Tag : automotive

DealerKnows Andrew Carnegie

What Will Be Your Legacy?

Andrew Carnegie was born into a very humble world. Son of a hand-loomer, in a bleak Scottish economy, Carnegie was uprooted from his homeland at a formative age, and settled in the burgeoning New World. You probably know the rest. As you remind yourself that Carnegie is the second richest American in history (estimates of his peak net worth put him slightly north of $300 billion in today’s ... Read More

employee of the month

Employee of the Month – a Comic Strip

  Employee of the Month The comedic mind of Joe Webb + the creative marketing genius of the DealerRefresh team = a new comic strip series about a life in car sales. Cartoon #2 See the full write-up on DealerRefresh Read More

DealerKnows Challenges Accepted

5 Steps When Shoppers Challenge Your Online Pricing

Customers want answers and they want it now. At the same time, we are considered one of the least trustworthy professions so they question what we tell them as well. That very well could be why consumers do their due diligence by researching 26 different websites before purchasing. (Google data) Your teams and your pricing are being questioned. Have you trained them on how to respond to those ... Read More

giving price

Do You Answer Price Questions Over the Phone and in Email?

As I was listening to a recorded call on behalf of one of our clients, I ran into an exchange still happening every day at dealerships.  A customer called in and asked for the dealership’s “best price” on a new vehicle. Not surprising, the salesperson responded with exactly what the dealership’s management team had trained him to say: “We don’t discuss price over the phone. You need ... Read More

car sales cartoon

A Trainer’s First Day with an ISM – a Comic Strip

The comedic mind of Joe Webb + the creative marketing genius of the DealerRefresh team = a new comic strip series about a life in car Read More

direct mail

7 Ways Your Direct Mail Should Be Digital

This is out of the ordinary, I know. Me… a guy who achieved success in retail from being an early advocate of Internet lead management, video, and digital marketing… talking about the benefits of a traditional marketing medium. Stranger things have happened.  Just because I believe in the power of online influence in the retail sales industry doesn’t mean I turn up my nose at traditional ... Read More

Chat

How Much Chat is Too Much Chat?

It is turning into the Times Square of today’s website homepage. A constant barrage of invites to chat blinking away, distracting your attention. Is it noise? Is it just smart conversion tactics? Chat is getting a bit gratuitous. While speaking at a NADA 20 Group last week, I was live reviewing dealership website experiences, along with mystery shopping results, as I get called on to do. One ... Read More

volley

One Crucial Step to Lead Management: A Professional Volley

A real email conversation between a former ISM of mine and his prospect: Customer: Hello (Name Excluded), Everything you sent looks great. Do you have any on your lot in the Salsa Red Pearl color with taupe interior? My ISM: No. Customer: Well… what colors do you have in-stock? My ISM: I dunno   lemme check. Yes…. Yes, I really found this back in the day as a “discussion” between an ... Read More

negotiating

Is Negotiating Necessary?

“Man alive, I just can’t wait to get in front of that salesperson and argue, bicker, balk, banter, and haggle over the price of a vehicle for the next 2 hours.” ~ said no customer ever. And yet, during the DrivingSales President’s Club in NYC last week, a study they released stated the opposite. I apologize for the low quality picture. I use a Droid. Apparently, 17% of ... Read More

weaksauce

Weaksauce

That’s what we used to call our fellow coworkers on the showroom floor when they couldn’t close a deal. “WeakSauce”. It was a put-down. Naturally, this happened at the end of the showroom visit with a customer. The salesperson would attempt to walk them through the sales process, showing off the car, taking them on a demo drive, maybe asking for the sale too late. Then, during the ... Read More