2011MAY
Advanced Registration Required                                                ®          Only $495                        ...
THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL                                                         ...
SusanGivens           sales & training solution                   The MobiLe revoLuTion is                   bigger Than T...
performance, comfort, convenience, etc.),             appointments and view specials,“ Adler added.walk-around videos, pic...
MarshBuice          leadership solution                    becoMing is beTTer                    Than wishingEveryone has ...
The Marc Heitz Auto Family boasts three locations in and around Oklahoma City, housing nine American-made brandsbetween ro...
and inventory management to give our sales team a best in class total                                                     ...
RichardF.Libin         leadership solution                    saLes educaTion                    Today:                   ...
Providing TheLIVE ADVANTAGEin AUTo AUCTionSL OCATIONADVANTAGECHOICEADVANTAGEINNOVATIONADVANTAGEBUYERADVANTAGEEXPERIENCEADV...
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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 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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AutoSuccess may11

  1. 1. 2011MAY
  2. 2. Advanced Registration Required ® Only $495 $995 for 3 Attendees ppTune-Up Your Digital Marketing StrategyWe will be hosting regional PCG Pit Stop® events: June 11 & 12 Chicago July 9 & 10 Austin For additonal conference July 16 & 17 Los Angeles dates visit: August 13 & 14 St Louis WWW.PCGPITSTOP.COM September 10 & 11 Toronto September 17 & 18 VancouverAgenda:Sat 2:30 Registration Opens Sun 8:00 General SessionSat 3:00 Exhibit Hall Opens Sun 8:30 - 12:00 WorkshopsSat 4:00 Technology Showcases Sun 12:00 Lunch with KeynoteSat 6:30 Cocktail Reception Sun 1:30 - 5:00 WorkshopsSat 7:30 Dinner with Keynote Sun 5:00 General SessionSat 9:00 Hosted Entertainment Sun 5:30 Cocktail ReceptionThe PCG Pit Stop® Program includes workshops on: Sell More With Social Marketing Improving CRM Processes Lead Management in Your BDC Google Adwords ROI Google Places Optimization Automotive SEO Microsites and Landing Pages Fixed Operations Marketing Mobile Websites and Apps Integrated Advertising Solutions Implementing Dealer Chat Call Tracking and MonitoringQuestions call Carrie Hemphill at 732-450-8200 x2
  3. 3. 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 nosTaLgia: The new goLden nuggeT of sociaL Media increase your MonThLy organic web Traffic froM The MobiLe revoLuTion is bigger Than The inTerneT if you work at a dealership – whether you’re the dealer principal or you’re a Measuring conversion infLuence in auToMoTive onLine negoTiaTion brings ouT The True buyers generaTing The greaTesT iMpacT on your profiT More changes at google in the Last 6 Months Than in the Last decade recenT deveLopMenT iMpacTing deaLerships: i have an inTerneT deparTMenT. now whaT? and saLes in The shorTesT aMounT of TiMe salesperson – There’s something important you need to Know how using Third-party references can help you sell More TsunaMi’s waKe Leaves chaLLenges do you Know who you are hiring? becoMing is beTTer Than wishing why you are The brand, sTupid! do noT de-brand your sTore an interview with chadBaker & patHayes “a cusToMer once ToLd Me...” how to evaluate a screening solution creaTe a river of Leads saLes educaTion Today: for The auTo business adverTising channeLs The reality vs. The ideal, part 2 2,500 To 25,000 visiTs googLe’s +1 32 30 42 26 28 10 16 22 36 24 40 38 08 34 14 18 MattBaker scottJoseph TracyMyers MarshBuice MarkTewart brianPasch seanv.Bradley genaeGirard richardf.Libin LonLeneve shaneBoland reeseSpivey TroySpring susanGivens shelleyMcBride richardWinch 12 0 30 32 4
  4. 4. SusanGivens sales & training solution The MobiLe revoLuTion is bigger Than The inTerneTIt’s hard to ignore the numbers. Mobile always accessible. For this reason, consumers buy from their dealership. “We get a lot ofmarketing is exploding into the mainstream at are using them to find product information, leads from our app for a fraction of the cost ofa much faster clip than even the dizzying pace comparisons, pricing and retailers who give Internet leads,” said Brian Benstock, co-ownerset by the Web’s emergence during the last them a reason to visit their dealership rather of Paragon Honda and Acura, the No. 1 Hondadecade. Globally today, more than one billion than the competition’s. and Acura dealer in the world.people are accessing the Internet with somesort of mobile device. Morgan Stanley projects The Internet fundamentally changed “Our mobile app is advertised on all of ourmore than $119 billion in commerce will be how consumers bought vehicles and how newspaper ads, in our service department andconducted over mobile devices by 2015 — dealers sold them. Now the mobile market it’s a great selling point for salespeople inthat’s only three and a half years from now. is the sequel that will have an even bigger the showroom. The app has generated a big impact because of its rapid growth rate and increase in Website, Facebook and showroomCurrently, 93 percent of the 307 million accessibility to consumers everywhere they go. traffic,” said Mike Adler of Laurel BMW, onepeople living in the U.S. have a mobile Last year alone there was a 32 percent increase of AutoNation’s 207 dealerships.device. Of those, 40 percent are estimated to in mobile Web browsing and a whopping 90have smartphones, mobile Internet devices or percent increase in mobile app users. “Industry Two apps that help customers shop and buy aremobile-Web-enabled phones. Do the math: studies show approximately 17 percent of the Car Factor and Car Price Hero. Car Factor isThat’s an “addressable” audience of 122 U.S. mobile audience are ‘auto-intenders’ — the No. 1 most downloaded automotive app inmillion users this very minute. As smartphones people who will buy a new car over the next the world and it has a four-star user rating, thedecrease in price and increase in functionality, six months. With 20 million auto-intenders in highest consumer rating of any auto app in themany experts say the large majority of the mobile universe and one of three of them App Store. The app lets consumers build andconsumers will have smart phones within the using a mobile device at some point during compare vehicles, view reviews, get pricingnext 12 to 16 months. What is more impressive their vehicle search process, car dealers need and much more. A newly patented app, Caris how often cell phones are used to research to capture this market,” said Sean Wolfington, Price Hero, also gives consumers the abilityand shop. Unlike computers, cell phones are owner of www.Tier10Marketing.com. to scan the bar code on a vehicle’s MSRP sticker and get an instant guaranteed low price To help put on every vehicle in the dealer’s inventory. the world of “Dealers can advertise that they can provide mobile users Instant Guaranteed Low Price quotes in 60 into perspective, seconds or less,” said Chad Collier, president consider these facts: of Consumer Driven Solutions, the makers of eBay has one sales the CarFactor and Car Price Hero app. transaction via a mobile device every The Car Price Hero app will be made available second; mobile to the 60+ million Costco, AAA and Navy users bought more Federal Credit Union members through their than 72,000 burgers auto buying programs that sold more than in 72 hours via 300,000 vehicles last year, more than any Groupon mobile retailer in the world. “Affinity Auto Group coupon apps. dealers who are participating in the Costco Auto Program, AAA and Navy Federal will While most dealers be able to participate in the national Car Price do not have a plan Hero auto program using the Car Price Hero to take advantage mobile application,” said Jeff Skeen, CEO of this huge of Affinity Auto Group, the company who opportunity, some manages the auto buying programs. of the top dealers are using mobile Dealers are also using iPad and mobile apps marketing to attract, to help salespeople promote the dealership, sell and retain vehicles, finance, accessories and service. more customers for “Since most customers research online a lot less money before visiting a dealership, they often than traditional know more than most salespeople about advertising. the vehicle they are considering, and this knowledge gap can hurt a salesperson’s Some dealers are credibility,” said Jim Hughes, co-founder of using mobile apps IntellaCar. IntellaCar’s app helps salespeople to make it easier quickly access product benefits that are for customers to tailored to the customers’ hot buttons (safety,08 autosuccessonline.com
  5. 5. performance, comfort, convenience, etc.), appointments and view specials,“ Adler added.walk-around videos, pictures, videos aboutthe dealership, certified programs, leasing, It is imperative that the automotive industry quickly embraces mobile commerce. The rate atfinance products, accessories, introduction to which technology is affecting consumers and dealers is unprecedented. “A lot of dealers took aservice and more. ‘wait and see’ posture when the Internet first arrived, but it seems like they are reacting faster this time around,” Wolfington said.“When used properly in the sales process, The writing is on the wall. Mobile marketing is huge. Consumers are eager for the next ‘”cool” appthese showroom apps help salespeople increase and want to do business with dealers who get it. Dealers cannot afford to take their time getting up-their closing ratios, average gross profits and to-speed like they did with the Internet. Dealers must be ready with a clear mobile strategy that tiesCSI because they can answer questions quickly into their existing marketing plan. The cell phone is certainly not a fad; it’s not going anywhere andwhile also building value in the dealership will only increase in time and reach. Don’t get left behind.and the products they sell,” said Bruce Polkes,Hughes’ partner at IntellaCar. Dealers are also Susan Givens is the publisher of AutoSuccess. She can be contacted at 877.818.6620, or bygiving service customers access to these apps e-mail at sgivens1@autosuccessonline.com.on iPads in the service lounge where they canview videos about additional services like cardetailing, dent removal and even new and usedvehicle specials. Does your DETAIL DEPARTMENTHundreds of dealers are using mobile apps look like this?to retain and resell to their customers. Afterbuying or servicing their vehicle, customerscan get a free app that makes their ownershipexperience more pleasant and provides a freechannel of communication from the dealer tothe consumer’s cell phone. Dealers give freemobile apps to their customers that allow themto schedule appointments, buy accessories, viewtheir owner’s manual, get roadside assistance,find their vehicle in a crowded parking lot andreceive alerts when the parking meter expiresor when their kids are going beyond the speedlimit. And that’s just the tip of the iceberg ofwhat mobile devices provide. All of these toolsimprove the customer ownership experience, It COULD look like this...satisfaction and loyalty when the dealer uses theapp to deliver service reminders, recall notices,lease-end tutorials, equity alerts and specialsthat bring the customer in more often forservice, repeat sales and referrals.“Customers love to use the CarFinder toolto search for vehicles for their family andfriends on their phone because it is so easyand cool,” said Garland Webb, co-owner ofwww.DealerAppVantage.com, the maker of theownership and retention app that has the mostactive users. Organize your Detail Department & Boost Productivity“Dealers like AutoNation, Penske, Asbury, Sonic, DETAIL PLUS will provide you with increase productivity, reduce chemicalHendrick, JM Lexus, Paragon Honda/Acura and everything you need to help improve & supply costs, reduce labor costs,others are using the app as a referral tool because your Detail Department’s appearance, and improve work quality.their customers can show off by building a car ontheir cell and then connecting their friends with DETAIL PLUS can Provide you with:the dealer in seconds,” said Ed Louis, co-ownerof www.DealerAppVantage.com. • Consulting • Personnel SelectionDealers are using apps like these to improve • Shop Design & Layout • Management Trainingthe customer experience and to create a channel • High-Tech Equipment • Technical Trainingto communicate with their customers for freeanytime, anywhere. “We use free mobile texting Call us today for a No-Obligation Consultationto our customers to say ‘happy birthday,’ invitethem to dealership events and to promote all our P.O. Box 20755 Portland, OR. 97294 Tel: 503.251.2955profit centers,” Benstock said. Fax: 503.251.5975 email: detailplus@detailplus.com TOLL FREE: 800.284.0123 WWW.DETAILPLUS.COM“Customers love to use the app to make service the #1 sales-improvement magazine for the automotive professional 09
  6. 6. MarshBuice leadership solution becoMing is beTTer Than wishingEveryone has wishes — winning the mega successes and a string of failures, but you must gifts, you can change anything. “If you don’tmillion dollar lottery, tossing a penny in the have an unshakeable belief that in the long run like how something is going for you, changewishing well, even rubbing on Aladdin’s Lamp you will become what you are working for. it. If something isn’t enough, change it. Ifand making three wishes. We have seen wishes There are four pillars to help you stay on track something doesn’t suit you; change it. Ifcome true when people from all walks of life toward your goal and help you become all you something doesn’t please you, change it. Youbecome instant millionaires. can be: don’t ever have to be the same after today. If • becoming Takes Time you don’t like your present address, changeIn today’s social world we watched the modern Grow into what you wish to become. Get the it — you’re not a tree,” reminds legendaryday rags-to-riches story of YouTube sensation microwave theology out of your mind and Jim Rohn. Become a lifetime student of yourTed Williams go from homelessness to develop a mindset of an oven; it takes time YOU-niversty.“heaven” in just a few short days. Ted held up to warm up and will work more efficientlya sign on the side of the road that said he had once the desired temperature is reached. No Whatever you “wish” to “become” beginsa God-given talent. His voice is so smooth, it athlete made it to the hall of fame by his or now, not tomorrow. Leonardo da Vinci’swould even make Don LaFontaine (the movie her name alone. It took hard work — pushing advice rings true 492 years later after histrailer guy) blush with envy. Suddenly, every themselves to the limit, learning how to death: “Iron rusts from disuse; stagnant watercompany clamored in hopes of having his overcome failures and a long-term objective to loses its purity and in cold weather becomesbrass pipes promote their product. Like most become world class. frozen; even so does inaction sap the vigor ofpeople whose fortunes have changed instantly, the mind.” Choose not to walk around andTed’s heaven turned into his own personal • becoming requires you W.I.S.H. (“What If Something Happens?”)hell, spiraling him from fame to family feuds, to be attractive I have news for you: It won’t. The Be-Backto rehab; the weight of his past and present If you want to become befitting of success, you Fairy will not show up and sprinkle be-backcausing him to revert to his old, bad habits. must attract it. Remember success is reciprocal dust all over prospects with 700 credit scores,Most lottery winners end up worse than before — attractiveness attracts success. The same nor will the Up-Bus crash in front of thewinning; a large percentage of them losing is true for negativity and defeat. You are what dealership ejecting disoriented, credit-worthyeverything and becoming bankrupt and even you think, eat, say and do. customers wishing to sign paperwork andhomeless in just a few short years. not negotiate. Instead, believe that what you • becoming Takes discipline choose to be will come to you. To becomeLong-term success is attributed to becoming You cannot get away from this one. This requires you to BeCOME:who or what you desire to be instead of is the main reason why many people quit.wishing which can have the life span of lit Motivational icon Zig Ziglar said, “Most be clear with what you want to achieve.flash paper. Author Darren Hardy illustrates people fail in their dreams not from lack ofbecoming with that of a thermostat. Set your ability, but from lack of commitment.” If own up to your decisions and tweak thetemperature as high as your expectations and you want to become a better parent, get out results good or bad — you don’t have toyour opportunities will adjust accordingly. An of debt, lose weight, be a master closer or a live with results.oven doesn’t suddenly get hot, it takes time to better communicator, it requires you developheat up to the desired temperature; so too are a regimen in order to improve your skill Make a move. Don’t just sit there andyour successes. in that particular area. Think of discipline wish for something different. as encompassing the very word; becomeA wish is a want or desire without the legs a disciple in what you wish to become encourage yourself and others. Successof action. It only takes a thought to create a (DISCIPLinE). comes by positive affirmation.wish, but a wish can vanish if no action istaken. Everyone has had a wish while taking a • becoming Takes responsibilityshower; it is the one who dries off and seizes You are accountable for what you become.those opportunities of becoming his desires The economy, weather, your childhood or Marsh Buice is the sales manager of Markwho succeeds. Many find it difficult to become Martians on Mars have nothing to do with Dodge, Chrysler, Jeep. He can bewho or what they want because it takes a long- who you want to be. You are in complete contacted at 866.535.5006, or by e-mailterm perspective. There will be short-term control of you. When you recognize your at mbuice@autosuccessonline.com.10 autosuccessonline.com
  7. 7. The Marc Heitz Auto Family boasts three locations in and around Oklahoma City, housing nine American-made brandsbetween rooftops — with their showcase being the group’s new Chevrolet store. Built completely “green” in 2008, the Chevy dealership inventories more than 1,000 new and used vehicles. The Marc Heitz Auto Family prides itself on a loyal customer following, community involvement and an incomparable team of professionals dedicated to customer service. We sat downwith General Manager Chad Baker and Internet Director Pat Hayes to reveal the strategy credited for creating the No. 1 Chevy Dealer, the “Biggest Little Ford Dealer,” and the most customer-centric Cadillac Dealer in Oklahoma.autosuccess: Tell us about the Marc heitz auto family; as: how many sales do you average per month?what brands do you carry? cb: In March we sold just over 500 cars between all three locations, withchad baker: Marc Heitz Auto is truly a story rooted in family. approximately 175 coming from online customers. That was a record for us.Marc’s grandparents owned the Heitz Dairy Farm in NortheastNorman and his father managed a Norman grocery store for 30 years. as: 35 percent internet sales is huge from an alreadyThey taught him that the people in his community are a businessman’s impressive month. what do you attribute that to?most valuable asset. He took those values as he first entered the cb: I would say it is a combination of hard work, good process andautomobile industry at 19 years old, where he learned at an early age superior technology. We have a centralized BDC that operates tothat satisfying customers and meeting their needs was the key to a inquire, check and follow through on our customer’s expectations, andsuccessful career. The Marc Heitz Auto Family was established just less that helps us every day.than 10 years ago with three physical locations, serving nine lines ofvehicles; Chevrolet, Ford, Cadillac, GMC, Buick, Chrysler, Dodge, Jeep as: how did you find the “right person” to runand Ram Trucks. Marc continues to live in Norman, Oklahoma with his a bdc of this scale?wife, Pamela and their four children. cb: Our BDC is run by Pat Hayes. It was a difficult process to find the right person, even through a national search and a few hiredas: you have an amazing store at the chevy location; professionals. We found Pat in Virginia with a great foundation of BDCgive us a quick tour. knowledge and a tremendous track record of success. We recruitedcb: We designed this facility to not only sell vehicles, but to be a real him on the spot. He helped us narrow down our list of vendorsdestination for our customers and employees. It was built based on a considerably and made some dramatic changes by replacing multiplefew simple principles: kids, pets, community and cars. From a distance, pieces of technology with one integrated platform. Putting thoseit looms as a huge log cabin, exactly the motif I had in mind when we recommendations into action has reduced cost and increased revenue.engaged our architect. It is friendly, rustic and compelling. as: pat hayes, tell us about your experience;As a pet lover myself, the Chevy store features two dog parks to engage where were you before coming to Marc heitz?owners and keep them entertained while waiting for service. We also pat hayes: I’ve been in the car business for 11 years, first in sales andhave three playgrounds — one inside and two outside — for the rest of then in Internet sales. I had the opportunity to setup an Internet department/the family and a 40-foot-tall waterfall feeds a 4,500 gallon fish tank in BDC for a smaller multi-store group, giving me my first chance to forge athe middle of our showroom. Customers come in just to get a peek. BDC hybrid; combining the concepts of a centralized BDC with that of an Internet department so that the sales staff would handle the customer fromWe have several “green” features that we consider a big part of start to finish. It is the same system that I run today.our commitment to the community. Designing and sustaining anenvironmentally sound site is an important part of representing what is From there, I ran the Victory Automotive group, with 20+ locations thatpossible when conducting business in the 21st century. The Marc Heitz annually grew between 10 to 15 percent using an adapted version ofAuto Family are pioneers in this area with power generated by windmill, this system. I made the move to the Heitz family in 2010, a personallynatural rainwater irrigation and solar glass efficiency, just to name a few. fulfilling endeavor. I am really excited about our progress to date. WeWe are always working on leaving a smaller carbon footprint. face new challenges daily and are eager to solve them.We host many community events, from dog costume contests, as: what differences have you found between the MarcJamba Sales and our annual Corvette shows, to bands playing in our heitz family and other groups?amphitheatre. We love to serve and continue our role as an active ph: One of the most obvious things that differentiates Heitz frommember of our community. any other dealership is the state-of-the-art facility and the progressive, productive environment. This place is an amazing destination store andas: if you had to choose one thing that has contributed to provides an experience truly second to none. Our success is due to loyalyour success more than any other, what would that be? customers created by a unique culture, enhanced internal managementcb: Above all, it boils down to one thing: “Do the right thing all the and external marketing through technology.time because it’s the right thing to do!” Our entire team approacheseach day with this mission statement. We strive to meet each of our as: so you made some changes in technology.customer’s perceptions and expectations as our reality. Thanks to this Tell us about that.philosophy, we have a high number of repeat customers. ph: One of my first challenges was finding a centralized BDC with
  8. 8. and inventory management to give our sales team a best in class total solution. They provided all that and more. It seemed to be a very good fit and, looking back, it was the right decision. as: was it an easy change? ph: Change is never easy, and this was a huge change! But the payoff was well worth the effort. We’ve set records in sales from the Internet/ BDC team since we launched. One of the most important aspects of the transition was our Websites. We now have tools as part of the CRM and Website integration thatthe capacity to cover nine brands at three locations. The existing CRM positively impact our day-to-day business and ROI. The immediatewould not allow me to manage a BDC to its full potential. To really result is the visibility I now have to a customer on my Website atlook across our stores, my team had to use multiple logins and screens. a granular level. We can see a customer step foot into our virtualAs you can imagine, the process was neither efficient nor effective showroom and know that they will never slip through the cracksin our daily operations; two things that are tantamount to success. because their data is captured and follow up happens automatically.Something had to change. With full integration, we can even evaluate our efforts to re-engage lost customers and strategically tailor our plan to close sales.We started the search for a new technology partner and a system thatwould maximize my team’s productivity. We interviewed numerous This intuitive marketing applies not only to sales but also our servicevendors and saw a few things we liked, but in the end, it came down department. For example, we used to spend thousands of dollars withto one company that could not only help us with the CRM but also various re-marketing companies sending out e-mails and print mailers.consolidate the eight vendors we had into one integrated system that With live Website traffic analysis and reporting, we can now focus onencompassed our BDC, CRM, ILM, Websites, inventory management, what works and truly calculate an ROI. Now we can e-mail market to theservice CRM and marketing efforts — no small task! customer and watch the actual clicks from the e-mail to our Website live.My personal focus includes all customers, not just digital customers, as: That sounds very focused.and that has presented another challenge in itself. The main change ph: We have found that we actually do a better job of marketing to ourwe’ve implemented is the Hybrid BDC — allowing dedicated Internet customers than most of the “marketing companies.” We’re utilizing thesalespeople to be in place and ready to respond, helping to have the campaign functionality in our new system to generate, execute and thencustomer and the main salesperson interacting together in real-time link sales and service marketing campaigns to our database.and early on. This design builds trust immediately and satisfies thecustomer’s demand to identify their salesperson during a sale. The If you really think about it, who knows our customers better than weability to maintain follow up sometimes gets put aside. This hybrid do? It’s just common sense that we are best able to market to them.really succeeds in filling those unavoidable gaps. Our CRM is set to We have been able to decrease our advertising budget because we areautomatically queue the right ad campaign with an associated budget, much more precise in our message and we know what is working on anthen shows measurable results with no user interaction, leaving my busy almost real-time basis.sales staff to focus on meeting the buyer’s expectations with face time. as: have you seen an increase in websiteas: it looks and sounds like your stores are up to date traffic and conversion?with the newest and the best. how much of your process is ph: Our visitor count has doubled on our Websites in less than a yeartechnology based? and opportunities for both service and sales continue to grow. We areph: Technology is a critical component of everything we do; we very close to a 20 percent closing ratio — an objective we work towardsrecognize and respect it as the cornerstone in growing a successful daily. Website visitors have increased from about 10,000 per month todealership. Because of this and our all-digital business and accounting now almost 20,000.offices, we’ve had to solicit technology that would be simple yetextremely versatile. Our new CRM provider helps us tremendously Live Website traffic monitoring with VinLens lets us study ourin this area due to their all-in-one software that can be accessed from customers’ behaviors, allowing us to better tailor our SEO and SEManywhere Internet access is available. budgets to be more precise in our marketing spend. We analyze which pages track the most visits and which calls to action attract the mostIn particular, all of our sales transactions run through this application; conversions. Using that data, we can revise the customers’ Websitefrom the time our customers meet us online through to the business office, experience based on what they want. This gives us a chance towe have one unified platform that we utilize for all our sales, service and strategize and develop specials based off of what really resonates withtechnology needs. Phone calls, e-mails, text messaging and more — our the customer. I can’t imagine speaking to a lead now without having thisnew provider plays a vital role in every format we use to communicate information. Getting leads from third parties now seems cumbersomewith our customers in the 21st century. The moment data enters our and, quite simply, not as accurate.radar, it all completely digital. We have the capacity to scan and createcomplete digital signatures of everything we do and most importantly, our Another competitive advantage is the notification from our CRM whencustomer’s records are protected with maximum security. lost customers revisit our Website. This, combined with the marked lost sales process, gives us the opportunity to breathe new life into a wholeas: so you chose to partner with vinsolutions? group of customers that we may never have attempted before. It’s beenTell me how you made that decision. a game changer.ph: It was not an easy choice. I had heard good things and seen a few For more information about Chad Baker, Pat Hayes or the Marc Heitzarticles in AutoSuccess so I decided to learn more about the company. Auto Family, visit www.MarcHeitz.com.I made a detailed list — I called it my “wish list” — and went aboutthe process of asking questions of the VinSolutions team and dealers For more information about VinSolutions, contact the CSO, Seanthat were currently using them. I wanted a cloud-based system that was Stapleton. He can be contacted at 866.240.1996, or by e-mail atalso mobile compatible. I wanted to consolidate CRM with Website sstapleton@autosuccessonline.com.
  9. 9. RichardF.Libin leadership solution saLes educaTion Today: PART 2 E The reality vs. The idealWhen working in a challenging sales First they are educated in the classroom andenvironment, as dealerships are finding given knowledge of the laws, cars, safetythemselves in today, an educated sales force is and other topics. Then they are taken into thea must. When people were spending without a field with an instructor where the educationsecond thought in a hot economy, a lack of basic continues behind the wheel. Parents or otherskills could be overcome. These days, however, licensed drivers continue the education until ffective changeit’s critical. Last month, we began the discussionof a manager’s role in this education process. the student takes and passes a test. If a driver forgets some of what they learned (aka, gets a is not something you doToday, let’s take a look at the concrete steps ticket), they are sent back to school. In some to people; it’s somethingmanagers need to take to make this happen. states, every few years, drivers are required you do with them. Our to take a new test based on new information job as managers is toEducation changes behavior by giving people and laws they should have learned, ensuringthe knowledge and skills they need to be that the education continues. help people win. If oursuccessful. It is a process that must be led by salespeople win, ourand participated in by managers. It cannot be Do sales managers follow the same formatdone alone. Effective change is not something with their employees? Most do not. If customers win, we winyou do to people; it’s something you do with anything, they have their teams memorize and the dealership wins.them. Our job as managers is to help people a bunch of information the customer cares many of the old ideas still work but are under-win. If our salespeople win, our customers little about and tells them they are ready. utilized. Education does not necessarily meanwin, we win and the dealership wins. When Managers must help their salespeople develop finding something new — the latest trend. Starteveryone wins, management is an enjoyable an attainable projection of their goals, which with and stick to the basics.and profitable experience. becomes a roadmap guiding them to success. This comes through well-planned and Keep it relevantThink about how students learn to drive. consistent education. Without this, it is like If someone wants to work in construction, telling a driver to should you teach them how to paint a mural or go to a specific to build a wall? Authentic learning — learning location simply that is functional and meaningful — is most by heading west. likely to occur when the problem, issue or topic Unless they have is tied to the salesperson’s job responsibilities a roadmap, they’ll and goals. Include a series of experiences, never arrive at the conversations and activities that allow destination. salespeople to learn in the context of answering the question, “Why is this relevant or important get involved for me in my job now and in the future?” Managers must actively participate Make it practical in their team’s Education, above all else, needs to be practical. education. They If the content is not linked to the salesperson’s should model day-to-day tasks, the return on investment behavior, observe, will be low. It is important to thoroughly coach and continue understand the challenges that staff face and to provide new build an educational program to guide problem information on a solving and/or suggest solutions. daily basis. They have to involve Done this way, education includes four distinct their teams so they elements: gaining knowledge, practicing or understand the applying the knowledge, integrating feedback goals, and gain the and coaching to enhance performance. Keep in information and mind, there is no future in any job; the future is processes needed to in the person who holds the job. By providing attain them. continuous opportunities for education — not simply providing quick-fix training — never stray managers will reap the rewards of successful from the basics salespeople who cultivate loyal clientele. Most businesses don’t suffer from a lack of new ideas. Richard F. Libin is president of APB- They suffer because Automotive Profit Builders, Inc. He can be they lack the contacted at 866.450.6853, or by e-mail at understanding that rlibin@autosuccessonline.com.14 autosuccessonline.com
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