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Digital Dealer in 500 Words Or Less (It Should Be Way More…)

If you could find a fundamentally harder time to think about events, traveling, speakers and spending time (and money) in Las Vegas, it would be a stretch.  Fact is that you would be justified by not even thinking about anything but 'the next customer' right now.

For the 420 plus dealership staff that just spent the last three days at Digital Dealer: CONGRATULATIONS! The fact that you put your money where your mouth is about growing your business is a great step forward in addressing the market, getting a foot up on your competition and utilizing newer ways to connect with your customers.

Chances are you left with too many ideas and strategies to remember and that's great. Some of those ideas likely came directly from the speakers at the event. Now before you go rushing out signing up new vendors, canceling your existing ones, bringing in the flavor-of-the-week, well-polished messenger and other gotta-do-it-now activities, stop and think.

How does everything work with your direction, intentions, brand, budget and goals? Was there a Dealership Goal Setting 101 session? Shoot, I missed that one! Also I couldn't find the 'Connecting and staying in touch' networking event (although you do have a partial list of attendees). You most likely had more than enough time to talk with session speakers in the 10 minutes you had before the next session… If you paid to come to the event, you should have gotten everything you needed out of it. So check before you spend (yes, there were completely qualified, hard-working vendors speaking on stage but many biased as well, just to be straight).

There are likely multiple suppliers for the solution(s) that you're thinking about but chances are you didn't hear from their competition on stage (credit to the always honest Dennis Galbraith of Cars.com who pulls no punches, mentions their competition and tells people it doesn't matter who you're going to hire as long as you know what you need).

Mike Roscoe has put on a number of events that our industry needs…to this point. It's time to get all of your thoughts back to the team that runs the conference to make sure that the value stays in. With all of the attention on the OEMs and suppliers, dealers are not getting their fair support. In my mind, everyone that paid the money to expo in Las Vegas wants and needs dealers to be successful (and make a few bucks).

Now is the time to take our industry where it needs to go. We can't wait. We can't accept things as they are. We can't put our heads in the sand and cross our fingers that it will be better in 2-5 years. Take the bull by the horns or we'll be simply left with bulls–t. I'm proud to have the involvement with Digital Dealer, many of the associated companies and the great folks that attended.

Let's make sure that we can keep getting together a few times a year…

Best Practices: Professional Insight, Power Results

April 22, 2009 by Gary May 0
If Opposites Attract, Why Didn’t I Sell 30 Cars Last Month?

Let's face it, if the simple fact was that opposites attract, every dealership would sell out of cars…every month. Actually, that's not quite true. Opposites do attract, but we're talking about much more serious issues than simply attraction. Why in the world would someone want to buy from you?

First, there's the typical stuff: Are you prepared? Do you have the same opening and closing process that you use every day? Do you know/walk your inventory daily? Do you know your ad cars? Are you qualifying your customer correctly?

Now, and possibly more important, there's the newer stuff: Do you know your website? Do you know your competition's? How many leads can you handle correctly (and not just call or email once)? How often do you network (and not just online)? How is your follow up, really? Does management have your back or are you just off the back?

When you look at things realistically, you've never sold a car in your life. Not trying for semantics here, just a honest look under the hood. Ever had a green pea outsell you? Of course! Today it's much more about everything but the sale. Don't pull the wool over your own eyes.

When recommending new technology, companies or services to dealer clients, I continue to hear the same excuse as to why they won't use/buy/check out something that will be a complete benefit: "my people are just here to sell!" And there's the problem folks (or at least the biggest after credit and flooring/financing issues).

The more you act like you did when the gravy poured, the more you'll struggle. The more you treat customers like suckers, the more your showroom will chirp with the sound of crickets. However, the more you do things the you've ignored, the more you understand how to use technology, the more you keep up-to-date and trained, the more you listen to your prospects and clients, the more success you will experience.

The world's most expensive, luxurious, technological, streamlined, incredibly fast vehicle can't do crap if it's out of gas. The most beautiful facility with gleaming service bays, hi-tech lounge, ready-to-go espresso machine and great looking receptionist can't generate a dime without the right resources.

By the same token, quit expecting better results without doing the things that have to be done: having the right associates, educating them, using technology correctly, having the best vendors and support and 'filling up the tank to full'.

Start attracting business and maintaining it instead of…the opposite.

Best Practices: Professional Insight, Power Results

April 2, 2009 by Gary May 1
How Best To Help During The ‘Auto Crisis’: IM@CS Breaks Silence

With the exception to recent Twits (@imacsweb on Twitter) on the state of the auto industry in the form of short blurbs and links, I've steered clear of commenting deeper. This blog's focus (and definitely going forward) is to educate, motivate, inform, guide and challenge…let alone be a positive light rather than a black hole. Maybe it's time to change that for one day since, chances are, it's not going to get prettier anytime soon. So without further ado, here we go:

1. The OEMs are broken (read: all), and retail is more so

With all the focus on manufacturers, loans/bailouts, government intervention, production cuts, layoffs, and the potential disintegration of the economy, no significant focus has been put on the prominent issue (in my mind): where cars are sold. We're still a reactive industry and that's no way to get ahead folks.

2. Brands for most part aren't connecting with consumers, salespeople do even less

Advertising can't happen the way it has: push, force feed, capture, bombard. Marketing has changed: one-to-one, relevant, contextual, timely, engaging, valuable. Get rid of the "when can you come down?!" mentality. You don't want that as a consumer so stop doing it. Why are you doing the same thing and expecting a different result?
Dealers: Oh, here's a new one. It doesn't matter what logo you sell on the piece of rusting metal: start selling your brand and if you don't know what your brand is, create one.

3. Budgets: Want to 'cut and wait'?…ok, in English that roughly translates to 'suicide'

If you want out, an exit strategy is recommended. If you're planning on staying in business, DO business.
OEMs: Why in the world would you cut Interactive for TV today? Don't worry, that's a rhetorical question. Shame on you. Want to stay with a current vendor instead of the newer, agile, lower cost one? Won't take meetings or talk to new suppliers: big mistake.
Dealers: You can have a viable to completely comprehensive marketing program for less than $10,000 per month (larger; less than $15,000, small, less than $7,000). Don't stop spending because it's the flavor of the week. Spend smarter, educate and support your staff (replace those you need to), understand what you're doing, get accountability and do more.

4. While 'news' media is garbage (but sells), the industry does little to battle conventional sentiment

Anyone that watches network/local news could have a better experience banging their head against a brick wall. People (smart and not-so-much) are still watching it. So what are you doing to educate your prospects, clients and others that you have a great brand (NOT the franchise!), have great products and services, have great ways to provide them with your products and services, will exceed their expectations and that you're there for them?

5. Consumers control consumption and engagement…and were still printing and running car ads?

Quit trying to fight a battle we'll lose every time. People consume content they want, when they want, how they want and where they want. Ads don't work: TV, radio or other methods are not effective. Shred newspaper, drop cable, hang direct mail out to dry and cut radio (dealers only: take your conventional ad agency out for their last expensive lunch). Communicate with people on their terms and be goshdarnwhoopdydoopty good at it.

6. Technology is the way, coupled with education and topped with strategy

Yes, new stuff can be vewy, vewy scawey (sorry, that's my best Elmer Fudd). The industry tries something new, early adopters scowl, doubting Thomas-es shake their heads and executives shrug shoulders, everyone quits. The providers get frustrated because nobody gave it a chance and consumers don't get what they want. Other major industries seem to be able to roll just a little easier. No excuses work here, just get over it and do what needs to get done.

We can run and hide, point fingers and continue to run business the way we have. Or we can pick up ourselves by the bootstraps, collaborate (boy would the earth move if that one happened), check egos at the door, innovate and get damn proud about the largest industry in the US that provides 20 out of every 100 tax dollars nationally.

OEMs: Expect more from your marketing dollars: effectiveness, return, creativity and impact. Talk to and truly consider every company that walks in your door. Try it. It might be better than what you think you have now. If you're not sure, ask a bunch of consumers and (yes) listen.
Dealers: Bank tanked? Call your local credit union! Salespeople can't cut it? Don't let your desk manager go, let him/her sell again (chances are they have the chops). Marketing: online, email, mobile (yes, mobile), CRM, one-to-one, social media and more.

This may not have the answers you are looking for. Hopefully, however, it has made you think again about at least one aspect of your current condition and started your shift from 'effect' mentality to the 'cause' side.

If we don't do it, there won't be a 'we'

Best Practices: Professional Insight, Power Results

March 25, 2009 by Gary May 0
One Thing At A Time Online…All At Once

When it comes to the 'new age' of Internet existence for your business, it is important that you appear as good as possible when people find you online. When it comes to reputation, shoppers want to know what your customers say rather than what you say. They want to have transparency in inventory, see the actual cars and features. Online visitors want to know what you'll do for them, to understand how you work, dealership history, who makes up the team, what specials they can get and so much more.

So hop to it…get your blog entries published, inventory fixed, Twitter your specials, text your new inventory, moderate the discussion for your local enthusiast group's site, shoot videos of your CPO vehicles and stream them on your site and push them onto YouTube, get all of your clients to write online testimonials and refresh your website's content monthly and SEO every quarter (if not monthly). Done! Oops…not yet…sell 50 cars a month via the web while you're at it.

Stop the press! We've only be gathering email addresses regularly for a year? We haven't gotten our customers' cell phone numbers and carriers to message them? Nobody has been putting the most valuable client information in the CRM? How do 50% of our leads fall through the cracks, how do you truly track them? And why does the factory blind shop us 10 times a month? Hold on…how do you ask a customer to write an online recommendation? Where do I even send them?

OK, that may be a little tongue and cheek but it's not too far off for many dealers today. So how do you start from zero and get up to 75 immediately on the information superhighway? The best recommendation I can provide here is…act like a customer! What do your customers talk about more and ask from you daily? Consider that one of, if not the greatest influence on consumers is search.

Fact is that you have no choice but to trust more people with your dealership than ever before: vendors, customers and employees. Things are changing at breakneck speed with technology, social media and engagement. One bad customer experience written online may not ruin you overnight but it will affect people's opinion and become pervasive if not offset by more positive assertions.

Make it a goal in January to spread the online responsibilities among all of your front-end staff. Get your people comfortable with your online existence and build your brand, reach and reputation. Become a truly trusted brand with the best advocates out there. Your option is having someone else beat you to it.

It starts with one thing at a time, just do it all at once.

Best practices: Professional Insight, Powerful Results

January 8, 2009 by Gary May 0
Live By Process or Die By Process: A Message To Management

Dealers/General Managers and General Sales Managers, this is where the accountability starts: You and Process. I've not yet entered a store where the Internet business excelled despite management (ok, for more than one month). Heading into 2009, you must understand all of the fundamentals, be able to speak to the critical points with ease, know your vendors along with holding them accountable and stay up on what's happening in your store as well as outside.

The opportunity to hide behind anything that keeps you from being engaged with your online identity, understanding what your (Internet) sales staff is doing, knowing how your leads are being handled and taking part in how you message all of your customers has to end. In order to lead, be able to influence your staff and hold meaningful conversations with your sales team you must:

    1. Embrace the web and your presence (likely for the same reasons you use the Internet)
    2. Immerse yourself in learning, reading and understanding technology and the tools
    3. Have complete transparency (logs, reports, analytics, vendor updates/meetings)
    4. Validate the use and effectiveness of the web in everything you do

Stores are managed top down, period. People have faith when their leadership does the things that matter, support and recognize them.  A few questions to ask yourselves:

   Do I:
    1. have a clearly understood web plan, marketing platform and the appropriate staff?
    2. read magazines, e-newsletters and industry information that informs and validates the efforts?
    3. take time to sit down with staff that handles my Internet business?
    4. clearly define goals that make sense and hold people accountable?
    5. support online efforts by staying in touch with both my staff and customers?
    6. know at all times what my online brand, messages and staff are doing to promote completely?

It is not enough to put up a website, buy leads, plug in a CRM and wait for customer to run in. Think like a customer, act like a customer, ask like a customer, shop yourself like a customer and task your staff like a customer. Then you must make sure that you have a viable process and support it. Not half way. Not three quarters of the way. All the way.

Failure is not an option when you understand, plan and execute. Process is a great thing that breeds results. Process also shows areas of failure, possible improvement and validates all of your efforts. Remember, you can have the latest and greatest of everything but it won't matter if you can't back it up.

Make it your goal to set all of these things in motion now so your 2009 is something to talk about. More customers will enter your store online now than will ever physically walk into your dealership. Make sure you are 100% confident that those people will see and experience exactly what you want them to. Then do it over and over again…oh, and change your website a bit regularly just in case they actually spend some time on it…

Best practices: Professional Insight, Powerful Results

December 17, 2008 by Gary May 0