10. More Visibility. More Clicks. More Sales.Increase your visibility with effective Pay-Per-Clickcampaigns by optimizing your exposure to onlinecar shoppers. Our Search and Analytics teamtakes a personalized approach to developing yourcampaigns producing more clicks and traffic toyour website…all designed to bring you more sales.to learn more, Call today at877-834-2030You can also scan the QR code below, or visit usdirectly at www.dealerskins.com/auto-successConnect with us:
  • 11. MarkSpringer marketing solution you’re builDiNg eQuity with Social aND reputatioN maNagemeNt...areN’t you?Trying to find time to get the important things to your business and look for creative ways to technology and Website vendors are buildingdone along with selling cars and making a tie your audience to your brand and showroom applications designed to help dealers effectivelyliving is hard enough. For today’s dealership floor, such as having your used car manager and proactively manage social and onlinepersonnel, adding social and reputation tweet about a hot trade in you just appraised. reputation. You can, however, manage this viamanagement to the daily work plan seems free apps on your smart phone, or with freeludicrous. Who has time for that? The result is more business now. More browser plug-ins or for free in the back end importantly, it cultivates more followers, fans of these social sites. Most important, theseThis article is for those who are trying to find and engagement, equaling more social activity. applications may not answer the big questionsanswers to those big questions surrounding asked earlier in this article.social and reputation management: “How can reputation managementbeing proactive with social and reputation There are a number of techniques for managing Our advice to dealers reading this and lookingmanagement actually result in a better bottom your dealership’s reputation online. Examples to answer those questions is to seek out anline? ” and “If I invest the time, effort and include monitoring popular forums or blogs application that does indeed allow you toresources to manage my online reputation and related to your brand or dealership name, more effectively and proactively manage bothsocial assets, how can I actually build tangible subscribing to RSS feeds that funnel up-to-the- social and online reputation, but one that alsoequity in my business?” minute information via e-mail or a Web browser is architected in a way that delivers equity and tracking your brand or dealership’s “buzz” that you can actually see and results that areThere are a few obvious intangibles. Being online with technology such as Google Alerts. tangible. Find a SRMS (social and reputationcourteous and responsive is good. Being positive management system) that harnesses your effortsand talking up your brand and your dealership is By far, the method of reputation management and hard work, and delivers that content directlysmart. But aren’t these things we do naturally as that is given the most credence, and the one we to search results in the form of indexed pages insalespeople when the opportunity arises? I am will pay close attention to, are online reviews. a slew of geo- and brand-search markets.not talking about these obvious intangibles. I am As you know, Google has changed the way ourreferring to tangibles that result in more sales, potential clients enter our digital dealerships by Imagine you are a Lexington, Kentucky Fordhigher profits and repeat customers. I want to providing an additional layer of consideration dealer. A local consumer searches for a Fordoffer a few tips on how to turn your social and for the consumer prior to the click through. F-150 near Lexington, Kentucky, and Google’sreputation management into tangible equity for With a tug on the subconscious of the consumer, first page is saturated with positive reviewsyour dealership. Google now displays those little yellow stars or Facebook posts left by your dealership’s as a snap shot of your reputation right next to loyal customers — and you have 237 reviewsWhile reading this, remember a couple the link to your Website in search results. Most averaging 4.7 of those little yellow stars at theimportant things: dealers are now scrambling to address this new same time. Wouldn’t that be great?• Everything you do online should be centered reality with internal procedures to solicit new around SEO. and consistent positive reviews from the happy bottom line• With SEO, original content is king. customers hoping to offset and strengthen If your social and reputation management their mediocre averages brought down by the investment does not yield tangible equity, it maySocial management previously buried reviews from upset customers. be time to adjust some priorities. Get engaged,If you do not already have them, get your be proactive and make certain you are notdealership clean, professional Twitter and If you are not taking this action, do it now. over-paying for SRMS applications that deliverFacebook business pages created. Promote them Compiling positive reviews at every turn. Offer zero equity for their investment. In today’s caraggressively. Run promotions to increase your discounts and promotions in exchange for business, it’s all about finding efficient, revenue-fans and followers every chance you get. Do reviews for your dealership. Do it with urgency. positive ways to increase the bottom line.this first and do it right away (Sounds obviousright? Stay with me here because we are setting Seo If I can help you by answering questions orthe table for the tangible equity part). The importance of all of this is the content, providing additional information on how to which you can leverage for high-powered SEO. turn your dealership’s social and reputationHere is the hard part with social: You actually If a consumer writes a 200- to 500-word review management efforts into tangible equity, pleasehave to be social. or post about your dealership, the brand you contact me with the information below. sell or the specific model they purchased, good Mark Springer is the president and COODownload some apps on your smartphone. Set or bad, isn’t that 200 to 500 words of keyword- of BluSolutions Dealer Websites &some alerts. Get engaged socially. And yes, dense content served up on a platter for you? Automotive SEO. He can be contactedanswer every question, reply to every comment, at 866.835.0921, or by e-mail atand get involved in every conversation relevant Here’s the tangible equity part: Some automotive mspringer@autosuccessonline.com.16 autosuccessonline.com
  • 12. SkipMurphy marketing solution the power iS Simple: the Next Direction in Digital marketing One thing most used vehicle and Internet through the online vehicle merchandising and Internet managers the ability to update vehicle managers don’t want or need in their lives sales processes. inventory descriptions and prices any time of is complication. The industry has equipped the day or night — across most of the online dealers with all kinds of technologies designed Not only is all this effort time consuming for sites in which you list inventory — so they can to make these managers’ lives easier, but has already-busy Internet managers and staff, be sure to have the freshest, most appealing that been the true outcome? but the effort often results in less-than-ideal online inventory possible. online vehicle presentations prone to listing For example, the industry has given them tools and pricing confusion, out-of-date listings and killer apps to Sell more cars of all kinds to help them merchandise vehicles prices and other errors. Seamless integration of your key digital online and respond to Internet leads originating marketing components — your Website, CRM from those online showrooms. As useful as If you want to sell more cars on-line, your and online inventory management software — these technologies can be, they can require online listings must be compelling, current and means comprehensive digital marketing results more staff effort than should be necessary. consistently merchandised across all online from one source. sites in which you list inventory, especially In fact, dealing with various systems for listing the dealership Website — potentially the In addition, other exciting online marketing and managing online inventory, comparing dealership’s most powerful inventory sales tool. apps will make it a cinch for dealers to online prices with competitors’ and driving build powerful and affordable online selling shoppers to the dealership Website inventory Furthermore, all this activity must be as juggernauts. Some of these exciting apps pages — the most “ready to buy” end of the automated and hands-off as possible so staff include those that deliver: sales funnel — can be frustrating. can concentrate on closing leads — not on merchandising inventory. Improved lead processing: Leads from It can be frustrating because orchestrating all third-party sites, craigslist and the dealership these disconnected processes requires work. Most online buyers visit a dealership Website Website will now flow directly into the CRM, when they’re close to making a final vehicle It requires staff to log into each system and so leads don’t drop through the cracks and and dealership decision. Nothing will send then flip from one screen to the other to move so you then convert more of your digital them scurrying marketing investment into vehicle sales. off your Website faster than Website Improved vehicle listings: Solutions that help inventory that’s you create and manage the most compelling Introducing – Your Buyers. presented, described and comprehensive vehicle inventory listings and/or priced and descriptions on the Internet. differently from IMN Spotlight™ reports enable you to create the other listing Improved vehicle merchandising: Enriched lists of your most engaged subscribers sites where your online content to attract more eyeballs and sell and target those ready to buy dealership also lists your listings. These tools include human voice- from your dealership. inventory. over video, ad writer and custom comment Ready to sell? generators, YouTube and craigslist easy listing a Digital leap tools and direct-to-auction (OpenLane and Forward Smart Auction) tools. Apps are currently being developed in Improved dynamic content: New tools will the marketplace, upload “live” walk-around videos to YouTube however, that will and to the dealership’s inventory pages, as well soon make possible as to sites like AutoTrader, Cars.com and many multiple, real-time other sites. daily data extraction, compilation Improved social media tools: Jumpstart and and distribution ensure ongoing involvement in your Facebook from your dealer and Twitter efforts. Drive customers in for sales, for life. management system to your dealership’s These are exciting times in auto retail digital Visit www.loyaltydriver.com Website inventory, marketing. The “power of simple” — integrated key online car- CRM, Web and inventory management — is shopping sites and simplifying how easy it is to use and benefit Innovative Enewsletter Solutions the resulting leads from modern online inventory sales and loyaltydriver.com | 1-800-818-4071 right into your management tools, while improving how dealers CRM. capture, merchandise and sell vehicles online. This new integration Skip Murphy is sales director with Trinity Suite. technology will He can be contacted at 866.295.9491, or by give used car and e-mail at smurphy@autosuccessonline.com. 18 autosuccessonline.comspotlight-ad-4.375x5-FINAL.indd 1 2/25/2011 9:13:45 AM
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  • 14. TracyMyers marketing solution harNeSSiNg the power oF perSoNality For your braNDLast month, I shared with you that the fastest, advice. So, you’ve got to let them in. old, but I actually started to live my dreambest and easiest way of creating a successful, pretty quickly. When I was eight, my brotherhighly profitable business or career in the And yes, that does mean you need to show and I got a couple of the neighborhood kidsautomotive industry was to position yourself as them your quirks and idiosyncrasies. together to put on a play in my backyard. Wea celebrity expert. practiced every day for two weeks after school. Now, there may be things you don’t want toOver the next few issues, I’m going to share get into — such as politics and religion — but I made posters by hand advertising thethe key steps and strategies you need to follow you should be aware that the more polarizing play — remember, this was before PCs, andin order to build a powerful celebrity expert you are, the more magnetic you will become to there was no Kinko’s. We made copies usingbrand. If you follow these steps, you’ll stand those who are like you. carbon paper and put them in the neighbors’out way ahead of your competition. mailboxes. polarizing for SuccessHowever, in this section, I want to share one The more you let people know who you really We didn’t charge admission, but I did passsecret that will take you to a completely new are, the more they’ll either see themselves in the plate. We may not have had an audiencelevel. That secret is the power of your own you or they’ll see they’re not like you. of thousands, but I did manage to get $55 inpersonality. donations —that’s not too bad when you’re So, it’s also true that the more polarizing you only eight.Overcoming the dull, corporate approach are, the more you’ll push some people away. Butevery day in my work, I meet people who have the benefit of that is that the people who identify I gave my two friends and my brother $5 each,amazing personalities. Then I go and check out with you will be even more attracted to you. which left me a hefty profit of $40.their blogs, their articles, videos and books —any of the ways they represent themselves in You can probably think of personalities right So, I was lucky enough to learn three verytheir business world. I often discover that they now — whether in business or in entertainment important lessons early on in life:are totally flat and stale — they have a dull, — that you cannot stand. You just can’t figure • I loved being on a stage in front of people.corporate feeling. out how they have such a big following. Well, I loved the applause, the accolades and the it’s because of this rule. There are people who celebrity! (The money wasn’t bad either!)I have to tell you that if you truly want to be feel like them, and the more polarizing theythe celebrity expert in your market, you have are, the more they’re drawn to them. • Marketing something — in fact, anything —to do the exact opposite. This dull, corporate came naturally to me.approach is not what your clients and prospects I’m going to show you exactly how to positionwant. They want to know who you really are. yourself so that the right potential customers • If you were creative and didn’t mind a littleThe fact is that we connect best with people we are attracted to you. But let me start by sharing hard work, you didn’t have to spend a lot ofcan relate to; who are like us in some way — a little about me and how I started my journey. money marketing to get great results.whether it’s the way they think, their lifestyle,their age, their background...whatever. my celebrity expert I’ve learned lots of valuable lessons that I’m branding Story - part 1 going to share with you over the next fewSo, if you want to build your celebrity expert My story dates back more than 82 years — and issues, plus, next month, I’ll teach you thebrand, your expertise has to align with your no, I’m not that old! That’s when my great- secrets of matching your expertise to yourpersonality and who you’re trying to connect grandfather opened the first Frank Myers store. perfect market.with. This may seem scary at first, but you And, to most people, it seemed obvious that Ihave to let people in on who you truly are. would follow in the family footsteps.You’ve probably heard it said that success is However, I had other plans. I wanted no part10 percent what you know and 90 percent the of the car business. I wanted to be in therest. I’m not sure if these numbers are correct, entertainment industry. From the age of five or Tracy Myers, C.M.D. is a noted small business marketing and branding solutionsbut I am sure the message is spot-on. In short, six, I only wanted to be a rock star, radio DJ, specialist, best-selling author, speaker, carpeople have to know you before they’ll listen or an actor. dealership owner and entrepreneur. He canto you. If they don’t know who you are, then be contacted at 866.860.0029, or by e-mail atthey don’t know if they should take your I guess that’s not too unusual for a five-year- tmyers@autosuccessonline.com.20 autosuccessonline.com
  • 15. MattBaker sales & training solution SaleS SucceSS iN 10 SecoNDS or leSS how to Quickly overcome objections and move Forward using the Softening StrategyWhat can be accomplished in only 10 seconds? down, a mutual understanding is established would you like me to ask you? What isIf you’re in sales, a 10-second segment of your and rapport is initiated. Softening strategy important to you?”process can determine whether you close the offers a non-combative approach to addressingdeal, end the conversation or at least keep the customer concerns. Like this example illustrates, the goal is to getprocess going. How is that possible? You’re the customer comfortable with entering the nextabout to find out. the Softening Strategy practice stage of the process. The customer respects your If you are currently or have ever been in a ability to acknowledge and align with them,This article is focused on the five to 10 relationship you know what can happen when which opens the door for you to interject yourseconds of a sales process that is most the two of you don’t see eye to eye. Let’s say opinions and advice. Letting the customer makeimportant — the point of initiating trust and your mate is dealing with a dilemma, and you the final decision to move forward puts the ballrapport with your customer. For those who happen to have the world’s best advice. If that in their court. They feel in control.may be confused, let me explain. Establishing advice isn’t presented in just the right way, youcustomer trust and rapport is an ongoing and your advice won’t be taken seriously, or the importance of toneeffort. However, initiating it (and even will result in an argument. On many occasions, sales requires a knacknurturing it) requires only a few seconds for acting. The ability to align with orof salesperson compassion in response to In the sales world, this scenario happens acknowledge something you don’t agree withcustomer objections. I call this the softening between salespeople and customers every day. isn’t an easy feat. Whether you’re able tostrategy. Depending on the nature of your All too often, salespeople counter customer pull it off or not is very much dependent onbusiness or your customer, this five- to objections by responding with a statement like, your tone. Those less experienced with the10-second act of empathy may take place “Yeah, but…,” or “You should….” You can fill softening strategy can often come across asonce, or may need to be repeated multiple in the blanks with whatever reason you like. condescending. That’s not a good thing whentimes over the course of the sale. Yet despite Unfortunately it will never take away from the looking to build a relationship.this fact, the reward you stand to receive is fact that this statement is argumentative. Arguingwell worth the wait. with your customers will not make them like You want to always appear sincere. Radiating you, and people buy from people they like. sincerity in non-sincere situations, however,Selling doesn’t truly begin until customers often requires a lot of practice. Don’t be afraidstart objecting. Although customer objections Softening strategy helps you prove your point to test your abilities out in conversations withare often feared by veteran salespeople and without being confrontational. The steps are people who are not prospects — for example, agreen peas alike, they present an opportunity to easy: waiter/waitress, your spouse, friends or family.establish a relationship that will result in a sale. 1. Acknowledge the customer’s concern Just like movie stars continuously work toOne of the most common mistakes salespeople 2. Align with their position (even if you don’t improve their acting ability, so should you.make is that they talk about themselves or their agree) If your tone isn’t perfected, your chance forproduct as means to build rapport. Trying to 3. Coax them into hearing your side of the success dwindles greatly.impress your prospects with personal feats will story and let them choose what your nextnot help you get paid. The more the prospect steps will be There are literally hundreds of ways thisfeels involved in the conversation (meaning the strategy can apply to car sales scenarios. If youmore the prospect talks) the stronger rapport and Here’s how this strategy might play out in a car are interested in learning additional softeningthe greater the sales. The softening strategy is sales scenario: strategy word tracks and reading more roleone of many tricks to get the prospect talking. Customer: “I’m just looking today.” play scenarios utilizing this technique, please Salesperson: “I understand.” (This is where request G&A’s Guide to Improving Salesthe purpose of Softening Strategy the salesperson acknowledges the customers Talent: Softening Strategy by sending me anEver hoped the next customer you approach concern.) e-mail with the subject line “SOFT.”won’t express any objections? Chances are you Salesperson: “I hear that a lot, and it’s OK.”have. After all, who wouldn’t love to just take (This is where the salesperson aligns with the Matt Baker is the vice president of sales fororders? The reality of the situation, though, customer’s position.) G&A Marketing. He can be contacted atis that customers do have objections. And in Salesperson: “Let’s pretend you were 866.618.8248, or by e-mail atthe automotive sales world, they tend to have considering doing something, what would mbaker@autosuccessonline.com.a lot. When customers vent their opposition, be the most important things about a vehicledon’t get defensive. Understand that customer that you need to know?” (Do not use theobjections are not personal attacks against you. word “buy” in place of the phrase, “doing something.” It can trigger customer defenses.)There are two sides to every story andsomewhere in the middle is the truth. Your goal ORas a salesperson is to find that story in betweenthe lines. This is where softening strategy Salesperson: “I know you’re not going tocomes into play. Instead of defending yourself buy today. However since you are here, let’sor your product, softening strategy takes the pretend you were. What kind of questionspressure out of customer objections by usingacknowledgement, alignment and coaxing “Selling doesn’t trulyto move the process forward. When both the begin until customerscustomer and the salesperson put their guards start objecting.”22 autosuccessonline.com
  • 16. PeterBond marketing solution mobility iN digital world. Why do people text instead of call? Why do people listen to commercial-free radio or use digital TV recorders? The answer is simple: They demand to control more and more marketiNg are you in the Fast lane or being passed by? the types of messages they receive and when and where they receive it. It has been said that in the future the consumer may no longer have to seek out the products and services they needOne simple truth can be said about the automotive industry, and that is the old proverb that “the and want; the products and services they needonly constant is change.” Auto dealers everywhere have weathered the economic tides of change and want will find them. Marketing strategiesas much as any U.S. industry to date. will not be about traditional resources, but rather who can best provide the consumer with controlJust as new technologies can advance product lines, makes and models, consumer’s expectations over that marketing vehicle in order to deliverevolve with regards to relevant and timely marketing and branding messages or content. their message.The consumer today is in more control than ever before over what they hear, see and feel in the The cyclical world of marketing can be directly linked to time periods that introduced the next great “disruptive technology.” Where the 80’s, 90’s, and the first decade of the 21st century can be indexed by new digital solutions made available by the Internet (Websites, e-commerce, e-mail, pay per click, social media, etc.), the arrival of mobile platforms to deliver rich media content will lead the field for the next decade and beyond. The value proposition of mobile from a marketing standpoint could be argued in the past, but the argument no longer holds water thanks to tech giants Apple, Google and Microsoft advancing their mobile agendas at freakish speeds. The research group IDC found that in the last quarter of 2010, smartphones surpassed global PC shipments for the first time ever — a trend that looks to widen the gap with the current iPad and tablet craze. As an owner, manager or director of an organization or department, we are often overwhelmed by the process of vetting out the “right” marketing idea or solution. Throw in a tool that involves something new involving technology and it becomes easy to table that discussion until a time when our brains are better rested. It’s worth the time and effort to stay abreast of the state of mobile technology, though, both through education and by seeking out technology that can help you simplify and consolidate your digital marketing efforts. Mobile is becoming the most relevant marketing channel due to the ability, through the right platform, to deliver differentiated and immersive mobile experiences. Marketing pundits worldwide agree, that this will be the key to long-term customer loyalty and retention. Consumers are quickly transitioning from a “point and click” environment to a “tap to call,” “tap to schedule” or “tap to share this offer” environment. What is your dealership’s mobile marketing strategy? Peter Bond is the president of Automotive Resource Group. He can be contacted at 866.447.0238, or by e-mail at pbond@autosuccessonline.com.24 autosuccessonline.com
  • 17. GlennPasch leadership solution iS your DealerShip aSymptomatic?I recently related a story at the Automotive This can be very tricky because most times no the person’s effort. If you see they are tryingMarketing Boot Camp about this topic. The one looks into what you did to achieve results; and they are almost there, then I would retrainshort version is that my son has some ongoing everyone is just happy you did. What you them. By asking them what they are doing,medical issues and my wife and I are very need to ask the employee is, “What did you do you can easily see what part of the processvigilant in monitoring his progress. When he to achieve the results?” Notice I asked what they are missing and can tailor your traininghad to have a certain procedure, the doctor they did. This allows you to understand their to that specific part of the process. Make sureremarked that he must have been showing this process, but, more importantly, they understand to document the training so that you havesign or that sign, to which we responded, “No, what they did so they can repeat the behavior. something to refer to later.he wasn’t.” One of the most important things you are If you have trained and retrained but the personThat day I learned a new word: asymptomatic doing is complimenting them on what they did. is still not getting results, then it is up to you to(meaning, “not showing symptoms”). I We as people repeat behavior that makes us document the failure and have a heart to heartthought about this and it struck me how feel good, so if they are getting compliments with them. Most of these conversations fallcertain businesses can also be asymptomatic. when they achieve success, they are more than into two categories:Everything looks great on the surface, but likely to repeat the behavior, thus achievinglurking below the surface are potential problems continued success. The person is really trying but just is notthat only will surface when it is too late. suited for the position. There are many people This also allows you to have a benchmark who come in and give it their all and you wantTo drive this point home, how many of you in case they ever fall into underachieving them to succeed, but results are not there. Youreading this article inspect your processes expectations. You have their process that you have to be honest with them and give themwith the same intensity when you have your can review and see if they are skipping a step one last chance, or maybe there is a differentbest month versus when you had a month that or have taken a step for granted. This allows position in your company.missed expectations? you to easily get them back on track. The person is not even trying. This personHow many of us focus on our top performers What if someone has not achieved the results needs to be documented and the conversationto understand what they did to achieve you are expecting? is a wake-up call. Most times, they can do theresults so that we can take certain behaviors job but they are choosing not do. These areand implement them across the other team This first place to look is if they have been very dangerous employees to keep on board.members? trained to do this task. I cannot tell you how Too many chances will impact your other many times I have asked that question when I employees who see poor performance beingMany of us are so pleased we hit our goals am helping someone, only to find no one ever rewarded. My advice is cut ties as soon as youthat we focus on the next month without ever trained him or her correctly. They may have can with proper documentation.thinking, “How did we do what we just did?” been told what to do, but no one showed themMaybe we give our team praise — “Great job, what needed to be done. Remember, telling By doing this type of inspection each month,let’s do that again!” (See my column in April’s allows interpretation by the listener. Showing you will be anchoring in behaviors that achieveissue regarding specific feedback). leaves no room for interpretation. If they have results and address any that will not help you not been trained, then train them correctly. be successful. Don’t be lulled into a falseNow, understand I am not saying that you sense of security. Looks can be deceiving andshould not celebrate success, but what I am If they have been trained, I recommend success can be a very strong hallucinogen.saying is that each month you should be training them again. This time, you have Celebrate success by rewarding execution offocusing on the execution of processes, not trained them so later you can look them in the process, not just results. only on results. Focusing on “how” things are eye and know training is not the issue for not executed can help you better train your staff achieving results. so they can replicate success. Glenn Pasch is the COO of PCG Digital Marketing and the president of Improved If you have trained them and they still are not Performance Solutions. He can be contacted First, let’s review what to do if you getting results, you have to make a decision at 866.611.0998, or by e-mail at achieve the results you desire. if you want to retrain. Much will depend on gpasch@autosuccessonline.com.26 autosuccessonline.com
  • 18. ChadPolk marketing solution mobile ShoppiNg of five areas to consider when you’re getting started with mobile (or to evaluate your current mobile site): iS a reality invest in mobile and be ready for your Shoppers 1. Minimalist approach to the user interface (UI), with a focus on uncluttered shopping experience. An example of poor UI would be putting too much information on the inventory list.If you haven’t yet heard of the three-screen • 46 percent of first-time mobile shoppers 2. Your mobile Website must convertlifestyle, you’ll soon become aware of it. It’s access a retailer’s site by typing the Website leads. Do you have consistent easy-to-the ever-growing lifestyle of consumers with a into the browser navigate lead forms, touch-to-call or SMSTV, computer and now a smartphone. Modern • For consumer researching and browsing functionality?marketers are finding creative ways to reach product information, 81 percent prefer 3. High-quality imagery. Touch screenthese consumers who are riding the growing mobile browser, and 19 percent prefer smartphones have made incredible strides inwave of “always-on” instant availability. Recent mobile app displays. Does your mobile Website deliverresearch finds that U.S. mobile Internet users are • 71 percent of consumers prefer a mobile rich media to the mobile browser?engaging in shopping-related activities at a rate browser over a mobile app when comparing 4. Deep product details. There are severalthat actually exceeds desktop usage. products and prices great ways to display as much vehicle • 53 percent of consumers spend one to five data on a smartphone screen as there is onAny way you look at mobile, it is transforming hours per week shopping mobile Websites desktop browsers. Provide your consumersthe way your customers shop and interact with as much information as you do on thewith your dealership. Dealerships that are not Auto dealers have gone through the TV phase, desktop.investing in mobile shopping technology are are living in the computer phase and have 5. Robust search. Searching, sorting andat risk of getting left behind. The good news now been given a new frontier for marketing: filtering inventory could not be morefor mobile initiative dealers is that mobile- the smartphone era. For dealers, mobile can important on a mobile Website. Customersoptimized Websites can raise engagement as be a highly influential marketing channel. are usually looking for a finite inventorymuch as 85 percent. For automotive retailers, it provides the set or a specific vehicle when searching on unprecedented immediacy of shopping your mobile.This isn’t meant to scare anyone. Mobile store when the need strikes the consumer.Websites are just another marketing channel Think of mobile not strictly as a purchase Google recently stated that mobile searchesto reach prospective customers. What better channel, but more as a marketing channel to have increased by 500 percent from 2008 togift could a customer give you than to have drive consumers to an action (lead conversion) 2010, and according to recent projectionsyour dealership available in their pocket 24/7? and to serve them information whenever published by Nielson Co., one in twoYou’re probably a smartphone user, right? At they’re ready to buy. Americans will own a smartphone by the endany given time, how far away is your phone? of 2011. It’s time to take notice that the “mustPersonally, I know the farthest my phone ever Mobile shopping is still in its early days, but have a Website” era in our industry has nowgets from me is my nightstand. auto dealers absolutely need a mobile presence become the “must have a mobile Website” era! to begin testing and measuring what worksA recent study done by Adobe* has some for their store, clients and region. Mobile will *(source: Adobe Scene7 Mobile Commercestatistics that will get your attention: continue to evolve as user experiences catch up Survey: Mobile Shopper Insights for 2011)• 53 percent of mobile shoppers rated product to the fast pace of smartphone technology. and pricing information as most important Chad Polk is the CEO of AutoRevo. He can• 66 percent of mobile shoppers prefer So, you ask, “What should I consider when be contacted at 866.873.0031, or by e-mail at shopping via mobile browser vs. in an app setting up my mobile Website?” Here’s a list cpolk@autosuccessonline.com. How much money are you losing daily in your service drive? On average at least one needed fluid service goes unidentified per car. Give your service department the tools to show customers what they need on the spot. Ask your Fluid / Equipment supplier for Fluid Rx Diagnostics or call us direct ® For a FREE SAMPLE call 866.517.8484 or visit FLUIDRx.com28 autosuccessonline.com
  • 19. Providing TheLIVE ADVANTAGEin AUTo AUCTionSL OCATIONADVANTAGECHOICEADVANTAGEINNOVATIONADVANTAGEBUYERADVANTAGEEXPERIENCEADVANTAGELIVEADVANTAGEThe iAA hybrid Auction Model combines live and live-online bidding into one auction event selling ®to buyers from more than 100 countries. Let us show you how our live auctioneers, iAA run drivelanes, and onsite previews promote your vehicles’ full value for high retentions.Contact us or visit www.iaai-advantage.com to learn more about IAA’s Live Advantage!remarketing Center888.839.4220 • 207.426.9034 (Fax)groupnrC@iaai.com www.iaai.com one Car one difference turns donated vehicles into charity dollars. Make a difference in 2011 – visit 1car1difference.com © 2011 Insurance Auto Auctions, Inc. All rights reserved.
  • 20. GenaeGirard marketing solution searches on YouTube and/or sites that plug h.i.c.c.u.p your way . social media. Always watch a video all the way through before posting — you don’t want it to paSt competitorS include any profanity or other unmentionables. Remember, video is king. Written blogs are oN Facebook being trumped by the clever, colorful and often fun video blogs. interactive QuestionsEvery dealership is trying to use Facebook to move their business forward and stay connectedto customers. Why are some more successful at this than others? Content is the key to staying in Don’t be afraid to ask open-ended questionstouch with customers and keeping them informed. Use the H.I.C.C.U.P. approach to make your to your group. For example, “what is yourFacebook page more successful: opinion on electric cars?” The purpose here is to begin the conversation. People posting theirhumor answers will create a community buzz. LettingHumor allows your audience to come away with a warm fuzzy feeling and a friendly attachment the responses unfold naturally also gives you ato your message. It doesn’t have to be industry specific, although it can be. You can do viral marketing advantage, because you know what customers are looking for. content If you don’t provide interesting topics, information and current trends, current customers — as well as future customers — simply go away. Clicking “Unlike” on Facebook is just as easy as clicking “Like.” Smart, clever and challenging content will keep your audience waiting for more. With most dealerships having a presence on Facebook, competition will become fierce and you have to stand out. current events If you haven’t done so already, get plugged in to all online media and/or trade publications. When something interesting pops up, pass it along. If something political occurs that impacts your industry, for example, let people know. Never make a personal judgment about the event; let your community unfold. Use Google Alerts to notify you of events and news feeds that pertain to auto sales. Use a program like Hootsuite to consolidate and tweet events out to all of your feeds and accounts at once. utilizing industry Facts Keep your followers abreast of changes in your particular industry and relate them back to your own business. For example, if new models are about to come out, keep people aware by posting them on Facebook. promos and Specials Mention specials, promotions, new products and services. You can get creative here and run a coupon or contest. Talk about new employees, business awards or articles written by your staff. You can drive traffic to your business and services by using this concept. The one caution is that you shouldn’t overuse Facebook to market to your customer base. They can grow tired of it on your page, causing you to lose a potential client. To be successful, all categories should be represented on your posts daily. If you personally don’t have time, assign this process to an employee or virtual assistant. Generally, creative, idea-generating minds are the best individuals suited for this task. Genae Girard is a speaker, author and entrepreneur. She can be contacted at 866.263.5696, or by e-mail at ggirard@autosuccessonline.com.30 autosuccessonline.com
  • 21. MarkTewart sales training solution Stop whiNiNg are the ones that you gave everything away to. Here’s a news flash: You don’t have to do business with them. It’s your choice. about price All things being equal, money will be the customer’s final decision. It is your job to make everything unequal. Customers consider the 3M’s: Money, Machine and Me. WhatPrice cutting is a self-inflicted wound. Nobody holds a gun to your head and makes you cut your are you doing to elevate the “me” part of theprice. I know that many of you are thinking right now: “There is so much competition today that I equation? The “me” part of the 3M’s standscan’t maintain profits,” “Everybody is giving everything away,” “The salespeople can’t negotiate,” for you: your process, the dealership, theand “Everybody knows our pricing from the Internet. “ Blah, Blah, Blah. Stop whining about price! service and the reputation. It’s the easiest part of the equation to change. Your dealershipOnly about 10 percent of buyers buy on price alone. For that 10 percent, you can decide to lower is unique and your customers need to knowyour prices or let those customers buy elsewhere. Every person who has ever sold anything knows why. You have to believe that you are thethat the happiest customers are the ones who pay you profit, whereas the unhappiest customers best and that you are worth more. Many salespeople and sales managers have a flawed, weak belief system. If you don’t believe you are outstanding, you will make yourself a replaceable commodity. Every day you must work as hard on yourself as you do on sales. When you get better, your customers will get better. Do you work on yourself every day in the area of attitude, education, motivation, sales skills, customer follow-up and marketing? Let’s be brutally honest and forget about being politically correct — most salespeople stink at their profession. The majority of salespeople never work on the above skills. Can you really tell me that those unmotivated and uneducated idiots are the tough competition? Your only competition is in your own mind. Recently, while in Las Vegas, I shopped for shoes at Caesar’s Palace. At the first store I went to, I noticed the salesperson looked agitated to have to hang up the phone to wait on me. He was extremely rude and did nothing to add value to his store or differentiate himself from other run-of-the-mill salespeople. The second store I went to, I encountered a sensational salesperson who created rapport and sold value and quality. He knew his product and made a high price seem like a bargain. The first store lost two sales and the second gained from the first salesperson’s stupidity. Is the first salesperson and his inadequacies the norm, or was it an aberration? My experience says that unfortunately, he’s the norm. My hunch is that your experiences are the same as mine. Work every day to get better and show it to your customers. Work on your belief system. Don’t be a commodity, and stop whining about price. Price is the easiest problem to solve in the sale. For your free special report “10 Ways to Overcome the Best Price Questions,” e-mail me at the address below with “Best Price” in the subject line. Mark Tewart is the president of Tewart Enterprises, and the author of the best seller, How To Be A Sales Superstar. He can be contacted at 866.429.6844, or by e-mail at mtewart@autosuccessonline.com.32 autosuccessonline.com
  • 22. MarshBuice sales training solution the pSychology oF a t.o.One of the hardest things for a new salesperson despite all efforts, is unwilling to pull in salespeople have skinny kids; you mustto grasp is the significance of a T.O. The the same direction as the salesperson. The exhaust all of your resources in an effort toreason why new hires are resistant to the T.O. customer is not always saying “no” to the make a sale. There should never be a timeis because of the negative thinking behind the salesperson’s efforts; he may be saying, a customer leaves without buying and theword. The only thing good about the word “know.” “I don’t know you,” “I don’t know salesperson says, “What if I would have….”“turnover” is when it has the word “apple” what your motives are, “ “I don’t know if this Leave all of your efforts out on the blacktop.in front of it. Think about it: If sales were a is the right vehicle for me” or “I don’t know Keep in mind that you cannot lose what yousporting event, you would be deemed a loser enough about your dealership” may be some never had. How can you “miss out” on a dealif you “turned the ball over” consistently; but of your customer’s concerns. If you want to if you never had one in the first place? Whata salesperson is required to “turn over” his be compatible with your customers, think like does the commission pay for almost makingcustomers. When a salesperson is hired, they your customers do and address their “knows.” a sale? When an objection is turned to aare taught to be independent and thick-skinned, manager, who has no emotional attachment,but are fearful of looking weak when they be Double-minded he can assess the situation quickly and takehave to T.O. a customer, thinking the meaning The thinking behind a T.O. is a different action. Sometimes the customer is on theof a “T.O.” is “I’m too weak to do this deal mentality for a salesperson versus a manager. wrong vehicle, while other times it is ason my own,” thereby becoming resistant to To a salesperson, a T.O. should be thought of little as reinforcing what the salesperson hastheir manager. As a manager, if you want as “turning the objection.” The customer’s already said. There are also times the customermore consistent T.O.’s, you should change the objections range from they don’t have time to just may not be emotionally compatible withpsychology of a T.O. not enough money for their trade, or a million the salesperson, so a change of face is needed. other reasons why they need to “come back A high percentage of missed sales are not due“No” vs. “know” later.” The manager should think of a T.O. as to price, but are lost due to an incompatibilityI know this may be hard to believe, but a “teaching opportunity.” Turning objections with the salesperson (i.e. appearance, attitudeoccasionally a salesperson will be confronted over to a manager serves two purposes: The or lack of knowledge); price was merelywith a resistive customer; a customer who, first purpose, the manager has a chance to turn a smokescreen. Often, a change of face or a customer around different personality can reveal the true and help put a deal objection and thus clear the pathway toward together. The other a sale. purpose of a T.O. is an opportunity Strength in Numbers to teach “hands The Bible says there is strength in numbers; on.” The best form two are better than one. You cannot win a of teaching is by championship alone, it takes teammates; it’s example. A manager called “The Rolling Stones,” not “The Rolling also may be able Stone”; surgeons don’t perform open-heart to pick up on some surgery alone, nor do pilots fly 747s to London quirky mistakes solo. Why would you insist on selling alone? made along the A T.O. is a joint collaboration of consultants way and coach the and management in an effort to increase the salesperson at a chances of making a sale. later time. If you are a salesperson, before you place this all-time assist article in a discreet white envelope and stick it To use the analogy under your manager’s day planner, remember it of basketball, a is your manager’s job is to equip you with the T.O. is grabbing necessary skills in order to become successful, the rebound and but it is your job to do the work and turn your keeping the ball dreams into reality. Put a different way, a in play granting coach’s job is to prepare you for the game, but another opportunity it is your job to take the game-winning shot. to score (make Players use all of their resources to win as a a sale). After team, but are inducted into the hall of fame spending time alone. Change the psychology of a T.O. and with a prospect, change your fortunes forever. See you on the the salesperson is blacktop. fearful of going too far and losing a potential sale, Marsh Buice is the sales manager of Mark which means Dodge, Chrysler, Jeep. He can be they don’t go far contacted at 866.535.5006, or by e-mail enough. Timid at mbuice@autosuccessonline.com.34 autosuccessonline.com
  • 23. SeanV.Bradley leadership solution the truth about crms...Customer relationship management (CRM) One of the most powerful benefits of using Here are some steps you can take before yousoftware is always on a dealership’s agenda a single CRM solution, however, is the fact buy a CRM:in our 20 Groups, and they almost always that all information is on one centralized • First, simply ask yourself “What do we wantcome up in every single workshop. And this platform. For example, if you have a prospect or need a CRM for —Internet, sales, service,is how it should be — it is one of the most that sends an Internet Purchase Request, the BDC?” When you answer that question, findimportant tools and resources that a dealership CRM will have that in its database. If that a CRM that specializes in that area of need.has in its arsenal for automotive Internet sales. prospect decides to walk in the dealership • If, for example, you have an extreme needOver the last 12 years, I’ve seen Internet lead and is “logged” into the dealership’s CRM as for Internet lead management, comparemanagement (ILM) and CRM technology a showroom prospect, it will be recognized CRM tools that specialize in that areacompanies evolve to have amazing offerings. immediately that that prospect was originally with each other. Find out why they feel an “Internet opportunity.” Furthermore, if that they specialize in ILM, and find out whatBut over the years I still get the same question prospect was ever in the dealership’s service credentials they have for ILM.“What is the best CRM for dealerships?” The department or did any type of business with • Get references, and then actually call otheranswer is complex, because there are different that dealership, it would show up in reports. dealers using the tool. Ask for references“flavors” of CRM, and what’s right for one Most CRMs will calculate the amount of profit who aren’t in their marketing, and speak todealership can be the wrong fit for another; we’ll made from each customer, and the dealership the actual department you are investigating.get to that in a moment. The goal of a CRM can see the whole picture of a customer or Don’t ask the dealer principal or GM aboutpackage is to reduce redundancy by offering prospect. This is important because if the Internet lead management; ask the Internetwith multiple tools and consolidate to one dealership has the full picture on a situation, it or BDC director. Get their real opinion fromcentralized platform. That means if you have can make better business decisions. a day-to-day operational level.multiple tools / products that do the following: • Accept the fact that you might need to have• Digital or manual showroom control system Not all CRMs are perfect fits with all more than one tool. For example, I have a (desk log) dealerships, though. CRMs can be designed to lot of dealer clients who have multiple tools.• Service reminders focus more on one area of sales than another. If They might have a full CRM and an ILM• Permission-based e-mail campaigns your dealership also focuses on this area, it’s a tool, as well. Yes, this goes against the myth• ILM tools good fit. If you don’t have a particularly strong that a CRM can do everything, you’ll be• Phone up tracking system Internet sales department, but your CRM better off in the long run with the right tools• Inventory management system specializes in Internet lead management, that for your dealership.• Call tracking software can be a bad fit. You have to do your research• Service appointment system before committing to a CRM solution. Look at it this way: You wouldn’t go to the• Data mining ophthalmologist if you had trouble breathing.• BDC campaign management The best advice I can give is to stop trying to The ophthalmologist is a doctor, but that’s• Special finance shove a round peg into a square hole. Too many not his specialty. Use this same mindset when• Reporting and analytics dealers out there buy one tool, and then try to selecting your CRM. make it do what it wasn’t designed to do. I’llWith the right CRM, you don’t need a give you an example. I have a dealer client that Please e-mail or call me if you have anyseparate tool to perform all these functions. purchased a tool that was 100-percent designed questions about CRM or if you would likeTheoretically, the right CRM lets you for special finance. It was designed for a a free strategy session/assessment on yourconsolidate all of this with a single technology “special finance” department, and was designed current CRM solution.platform. The benefit here is multiple. It’s by a “special finance” branded company. Butcertainly cheaper to pay for one CRM tool the dealership uses this tool for its entire store,than having to purchase numerous tools and they depend on it for their Internet salesindividually. While an individual tool will department. The crazy thing about this situation Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognizedalmost always be cheaper than a full CRM, if is that the dealership doesn’t even have a training and consulting company in theyou add up all of individual tools out there, the “special finance” department. They bought this automotive industry. He can be contacted attotal cost would be much more expensive than tool without researching the situation, and are 866.648.7400, or by e-mail atthe average cost of a CRM. now paying the price. sbradley@autosuccessonline.com.36 autosuccessonline.com
  • 24. FranTaylor sales training solution the ‘how-to’s’ iN proSpectiNg – aND the reSultSTake a rookie and have them write down 250 friends. Get names, addresses and phone numbers I used to put my name cards on the cars everyfor all. Then call all the people up and let the future customers know what you do. Ask them for Saturday after work and take them off Mondayall the members in the family, along with their birth dates, and put them in your system. Mail mornings to get future clients. This is anotherall of them four cards with your $100 referral offer on the back (but first check the laws to see if way that is guaranteed way to get sales at nothis is allowed in your state.) This is a very effective way to start in sales. Always ask “Who do cost to anyone.you know that is looking for a new or used vehicle?” at the end of every call, and mention yourreferral fee if allowed. Every day, go out and talk to at least 10 future customers and simply ask if they — or anyone they know — is in the market for a car. Do this every day and I guarantee someone will You sell cars for a living. pay for your lunch every day of your life. Remember, I’m looking for a now customer and a future customer, as well. I will get their name, address and birth date if they seem really nice and are willing to help me. When you do this, it takes less than a year to get 1,000 names in your birthday system. Now you have something to work with. You have to build a “business within a business” by investing in yourself with prospecting tools. Learn the tools that allow you to make money while you are sleeping. Magnets, key rings, pens, ads in the paper and so on is just a start. Each month you must set aside money for prospecting tools, or you will be working the lot the rest of your life. This is you This is how your All the money is in repeat and referrals, and this will happen in time if you do this every customers see you month. After a while, you won’t have to look for customers; they will look for you. That’s when you will work less and make more money. Like it or not, some bad apples in the car business have made it tough for professional, customer focused sales Talk to the winners who are doing it and you people to shake the image of the slick talking salesperson. will get accurate advice. A rookie sold 41 cars in his fifth month at Alexander Subaru by learning this right away. Remember: There are Carfolks.com helps by offering FREE personal pages to all vehicle more customers outside the dealership who are sales professionals to build their brand, and our dealer marketing ready to buy than will be on your lot with the program provides an integrated solution that highlights the top biggest sale. You just have to go get them. performing, customer friendly dealers in the market. What comes with prospecting on a daily basis? Higher close ratio, bigger grosses, more Don’t let industry stereotypes define you! fun, less stress, more time off and lots of fun because you stand out from the crowd. Do Join the Carfolks Neighborhood today. Call 866-618-8257. something different from the complainers. Do what the big fish do to be successful, because they eat the little ones. Prospecting is the best way to be successful and stay at the top. Fran Taylor is the president and CEO of Social Media | Reputation Maintenance | Marketing Services Taylor Techniques. He can be contacted at 866.848.9864, or by e-mail at ftaylor@autosuccessonline.com.38 autosuccessonline.com
  • 25. September 20 21 Seattle (888) 697-4167
  • 26. Providing the automotive industry with cutting edge digital sales solutions that utilize technology to stay ahead of the competition.Are you effectively advertising yourproducts and services? V-Active gives you the ability to change advertisements, promotions, and specials throughout your store. Let us design your custom campaign. $1,995 AutoSuccess promotional offer* Call today for details. Text VACTIVE To 41411 *$1,995 includes initial production, setup, and required hardware. A signed 24 month contract for $299 a month is also required. This monthly feeincludes hosting, repairs, maintenance, and one promotional update a month. Monitor not included. Rates and terms are subject to change without notice.
  • 27. Join us in 2011 and make a difference one car at a time. www.1car1difference.com Do you want to be a part of one of the fastest growing software companies in the retail automotive market? vAuto’s pricing, appraisal, stocking and merchandising tools are an evolutionary step forward for used car departments. If you have strong retail automotive and/orJoin the ActivEngage sales team! technology solution provider experience in theThe largest automotive chat software and web analytic dealership industry, then we want you to be partprovider is actively seeking regional sales professionals.If you have automotive industry experience and a of our tremendous growth. Send resumes to:pre-existing account base, send your resume to vautocareers@autosuccessonline.com.jobs@activengage.com to join our growing success. Learn more at www.vAuto.com.We offer competitive salary, great benefits, and vAuto is an Equal Opportunity Employer.commission plan. Learn more atwww.activengage.com/careers.shtml. JL Marketing is looking for Business Growth Strategists to sell our multi-channel direct marketing products and services. They will prospect for new customers as well as manage leads from Automotive News Advertising JL Marketing’s growing national accounts. This is a full-time B2B outside sales position. File name: 1978_AutoNews_Ad_5.125x3.875_FNL.indd cmyk Trim: 5.125” x 3.875” Bleed: 5.375” x 4.125”$2/sq ft • Any Size • 13 oz Vinyl • Hemmed with Grommets Live: 4.625” x 3.375” Inks: 4cp www.jandlmarketing.com File built at 100% kkasun@jandlmarketing.com 10/09/09
  • 28. Tough Metro Market? Yeah, Right.Antwerpen Hyundai dominates with quirky TV ads and targeteddigital marketingDon’t talk to Antwerpen Hyun- integrated marketing strategy has commercials that is unique to thedai about the typical challenges Antwerpen repeatedly captur- Antwerpen family of dealerships.found in large metropolitan areas ing 30% of the sales volume forlike tough competition, almost all of Maryland, and as much as “We have some crazy commer-nonexistent customer loyalty and 50% for the local Baltimore mar- cials and it’s become our claim todwindling employee retention. ket. Meanwhile, it has grown its fame. Our TV ads have branded customer database by 20% while our dealership – everyone knowsThe Baltimore-area dealership, maintaining a high customer re- us when they walk through ourone of the largest Hyundai stores tention rate. doors,” says Michael Antwerpen,in Maryland, has flourished de- general manager of the Catons-spite the challenges. Quirky tele- First, Antwerpen Hyundai has set ville store. “My general sales man-vision commercials, a focus on themselves apart from the crowd ager, Jeff Glascoe, is in most everycustomer service and a targeted with a quirky style of television commercial with me. I think peo-
  • 29. Success Storyple get a kick out of seeing us on Karry Moore, president and co- the ads on TV being in-market toTV and then coming in and work- founder of www.Car-mercial. purchase a vehicle, close to 100%ing with us.” com, the VSEO company that An- of online viewers are in-market to twerpen Hyundai uses. “Google buy a vehicle.Recognizing the value of live-ac- reports that consumers are 55%tion ads Antwerpen Hyundai nat- more likely to click on thumbnail Antwerpen customers are increas-urally moved beyond just televi- video images than static links, so ingly loyal which is tough for suchsion and now uses video to further Google gives more ranking au- a high volume dealer in a competi-promote their dealership online to thority to video which gets them tive market. One of their primaryappear on top of the leading search on the top of search engine re- goals is to make sure that everyengines like Google, Yahoo, Bing sults.” As a result in-market con- customer receives the quality ser-and YouTube in their local mar- sumers see positive videos about vice that the dealership has builtket. Working with a video search Antwerpen Hyundai and the ve- their name on.engine optimization (VSEO) com- hicles they sell when searching inpany has greatly improved their their local market. “We have some of the best salessearch engine ranking and page experts in the business. Our high-one results. Essentially Antwerpen is target- ly trained sales team has earned a ing their television spots to view- credible reputation with our cus-“People would rather watch the ers online, so rather than only tomers over their many years ofmovie than read the book,” says one percent of those who view service and commitment,” Ant-In a Nutshell Antwerpen Hyundai consistently captures 30% sales volume for Maryland and has grown their active customer base by 20% year to date with an integrated marketing strategy.• Antwerpen Hyundai has a unique style of television commercial that has branded their dealership.• Antwerpen Hyundai invests in their employees. Their highly trained veteran sales team has an invaluable reputation with customers which helps to build customer retention.• Antwerpen Hyundai utilizes Video Search Engine Optimization (VSEO) to dominate their local search engines with positive videos to promote their dealership and the vehicles they sell by working with a VSEO company called www.Car-mercial.com.• Antwerpen Hyundai successfully grows their dealership through the use of a targeted digital marketing platform that consistently communicates with customers from point of purchase and regular maintenance to in-equity status by sending targeted mail and email campaigns that reect the appropriate status of the customer’s vehicle. Antwerpen Hyundai works with www.TeamVelocityMarketing.com to execute this strategy.• Antwerpen Hyundai provides excellent customer service to keep their customers coming back year after year.
  • 30. Success Story“Antwerpen Hyundai has had great success and grown its customerbase 20% by implementing a targeted digital marketing strategy,” saysDavid Boice, president of www.TeamVelocityMarketing.com the targetedmarketing company Antwerpen Hyundai uses.
  • 31. Success Storywerpen says. “It doesn’t matter “Every campaign promotes every lot of 2000, 2002, and 2003 trades,whether it’s sales or service, when profit center, new, used, finance, but now our top trades are 2007 andcustomers come in they see the service and parts, which makes 2008.”same veteran staff year after year the rate of return dramaticallyand I’m proud of that. Good peo- better,” says David Boice, presi- With all their success and attentionple are hard to find and harder to dent of www.TeamVelocityMar- to customer service, they naturallykeep, just like loyal customers. My keting.com the targeted market- have systems in place to monitorstaff is second to none in the busi- ing company used by Antwerpen customer-related activities such asness.” Hyundai. inbound sales and service calls. An- twerpen is a stickler for monitoringAntwerpen Hyundai also has “We’ve got it covered,” says Ant- customer’s calls to make sure everygrown its active base of customers werpen. “We stay in touch with call is handled properly.by keeping their active custom- our customers regularly through-ers active, reactivating custom- out the life cycle of their vehicle. “Years ago I realized the value ofers who are ‘lost’ or not as active People don’t just get a great deal having our calls monitored to ensureas the dealership would like, and from us; we take pride in keep- excellent customer service, plus it’s afinding new customers by target- ing our customer’s cars in the great training tool for our staff. Theing ready in-market buyers who same condition that they rolled phone is a great asset if you handle itare more likely to buy or service off the showroom floor.” In fact, right.”with their dealership. They send Jack Antwerpen, Michael’s father,targeted mail and email with cus- authored and published a specialtom messaging that reflects the children’s book that they give toappropriate status of the custom- every young family who purchas-er’s vehicle that includes a thank es a vehicle with their dealership,you for recent purchasers, main- “Mom and Dad Beware, Jack Saystenance reminders to vehicles not Yes to Routine Car Care”.yet in equity, but who may be duefor maintenance, and very persua- “Better car maintenance also leadssive promotions like the Antwer- to better quality trades from cus-pen Hyundai Vehicle Exchange tomers when they’re ready to buyProgram or their infamous “Buy from us again,” says Antwerpen.1 Get 1 Free” offer, where custom- “We’ve significantly improved theers buy one new Hyundai vehicle overall health of our trade patternand get the second vehicle for one by also targeting in-market Hyun-dollar – currently the second ve- dai owners with later model years.hicle is a 36-month lease covered Hyundai is such a great brand andby Antwerpen. so reliable people naturally keep them longer. Last year we saw a Poster

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