What an incredible year. We’ve gone from record disinterest by consumers regarding car buying to remarkable interest during the current Cash for Clunkers program. Some of my closest friends have lost dealerships while others have purchased dealerships and expanded their holdings. One common thread I have seen has been a general optimism that business would get better. Along those lines I’ve witnessed two main thought processes by dealer management. One approach is where the dealership passively rides the cycles and reacts to the market and the other is where the dealership studies the cycles, prepares for a variety of predictable outcomes, and takes advantage of opportunities that others watch go by.
In simple terms, I have seen the passive dealers wait for the next salesperson to come in with a rescue plan or can’t miss product or service rather than create one on their own. These are the stores I’ve seen struggle for profits. Not surprisingly, the stores that tap into their own creative talents to conceptualize unique marketing ideas and solutions and then challenge their vendors to deliver are doing remarkably well.
It’s your call – but I can tell you with great confidence that the greatest ideas in automotive dealership marketing originated at a dealership somewhere and were then facilitated by a quality vendor and not the other way around. You know this business and you know your market. Think of what you want your future to be and then align yourself with the companies that can deliver on that goal and stop waiting for the next idea to come miraculously through the door dressed as a company rep.
Do you Twitter? You and your dealership should
Twitter may fall as rapidly as it has grown but in the meantime you should take advantage of this free and unique way to communicate with friends, customers and prospects. It is hard to explain the fascination with this phenomenon but it seems to work to get the word out on "What you are doing" at your dealership. Whether it be a service special on a slow day or a vehicle incentive or just a way to say you had a good day it is amazing the response. If you are interested you can follow us on Twitter as well. Just click www.twitter.com/KainAutomotive.
Please check out our new service - Internet Process Performance Reviews (IPPR)
Bobby and I have worked with dealerships for several years to study the best way to manage Internet leads and this new service reviews actual leads, provides feedback and instructional guidance on how to better serve the customer so you can sell more cars. We are offering an introductory rate of $449 a month with no long-term commitment if you are interested in giving it a try. I can assure you it works and your team will improve their results by following our guidance. If you'd like to learn more please contact Bobby Malatia directly at 214-228-7930 cell/text or by email at bobby@kainautomotive.com.
P.E.C. – your dealership needs this right now!
The letters represent Personal Emotional Connection and one company that is enjoying outstanding success this year is using this simple concept to generate record growth. Zappos.com is an online company that sells shoes and accessories. I have personally used them and their service level is nothing short of amazing. I was taught service the Ritz Carlton and Nordstrom way years ago and this far exceeds those models because of the true Personal Emotional Connection. Their culture encourages their call center agents to have a conversation with their customers and find out what makes them happy so they can keep them coming back again and again. You can read more about them at www.Inc.com by typing in their archive search for “Why everyone loves Zappos”.
Their customer service model is counter to what a lot of companies teach and is in complete harmony with what we recommend to our clients. Be a champion for your client and they will be a champion for your business. Behind every Internet lead is a prospect that is likely very excited about purchasing a vehicle and perhaps nervous about making a good decision. Our best success comes when we can truly share in this excitement, empathize with their concerns and learn what our role is in delivering on the promise of a great buying experience. Ask your team to focus on making a Personal Emotional Connection with each prospect and I can assure you exceptional results will follow.
iPhone App crazy - You can create one for your dealership quick and easy
I finally got brave enough to from a Blackberry to an iPhone and have been introduced to a whole new world. The best part is not the user interface (which is exceptional) or the cool design; it’s the wide variety of apps available. For example: I travel nearly every week and have printed itineraries for each trip only to have trouble locating the confirmation information in my brief case when I approach the rental counter or hotel. I downloaded the free application TripIt and now when I schedule travel I simply forward it to plans@tripit.com and it compiles all the data for easy access. If you travel you’ve got to give this app a try.
A long-time client Glockner Auto Group just created an App for the iPhone for their Honda and Toyota dealerships where customers can schedule service, search inventory and access specials. It really takes them up the cool rankings and positions their dealership uniquely in the mobile web marketplace. Best of all, it is so dirt cheap and easy to set up anyone can and should do it whether you use an iPhone or not. You can literally put your dealership in the hands of your customers and make it easy for them to do business with you each day.
Fortune Magazine article on Alan Mulally is a must read
If you get a chance please read this article that goes into detail on Alan Mulally’s management style. You can probably find it on the Fortune Magazine website. Mr. Mulally takes you through his strategies for bringing Ford Motor Company back from the abyss and fashioning a plan that could allow it to be the most successful automotive company in the future. I like one particular line that he said when asked if Ford would make it – he said, “I don’t know, but we have a plan, and the plan says we will”.
This quote reminds me of a dealer Fred Beans, a multi-franchise dealer in Doylestown, PA who told us when we asked him about launching FordDirect.com in early 2000 – “A poor plan executed is better than no plan at all”. The theme I am driving at is to make your own plan for your business success and then rally your team to execute on the plan. You may surprise yourself with how smart you really are and how successful you can really be.
Generation Internet Bootcamp August 13 & 14 in Atlanta hosted by NCM
There is still time to register if you would like to participate in this unique 1.5 day Bootcamp hosted by NCM and featuring Jennifer Suzuki and me. We will have a full curriculum of all the key elements you will need to develop a profitable Internet Operation. We’ve asked Mike DeCecco of Dealer.com, Dale Pollak of vAuto and Todd Swickard of AutoDealerTraffic to join us and share with us what their clients are doing in websites, inventory management and search to obtain great results. Jennifer and I will teach proven strategies and tactics that will give you and your team the confidence they need. This is perfect for dealers, gm’s, sales managers and of course, Internet and BDC managers. It’s coming up quick so if you would like to attend please contact Amy Smith at NCM at 800-867-2160 or asmith@ncm20.com
Need some free help with your Internet and BDC Operations?
