Tag Archives

Posts with economy tag.
Because it’s whatcha whatcha whatcha want!

Let's face it: everything that happens is due to your choices. Your job. Your successes. Your failures. Your knowledge. Your doubt. Your leadership. Your mindset. Your resistance. Nothing defines us more than…us. Performance is an indicator of readiness, focus and opportunity.

So why is it that the more things change, the more people want to stay the same? Dealers want more from less but will still buy things that absolutely make no sense. General managers say that they only want their people to sell but expect the factory to feed them. Salespeople say they want more customers but don't do the activities to back it up.

What is it exactly that you want? What is it that floats your boat? If you want to rise in the morning and achieve mediocrity, you should do it somewhere that people don't expect much. Greater things are expected in our industry and that should not change. Leaders are not born; they're made, built and modeled. If what you want is to excel, be the best at what you do. If you're going to succeed, do what successful people do!

Unfortunately we're in a 'wait and see' world. In one of my other businesses, it's always interesting talking with people about creating income. They're worried about the economy, their job, money, savings, college for kids, investments, etc. Ask someone if they're open to making more money and invariably you'll hear 'yes' immediately. Tell them there is actual work involved and listen to how they're too busy, their pet died a couple months ago, their uncle is coming into town in 14 weeks and other excuses that will not only blow your mind but show the lack of desire or drive!

Know goals…gets results. No goals…gets results. What you want has do be matched by what you'll do to achieve it. Make it your business to believe, visualize, announce and then get your results.

SO…what'cha what'cha what'cha want?

p.s. Sorry! It is 'stolen' but I couldn't avoid that title. Full credit to the Beastie Boys and so appropriate here… In the event that you actually do something new, please comment and let us know how you're getting what you want…and more power to you!

Webinar: Stimulating Profits: Used Cars Drive Sales Success in 2009

Dealer_Advantage_Image

Industry Roundtable Discussion With:

  • Mitch Golub, president, Cars.com
  • Art Spinella, president, CNW Marketing
  • Paul Taylor, chief economist, NADA

With
sales of used cars expected to return to 40 million-plus units in 2009,
used-car sales stand out as a bright spot in automotive retail. For
consumers concerned about their purse strings and possible job losses,
buying a pre-owned car allows them to get the vehicle they need and
maintain their peace of mind. This webinar examines the current outlook
for the year ahead and outlines the practical steps dealers must take
to survive and even thrive in this changing economy.

In this session, you’ll learn how to:

  • Fine-tune your advertising strategy and media mix to reach in-market shoppers.
  • Capitalize on economic uncertainty and pent-up demand to drive more used-car sales.
  • Stock your store with in-demand cars that turn quickly and hold gross.
  • Leverage third-party vehicle history reports and factory certification programs to build buyer confidence in your listings.

Thursday, April 9, Noon ET/9:00AM PT

Enroll_Now

A December To Remember? For A Lot Of Reasons

No matter how tightly or loosely your association with the automotive industry, this is a month of reckoning for so many reasons. But most are still in 'wait and see mode'. That just flat out can't be comfortable and it's not right, so why is it done?  If you'd had the proverbial crystal ball, what would you have done months ago (if not years)?

It is interesting to hear about some level of negative consumer sentiment or backlash about the Toyota 0% advertising. When was the last time the public's voice rallied against dealers communicating with them too much or trying to sell them cars they didn't want?

Not to rip off Lexus and their annual end-of-the-year ad blitz, but will this be a December to remember? Some stores are talking about a small lift in their traffic, some about people buying again and some are just happy to get clients responding via email. How do you keep the water flowing?

These are constants in what IM@CS teaches daily:

1. Put everything in the customers' terms
2. Ask questions
3. Validate the customer (while talking less)
4. Answer their questions and ask a new one (yes, keep the conversation going)
5. Demonstrate a real reason to buy
6. Promote value, advantages and benefits

Then ask yourself what your marketing says and remember that if you keep doing the same things, don't expect different results. In a meeting with a dealer service provider Tuesday, their entire (refreshing) approach was to understand their clients' needs better. Almost everything we talked about related to engagement. So…what are you doing every day to think about how you communicate and relate to your clients?

Don't pay more attention than your precious time allows to think about the economy, bailouts, cut backs, fewer units sales, etc. Nothing affects you more than the leads you're not responding to, the terse or lacking responses and messages you leave, the appointments you don't confirm and the time you don't spend learning how to do things better.

Find every reason to make this a December to remember for your own reasons, get out there and be great!

Best practices: Professional Insight, Powerful Results

Sharing The Pain, Silver Bullets And You

What is it that drives someone to perform? Along with the given family, friends, clients, bosses, partners and other tangibles and intangibles, it's simply that person's desire. Two things are clearly evident in the auto industry today: it's inextricably tied to the economy (if not one of the biggest drivers) and that companies reap what they sow, sometimes for an undeservedly long time. You can't change the economy but you can absolutely control what you do.

It's not rocket science to understand what separates a performer for an 'also ran'. While that may not be fair, it's reality. The winner always figures out a way to the desired result. They rise above circumstances and work on the cause side of the equation rather than the effect side. They also know that pointing a outward finger points three back at themselves.

Another wake-up call: even though the domestic auto manufacturers may not be building the most relevant cars in the world, the products sold by GM, Ford and Chrysler do not deserve the stigma attached to the cars from the 1980s until about 2000 or so today. If sentiment is the major indicator that it truly is, Detroit is still living the nightmare. In all fairness, however, I've seen more Traverse commercials in the past three months than I ever saw of 'Road To Redemption' ads.

What is it that continues to perpetuate that type of thought process today when products and services are truly better than ever? No one is impervious. Toyota is down around 50% over the past two months and layoffs there are eminent after the first of the year.

Sharing the pain is and will be one of the unfair realities (GM is holding incentive money from dealers for two weeks, which might bury more than a few stores) as is shortages of 'hot sellers' while your lot is filled with cars that don't move. And guess what…silver bullets just don't exist and likely never did.

So what can you do to change the perception of auto retail and service?  Quit letting the 'brands' dictate your actions and reactions. Build your own brand and reputation because people don't buy a Wrangler, Camry, Z, Malibu or Arnage from Jeep, Toyota, Nissan, Chevrolet or Bentley. They buy from you. Start staring at the front door less and start staring at your screen more (and then email and call more, too). Read what people are saying about you online and realize that's what everyone reads!

Start using the reports from your CRM, utilizing your analytics, update your website (including updating your staff photos that show people that are no longer there and not showing people that are), market your pre-owned inventory (you market it, not the third party sites), add video to your site, emails and follow ups, take more pictures of your happy customers at delivery, call a customer you haven't touched in 12 months…

Don't hold Honda or Subaru responsible for slow traffic and hold back
on expecting Mazda to deliver 24 more customers this month.  Think like, plan like, act like and then become a performer. You're the only thing between not having it happen and making it happen. Be more effective by doing above what is needed and you'll have everyone else thinking that your holster is loaded with silver bullets. Go on…be great!

Best practices: Professional Insight, Powerful Results