Tag Archives

Posts with newsletter tag.
When The Cover Comes Off The Onion

Let's face it, we still live in a marketing-based world. And nearly all of it still screaming for attention, sales, mass following, validation, acceptance and more while typically ignoring what matters most. Yes, it's morphed and transitioned and (partially) gone to the place called online but it is created and delivered in the same way it nearly always has. And for automotive, in both B-to-B and B-to-C arenas, the deliverables suck (we'll try to not use any more technical terms in this post).

It's not that the market, the public, the customers, the industry or even the actual providers don't expect any different, it's just that it's what's done. Is it that when you stop screaming "we're #1" it allows another company to scream the same thing, making it true? In the experience garnered by partnering with dealers all over North America, the most dissatisfaction expressed comes from dealing with companies screaming about top results while not backing it up.

Have we become so skewed that we'll actually do what we don't want to take part in ourselves? Or have we become so numb to the barrage of messaging that we don't notice? So let's take a layer off!

1. Old school. We practice what we preach, right? There is a lot of talk, once again, about "back to basics" and "blocking and tackling". Are you practicing what you preach, or is it time to get real? For starters, look at how salespeople are being "taught" typically, if at all. Motivational speakers? In-your-face, Glengarry Glen Ross "coffee is for closers" stuff (even though it may be true)? "Seasoned veterans that can do everything" sessions in your store? So…do you actually do that to customers? Do you talk to them that way? If not, why do you need it?

Salespeople are motivated by, wait for it, MONEY! If a salesperson is not on the ball, they may need a pep talk from an outsider for $5,000-$30,000. Right? More likely they need a couple days off, fresh air, a good book, some exercise and to get away from the naysayers at the dealership (which can also include management!). The first layer of the onion feel like the first burn of summer vacation…

2. Hyped 20 Group sales. For good and for bad, dealers talk to dealers that talk with other dealers. They recommend things. They invite speakers and presenters (don't forget the pitch masters) to their groups, associations and getaways. And then it happens: after providing a dealer/group with some great info, recommending appropriate partners, showing them how to best get the true answers as they consider the next move…you walk into the store that has been desperately needing a real kick in the behind treatment to get going, and alas…they had a round of golf with their buddy 86 states away and bought the same (fill-in-the-blank solution/vendor) because "they're selling cars like water".

No real research, no real competitive bids, no idea what they're doing. And, being as how it's automotive retail, after the install and training, the 30 days of excitement wears off and it's just another check. Until the next company comes in and…"nope, we don't need any new fill-in-the-blanks…we're all over it!". Yeah Bill (if you're a Microsoft fan or Steve if you like Apple more), you're all over it. That layer of the onion just put a divot in your business way bigger than the one you did on the 14th hole with your buddy.

3. Media. While that should be enough said, it still needs clarification. You are what you eat right? So, it is worth venturing a guess that you are what you read as well. Did you ever like a newscaster so much that the news was somewhat not as believable when someone else was on camera? That sure explains a lot in the automotive industry. A change of scenery is becoming more and more what the doctor ordered. Social media has surely facilitated the fact that a handful of sources is not as good as many good sources. Considering, at the same time, that there is definitely garbage out there called news, the world would just not be the same place anymore without the streams of great, timely and absolutely valuable information.

Or do you still get it from the same 10 people over and over and over? Better yet, do you get it from a place that sells what you end up seeing? Trust is absolutely required and good data is needed. So is a great line of questioning that deserves an honest, unbiased answer. Have you got your answer yet? The pain from that layer of the onion comes with a tear, a grimace and a cost.

 

Change is necessary, more than ever. And more than ever, things are remaining the same: The OEMs' ads. The Tier II ads. The vendors' pitches. The automotive media. The balloons. The gorillas on roofs. The radio spots. The newspaper. What are you trying to tell a public that is wide awake and ignoring it all?

Look outside, there's a new day. It's called opportunity. And it's not wearing yesterday's clothes. It's not driving a….oh boy. Better not go there. That onion might end up being really sour….

 

Best Practices: Professional Insight, Powerful Results

What Did Thanksgiving Do For You?

If you're in sales, chances are you needed the Thanksgiving day break.  Badly. If things are good or not-so-good, the day off allows you at least to decompress.  If you're in automotive, many would say that the break is more than deserved.  You should return with two things: the day off and something new.

Too often we take the greatest chance to improve and dismiss it with a focus on the short-term gain.  Will you return simply energized or with new, more aggressive goals and a dedication to really build your brand?  It's not only the things we're thankful for, it's also the things you plan on being thankful for.

If you sell, are you doing everything you can?  Using your CRM as a static database or a real tool?  Is the day after Thanksgiving the day that you start leveraging your website with live chat, video, widgets, blogs, calls-to-action to convert your traffic (campaigns, truly unique offers, integrated items, etc) and more.  Or maybe it's not time to do that.  Right?

Is it time to start customizing your newsletters and other email marketing instead of thinking that simply sending things out means you get results?  Maybe Friday is the day that you start holding vendors accountable.  Or when you start leveraging social media and online reputation management?  Yes, that means you'll have to start asking, connecting and setting expectations.

In order to expect different results, you must do different things and do them consistently.  If there's ever been a time to distinguish yourself, your brand, your dealership, your clients, your community and your industry, it's now.  The gloves are off.  The transparency is ever clear.  The opportunities are there.  The opportunities are yours.

Chances are most of your competition is going to be doing something when they come in Friday: the same thing.  What are you going to do?

Best Practices: Professional Insight, Powerful Results

The Shiny New Tool Loses Luster: When The Belt Is Full

Come on, let's admit it. If someone launches a new tool, application, service, widget, doohickey, gizmo or gadget, we'll all explode. We are so full of tools, you likely feel like the Craftsman section at your local Sears…

Fact is we can probably expect more and that is what keeps pushing the bar forward. With the store closures, OEM staff reductions, agency layoffs and more you can likely look forward to more consultants, new software, increased industry service providers and just plain more 'stuff'.

And considering how most owners, GMs and GSMs buy stuff, there may be cause for more companies wanting to get their piece of a smaller spend pie because they're 'new, shiny, better, sexier or have great advertising'. Folks, we're not using all the tools you have currently, even if you don't really know how to use them in the first place (Ok, you can put all of your hands down because we know you haven't seen your so-called rep in nearly a year who promised the latest training you needed months ago).

More than ever, it's not about sticking with who you already have, simply saving a buck or not taking meetings with new vendors (excuses today are a penny a dozen). Simply put, you get what you pay for. If you are saving $200 a month between one service and another, you had better know what you're missing. If you're not investing in your staff's education/training (yes, I hate that word but the old guard will understand it), you might as well lower your unit forecast by 25-40%. And if you're not willing to take 'another meeting', you might as well hand a few extra dollars to your competitor down the street and take the rest of the week off.

Overwhelmed by technology? Don't ignore it, please! Don't understand something? Get a non-manager in your office that will use the tool/service and get THEIR take on it first hand, don't just give them a sell sheet and have them make a decision.

Over the next couple weeks, IM@CS is going to take a deeper dive into services available to the industry and write 'em up. We'll cover mobile, chat and inventory to start and see where it takes us. We hope to clear up misconceptions, especially around price since nearly everyone seems to be completely misguided on saving a buck versus being more effective. And then we'll try to take it from there…hope you get to use the information in profitable ways!!

Best practices: Professional Insight, Powerful Results

Tear It Apart and Rebuild It…Better

Most of us who have spent any amount of time in sales realize that our
database/contact/Rolodex carries an incredible amount of value, in many
cases more than our skills or abilities. With the prevalence of CRM and
other database software, many believe that the job is done. Nothing can
be further than the truth.

Today it's more important than ever to continually tear down the client
database and make sure it delivers the most value and revenue possible.
Auto retailers are notoriously bad in this area and, quite honestly,
deserve the reputation. When we send the same newsletter, flier, direct
mail, etc to every customer/prospect, what type of message are we
delivering?

Better put, consider John Doe who's shopping for a Heeker Shnazer Beta
1. He sends two leads directly to two Heeker Shnazer dealers and also
requests quotes from dealers through CarsStink.com and
DontBuyACarHere.com which send the leads to three more Heeker Shnazer
dealers. When he doesn't buy for a few weeks, every dealer sends him
virtually the same eNewsletter linked to the same site with the same
content! It's great to be fast, respond, ask questions and try to get
the appointment but what are we really doing to connect with our guests?

If you are not segmenting your database and your customers, specifying
your content and setting expectations, someone else will. Or worse yet,
the lacking experience continues to validate consumers' opinion of car
dealers.

So, what does it take?
1. Start understanding why your 'ups' are in the market and actually put that info in your CRM
A. Empty nesters
B. Soccer mom
C. Petmobile
D. Weekend driver
2. Create a field so you can segment your database based on those categories
3. Set certain fields in your CRM that must be completed
A. email and/or text (customers cell & service carrier allow you to text message for free)
B. Reason in market
C. Follow up parameters
D. What they do (work, leisure, family, etc)

Remember, contextually relevant content will bring a person back. If
they don't open your first three emails/eNewsletters, they most likely
won't open one 36 months from now (if they don't unsubscribe in the
first place) when they're in market again. Don't blame your email
marketing company, you're the one that bought the same service your
competitor did. Remember: YOU are the marketer. Not the brand you sell.

Don't waste all of the data that you get when you're qualifying,
walking and delivering your customers or store it in the computer
behind your eyes. Work your database, update your database, market your
database and use your database effectively.

If you regularly check and rebuild your database, it will pay you back
handsomely. Do it yourself so you are not depending on something or
someone else to do it, which is the road to failure. Once you start
being really relevant, you won't believe where all the customers came
from.

Be smart, be efficient, be relevant, be timely, be smart…be successful.

Best practices: Professional Insight, Powerful Results