You are currently browsing the monthly archive for October 2011.

I was skimming through the October 2011 issue of Auto Success and I came across an article, on page 32, that talks about mining your own data and how a dealer is sitting on a gold mine. Think about it, instead of spending thousands of dollars on print ads and mailers to new prospects why not dig into your own database and market to current customers that have purchased from you and service their car with you? Clearly they are already coming to you so you need to take advantage of that. If you want to spend money on a mailer then spend it on a in-equity letter that you can mail out to all of your current customers that you have a much better chance of getting into a new car then someone that has never stepped foot on your lot. Also use the service department to your advantage. When someone drives into the service department take a minute to look and see how much that customer has in their car or better yet have that info ready before they even get there, if they have an appointment already scheduled, and have a sales associate on hand to talk to them about what their options are. These are just examples and there are a million different ways to mine your data but don’t miss out on great, and easy, way to gain some more sales.

Advertisements

If you weren’t able to get on our eBay advanced training, hosted by the wonderful George Hatch, today then you missed out! But you are lucky because I took notes and here were the highlights.

* The click experience equals the brick experience!
-Every page view=a buyer walking your lot
-Every bid=a serious buyer looking to make a deal

* Traditional Retail eBay/Internet
1) Meet/greet 1) Online 1st Impression
2) Lot Walk 2) Virtual Showroom
3) 6 Position 3) Virtual Walk Around
4) Test Drive 4) Virtual Test Drive
5) Resale 5) Messages/Question
6) Trial Close 6) Bid/Offer

* How to create the best notes: 5 steps

Paragraph #1-What is the vehicle? Make, model, year, mileage, condition
Paragraph #2-Why is this vehicle special? Options, warrant, VHR
Paragraph #3-Price support-Low reserve, price, special financing
Paragraph #4 Who are you and how do I reach you? Name, phone number and photo
Paragraph #5-About you-About the dealership; why buy from you?

* Subtitles are one of the best ways to improve your search results. Use ALL 80 characters-key search terms, major options

It was a great training! We help our dealers on a daily basis on eBay and no matter how many times I train someone I still learn something new every time. If you have any questions about eBay or maybe you have never done eBay and you are ready to try it out call your account manager today, we are here to help!

Have you signed up for our eBay advanced training on Wednesday, October 19th at 1:30 Central yet?

If not make sure you register today and reserve your spot! If you have any questions please reach out to your account manager!

https://www1.gotomeeting.com/register/631598104

Being in sales, I call on dealers and customers everyday. I am often amazed at the turnover in personnel that takes place at a dealership. This seems especially true when it comes to the Internet department.

What I have found in many cases, is a store’s current initiatives rest on the person currently in charge. What happens when your Internet Manager decides to move to another store or gets promoted to a new position at the dealership? If your digital marketing processes are not clearly defined, you will find yourself scrambling to try and put back together all of the pieces.

In my opinion, a sound Internet department should run in some ways like the military. I’ve heard from a few good friends who have served and moved up in the ranks, that the man below you should always know how to do your job, and how to do it well. This basic philosophy ensures that the next person in command can hit the ground running without any downtime should any situation arise that calls on them to fill the position.

One of the easiest ways to achieve this is to take an inventory of all of the systems that you have in place that relate to your digital marketing. This can include inventory management systems, data distribution partners, website providers, lot service companies, pricing and appraisal systems, third party advertising sites, and more. I have seen stores, in many cases, using up to 4-5 different providers to accomplish what they could with just one company. By consolidating vendors and working with one company you will not only reduce the amount of time spent training employees on multiple systems but you will also help streamline your processes, speed your time to market, and be better prepared should any changes arise at your store or group.

I know that this seems pretty basic in nature, but once you step back and look at the big picture, you will be amazed at how many loose ends you will be able to tie up!

“You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”-Steve Jobs Stanford Commencement Speech 2005
Click here to watch the commencement speech:

http://www.youtube.com/watch?v=D1R-jKKp3NA&feature=share

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 1,305 other followers