An Internet shopper is caught off-guard when he attempts to push for additional discounts after agreeing to an Internet price with the car dealership’s Internet Manager. This comedic video shows what would happen if Dateline NBC’s Chris Hanson shows up and puts a halt to the customer’s efforts.
Starring:
Joe Webb
Arnold Tijerina
Bill Playford
David Hudson
Written by Joe Webb
Directed by David Hudson
Tim Hommer, General Manager of Granger Motors, tells why he recommends DealerKnows Consulting for their Internet sales and digital marketing training.
People view the services they receive in different ways. Some want immediate service so they find those businesses that can help them immediately. Some want high-class service with high-class ratings and results so they call ahead and set an appointment. They recognize they can afford to wait.
This is not meant to be a gripe session or make DealerKnows sound cocky, stuck-up, or ungrateful. We are talking about a rewiring of how dealers should go about considering future partnerships… be it Internet training or choosing where to get their haircut. We believe people should expect more from the service companies they choose and not rush to a decision. Patience, they say, is a virtue.
DealerKnows Consulting certainly doesn’t take on every single dealer client that reaches out to us for training. Several factors come into play before we determine whether or not it will be a fruitful partnership for both parties. However, recently, two different clients that engaged DealerKnows for their training needs turned away because we “just can’t get to the store fast enough.”
Let it be known that DealerKnows Consulting is not Supercuts. If you want to partner with an Internet training company that is obviously in such low demand that they can begin training the next day, I believe you need to reevaluate what you are looking for in a consulting partner. We do typically book out 3-4 weeks in advance, but please understand, that isn’t an indictment of our level of service, but a testimonial toward it. If you walk into a Supercuts for a haircut, to save either time or money, understand that results may vary.
We are more of a boutique salon. Every customer is different and every “stylist” here is well-trained to handle your individual, unique needs. That is why those customers that go to a Great Clips will go to any Great Clips and expect the same, average service. Those dealer clients that chose our salon of trainers in the past are now our evangelists. They wouldn’t go elsewhere.
Does waiting three to four weeks really affect the success of your non-existent Internet operation? It is 2011. I know you want to right a wrong immediately, but you’ve waited a minimum 10 years too long (and we are giving you a few years credit here) to get involved in digital so will another three weeks destroy your business? No. But choosing the wrong stylist might. You don’t wait until your wedding day to go dress shopping or the day of your 20 year high-school reunion to get your hair cut for the first time. Aligning with an Automotive Internet training company is no different. It is a process that you shouldn’t take lightly.
The only negative we’ve ever received (beyond the recent “you aren’t able to get here within the next few days so you aren’t in consideration”) was on the DrivingSales Vendor Ratings page where we have top marks across the board, but one person said a “con” to DealerKnows Consulting was that “you have to book in advance”. When someone is sought-after, I assure you it is rarely a bad thing.
If you are looking for a walk-in type service that will likely deliver fast food results, it is your choice. Understand, though, that you might end up walking out having received a real hatchet job and your appearance will look worse for it. So ask yourself… how costly could a bad haircut be? Sure, waiting a little while and setting an appointment or scheduling an event isn’t fun, but you do it – just like at the doctor’s office, lawyer, accountant, dentist, high-end hotels and restaurants, salons, heck, even fortune tellers – because you realize that they are professionals and you’re putting your livelihood in their hands. You can’t walk up to the gate and buy a ticket to see the Rolling Stones. They’ll be sold out. And you can’t complain about the lousy seats you get on the airplane when you were the last to call about tickets.
So as you look for a service to fulfill your needs, be it Internet training or hairstyling, decide how you want to look and feel when you are finished. Some people apparently want Supercuts. We are not Supercuts.
DealerKnows Consulting – 847-456-5130
Disastrous results occur when a car dealership sales manager hires someone solely based on one small skill-set the position requires rather than look for someone that can handle all the Internet responsibilities.
Starring – Tyler Jennings and Joe Webb
Another DealerKnows Studios production
It was around third grade when the teacher pulled the class together and educated us on the four basic food groups. Much like many a youngster, we were disappointed to learn that Gobstoppers and licorice rope were not on the list of “important foods”, but we all celebrated when we realized that a slice of pepperoni pizza included 4 of the 4 categories. Score! We could get all the nutrition we needed from Pizza Hut.
Not too long ago, a fifth food group was added called Oil, Fat, and Sweets. These are the junk food offerings that may look and taste delectable, but do nothing for us. As time has passed, I’ve realized that you really can survive on just the basic food groups. Sure, I definitely dip into those sinful snacks that don’t make their way into the old-school nutritional pyramid – look at me and you realize that – but I’ve still accepted that it is possible for people to get by and even thrive on the basics.
Your online advertising is no different. There is a ton of junk food out there being advertised to dealers. They tell you “it will taste delicious if you just try it.” Or “Take a bite, you’ll love it.” As we know, though, after looking back at the Return on Investment scale, these little treats just pack on pounds and add to the fat of your online budget. They are there to entice you and direct your focus away from those “important” digital food sources that help your dealership thrive.
There really are four basic food groups of automotive digital marketing. These are the four essential items needed to exist and succeed as an online entity. (And I will not include human capital or training in this mix even though well-prepared people are the most important factor).
Websites (with all the fixings)
CRM
Lead Providers
Online brand advertising/merchandising
1) Websites (with all the fixings)
These are the Grains of your online buffet of offerings. It is where energy is created and your online livelihood begins. You must have an attractive, easy-to-navigate website that acts as your primary internet presence. It has to be one-click away from everything important to your customers – inventory, pricing, availability, directions, contact info, value statement, specials, incentives and offers. However, your website cannot do it all alone. The “Fixin’s” must be added on. Think of them as vitamins that convert this food to energy. These conversion tools must be readily available on your website. Some important add-ons, in my opinion, are a trade evaluator, a strong Finance App/Get approved conversion tool, and live chat. (Quick quote requests on the homepage are just a good place to get mystery shopped so keep them next to your inventory.)
And the second, and most important side item you must have with your website meal is SEO/SEM. We know your customers are searching and surfing for their next vehicle so you need to be where the people are…. on the search engines. Much of your SEO is not just from fresh content on your own primary site(s), but from multiple off-site channels – business listings, blogs, video (yes, I included video in with SEO/SEM even though video is one of my own personal favorite foods), press releases, social media, etc. While SEO, on- and off-site can get your site found on 20-30 (and with microsites more) keyword specific searches on sites, SEM can get you found on 1,000+ so you cannot overlook the power of being in more places. SEM gives you that added energy.
2) CRM
Your customer relationship management tool is the Dairy. It provides the strength to your internet sales goals. A strong CRM should be able (in this day and age) to do a few key things that will allow you to rise above your competitors. Your CRM should allow you to create automated follow up emails/triggers set by the minute and hour (not just Next Day or 2 Day options, etc, but by the minute, by the event). It should allow you to send video (not just links, but embedded, clean-looking video boxes in your emails). It should be able to have some custom reporting capabilities that measure things such as cost per sale, ROI, average response time, emails opened, appointment show and closing ratios among countless others. It is the second most vital tool you can have at your disposal and, if consumed correctly, helps your body grow more than any other.
3) Lead Providers
Protein. Simple as that. It gives you the consistent, incoming fuel that lets your dealership keep moving the internet scale of success forward. In some cases, your websites supply all of the leads your body can handle, but often some basic lead providers (Cars.com and AutoTrader come to mind) give you the added shot in the arm to make you stand tall against any and all competitors.
4) Online Brand Advertising/Merchandising
Your online advertising is like fruits and vegetables. An afterthought. If a child or simple-minded adult prepares the meal – it will be forgotten. Grown-ups, however, recognize its importance. Once you’ve taken bites of the first three food groups, you need to advertise your dealership, your specials, your people, your brand, your value proposition, and your inventory to the public and let them know that your online body is open for business. In ALL of your advertising and marketing, you must be doing everything possible to direct them to either your website or your CRM.
And recognize that you need to fill your dealership with the best vitamins and minerals money can buy. Taking in the vehicle nutrients that others NEED and actively seek out will empower you. Brand your body with the right inventory at the right price and market it to the public at the correct price point. In other words, merchandise yourself using a strong inventory management tool AND a vehicle market analysis tool. These are the many varieties of the fruits and vegetables you should be putting on your plate.
As I mentioned, you can go online or visit any of the major automotive conferences such as NADA, the Digital Dealer Conference, or Driving Sales Executive Summit and find a menu of delectable dishes to eat. The exhibit halls alone are a virtual Cheesecake Factory of edible options – some healthy and some not so. After eating the digital food of choice, some will make you walk out feeling refreshed and powerful while others may make you sit at home holding your stomach and begging to take the hurt away. Every food can affect you differently. Some are essential to your survival and some are overpriced wastes of money that will clog your online sales arteries.
I’ve heard people say, after ordering more food than they can handle “My eyes were too big for my stomach”. Well, dealers are ordering online offerings with their eyes opposed to their stomachs. So look closely at the food you are consuming. Are you stuffing your face with the food that will help you thrive and stay healthy in today’s online economic automotive marketplace (or TOEAM – for a worthless acronym that will never take hold) or are you only devouring the digital junk being served to you that has no nutritional value? Know that it’s okay to nibble at the bad stuff if it tastes good and makes you happy. Just don’t ever lose focus of the four basic food groups that make your internet sales body strong.
For a full evaluation of your dealership’s diet of digital sustenance, contact DealerKnows Consulting at 847-456-5130.
Joe Webb and Bill Playford of DealerKnows Consulting share a (comedic) study of how the automotive Internet Sales Manager’s job responsibility has grown to be more than one can handle on their own.
Another funny “car guy” comedy creation from Joe Webb.
Starring Bill Playford as the ISM Joe Webb as the GM
Written by Joe Webb
Directed by Dave Hudson of D. Hudson Productions
In my time, I’ve come across many great eCommerce minds working in dealerships across the country. A few are recognized for their gift and contribution. A good majority are unappreciated and overlooked. The rest, no matter how dedicated, work in dealerships with limited resources and management that might seem stuck in the last century. More than likely, if you are reading this, you fall into one of the latter categories.
My advice to you? Stick with it. You are not alone. All experts were once where you are today. Often you feel like, no matter how much you want to grow your knowledge or your store’s online presence, it will go unnoticed. In some cases, you may even have your hands tied from improving your dealership’s online profitability. I repeat myself. Stick with it.
Keep reading the blogs/forums/magazines/e-newsletters. If you must, pay your own way to a conference or seminar. Employ the strategies that you feel will be most effective, even if you haven’t been given the green light. (I’m not trying to get you in trouble, but you and I both know that your boss at the top doesn’t have the know-how to monitor your activity in the CRM so your results will be the only indicator that something is different. If you’re right, you win.)
Stick-to-it-ivness is an art. A fine art. It is the Mona Lisa of resilience. In this industry, as brain damage is thrust upon you and more work is laid in your lap than necessary, staying determined to improve yourself and your store is a tall order. We know how easy it would be to follow the orders from the top… phone it in, essentially. It would be easy to follow their antiquated orders on how to connect with internet customers. You could continue to hit mediocre metrics and be safe. The people in power and not “in-the-know” will let you do (what you know is) the wrong things. You can listen to their old-school demands, turn in an average performance and make them think you are doing your job.
Don’t. Fight the urge. Stick to growing. Stick to improving. Stick to experimenting. Stick to enhancing everything you do and then learning more.
It may put you in the sights of management, which can be an uncomfortable place to be, but if you are as passionate about this automotive Internet landscape as the rest of us, you’ll only end up happier by following the path to improvement. No matter if “the man” has got you down, I urge you to master the fine art of stick-to-it-ivness. It will define you.