Pat Lobb Toyota of McKinney has found success through grassroots marketing efforts. The dealership spends $30,000-$40,000 per month on community events and has collected information for over 4,000 customers. Despite economic challenges, the dealership retailed over 3,300 vehicles in 2008. The dealership's community relations manager coordinates nearly 100 small local events each year to directly engage with customers and increase awareness of their vehicles and dealership.
Memphis Flyer - Contemporary Media Trump Cover Complaint Woody Savage
Memphis Flyer November 10, 2016 Issue featured an obscene phrase related to Trump's photo on the cover. This document addresses the author's concerns to the publisher.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The direct selling industry is experiencing significant growth and attracting more attention from investors. Technological advances have increased the reach of direct selling companies, while the social aspects of the business model have allowed it to thrive. Major direct selling companies generated over $125 billion in revenue globally in 2010, demonstrating the economic impact of the industry. Increased interest from both financial analysts and private equity investors suggests that now is a prime time for the direct selling model.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Dubli Network | Residual Income Means Repeat BusinessDubLi Network
The Internet revolution has created a new form of building relationships with the advent of Social Networking. Social Networking combines traditional networking with the power of the Internet. Today, it is easier than ever before to build mutually rewarding, win-win relationships that can literally result in residual income.
Interview with Mark Hagen – Category Manager – Lottery Services – 7 Eleven IncOliver Grave
1. 7-Eleven sees the most important sales drivers for lottery as scratch tickets, which account for 60% of their lottery sales. Timely activation of new scratch ticket games and keeping the right games well-stocked and merchandised are key to driving these sales.
2. Frequent visits from lottery representatives to 7-Eleven stores, every 1-2 weeks, helps ensure strong execution of merchandising and new game launches, leading to higher scratch ticket sales. Simple activities like making sure the right games are ordered and displayed can significantly impact first-day activation rates and sales.
3. 7-Eleven wants to work with lotteries to standardize sales reporting across states to make the
Memphis Flyer - Contemporary Media Trump Cover Complaint Woody Savage
Memphis Flyer November 10, 2016 Issue featured an obscene phrase related to Trump's photo on the cover. This document addresses the author's concerns to the publisher.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The direct selling industry is experiencing significant growth and attracting more attention from investors. Technological advances have increased the reach of direct selling companies, while the social aspects of the business model have allowed it to thrive. Major direct selling companies generated over $125 billion in revenue globally in 2010, demonstrating the economic impact of the industry. Increased interest from both financial analysts and private equity investors suggests that now is a prime time for the direct selling model.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Dubli Network | Residual Income Means Repeat BusinessDubLi Network
The Internet revolution has created a new form of building relationships with the advent of Social Networking. Social Networking combines traditional networking with the power of the Internet. Today, it is easier than ever before to build mutually rewarding, win-win relationships that can literally result in residual income.
Interview with Mark Hagen – Category Manager – Lottery Services – 7 Eleven IncOliver Grave
1. 7-Eleven sees the most important sales drivers for lottery as scratch tickets, which account for 60% of their lottery sales. Timely activation of new scratch ticket games and keeping the right games well-stocked and merchandised are key to driving these sales.
2. Frequent visits from lottery representatives to 7-Eleven stores, every 1-2 weeks, helps ensure strong execution of merchandising and new game launches, leading to higher scratch ticket sales. Simple activities like making sure the right games are ordered and displayed can significantly impact first-day activation rates and sales.
3. 7-Eleven wants to work with lotteries to standardize sales reporting across states to make the
Observations from Q1 Retailer Earnings and C19 Durable Changesthomas paulson
We studied the earnings results from the 20 largest US retailers that have reported their Q1'20/C-19 period business results. From this we have distilled out what we believe to be the durable changes in consumer behavior and the retail industry.
Francorp is one of the largest franchise consulting firm in the Middle East. Established in 1976, Francorp operates in more than 45 countries worldwide.
This document discusses how the rules of business have changed in recent decades. Franchising has become more complex, with stricter legal requirements and more sophisticated franchisees and franchisors. Traditional expansion methods are no longer sufficient, and businesses must be flexible and adapt quickly to technological changes and shifting consumer behaviors. The Internet in particular has transformed how franchise leads are generated and how companies operate. Ex-corporate employees now make up a large portion of franchise buyers.
This document provides insights into the Canadian e-commerce market based on research from Canada Post. It finds that Canadians have enthusiastically embraced online shopping, with over half making an online purchase in the past three months. The most popular purchase categories are apparel, books/movies/music, health/beauty, and electronics. Many Canadians shop internationally for better prices or product selection not available domestically. The document recommends that American retailers looking to expand to Canada focus on competitive pricing, wide product selection, and optimizing their shipping and delivery processes based on Canadian consumer preferences to attract this lucrative market.
The cover story discusses how recessions affect marketing trends and opportunities. It notes that while recessions generally reduce demand, some companies are able to prosper during downturns by investing aggressively. The story outlines some strategies for marketing during a recession, such as focusing on innovation, targeting industries less affected by the downturn, focusing on customer segments still spending, and reassuring consumers by reducing purchase risks. It provides examples of brands like Miller High Life that were successfully marketed during recessions by appealing to cost-conscious consumers. The story advocates for smarter spending on current customers to strengthen loyalty during uncertain times.
The Blue Sky Report® - A Kerrigan Quarterly - Q3 2017Erin Kerrigan
Kerrigan Advisors' Blue Sky Report for the Third Quarter 2017 covering auto retail buy/sell market trends, dealership real estate and blue sky multiples.
This document summarizes key points from a presentation on radio advertising in three modern contexts. It discusses how radio has evolved to remain relevant amid new media, highlighting experts who say radio builds brands through intimate personal connections. Examples show radio dominating local markets through consistent repetition over time. The presentation also outlines strategies for effectively buying radio ads and emphasizes the need for advertising to clearly communicate a brand's identity and value proposition.
Sales 2.0 From Willy Loman To Road Warrior Champion How Sales Has Evolved Th...billhicks
Sales has evolved from pure art and has emerged as a sophisticated and disciplined new science. This paper chronicles how sales has evolved and provides an overview of the many new technologies that are helping companies drive sales today and in the future.
Kerrigan Advisors is an advisory firm that specializes in representing auto dealership sellers. The document summarizes Kerrigan Advisors' recent activities and the current state of the auto retail buy/sell market. It discusses trends like dealers taking on capital partners, the increasing importance of reinsurance profits in transactions, and retiring operators prompting some dealers to sell. The auto retail buy/sell market remains very active, with transactions up in the first half of 2017 compared to the same period last year. Dealership earnings and valuations have declined slightly but remain historically high.
The document summarizes 10 key takeaways from the 2018 ANA Advertising Financial Management Conference. The takeaways discuss the need for accountability and using data to back up decisions, addressing the differences between how marketers and finance view terminology, balancing privacy and value in AI use, ensuring brand safety online, managing risks in digital advertising, having processes for working with influencers, focusing on long-term customer relationships not just short-term sales, discussing money issues openly with clients and agencies, and embracing constant learning instead of making predictions about the future.
2010 Toronto Municipal Election - A Brand Experience PerspectiveAhmad Ktaech
An intriguing and thoughtful look at the 2010 Toronto Municipal Election from a Brand Experience perspective. Provides insights and recommendations for future elections.
Network marketing, also called multi-level marketing (MLM), is a business model that allows individuals to build a business and earn income through recruiting other participants to sell products. The document discusses how MLM has grown significantly as a field. However, the author's research shows that for most MLM companies, the primary focus is on continually recruiting new distributors rather than selling products to consumers, making it more of a recruitment scheme. Benefits of MLM include flexible and part-time work, but success requires strong desire and adherence to the system's methods.
Este documento presenta un seminario de informática sobre cómo crear y administrar páginas web, presentar archivos como flash y video en PowerPoint, mostrar correspondencia utilizando Word y Access/Excel/Word, y conocer términos relacionados a malware. Incluye pasos para buscar hospedaje web, publicar páginas web, crear un blog y video en Movie Maker.
El documento habla sobre DATAMEMORY USA, una compañía estadounidense con 10 años de experiencia que busca proveer nuevos desarrollos tecnológicos a empresas latinoamericanas. Ofrece los mejores precios de fabricantes de tecnología mundiales, ahorrando hasta un 50% en compras de equipos. Además, diseña soluciones de software y datos según las necesidades específicas de cada empresa, y fortalece las organizaciones proporcionando herramientas de compra, proveedores confiables, cotizaciones rápidas y garant
El documento resume conceptos clave sobre la célula. Menciona que Virchow estableció la biogénesis y que Schleiden y Schwann definieron la célula como la unidad estructural y funcional de los seres vivos. También describe las partes de la célula como la membrana, el citoplasma, los orgánulos como el núcleo, mitocondrias y cloroplastos, y sus funciones. Finalmente, diferencia las características de las bacterias, protistas, hongos, plantas y animales.
O documento discute como mudar a perspectiva da vida de preto e branco para colorida, argumentando que a vida tem as cores que enxergamos e que devemos transformar nossas tristezas em alegrias e medos em coragem para sermos felizes.
Ahmed Abdel Salam is seeking an opportunity to utilize his experience in electronics, wireless communication, and interpersonal skills. He has a degree from Cairo Wireless Institute and certifications in Microsoft and A+. He has strong English, computer, and personal skills including troubleshooting, problem solving, and the ability to work independently or in a group. His experience includes over 10 years of customer support, maintenance, and installation work for computers, networks, and software at banks, government agencies, and other organizations in Egypt.
Observations from Q1 Retailer Earnings and C19 Durable Changesthomas paulson
We studied the earnings results from the 20 largest US retailers that have reported their Q1'20/C-19 period business results. From this we have distilled out what we believe to be the durable changes in consumer behavior and the retail industry.
Francorp is one of the largest franchise consulting firm in the Middle East. Established in 1976, Francorp operates in more than 45 countries worldwide.
This document discusses how the rules of business have changed in recent decades. Franchising has become more complex, with stricter legal requirements and more sophisticated franchisees and franchisors. Traditional expansion methods are no longer sufficient, and businesses must be flexible and adapt quickly to technological changes and shifting consumer behaviors. The Internet in particular has transformed how franchise leads are generated and how companies operate. Ex-corporate employees now make up a large portion of franchise buyers.
This document provides insights into the Canadian e-commerce market based on research from Canada Post. It finds that Canadians have enthusiastically embraced online shopping, with over half making an online purchase in the past three months. The most popular purchase categories are apparel, books/movies/music, health/beauty, and electronics. Many Canadians shop internationally for better prices or product selection not available domestically. The document recommends that American retailers looking to expand to Canada focus on competitive pricing, wide product selection, and optimizing their shipping and delivery processes based on Canadian consumer preferences to attract this lucrative market.
The cover story discusses how recessions affect marketing trends and opportunities. It notes that while recessions generally reduce demand, some companies are able to prosper during downturns by investing aggressively. The story outlines some strategies for marketing during a recession, such as focusing on innovation, targeting industries less affected by the downturn, focusing on customer segments still spending, and reassuring consumers by reducing purchase risks. It provides examples of brands like Miller High Life that were successfully marketed during recessions by appealing to cost-conscious consumers. The story advocates for smarter spending on current customers to strengthen loyalty during uncertain times.
The Blue Sky Report® - A Kerrigan Quarterly - Q3 2017Erin Kerrigan
Kerrigan Advisors' Blue Sky Report for the Third Quarter 2017 covering auto retail buy/sell market trends, dealership real estate and blue sky multiples.
This document summarizes key points from a presentation on radio advertising in three modern contexts. It discusses how radio has evolved to remain relevant amid new media, highlighting experts who say radio builds brands through intimate personal connections. Examples show radio dominating local markets through consistent repetition over time. The presentation also outlines strategies for effectively buying radio ads and emphasizes the need for advertising to clearly communicate a brand's identity and value proposition.
Sales 2.0 From Willy Loman To Road Warrior Champion How Sales Has Evolved Th...billhicks
Sales has evolved from pure art and has emerged as a sophisticated and disciplined new science. This paper chronicles how sales has evolved and provides an overview of the many new technologies that are helping companies drive sales today and in the future.
Kerrigan Advisors is an advisory firm that specializes in representing auto dealership sellers. The document summarizes Kerrigan Advisors' recent activities and the current state of the auto retail buy/sell market. It discusses trends like dealers taking on capital partners, the increasing importance of reinsurance profits in transactions, and retiring operators prompting some dealers to sell. The auto retail buy/sell market remains very active, with transactions up in the first half of 2017 compared to the same period last year. Dealership earnings and valuations have declined slightly but remain historically high.
The document summarizes 10 key takeaways from the 2018 ANA Advertising Financial Management Conference. The takeaways discuss the need for accountability and using data to back up decisions, addressing the differences between how marketers and finance view terminology, balancing privacy and value in AI use, ensuring brand safety online, managing risks in digital advertising, having processes for working with influencers, focusing on long-term customer relationships not just short-term sales, discussing money issues openly with clients and agencies, and embracing constant learning instead of making predictions about the future.
2010 Toronto Municipal Election - A Brand Experience PerspectiveAhmad Ktaech
An intriguing and thoughtful look at the 2010 Toronto Municipal Election from a Brand Experience perspective. Provides insights and recommendations for future elections.
Network marketing, also called multi-level marketing (MLM), is a business model that allows individuals to build a business and earn income through recruiting other participants to sell products. The document discusses how MLM has grown significantly as a field. However, the author's research shows that for most MLM companies, the primary focus is on continually recruiting new distributors rather than selling products to consumers, making it more of a recruitment scheme. Benefits of MLM include flexible and part-time work, but success requires strong desire and adherence to the system's methods.
Este documento presenta un seminario de informática sobre cómo crear y administrar páginas web, presentar archivos como flash y video en PowerPoint, mostrar correspondencia utilizando Word y Access/Excel/Word, y conocer términos relacionados a malware. Incluye pasos para buscar hospedaje web, publicar páginas web, crear un blog y video en Movie Maker.
El documento habla sobre DATAMEMORY USA, una compañía estadounidense con 10 años de experiencia que busca proveer nuevos desarrollos tecnológicos a empresas latinoamericanas. Ofrece los mejores precios de fabricantes de tecnología mundiales, ahorrando hasta un 50% en compras de equipos. Además, diseña soluciones de software y datos según las necesidades específicas de cada empresa, y fortalece las organizaciones proporcionando herramientas de compra, proveedores confiables, cotizaciones rápidas y garant
El documento resume conceptos clave sobre la célula. Menciona que Virchow estableció la biogénesis y que Schleiden y Schwann definieron la célula como la unidad estructural y funcional de los seres vivos. También describe las partes de la célula como la membrana, el citoplasma, los orgánulos como el núcleo, mitocondrias y cloroplastos, y sus funciones. Finalmente, diferencia las características de las bacterias, protistas, hongos, plantas y animales.
O documento discute como mudar a perspectiva da vida de preto e branco para colorida, argumentando que a vida tem as cores que enxergamos e que devemos transformar nossas tristezas em alegrias e medos em coragem para sermos felizes.
Ahmed Abdel Salam is seeking an opportunity to utilize his experience in electronics, wireless communication, and interpersonal skills. He has a degree from Cairo Wireless Institute and certifications in Microsoft and A+. He has strong English, computer, and personal skills including troubleshooting, problem solving, and the ability to work independently or in a group. His experience includes over 10 years of customer support, maintenance, and installation work for computers, networks, and software at banks, government agencies, and other organizations in Egypt.
Una biblioteca virtual es similar a una biblioteca pública tradicional pero con textos digitalizados en formato electrónico en lugar de materiales impresos. En las bibliotecas virtuales se puede encontrar libros, revistas, documentales, películas, música, artículos y novelas en formato digital. Estas bibliotecas tienen la ventaja de estar disponibles en cualquier momento para cualquier persona sin horarios ni necesidad de retirar o devolver materiales físicamente.
Este documento contiene 10 ejercicios de ordenación, comparación y conversión de números. Los ejercicios incluyen ordenar números de mayor a menor y menor a mayor, comparar números usando símbolos como < o >, escribir números en forma extendida y con cifras, separar unidades y decenas, y formar números usando unidades y decenas.
Este documento presenta un análisis de los ingresos del gobierno central ecuatoriano entre 1970 y 2011, específicamente de los ingresos petroleros. El autor critica el análisis por utilizar datos a valor corriente en lugar de valor presente y por no realizar ajustes necesarios como incluir los fondos petroleros desde 2008 o considerar el tamaño de la población. Las tablas muestran los ingresos petroleros totales y per cápita en diferentes períodos, encontrando que los ingresos entre 2007-2011 solo representan el 30.6
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Entrepreneurial flair when combined with effective marketing skill is a rare and powerful combination
in
business
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success.
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Entrepreneurship and Small Business
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Michael Jackson
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Consumer Products, Financial, Technology
This lesson is about how Sage started, and how this particular case combined someone who had great marketing skills but also was a great entrepreneur: a very rare occurrence, particularly in the technology sector, and something which turned out to be a massive success story.
The Sage story - which has been told before but I think is worth telling again - is about David Goldman, a guy who had a printing works in Newcastle and who took on a visiting professor under a DTI scheme to do some technology work for him.
In this particular case it was to do a costing and estimating package for the print industry, based on software. As anyone in the printing industry will realize, it’s quite a complex process to cost and estimate a printing job, which could have various different colors and different lengths etc.
They produced this product and started to sell it, and then subsequently produced an accounting product, which was OK. I raised venture capital for them, as is my style: I invested my fee back into the company and became involved.
In this particular case, Amstrad launched the PCW, which was the first low-cost PC in the UK, at £500: within six weeks, David Goldman had produced a £99 accounts package to go onto the Amstrad. It was the beginning of low-cost software in the UK market, and the business just took off.
But where David was outstanding was that he understood marketing. He wasn’t hung up about the product per se. So for example, when people phoned up and said: “How do we buy invoices to work with your accounting product?”, instead of shrugging his shoulders, he said: “We’ll produce them!”, because he was a printer of course.
So he produced invoices and payslips, and when people said: “Well, how do we make this thing work?” not just: “How do we turn the computer on?” but: “How do we do the
month-end routines? How do we do some of the accounting functions that go with the software package?”, we started to advise them - and, significantly, to charge them for it.
In those days back in the early 1980s, it was unusual for software companies to charge for their telephone support. We did. And, of course, it’s become a massively important part of the Sage business, and a massively important reason why people bought, and still continue to buy, the product.
Then sales started to take off; so the bold decision to g ...
The document discusses the importance of having a social media strategy and presence for businesses. It highlights the need to listen to customers, engage in conversations, and build communities online. It also stresses being open, honest and authentic in social media interactions.
The document discusses how automotive retail and technology can be a recipe for riches. It notes that if you have a good idea in this space and some luck, you may achieve success sooner than expected. The digital version of the magazine provides quick access to fresh information and allows readers to interact by clicking links to authors and advertisers. The interface is intuitive for those familiar with the internet. The editor welcomes feedback on the new digital format.
Automakers like GM, Ford and Chrysler have struggled with having too many dealerships, supporting over 15,000 dealers nationwide. This is expensive, costing the automakers over $400 extra per vehicle. Consolidating brands and closing underperforming dealerships could save billions. Successful examples like Mercedes reduced dealers in the 1990s from over 400 to 310, increasing average annual sales per dealership from 144 to over 600 and boosting overall sales and profits. Experts say the Detroit automakers need to aggressively cut their dealer networks by around 40% to improve sales and profits.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Local car dealerships contribute significantly to their communities through employment, taxes, and charitable donations. They employ over 1.1 million people and provide $62.8 billion in annual payroll. Dealerships also donate generously to local charities, with 70% planning to increase charitable giving including $4.5 million in vehicles. The National Automobile Dealers Association foundation has donated over $13 million to causes since 1975 such as emergency response training and scholarships. Online research has made the car buying process more transparent, with customers researching for 12 hours on average before visiting a single dealership to purchase a vehicle.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
19th October 2023. Get ready to explore the current state of retail (media), get inspired by using new sales channels and learn more about the next gen buy shift. Industry experts will share their insights and success stories that are reshaping our industry today.
The Science of Shopping: Final ProjectHans Mundahl
The document summarizes what the group learned from visiting NATIXIS and TJX. At NATIXIS, they learned that executives come from various backgrounds and rely on personal touches to make sales. TJX buys overstock merchandise at a discount and sells it at lower prices than department stores. By advertising lower prices and the shopping experience, TJX does well even in economic downturns. Through interviews, the group found consumers were informed about TJX's model and enthusiastic about shopping there. The visits showed how companies balance factual and emotional appeals in advertising to influence audiences.
Selling to 500,000 Car Buyers on Twitter: Internet Battle Plan XV - Atlanta, ...Matthew E. Russo
Founder of Social Auto Leads, Matthew Russo, shares how auto dealerships should be using Twitter to find, interact with, and nurture prospective car buyers in their area.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
LUMA's State of Digital Media at DMS 18LUMA Partners
The document provides an overview and summary of LUMA's annual State of Digital Media report. It covers key trends in the digital media industry including changes in business models, ownership, consumer expectations, and executive personnel. It also discusses challenges like a broken digital supply chain, privacy issues, and the dominance of Facebook and Google in digital advertising. Emerging technologies like artificial intelligence, blockchain, and voice/audio are also mentioned.
The document discusses the challenges of recruiting for automotive retail sales positions. It states that the recession changed the labor market dynamics, making traditional candidates risk-averse and leading to a generational shift where millennials became the largest group in the workforce. Millennials prioritize growth opportunities, pay, and work-life balance over commission-based jobs without career paths that are common in automotive retail. The document argues that automotive retail must adapt recruiting and compensation to attract millennial candidates by offering hourly pay plus bonuses, defined career paths, and opportunities for professional development.
Top salesworld march 2015 - virtual trainingJennifer Cerda
This document discusses what it means to be an expert in sales. It argues that while having in-depth knowledge of a provider's products is important, it is not enough on its own to be considered an expert. To make a real difference, a salesperson must have expertise in their customer's industry and business challenges. They must understand market trends and the customer's specific goals, buying processes, and needs. The document advocates that sales experts are lifelong learners who continuously study their customers and markets. They have made many mistakes which help them better understand what works and doesn't work when selling.
Via: Retail Customer Experience
As our 2016 Retail Future Trends Report revealed, 2016 was once again a year of innovation amid a
competitive time for retailers that are online, offline and moving into the omnichannel realm. Mobile,
as well as data analytics and Internet of Things (IoT), hit home with retailers striving to drive a better
customer experience.
Consumers still are focused on a retailer’s website for product research; however, as this Top 100
report illustrates, they’re also increasingly using smartphones and other mobile devices.
The trends data revealed 35 percent of consumers believe it is very important for a retailer to have
both a brick-and-mortar and online presence. That consumer expectation may be a big reason
Amazon, which again took home the top honor in this Top 100 survey, is moving into the brick-andmortar
realm after over two decades of pure e-commerce strategy.
How To Make Lots Of Strangers Love You In 30 MinutesBrainMuffin
This document provides tips on how to get strangers to love you in 30 minutes by understanding your target community and engaging with them strategically. It recommends using tools to track where your business and competitors are discussed online, setting goals for metrics like traffic or conversions, and executing tactics like creating valuable content to attract influencers and drive discussions that achieve your goals. Examples described focus on using community insights to boost site traffic, dominate a category during seasonal peaks, and leverage top fans to increase brand awareness and sales. The key is listening to your community, setting business-focused goals, and optimizing engagement over time based on metrics.
Over 60% of new businesses are now home-based. Network marketing is the dominant business model and is taught at top universities. With over 58 million people involved worldwide, network marketing allows individuals to leverage business partnerships to earn residual income from the efforts of others. Vmobile is a network marketing company that allows individuals to become franchisees for less than $4,000 to earn endorsements fees and royalties by sharing affordable prepaid load products with others through their mobile phones. With potential to earn over $30,000 per month by building a sales team, Vmobile provides an opportunity for financial freedom and independence.
The timeshare industry started 30 years ago with many developers entering but then failing due to inexperience in marketing. Major hotel chains then entered and drove out smaller developers. The industry now focuses on points systems and multiple locations priced from $12,000 to $25,000. Meanwhile, a resale market has emerged as original owners want to sell but brokers ignored it, leaving prices plummeting until scammers entered. Honest resale brokers are now developing and may create a resale listing service to drive out scammers. Years from now, resale timeshares will be more accepted and their prices will increase and narrow the gap with new timeshares.
1. At Toyota Financial Services, we partner with Toyota dealers by providing innovative programs – like
Business Solutions which offers special benefits to your business customers – to help increase sales,
customer retention, and dealership success. For more information on this and other programs we offer
to help you reach and exceed your sales goals, please contact your Area Sales Manager.
Toyota Financial Services
Solutions that move your business forward.
Toyota Financial Services is a service mark of Toyota Motor Credit Corporation and Toyota Motor Insurance Services, Inc.
Partnership Drives Success.
“Toyota Financial Services is similar to advance scouts for
major league baseball teams… they provide the tools and
information necessary to help our team garner better results,
save time, and improve satisfaction, which is crucial in today’s
competitive market.”
2. Doom and gloom are in the room. But does that mean Toyota’s
retail sales professionals are destined to fall under the economic
downturn’s evil spell? John Mathews of Pat Lobb Toyota of McKinney
(Texas) and Mike Hankes of Scion of Braintree (Mass.) think not.
Rather than take cover in a bunker, they’re reaching out with
low-cost, high-impact grassroots marketing that connects with
customers—whether they’re looking to buy now or somewhere down
the road. If you’re in need of inspiration, read on. What follows is
proof that optimism, enthusiasm, creativity and good old-fashioned
hard work can prevail, no matter what the market holds in store.
toyotatodayjanuary/february2009
6
toyotatodayjanuary/february2009
7
Negativity Creativity
3. Doom and gloom are in the room. But does that mean Toyota’s
retail sales professionals are destined to fall under the economic
downturn’s evil spell? John Mathews of Pat Lobb Toyota of McKinney
(Texas) and Mike Hankes of Scion of Braintree (Mass.) think not.
Rather than take cover in a bunker, they’re reaching out with
low-cost, high-impact grassroots marketing that connects with
customers—whether they’re looking to buy now or somewhere down
the road. If you’re in need of inspiration, read on. What follows is
proof that optimism, enthusiasm, creativity and good old-fashioned
hard work can prevail, no matter what the market holds in store.
toyotatodayjanuary/february2009
6
toyotatodayjanuary/february2009
7
Negativity Creativity
4. toyotatodayjanuary/february2009
8
toyotatodayjanuary/february2009
9
Pat Lobb Toyota of McKinney
By Dan Miller
Photographs by Paul S. Howell
Pat Lobb Toyota of McKinney, Texas, is defying gravity.
At a time when many in the car business are being
buffeted by the downward forces of a slumping economy,
this two-year-old suburban Dallas store is flying high—
with even full-size Tundra pickups moving off their lot at
a record pace.
What’s the wind beneath their wings? Grassroots
marketing, and lots of it.
“I can’t sit here and tell you that we’re the fastest
growing open point Toyota dealership in the country
because of grassroots marketing,” says General Manager
John Mathews. “I can’t quantify it. But I sure like the
results. And I’m not going to stop.”
While it might not be possible to prove a direct cause-
and-effect relationship, the circumstantial evidence is
compelling. Mathews says the dealership spends $30,000
to $40,000 per month on grassroots marketing. Data
capture, a standard feature of their local events, has fed
over 4,000 names into their customer relations database.
Bottom line: Pat Lobb Toyota of McKinney retailed 3,321
new vehicles in 2008.
One more significant fact: Grassroots marketing
accounts for 20 percent of the dealership’s marketing
dollars. Within a year or two, Mathews predicts it will be
at least 50 percent.
“When Toyota awarded us this franchise, they asked
us to protect and market to this PMA (Primary Market
Area),” says Mathews. “That’s our job and that’s what
we’re doing. Grassroots marketing allows us to target who
we talk to.”
Like most strategies, this one grew out of necessity.
When Dealer Principal Pat Lobb and Mathews opened
their store in the heart of truck country, there were only
160 Tundras registered in their PMA. The task at hand:
establish a foothold on the domestic truck sellers’ deeply
entrenched turf.
“We knew that literally 100 percent of our truck sales
would have to be conquests and we knew domestic truck
owners are tremendously loyal,” Mathews says. “We knew
they weren’t going to just roll up to the dealership. For them, it
would be like consorting with the enemy. So we had to go to
them, at places where truck buyers were likely to congregate,
and get to know them as people, not salespeople. We had to
take a more powerful and personal approach.”
Community Relations Manager Stephane Burress,
originally hired as the dealership’s truck champion, led the
charge. He tested the waters with a few small events in fall
2006, such as a food fair fundraiser for the local high school’s
marching band. In 2007, J.C. Penney invited the dealership
to participate in its Earth Day festivities at its corporate
headquarters. Burress went beyond his Tundra focus and
brought a Prius and Camry Hybrid to show and tell to some
5,000 employees.
“That’s when the grassroots network really started to grow
on its own,” says Burress. “It just ballooned. It went from a
volunteer thing to a big part of my job.”
A year later, grassroots marketing became Burress’
full-time job, coordinating nearly 100 events between March
and October alone. You name it, he’s done it—from golf
tournaments to high school football games to county fairs to
These Grassroots Are Greener
The dealership’s goal is to replace all traditional advertising with grassroots marketing and lead management. “People are constantly bombarded by messages,”
says Stephane Burress, community relations manager and truck champion. “Top-down mediums such as television, radio and the Internet are overcrowded and
full of noise that we’ve conditioned ourselves to tune out. When you stop marketing from the top down and start marketing from the bottom up, from the
roots, you tap into the channel with the least competition. Make it personal, make it one-on-one, and your message will resonate.”
10K runs. Mathews refers to his grassroots guru as “a rock
star in the community.”
Some of the events are broad based. For example,
“Roundup on the Range” is an Old West-themed family
friendly event replete with chuck wagon cooking, horses,
Western music and 10,000 attendees.
Other events are more tightly targeted, like quarterly
contractor gatherings at the four local Home Depot stores.
“We’re talking about the construction workers, the
roofers, the plumbers, the electricians—guys who really
need trucks,” says Burress. “They’ve been driving domestic
trucks since they were 16. Even with all the money
Toyota spent launching the Tundra, many of them still
aren’t aware that we have a big truck that can tow 10,000
pounds and carry a two-ton payload. We’re going to miss
this market unless we put the truck out in front of them.”
That means far more than simply setting up a static
display of a couple of Tundras at a promising community
locale. It means hanging out with the people who are there,
answering their questions and giving them an opportunity to
Continued on page 10
big business
community outreachgenerates
5. toyotatodayjanuary/february2009
8
toyotatodayjanuary/february2009
9
Pat Lobb Toyota of McKinney
By Dan Miller
Photographs by Paul S. Howell
Pat Lobb Toyota of McKinney, Texas, is defying gravity.
At a time when many in the car business are being
buffeted by the downward forces of a slumping economy,
this two-year-old suburban Dallas store is flying high—
with even full-size Tundra pickups moving off their lot at
a record pace.
What’s the wind beneath their wings? Grassroots
marketing, and lots of it.
“I can’t sit here and tell you that we’re the fastest
growing open point Toyota dealership in the country
because of grassroots marketing,” says General Manager
John Mathews. “I can’t quantify it. But I sure like the
results. And I’m not going to stop.”
While it might not be possible to prove a direct cause-
and-effect relationship, the circumstantial evidence is
compelling. Mathews says the dealership spends $30,000
to $40,000 per month on grassroots marketing. Data
capture, a standard feature of their local events, has fed
over 4,000 names into their customer relations database.
Bottom line: Pat Lobb Toyota of McKinney retailed 3,321
new vehicles in 2008.
One more significant fact: Grassroots marketing
accounts for 20 percent of the dealership’s marketing
dollars. Within a year or two, Mathews predicts it will be
at least 50 percent.
“When Toyota awarded us this franchise, they asked
us to protect and market to this PMA (Primary Market
Area),” says Mathews. “That’s our job and that’s what
we’re doing. Grassroots marketing allows us to target who
we talk to.”
Like most strategies, this one grew out of necessity.
When Dealer Principal Pat Lobb and Mathews opened
their store in the heart of truck country, there were only
160 Tundras registered in their PMA. The task at hand:
establish a foothold on the domestic truck sellers’ deeply
entrenched turf.
“We knew that literally 100 percent of our truck sales
would have to be conquests and we knew domestic truck
owners are tremendously loyal,” Mathews says. “We knew
they weren’t going to just roll up to the dealership. For them, it
would be like consorting with the enemy. So we had to go to
them, at places where truck buyers were likely to congregate,
and get to know them as people, not salespeople. We had to
take a more powerful and personal approach.”
Community Relations Manager Stephane Burress,
originally hired as the dealership’s truck champion, led the
charge. He tested the waters with a few small events in fall
2006, such as a food fair fundraiser for the local high school’s
marching band. In 2007, J.C. Penney invited the dealership
to participate in its Earth Day festivities at its corporate
headquarters. Burress went beyond his Tundra focus and
brought a Prius and Camry Hybrid to show and tell to some
5,000 employees.
“That’s when the grassroots network really started to grow
on its own,” says Burress. “It just ballooned. It went from a
volunteer thing to a big part of my job.”
A year later, grassroots marketing became Burress’
full-time job, coordinating nearly 100 events between March
and October alone. You name it, he’s done it—from golf
tournaments to high school football games to county fairs to
These Grassroots Are Greener
The dealership’s goal is to replace all traditional advertising with grassroots marketing and lead management. “People are constantly bombarded by messages,”
says Stephane Burress, community relations manager and truck champion. “Top-down mediums such as television, radio and the Internet are overcrowded and
full of noise that we’ve conditioned ourselves to tune out. When you stop marketing from the top down and start marketing from the bottom up, from the
roots, you tap into the channel with the least competition. Make it personal, make it one-on-one, and your message will resonate.”
10K runs. Mathews refers to his grassroots guru as “a rock
star in the community.”
Some of the events are broad based. For example,
“Roundup on the Range” is an Old West-themed family
friendly event replete with chuck wagon cooking, horses,
Western music and 10,000 attendees.
Other events are more tightly targeted, like quarterly
contractor gatherings at the four local Home Depot stores.
“We’re talking about the construction workers, the
roofers, the plumbers, the electricians—guys who really
need trucks,” says Burress. “They’ve been driving domestic
trucks since they were 16. Even with all the money
Toyota spent launching the Tundra, many of them still
aren’t aware that we have a big truck that can tow 10,000
pounds and carry a two-ton payload. We’re going to miss
this market unless we put the truck out in front of them.”
That means far more than simply setting up a static
display of a couple of Tundras at a promising community
locale. It means hanging out with the people who are there,
answering their questions and giving them an opportunity to
Continued on page 10
big business
community outreachgenerates
6. toyotatodayjanuary/february2009
10 actually test drive the product. And it
also means collecting detailed contact
information so the dealership’s sales
force can follow up appropriately.
To help handle the load, Burress
assembled a team of high school
students who greet prospects, gather
data and dispense Toyota-logoed
giveaways. That frees up Burress to
focus on the test drives, sometimes
with the help of front-line salespeople.
“We’ve created a culture where our
people want to work grassroots events,”
says Mathews. “I hear other general
managers say it’s unfair to ask a commission salesperson to
spend half a day where they’re not going to sell a car. But as I
see it, it’s even more unfair to have a salesperson stand around
a dealership for half a day and not talk to anyone. This is all
about building a pipeline. We can collect 400 pieces of data at
one event. That’s equal to 14 days at the dealership. The more
people you talk to, the more cars you sell.”
But it’s not just the quantity
of customer contacts that matters.
Mathews stresses that the real power of
grassroots marketing lies in the quality
of the interaction.
“Most customers these days don’t
walk onto a dealership lot until they’ve
put on their body armor,” he says.
“They see a salesperson as a bad guy
with bad intentions. But when you
get away from the dealership with the
product in an informal setting, the
body armor comes down and they’re
just looking for someone who will take
care of them. The psychology of this has been so effective
for us.”
“I scratch my head and wonder why everyone isn’t doing
this,” he adds. “It’s personal. It’s relationship building.
People buy from people. How valuable is it to be a car dealer
and have customers think you’re the good guy? How do you
put a price tag on that?”
Continued from page 9
We can collect 400
pieces of data at
one event. That’s
equal to 14 days at
the dealership.
John Mathews
General Manager
Pat Lobb Toyota of McKinney
toyotatodayjanuary/february2009
11
A Boy’s Toy
Scion of Braintree (Mass.) guru Mike Hankes poses in front of his
pride and joy: an xB Release Series 5.0—No. 9 of 2,500 produced.
Hankes’ enthusiasm for the product fuels his creativity when it
comes to marketing. The dealership relies almost exclusively on
grassroots events to build the brand.
One for the Record Book
A Toyota Tundra tows a train of seven hay-lined 14-foot trailers loaded
with 261 “Roundup on the Range” revelers, setting a Guinness World
Record for the largest hayride based on the number of passengers.
7. toyotatodayjanuary/february2009
10 actually test drive the product. And it
also means collecting detailed contact
information so the dealership’s sales
force can follow up appropriately.
To help handle the load, Burress
assembled a team of high school
students who greet prospects, gather
data and dispense Toyota-logoed
giveaways. That frees up Burress to
focus on the test drives, sometimes
with the help of front-line salespeople.
“We’ve created a culture where our
people want to work grassroots events,”
says Mathews. “I hear other general
managers say it’s unfair to ask a commission salesperson to
spend half a day where they’re not going to sell a car. But as I
see it, it’s even more unfair to have a salesperson stand around
a dealership for half a day and not talk to anyone. This is all
about building a pipeline. We can collect 400 pieces of data at
one event. That’s equal to 14 days at the dealership. The more
people you talk to, the more cars you sell.”
But it’s not just the quantity
of customer contacts that matters.
Mathews stresses that the real power of
grassroots marketing lies in the quality
of the interaction.
“Most customers these days don’t
walk onto a dealership lot until they’ve
put on their body armor,” he says.
“They see a salesperson as a bad guy
with bad intentions. But when you
get away from the dealership with the
product in an informal setting, the
body armor comes down and they’re
just looking for someone who will take
care of them. The psychology of this has been so effective
for us.”
“I scratch my head and wonder why everyone isn’t doing
this,” he adds. “It’s personal. It’s relationship building.
People buy from people. How valuable is it to be a car dealer
and have customers think you’re the good guy? How do you
put a price tag on that?”
Continued from page 9
We can collect 400
pieces of data at
one event. That’s
equal to 14 days at
the dealership.
John Mathews
General Manager
Pat Lobb Toyota of McKinney
toyotatodayjanuary/february2009
11
A Boy’s Toy
Scion of Braintree (Mass.) guru Mike Hankes poses in front of his
pride and joy: an xB Release Series 5.0—No. 9 of 2,500 produced.
Hankes’ enthusiasm for the product fuels his creativity when it
comes to marketing. The dealership relies almost exclusively on
grassroots events to build the brand.
One for the Record Book
A Toyota Tundra tows a train of seven hay-lined 14-foot trailers loaded
with 261 “Roundup on the Range” revelers, setting a Guinness World
Record for the largest hayride based on the number of passengers.
8. toyotatodayjanuary/february2009
12
toyotatodayjanuary/february2009
13
Mike Hankes thrives on new ideas to promote his
dealership. So when the Scion guru at Scion of
Braintree, Mass., ran out of ideas, he turned that into an
idea, too—perhaps his most innovative ever.
“I like to do my planning six to nine months in
advance,” he says. “A year ago, I was filling out the
calendar for 2008 and, when I got to April, I couldn’t
come up with anything. So I just put a question mark in
the book and called it the ‘Mystery Event.’
“Later, I was joking around with Steve Steniford, a
wonderful promoter who helps us with our bigger events,
saying we should just call it the ‘Mystery Event.’ And then we
thought, ‘Hey, wait a minute. That’s a pretty interesting idea.’
We just ran with it.”
How did it work? Hankes started by sending out
online invitations to his e-mail list of Scion owners. The
details were limited to a specific time and date to show
up at the dealership, with the first 50 to respond gaining
entry. The spots went quickly.
“They didn’t know where we were going or what we were
going to do until we got to the destination,” says Hankes.
“We ended up taking them paintballing. We had the best
response. People said, ‘I had a blast,’ or ‘I never would have
done this on my own.’ I wanted to see just how strong the
curiosity factor is. It turns out to be pretty darn strong.”
Based on that success, Hankes scheduled a second
mystery event in November. This time, the Boston Region
and two other dealerships got involved. The addition
of Grappone Scion in Bow, N.H., and Balise Scion in
Warwick, R.I.—stores that sponsor their state’s chapters
of ScioNRG, one of the larger Scion owners’ clubs on the
East Coast—broadened the outreach.
Hankes made all the arrangements, divvying up the
spots among the three dealerships. In all, 85 owners
showed up at Scion of Braintree in some 40 vehicles.
The destination? F1 Boston, a 106,000-square-foot
indoor racetrack facility for full-fledged go-karts. The
participants had the run of the place, including unlimited
hot laps and a spread of food. Those who posted the top
eight lap times competed in a grand finale.
“Each owner could bring along a guest,” says Hankes.
“So, technically, it was an owner loyalty event. But we also
made an impression on people who were new to Scion.
I explained, ‘This is a $30 million facility and, today, it’s
your clubhouse.’ It got them thinking, ‘Why am I driving
a Honda or a Ford? They’re not doing this for me.’”
Interaction goes to the heart of Hankes’ marketing
philosophy. Scion of Braintree allots virtually all of its
advertising dollars to grassroots events, staging 20 such
gatherings in 2008 and looking to increase the bookings
this year. Planning for the next two mystery events is
already in the works. Budgets range from as much as
$5,000 to as low as $500.
Wherever the ideas come from and however the event
comes together, it’s working. Scion of Braintree took up
residence in a brand new and significantly larger facility in
2008 located adjacent to the intersection of several major
freeways. Sales were up in a down market, in part because of
the physical change. But the emotional energy generated by
Hankes’ aggressive grassroots strategy is also driving growth.
“Anything can be an event,” he says. “You have to open
your mind. You might come up with an idea that, in your
head, seems wacky. But when you sit down and talk about
it, often you can find a way to make it work.”
When it comes to boosting business,
Mike Hankes doesn’t hesitate to think
outside the box. But he’s also a big proponent
of thinking and working inside the box—where
the box is the confines of the dealership.
“Salespeople and F&I tend to band together
and service and parts tend to band together,
and typically there’s a big line drawn in the sand
between them,” says the Scion guru at Scion of
Braintree (Mass.). “But I was taught that as a
salesperson, I should build good relationships
with service and parts. They can be a big help
when you need to take care of a customer. It was
true when I got my start in this business. And
it’s even more true today.”
Hankes points out that virtually every
salesperson has some downtime during their regular work
week. Sales consultants could wander over to the service
department and engage with the people who are there—
both their dealership colleagues and owners who have
their vehicles in for service.
For example, to help bolster his accessory selling skills,
Hankes seeks out and consults with the service and parts
employees who are plugged into the tuner craze. At other
times, he’ll engage with technicians and parts professionals
in search of fresh ideas for grassroots marketing events.
Less focused but equally valuable are his regular visits
to the service waiting area to introduce himself to new
customers and/or reconnect with those who’ve bought
from him before.
The investment in customer and colleague engagement
can produce significant dividends. Hankes recently had a
customer who bought his Scion from another dealership
but was introduced to Scion of Braintree through a
grassroots event. He came away so impressed that he
referred his father, who just happened to own an Avis
rental car outlet and was searching for a dealership to
service his fleet’s Toyota vehicles. That led to a follow-up
phone call with the father’s business partner who set up an
account with Toyota of Braintree’s parts department.
“We didn’t sell a car, but look at how much the
dealership gained because of that,” says Hankes. “I’m a
big believer in ‘TEAM’ as in “Together Everyone Achieves
More.’ The guys in the shop are good people who work
hard at what they do. Every salesperson can take 15
minutes and ask them about their weekend. The key is to
be sincere about it. You can’t just be some guy in a suit. It
really can go a long way.”
Thinking Inside the Box: Make Time
to Connect with Service, Parts
taps ‘curiosity factor’
in grassroots events
By Dan Miller
Photographs by David Kadlubowski
Hands-On Approach
Scion guru Mike Hankes gets up close and personal with the product under the watchful
eye of technician Jim Clinton. Hankes’ efforts to build bridges between sales and service
have helped Scion of Braintree (Mass.) weather the current economic storm.
Scion of Braintree
9. toyotatodayjanuary/february2009
12
toyotatodayjanuary/february2009
13
Mike Hankes thrives on new ideas to promote his
dealership. So when the Scion guru at Scion of
Braintree, Mass., ran out of ideas, he turned that into an
idea, too—perhaps his most innovative ever.
“I like to do my planning six to nine months in
advance,” he says. “A year ago, I was filling out the
calendar for 2008 and, when I got to April, I couldn’t
come up with anything. So I just put a question mark in
the book and called it the ‘Mystery Event.’
“Later, I was joking around with Steve Steniford, a
wonderful promoter who helps us with our bigger events,
saying we should just call it the ‘Mystery Event.’ And then we
thought, ‘Hey, wait a minute. That’s a pretty interesting idea.’
We just ran with it.”
How did it work? Hankes started by sending out
online invitations to his e-mail list of Scion owners. The
details were limited to a specific time and date to show
up at the dealership, with the first 50 to respond gaining
entry. The spots went quickly.
“They didn’t know where we were going or what we were
going to do until we got to the destination,” says Hankes.
“We ended up taking them paintballing. We had the best
response. People said, ‘I had a blast,’ or ‘I never would have
done this on my own.’ I wanted to see just how strong the
curiosity factor is. It turns out to be pretty darn strong.”
Based on that success, Hankes scheduled a second
mystery event in November. This time, the Boston Region
and two other dealerships got involved. The addition
of Grappone Scion in Bow, N.H., and Balise Scion in
Warwick, R.I.—stores that sponsor their state’s chapters
of ScioNRG, one of the larger Scion owners’ clubs on the
East Coast—broadened the outreach.
Hankes made all the arrangements, divvying up the
spots among the three dealerships. In all, 85 owners
showed up at Scion of Braintree in some 40 vehicles.
The destination? F1 Boston, a 106,000-square-foot
indoor racetrack facility for full-fledged go-karts. The
participants had the run of the place, including unlimited
hot laps and a spread of food. Those who posted the top
eight lap times competed in a grand finale.
“Each owner could bring along a guest,” says Hankes.
“So, technically, it was an owner loyalty event. But we also
made an impression on people who were new to Scion.
I explained, ‘This is a $30 million facility and, today, it’s
your clubhouse.’ It got them thinking, ‘Why am I driving
a Honda or a Ford? They’re not doing this for me.’”
Interaction goes to the heart of Hankes’ marketing
philosophy. Scion of Braintree allots virtually all of its
advertising dollars to grassroots events, staging 20 such
gatherings in 2008 and looking to increase the bookings
this year. Planning for the next two mystery events is
already in the works. Budgets range from as much as
$5,000 to as low as $500.
Wherever the ideas come from and however the event
comes together, it’s working. Scion of Braintree took up
residence in a brand new and significantly larger facility in
2008 located adjacent to the intersection of several major
freeways. Sales were up in a down market, in part because of
the physical change. But the emotional energy generated by
Hankes’ aggressive grassroots strategy is also driving growth.
“Anything can be an event,” he says. “You have to open
your mind. You might come up with an idea that, in your
head, seems wacky. But when you sit down and talk about
it, often you can find a way to make it work.”
When it comes to boosting business,
Mike Hankes doesn’t hesitate to think
outside the box. But he’s also a big proponent
of thinking and working inside the box—where
the box is the confines of the dealership.
“Salespeople and F&I tend to band together
and service and parts tend to band together,
and typically there’s a big line drawn in the sand
between them,” says the Scion guru at Scion of
Braintree (Mass.). “But I was taught that as a
salesperson, I should build good relationships
with service and parts. They can be a big help
when you need to take care of a customer. It was
true when I got my start in this business. And
it’s even more true today.”
Hankes points out that virtually every
salesperson has some downtime during their regular work
week. Sales consultants could wander over to the service
department and engage with the people who are there—
both their dealership colleagues and owners who have
their vehicles in for service.
For example, to help bolster his accessory selling skills,
Hankes seeks out and consults with the service and parts
employees who are plugged into the tuner craze. At other
times, he’ll engage with technicians and parts professionals
in search of fresh ideas for grassroots marketing events.
Less focused but equally valuable are his regular visits
to the service waiting area to introduce himself to new
customers and/or reconnect with those who’ve bought
from him before.
The investment in customer and colleague engagement
can produce significant dividends. Hankes recently had a
customer who bought his Scion from another dealership
but was introduced to Scion of Braintree through a
grassroots event. He came away so impressed that he
referred his father, who just happened to own an Avis
rental car outlet and was searching for a dealership to
service his fleet’s Toyota vehicles. That led to a follow-up
phone call with the father’s business partner who set up an
account with Toyota of Braintree’s parts department.
“We didn’t sell a car, but look at how much the
dealership gained because of that,” says Hankes. “I’m a
big believer in ‘TEAM’ as in “Together Everyone Achieves
More.’ The guys in the shop are good people who work
hard at what they do. Every salesperson can take 15
minutes and ask them about their weekend. The key is to
be sincere about it. You can’t just be some guy in a suit. It
really can go a long way.”
Thinking Inside the Box: Make Time
to Connect with Service, Parts
taps ‘curiosity factor’
in grassroots events
By Dan Miller
Photographs by David Kadlubowski
Hands-On Approach
Scion guru Mike Hankes gets up close and personal with the product under the watchful
eye of technician Jim Clinton. Hankes’ efforts to build bridges between sales and service
have helped Scion of Braintree (Mass.) weather the current economic storm.
Scion of Braintree