Making More from Special Order Parts

Be proactive with SOP communication and you'll earn your customer's money, trust and continued business
When a special order part isn't installed, it becomes cash sitting in a parts bin. Fortunately, this costly issue is actually quite simple to remedy. Technology today makes notification of parts delivery automatic and effective. Providing notification that keeps the customer engaged, extending an invitation to schedule an install appointment, is essential to making the most from this segment of your service department.

One North Carolina Service Department has gotten into the practice of notifying customers the very day their parts arrive to the dealership. A communication is delivered to the customer that offers the option to book their appointment for installation. In just a few short months, the dealership has grossed over $70K in SOP service revenue.

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Beware the Pitfalls of Social Media

Social networks can be tremendous assets if used properly

Social media marketing is hot right now. Twitter and “tweeting” are all over the news. It seems that ¾ of the American population is on Facebook. And iPhone applications now number 75,000. Social media marketing is an inexpensive, new way for dealers to communicate with potential customers. Success stories of dealers leveraging social media are appearing everyday. However, there are pitfalls that need to be avoided in order to make you one of those success stories. Here are the Top 5:

1. Applying old advertising methods. Too many dealers think they can take the same advertising methods they’ve traditionally used for print and television and just apply them to social media tools. Shouting your message doesn’t work with social media. You have to speak with your audience in social media, not at them.

2. Not having a strategy. Joining a social network just because “everyone else is on it” is a terrible reason to enter social media. Make sure the social media tools you’re considering using are the right ones for your dealership. Make sure you have a focused approach with your social media marketing.

3. Being a wallflower. There's a reason it’s called social media. It requires you to be an active participant and engage in conversations. You must be confident that you have something interesting to contribute.

4. Hiding information. Always be up-front and practice full disclosure when engaging in social media. Hiding information will only make others in the community distrustful of you.

5. Lack of patience. Building a successful social media marketing strategy is not an overnight venture. Even if you successfully avoid 1-4 above, it will take time to build your social media presence. Spend a little time each day and be diligent about it. Don’t give up on it after a week.

Provided by OneCommand (http://www.onecommand.com/contact/index.php)