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On Your Mark, Get Set, Think, Plan, Then Go! And Then Review.

You hear it all the time: "this isn't rocket science", "a monkey can do this" and "you're kidding me, that's easier than chewing gum".  Yet process seems to be as rare as a walk-up customer these days when it comes to the Internet side of the business. Not necessarily the sales process, although there are still many that struggle with that, but the part that deals with planning, accountability, results and reviewing.

Based on the non-scientific data at the recent round of automotive industry events, many are surprised that the majority of leads from dealer (and OEM) websites still are not responded to well, timely, with engagement or even at all.  Most people from the consulting and coaching side of the business are not surprised.  While there is definitely more attention and dollars flowing toward the online part of retail, more opportunities are slipping away as software and solutions are expected to run the business.

CRMs, as great as some are today, websites, as well as they take visitors 'through the process',even social media, as poorly as most dealerships handle it, are not stand-alone solutions that take your store from zero to hero.  Your customers won't rank your vendors, they'll rank you.

Planning, visualization, tracking and accountability (yes, to someone else that can call 'bullshit') are all tools of the sales trade.  Not printing your queue every day or starting off with a priority list when you first sit down?  You will not experience success at the level you should.  Fact is your database, no matter how clean, can't sell cars.  It may be a goldmine, but it's covered up until you have a work plan that actually takes prospects and changes them into completely satisfied clients.

While it may seem that the top producrs always have things 'go their way', it's due to working smart, prioritization (that doesn't mean you chose which customers to respond to effectively), visualizing positive results ahead of time (not just saying 'yup, this one's mine and they're taking chromes! and window etching') and being consistent in what you do.

The 'best' location, dynamic website with strong SEO, a bulletproof CRM, well-written templates, intriguing videos and a mission statement that is generations-old with a mediocre staff to back it up will be out-gunned by a competitor with less-than-perfect technology but an eager, process-oriented, customer-connecting, motivated and excited group of individuals working as a team.

Not to take anything away from some great companies in our business, including many that IM@CS recommends, but we must remember that we're in the people business and the badge on the sheet metal is not more important than the person buying it, nor is the voucher more more important than the techniques to achieve it.  Think about that the next time you skip asking the next guest how you can improve their experience , what would excceed their expectations or simply how they see things happening to earn their recommendation.  Yes, asking and truly listening are on the path to perfection!

Ready, shoot, aim does work…as long as you understand how to improve every time and have had the chance to review where you are at and why.  Go get 'em tiger!

Best Practices: Professional Insight, Powerful Results

November 12, 2009 by Gary May 0
Why Hit The Panic Button When You Can Hit The Simple Button?

Can't you just hear it in the background when you try to explain the shift to digital/social marketing from traditional 'push' marketing to a business like, oh let's say, a car dealer? A chorus fills your head from 1978: "Aaahh Freak out!  Le Freak, C'est Chic, Freak out!". Scary enough, our sales volumes are near 1978 levels and we continue to advertise as if it were.

From forums on DrivingSales to articles on Advertising Age to the offices of medium- to large-sized dealer groups, there is still a debate. That's' mind boggling! Consumers are gobbling up media at alarming rates. Their chosen media, not advertising. Do you still believe it was the advertisers that killed the newspapers? It's much easier to accept than understand that people don't need to read yesterday's news that they already got online or on their cell phone the day before.

So, people do what people do when they just don't understand: freak out, panic, sweat, worry, bury their heads. Come on, take out the Simple button (thanks for the idea Staples!) and start working and communicating WITH everyone. If you don't understand SEO, social media, microsites, true CRM, integration and the whole list of items that aren't a print, radio or TV ad then simply ask our community. Stop being in love with your advertisements and start being in love with your customers!

Changing the way we generate traffic is not easy, but it is incredibly simple. What is usually missing from any effective digital strategy at dealers is (1) process, (2) stick-to-it-iveness, (3) oversight, (4) knowledge, (5) willingness and (6) a burning desire to succeed. Why wait when you can dominate? The wait mentality really gets my goat. You might as well sell you business if you're going to wait.

Last week while speaking at a NADA 20 Group, one dealer had less than 20% of their marketing budget in digital/online. His explanation? "Hasn't worked!". His process? Buying the same way he buys weekend spot or full-page ads. Folks, online is not a "stick-your-toe-in-the-water-and-see-if-it-feels-good" proposition. All of the transparency and accountability is there, no other media measures like online!!

Whether it's wanting to "own" page one of Google by partnering with a strong SEO company (especially if your website company thinks SEO is simply a typo of CEO), to sharing great content on Facebook or Twitter, effectively engaging service customers with a tool like Driverside, or doing effective CRM with a company like DealerSocket or VINSolutions, it's the same: if you don't know, ask.

If you don't have the best brand possible reflected online, over 60 percent open rates for your emails, positive onliine reputation, inventory that can be indexed by the search engines (you don't if it's framed-in on your website) and a community that communicates with you online, it's time to get your business in order before spending thousands and thousands of dollars every month because someone's convinced you that they can sell more cars for you (if they're that strong, hire them and get rid of your deadwood).

Polish up your Simple button and use it because you should be operating a profitable business and not a charity and blind contribution machine. In other words, make your business right before you continue to help make others right (and more profitable that yours)…

Best practices: Professional Insight, Powerful Results

October 27, 2009 by Gary May 0
Social Media Is Just Like Sales: It’s What They Say And Think That Matters, Not You

It's been said that in business, it's not what you know but rather who you know. In social media it's not much different! It's not what you say, it's what everyone else thinks about what you say (and who repeats it that has a significant following). In today's auto industry social landscape, we're ruled by "buy here", "special of the day", "unbelievably cheap oil change", "home of the bla-dee-blah-blah-lease!" and more ranting and ravings about "me me me" than I'd care to acknowledge.

It seems that the opportunity for a bunch of folks to so-called "save" their dealership from "paid advertising" and more importantly "relevant advertising" by getting "free advertising" has horribly skewed the mindset of otherwise savvy people. I can see it now…just imagine with me….(fake clouds of dry ice are filling the stage in your mind)…

"Hey boss, you're not going to believe this! Me, your amazing but otherwise unknown Internet salesperson, just came up with the way to save $20,000 a month or more from your advertising budget! Guess who ran smack dab into Twitter and Facebook!? ME!! If you can manage, I'll take over our social stuff and you can get someone else to close all of the leads that I'll generate FOR FREE!! Ok, ok, ok, get this: I'll put all of our inventory on Facebook, post all of our specials on Twitter, upload videos to YouTube for vee-ess-ee-ohh or something like that, put photos of happy customers on Plaxo and get EVERYONE to do write ups on Yelp, Google and all the industry reputation sites! And guess what else?! I'll respond to every comment, squelch every heater and unwind and steal our competition's customers…all online!! Whatdayathink boss???!!"

Simply put, social media is not for advertisements. Ads do have their place in social media and some sites, but that's not the driver. Create conversations, share unique and exclusive information (being first still 'sells'), point to great videos, old commercials, one-of-a-kind events, validate both satisfied and unsatisfied customers, promote events that you donate or are somehow involved with and THEN take time to put up a special (and make it really special)…I hope this is getting through…

If all you post is "buy here, buy here, buy here", nobody will listen, care or interact. Imagine going to a number of parties over the summer, getting to know the regulars, and one person is promoting their business and trying to get you to buy incessantly. You'd avoid them, almost at any cost for sure.

Now think to yourself: "why would I want to be that person online"?

Kick the "sell, sell, sell" binge and start some great conversations that turn to great relationships that turn into a larger book of business than you'd otherwise have. Go be great in social media and leave the selling to the tweeps that don't get it.

Best Practices: Professional Insight, Powerful Results

August 2, 2009 by Gary May 0
How And When Do You Generate Your Traffic? Your Own Program Or Someone Else’s This-For-That?

Whether or not the money lasts in the government's C.A.R.S./Cash For Clunkers program, one thing is clear: automotive retail still waits for someone or something outside of the dealer to drive the traffic. With few (and great) exceptions, people started hitting lots hard over the weekend.The question remains: what happens that's entirely up to you before and after programs?

A couple of OEMs started a little early by creating buzz around doubling or even advancing dealers money. Dealers even sent out email and direct marketing (along with radio and newspaper….aaaaarrggggh!) to promote the fact that they'd have the CARS program at their dealership! Folks, that's just not enough. Remember that people what to know what's in it for them! If they can get $3,500 or $4,500 (or more) for their car ANYWHERE, why are you yelling that you simply have the program? Is your banner bigger? Big (something) deal!

Why not detail how you understand the program's details, that you have a special team at the dealership to promptly handle customers, that you have a 'Clunkiest of Clunkers' competition for a prize or that your staff's outfits are "older than your trade!' and have them come in powder blue ruffled suits? Now, I'm not saying that you need to look like your favorite scene for The Wedding Singer or a bit part in one of my favorite industry guy's videos…what I am saying is that you have to get your head out of the "same place, same thing" mentality and start thinking about how YOU drive traffic.

No consumer typically wakes up in the morning and says "I've got to make it by some dealerships today and spend some time at each one!". That should not be news to anyone. What differentiates you (or doesn't) is the special events, programs and 'why-to-buy-here' calls to action that invite people in. Why continue to fight over the same piece of pie when you can make yours bigger? And with the current economic issues, simply take a bigger piece of a smaller pie! But your way of doing business can't stay in "wait and see", "hold on for 90 more days", "not going to do anything just now" or "watching how effective (fill in the blank)'s promotion goes before we do anything" mode.

Look at your numbers, especially your regional/area performance. Losing sales in your PMA? Why? Asked your customers why lately? How many times have you blind shopped the competition? Did you optimize your website in the last 30 days (or simply put up a C.A.R.S page and/or compete for the same keywords)?

To expect business you need to plan for business:

  • Listen to everyone (yes, your staff is part of everyone)
  • Understand trends and performance
  • Track and adjust in real time
  • Communicate and set expectations
  • Brand, brand, brand, brand, brand, brand, brand

And remember, you can't live on someone else's brand (including the government's). It is also important to be real. If you don't understand something, say so! Ask questions or your vendors, partners, consultants and industry resources (as long as you are actually using them). If they can't do something, ask them to it and if they can't/won't: drop 'em like they're hot.

See the traffic on the highway? They are all going somewhere. They either have to or want to go where they're going. You might just end up being more people's destination if you play your cards right, plan to be successful and don't reply on ANYTHING outside your place of business to bring in the business.

Be a 'traffic-generating' leader, not a 'take what's left' follower…

Best Practices: Professional Insight, Powerful Results

July 31, 2009 by Gary May 0
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

July 10, 2009 by Gary May 0
Free Webinar: Your Site, Your Sales: Win More Deals With More Roads to Your Internet Showroom

CarsDotComLogo

Online, you know the power of your website to connect with in-market
shoppers and get them into your store to buy a car. How customers
arrive at your site, though, can vary with where they are in the
purchase process and their internet habits. While some prospects take a
direct route by entering the URL, many more buyers arrive via
third-party shopping sites, automakers’ sites and search engine results
pages. Are you casting the widest possible net to reach them, or are
you relying on luck? This webinar examines tactics you can use to lead
ready-to-buy shoppers to your site and work with them to win their
business.

In this session, you’ll learn:

  • Where car buyers look on the internet to get the information they need.
  • Which internet sites in-market shoppers consider the most valuable.
  • How to leverage third-party sites to drive traffic to your store’s site.
  • How to implement SEM and SEO campaigns that drive results.

Friday, June 12, 2009 9:00am PDT/12:00pm PDT

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June 4, 2009 by Gary May 0
Webinar: Industry experts REVEAL THE POWER of 1st Party Leads

 

Dealer.com_Webinar_Main

FREE WEBINAR

By now you understand the capabilities (and limitations) of 3rd
party leads. But have you heard of 1st party leads? Join our
interactive webinar and learn how generate the highest quality leads
directly from your website.

What You Will Learn:

1st party leads close at a higher rate with higher profits

Not all leads are created equally

How to harness the power of your website to generate higher quality leads

How to implement a first party lead strategy at your dealership

When:
Tuesday, April 28, 2009
2:00 PM – 3:30 PM EDT (11:00 AM – 12:30 PM PDT)

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April 27, 2009 by Gary May 0
Waiting For The Opportunity That Already Passed? Try To Process That!

No knock to hear. No call to answer. No door to open. No question to respond to. The customer was never yours. It happens more than not and it's aggravating as hell to deal with…if you do at all. Today you have two choices:

1. Wait for the next 'up' and work in the same manner as before
2. Create, extend and perpetuate a brand and destination where people want to interact with you

The result will be massively different but the actions required are not so disparate. What are you providing clients with that they'll remember you by? Are you qualifying and inviting before you try to sell (yes, that includes the appointment). It's been estimated over the past few years that nearly three quarters of vehicle buyers online have ended up buying from a store other than the first contacted, sometimes the third or fourth.

No matter what it is you actually do, stay relevant. Which models are people looking at most on your site? Which specials have the most hits? Which emails you send aren't getting opened? When is the last time you tailored your home page to traffic trends?' What are you doing to create opportunities?

IM@CS spends a lot of time on process and branding. Without process, the best online marketing, CRM, emails, websites and more will not deliver the results you want. By the same token, all process and lousy brand, marketing and reach won't win you fans either.

Some day soon, you'll have to get out of comfortable and get with now. Leave what worked behind and start creating what's next. Use what happened yesterday to do it better tomorrow. You can't process (or make a process for) something that is not identified, understood and actionable. Remember the definition of insanity: doing the same things over and over again and expecting a different result.

What is it going to take to change perspectives from loss to gain? From hiding to opportunity? And from losing to winning? Just turning off the television won't do it. Those who are doing everything possible to not only brand and promote but connect with consumers will win, period.  It's a mindset and will take work.

Make sure the next chance is the one that didn't get away. People are begging for reasons to trust rather than fear. Guess what, you only have to worry about your customers! I'm not talking about the fact that Edmunds, KBB, Cars and Trader traffic is up 20%+. Do what it takes to attract every opportunity and capitalize on it "in your neck of the woods" as Al Rocker would say.

Stop waiting. Start acting. Start creating. Start adjusting, Start relating, Start understanding. Start executing. Start right now. I can guarantee you you'll get more opportunities. Remember that it's a numbers game and you have to start to win.

Best practices: Professional Insight, Powerful Results

February 5, 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
Week At IM@CS: Chats With The Industry

There are some great companies out there and this section of our blog is intended to both look at best practices and provide a more level playing field for those that don't have the marketing dollars or field representation. Sometimes, it's just that the vendor is newer to the space and should get a helping hand.

Both of the companies listed here are neither new or very small, but they do have those qualities. Both are headed by experienced leaders and provide a great service.

1Micro: Integration means different things to different people. Doing a great job with prospects before, during and after their dealership experience requires skill, knowledge and a solid level of integration. 1Micro provides an impressive system at any level, including key systems and CRM. Back at the Digital Dealer conference in April '08 I had the chance to get a thorough introduction by Kris Terp and I've been impressed since. Check them out at http://www.1micro.com

Jazel: Websites are websites until they have strong SEO, are dynamic and allow dealers with different skill levels to admin them. So Steve Hastert and his team at Jazel provide more than just a website, which is what more and more dealers need today. They also have an ad agency background so they know how to drive traffic, create eye-candy and also keep things simple if you prefer that. Oh, they do lead management as well, so you may even be able to simplify things if you like http://www.jazelauto.com

We'll try to keep these updates weekly and ultimately have an area where you can get in touch with the vendors.

Best practices: Professional Insight, Powerful Results

January 3, 2009 by Gary May 0