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The State of Automotive Digital Advising: More Vanilla, Please!

Anyone who regularly reads our blog knows a few things. One, we tell it like it is. Two, we educate from fact and passion, not from the heart of from the pocketbook. Three, we do and cover what nobody else does across the entire scope of services. Four, we affect a sliver of the industry through the automotive social sphere. While none of these aspects alone are uniquely significant, it becomes more so when you consider what dealers are receiving from “advisors” today.

Recently we had a high-line dealer visit that also included a regional sales director from the OEM, which is a rare pleasure. They wanted to review the new digital assessment package from their third-party partner. While we were extremely happy that the digital marketing consulting company that had previously provided in-field services for the OEM and their dealers was no longer doing so, and there was clearly an improvement in the standard deliverables, frustration quickly set in.

In reviewing the report, it was clear that it took into account items that didn’t properly set up dealer expectations, or take into account how search algorithms have changed, especially mobile, contained improper SEO evaluation components (named search, for example) and wasn’t thorough (had both scoring and consistency issues).

So while the report was an improvement over the third-party and OEM agenda-only approach previously employed to advising the dealers, it showed that we are still significant;y off the mark when it comes to assisting a dealer in doing a better job online. While we’ll assume that the vendor’s intentions are completely altruistic, we once again see the misguided and completely subjective plight we’re in considering there are no “digital standards”, no “consulting certifications” and certainly no “results-based comparisons”.

What we do have is more vanilla. Yes, the OEMs to a large extent need the data; yes, there’s a much better way to go about it. And the challenge is how can you do that, counting on one or two companies, without true A-B testing, in a cost-effective manner? You can’t and all that happens is the dealers can operate off slightly better input rather than consultants taking ideas and bringing them back to the third party and OEM. Everyone loses in that scenario.

Yes, more money is being spent. And with that, more errors are being made. Stupid, unseen errors. How do you tell a dealer that 25-50% of their SEM spend is for terms they shouldn’t be buying, cities that are 500-1,500 miles away, with action-killing text and that 47% of their traffic is on mobile but 70% of their budget is going to desktop? Or that their website’s key pages have the same content as 100 other sites and incorrectly link to non-existent pages on their site? Or that their social media is a complete disaster that is not being seen, read or acted upon? OK, “tell them” you say. And then they bury their heads again or plead the “have to use what my OEM says to” line of garbage. No you don’t.

Stop getting vanilla. When the market drops again, and it WILL, there will be a larger dividing line digitally between dealerships. You can’t take an OEM digital assessment report, unfortunately still, and build better value, own more spots in SERP, turn your social media and social marketing around or answer your leads any better. You actually need to spend money doing that, using different vendors than everyone is using and learn how to understand this our evolving, digital world.

 

Best Practices: Professional Insight, Powerful Results

 

 

October 10, 2015 by Gary May 0
Making A Laughing Stock Out Of Social “Media”

Being involved in helping build awareness via social networks for dealers over the past three plus years, there has been a lot to see. And wonder about. From using APIs, feeds, republishing other content without attribution, ghost writing, "social" content farms, 50 plus network claims and more, it's a real "Wild Wild West" in what can loosely be called social media.

More often than not, the authentic part of brand building and gaining a following of targeted prospects, customers and partners is overshadowed by the "numbers game". Having not participated in the rat race, a few companies have catered to dealers from a more genuine and pervasive angle. In our case, even in working with some of the most reputable dealers in the US and Canada, our focus hasn't changed.

Just like with traditional or measured media, you can always pull an extra customer or two from outside your PMA/AOI because they saw your ad, lost leader, teaser, direct mail from a purchased list and the like. But the effort usually takes a financial investment, as well as a dedicated staff to take a couple hundred extra shopper calls from 50-200+ miles outside your selling market, that exceeds not only the return but takes un-calculated hours of effort. Again, you can likely sell one, two or even three. But at what cost?

Shiny object syndrome. Your choice: make it part of your business, or do like most dealers do with anything besides a warm body walking into the dealership. Isn't it so much easier when you can just throw hundreds to thousands of dollars at it to have it "done" by someone else, software, a new staff person, an existing staff person not doing their current job effectively or outsource it. Welcome to cardealerville, where more often than not (because there are some dealers and stores that simply kick a**), it's easier to just make it by rather than listen, learn, commit, apply, measure, adjust, remeasure, ask questions and do it forever.

Social networks. Facebook. It's a numbers game. Right? Yes, but only to a degree. While there are ways to grow a true, engaged following from email blasts to events, promotions to ads, signage to signature lines, an overnight success is as close to real and authentic as Simon Cowell keepng his opinion to himself or Donald Trump's hair staying in place without adhesive.

If you can add 2,100 fans in 48 hours and 1,100 of them in 11 hours, during the last few days of the month, claiming to do it with two salespeople walking around a (popular) mall armed only with iPads and their charm, there's a brand new Lexus LFA for sale at my house for $3.95 tax included.

Not to say that it can't be done. For Coca Cola. For United Airlines. For Zappos. For Lady Gaga. For a car dealer? Here's a reality check. The average percentage of people that you can stop, in a mall, during their shopping, fully engage, a get to do something you've asked them to do (as in "Like" a Facebook page) which requires about 2-4 minutes per person considering logging in, going to the page, liking it and logging out, is about 20%. If you're great. So, if you've added over 2,000 Likes, you would need over 10,000 people "walking by" you. Asking to Like a car dealership's Facebook page. At month end. Of a Holiday weekend. In a down economy. Need we go on?

Dealers. Heck, any business that reads our posts. This blog has been, is now, and will always be driven by the passon that our company has to education, improvement, information and moving the industry forward. Not hearsay. Not ego. Not reputation. Not prominence. Not sales (unless you're talking about a sales increase for the businesses reading our blog).

With less than 1% of franchise dealership employees getting a digital education at events, less than 5% participating in any level of OEM or third-party endorsed education, the attraction of paying $100 for 1,000 Facebook Likes can be too easy. Using automation and $50 a month to get thousands of Twitter followers can also be the same kind of aphrodisiac. Zero to hero is usually filled with as much satisfaction as a no-calorie candy bar. It may sound great, but selling high-line cars to a growing "Fan" base from South East Asia or South America is……………..well, let's not go there. Some of the OEMs actually read this. Wouldn't want anyone to get in hot water.

So just enjoy the teeming hordes of Likes you Real Ameican Genius of the Facebook Page. You deserve a nice cold one. Shower, that is.

Best Practices: Professional Insight, Powerful Results.

May 31, 2011 by Gary May 4
Resolutions? Who Needs Resolutions? We’ve Got WORK To Do!

It's no coincidence that by using the term 'resolutions' as
temporary markers, we're able to miss our goals and targets. In an industry
that's usually more comfortable with what worked 10 years ago, why waste time
with "I wish"? Fact is, by resolving to do something it means that
you're going to do it.

If you're lacking resolve, find someone that can help you with it. This is not
a plea for you to run out and get a shrink, not at all. Rather being resolute
about how you manage your business, as a GM or a sales person or a porter, is entirely up
to how well you plan your work. And when you think about the work involved with
your entire online presence, business and infrastructure, it's not about being
the 'do it all person'. That method will lead to disaster.

2010 will be a dividing and defining year, but not by the forces
of government intervention, the factory guillotine, lack of the 'perfect' new model or even that location you've been eyeing for years. It will be a year of the haves and have nots: either your 3 P's (plan, people and partners) will provide you with the better option or not. Here is the best starting point that we can recommend rather than spitting out another list of vendors, processes or simple recommendations that can be easily duplicated next door:

1. Where are you? Why are you there? Think about this in terms of where your greatest opportunities are for growth. Some things are completely transparent, like Google rank results, conversion rates and revenue per PO (just as examples) and some are not, like sourcing, third-party expenses and advertising in untracked media.

2. Who's with you and who's not? If you've not weeded out your staff in a while, you're lying to yourself. There is some huge talent out there that can not only move the needle forward, they can likely add some sorely needed spark and sizzle to the rest of the people that claim to love coming to work. 'Stick In The Mud' and 'On The Bubble' are not a fun games to play for two years in a row…

3. What changed that you ignored or missed? Usually a massive change in results comes from more than the other franchise having a stellar month while you tanked. If something big shifted, start with asking your customers, your prospects and those that opted to go somewhere else. The insight will do more for you that pulling the wool over your eyes. This is not a 'social media play', this is a 'get yourself dirty play'.

4. Do you have buy in? Another thing to consider is who's behind you. If it's not a majority or all of your staff voting on how things get done, it's time to be open. Not humor, Not simply listen. It's do or die time and if people don't think you care about them , they won't care about you. (hey, customers think the same way. wow!) The 1976 way of handling sales and staff meetings should be 86'd.

We could go with 'finely tuned engine' or something cheesy like 'firing on all cylinders' but you have to do the things that will really impact your business. Aside from that you MUST fire vendors that don't do their job and stop excusing poor performance.

Today a dealer talked about taking the bold step of letting a vendor go that was so far from doing their job. At a rediculously low price. For something the store didn't really think about. Tomorrow, they're going to take it in-house, spend more money, get the job done right and will likely see the results from their efforts…two to three months from now. What are you doing that, if you'd take five minnutes to think about it, doesn't make sense.

If you can't find anything that's broken, here's another recommendation: Walk into a non-automotive business and whatever you notice that absolutely bothers the $#&^ out of you, ask your employees to stop doing it and take suggestions from them to improve. Why? Because there's a 95% chance that your business is doing the same thing.

2010 is full of promise. There will be those dealerships that hit the ball out of the park. There will be those that barely get on base consistently. There will be those that can't even get the batting helmet on. There will be those that aren't even in the game.

Your chance is to own the whole frickin game…

Best Practices: Professional Insight, Powerful Results

December 31, 2009 by Gary May 0
The First Half Is Done…Are You On Track Or Betting On The Second?

It is always a reality check (especially in sales) to review the mid-year numbers against goals. Even the most sophisticated of salespeople take the opportunity to evaluate, adjust, reassess, communicate and plan. Many others blame, accuse, defend, deflect and compromise, but rarely do what it takes: listen and learn. It's also the time of the year when middle-management does the infamous 'dance' (you know what I mean if you are in middle-management or deal with them).

Consistency is the key, learning is the foundation, staying up to date and applying methods are the tools, guidance is the framework (read: not management), teamwork is the conduit, commitment is the path and success is the goal. For those that truly stayed on the road to their goals, using everything just mentioned, the first half was likely less of a mystery than for everyone else. Maybe you even are ahead of the game!

Success never comes overnight, rarely is seen in the company of also-rans, doesn't hide from the real work and tends to stay around a great circle of influence (read: not the water cooler). If the first half of 2009 wasn't good for you, it's time to see the opportunities that exist for change, improvement, growth and dedication. All of us fail, which is a huge part of success. But if you continue to fail perpetually, it is time for more than self-talk and a spa day!

The second half of your year is in your control, up to you and completely dependent on what you believe will happen…plus a whole lot of action on your part! One of the benefits I continue to enjoy is the input from some of the best minds that anyone would want around them. People that all believe the second half is their half and are willing to do what it takes to make that happen.

Having missed my 'numbers' in the past, having been on 'losing' teams, having decided not to give it that little 'extra' effort and knowing from personal experience both how far and how close I've been to having that great half, it would be in your best interest to do whatever it takes to be part of the group of people that finish 2009 with a smile on their face.

So are you on track? Are you on the right track? If you just had to look down, find someone that will help you to win. If you're headed to your goals and dreams with nothing stopping you, that applause you hear is for you…rip up the second half!

Best practices: Professional Insight, Powerful Results

July 5, 2009 by Gary May 0
When A Spade Is a Spade…And Knowledge Is Only Part Of The Game

Too often in sales we live off of past glory, or lack of. While past performance is not an indication of future results, it may just be what many people look for (look up the definitions of comfort and settle). So, salespeople, what are YOU doing to change your reality? Waiting for the next sucker?

Business has changed. Has your team changed with it? Take a look at your paycheck before you answer. Many people talk about change the way they will talk about the Laker's win tonight: as a passing interest. Change has to be constant, supported, visualized and cemented with goals. Don't find example with those businesses and individuals that aren't making it, challenge yourself and your organization by following only the ones that are.

Being someone that exercises change means that some times you're morph won't be noticed, or may be doubted and misunderstood. Confidence and influence are signs of change. Knowledge is the foundation, true. Only constant application, focus, modification and evaluation breed real change. Add regular accountability and you have nothing short of change.

What's the difference between the person who comes in on time and reads the brochures and the one who comes in a little earlier to walk the inventory? Or the sales pro that peppers conversation with technology buzz words versus the person that actually takes personal time to understand and use it?

Today a GSM related a great story to me about a salesperson that wrote postcards to clients every day. They were personalized, had value, reminded the owner of money-saving tips for their car and more. Is it any surprise that salesperson exceeded all expectations? Is it any surprise that the person built a large business? Is it any surprise that the person came from outside the auto industry?

Calling a spade a spade is only part of the game. Anyone who's listened to the news and repeated it to someone else know that. Knowing is only part of the game. What game do you want to be in? If you'e in sales, you need to excel. Who what you want, know how to get it, know when you want it by and don't accept anything less.

If you do those things, you don't have to be like the rest of the people. People will still question you…even question your past! Let them…you'll figure out what they're focused on. Stay focused on the prize! Nobody ever got far looking backwards…

Best practices: Professional Insight, Powerful Results

May 28, 2009 by Gary May 2