Posts Tagged ‘“internet sales training”’

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How Costly is Your Haircut? A Guide to Finding Internet Training

Monday, October 24th, 2011

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

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Posted in Blog, Internet Sales Training | 2 Comments »



Exercise Your Digital Muscles

Saturday, March 12th, 2011

The automotive dealership functions much the way the human body does.  Each department operates similar to an organ, controlling that given part of the dealer body.  When one fails, it affects the health of the entire system.   Every single employee, solution, and dollar spent must be cared for and maintained.  A dealer’s advertising efforts work much the way a person’s muscles do.  They strengthen the body and get the entire operation moving.  Stale advertising techniques and antiquated marketing tactics can cause a dealer’s sales to atrophy.  These advertising muscles must be exercised, not just when it’s nice outside, but during the slow, lean winter months as well.  Thank goodness for the incoming spring, but your efforts shouldn’t change.

When the economic crunch hit our industry two years ago, we saw many dealers revert back to the advertising methods of yesteryear.  No medium was left unturned (i.e. dug up from its grave).  Some dealers said to themselves (paraphrasing) “Hey, when we were at our best, we were in the newspaper every day, shooting out direct mail pieces monthly, we could be heard on the radio, and had TV spots.”  They cut budgets from each department and recreated their game plan from the mid 90’s.  Thankfully though, many dealers did the opposite.  They dedicated themselves strictly to internet initiatives, buying up leads, focusing on dominating the search engines, delved into social media (even if they didn’t understand it yet) and, in some cases, even overpaid for the newest and best buzzword solutions.  If it was online and quantifiable, they’d spend for it.  Heck, even if it wasn’t quantifiable, but it was online, they’d spend for it…much to their chagrin in some cases.  Few dealers have come out unscathed, but most that took the latter strategy seem to be, not just surviving, but thriving.  Dealers that attacked the online marketplace have been pushing forward.  Others waited to begin exercising their muscles until recently and realize their muscles have atrophied.  They are stuck on a treadmill, not going anywhere fast, just trying to keep their feet under them and stick with the pack.

As we all know, cold weather doesn’t always bring volume sales with it, but springtime is most certainly the best time to flex your digital muscles and try out some new strengthening programs.  During these last couple of months, our industry has been outperforming expectations.  (Our DealerKnows clients sure were doing that as well).  We, as an industry, have been moving units and trying to keep up with the basics of eCommerce:  Keep the website updated, inventory merchandised well, stay atop the search engines, play with social media, and handle leads/calls responsibly.  Well, we already know that we don’t always do these activities perfectly so I implore you to step outside your normal training regimen and focus on some new exercises.  These are the basics that help you strengthen your core.  The goal is to make sure you are properly maintaining your digital self by training on getting better at these basics.

As I sit here mid-March, having just returned from Dallas where I spoke on behalf of the Chrysler Southwest Business Center, with my Vice President, Bill Playford, in Austin for the SXSW Conference, I see some great things happening online. We all see Google changing their algorithms every week it seems.  Some changes are being made that will drastically affect how you are seen on the search engines.  Can I just say – Pay Attention to Your Google Maps and Google Places.  Start now.  Take the time while it is still a little cold outside (if you don’t live in the south) and flesh out your Google Accounts profile.  Explore those tools available to you.

As it is with all conditioning programs (so I’ve heard… I’m in no personal condition to talk exercise for real) that what you put into your body is just as important as the energy you put out.  As you prepare for the warmer months, look closely at the ingredients/vendors you are filling your diet with.  Are these really the right things to be consuming?  Were your eyes bigger than your wallet during the fall and winter months that you may have signed on for unsuccessful or underdeveloped programs/tools?   It might be time to trim a little of the fat out of your dealership diet and see if you can replace it with something organic… homegrown…. Do-it-yourself initiatives.  It’s the living room TaeBo work-out of in-dealership exercises.

Lastly, database marketing is well overlooked at most stores.  If your sales team is no longer busy brushing snow off cars or coffee-clutching, put them on the cycle and have them reach out to past customers.  If it takes you bringing in a new tool to data-mine your DMS, do it.  Auto dealers have endless opportunities for sales, service and parts if they only mined that gold that is sitting in their DMS. This is the Bowflex of internet opportunities.  A vendor and your staff must data mine for your loyal customers’ information, capture email addresses, utilize technology to review buying trends of the customers and develop targeted email campaigns to reach, convert, and attract those customers back into their store.  And beyond technology, just give them a call.  Wish them a ‘Happy St. Patrick’s Day’ personally.  That type of commitment to customer service goes a long way.

So if you are reading this and you realize the leads have remained a little stagnant from the slow winter months, less customers are walking in, and the phones aren’t ringing as abundantly, don’t sit back and wait.  Get up and exercise your digital muscles.  You may find yourself getting stronger during a time when you least expect it.  The digital cardio you perform now will allow you to keep you healthy and give you the energy to keep moving forward in the future.

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Posted in Blog, Competitive Edge, Technology | No Comments »



Social Mediaville

Tuesday, December 28th, 2010

Should a Stop in Social Media-ville be on Your Travel Agenda?

You’re a dealer.  You’re driving along the car selling interstate, minding your own business, focusing on your own instrument panel of metrics when those dreaded lights flash in your rear view mirror.  Behind you, on a motorcycle no less, is the OEM telling you to pull over.  You do so, pull out your financial statements and composites they may ask for, and roll down the window.  As they approach, they tell you that you need to get off the car-selling interstate and take the information highway to Social Media-ville. 

Many dealers are being asked (by the OEM or their industry peers) to slow down when driving through Social Media-ville.  “Get out of the car and spend some time there.  You’ll like it.”  So you have to ask them “For what purpose?  I’m making good time and I see no need to stop.”  If you don’t have the people in place to manage it or the goals set to invest time in it, why should you even let up on the accelerator?  Why on Earth would you want to have anyone in your dealership slow down their car-selling efforts to take a peek around Social Media-ville?  If it isn’t going to be a major boon to your sold unit or service RO volume, what all the fuss is about?

These are all great questions.  There is no reason to make Social Media-ville a stop on your travels unless you are prepared to set-up shop.  Sure, countless other dealerships have gone to Social Media-ville and love it there.  The weather is nice, they live at your own pace, they are active in the community and their business has thrived in the environment because of their participation. 

However, others haven’t been so lucky.  They changed their travel plans on a whim and moved into town hoping their presence alone would be enough to get them invited to the car-selling party.  Sadly, this is not the case.  Before visiting Social Media-ville, a dealer must have a strategy on how to become acclimated when they arrive.  If a dealer is unwilling to be an eager, energetic participant in the community, they will see your online property value decline.  Why?  Because they don’t know why they should have a home there in the first place.

So if you are doing well on the road to the sale that you are on, and do not have the time, willingness, staff, or know-how to be a worthy citizen in Social Media-ville, I kindly ask you to keep driving.  Nothing to see here.  No need to clutter up our hamlet with tourists who contribute nothing to our conversations.  Follow the street signs out of town and don’t come back until you are ready to bring something new and interesting to the party.

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Posted in Blog, Social Media/Reputation Management | No Comments »



The Peter Principle

Thursday, December 16th, 2010

In light of some recent changes going on within some of the automotive dealer service companies, I thought I would take a moment to talk about the Peter Principle.

For those that don’t know, the Peter Principle is the idea where someone is promoted to the point of incompetence.  They simply work their way into a job with duties their not capable of fulfilling.  It is a virus that happens far too often in our industry.  Someone is good at their current job and it earns them a promotion with responsibilities that they do not have the understanding, know-how, background, or ability to handle correctly.  It is going around more and more.

Allow me to say that just because you are a great salesperson does not mean you will be a great sales manager.  Just because you are a successful sales manager and can close deals on TOs doesn’t mean you are a solid candidate for GM.  Just because you are a powerhouse in F&I (and can kink more deals than Congress) doesn’t mean you are worthy of ownership stake in a dealership.  Just because you are a superstar software tech working for a vendor doesn’t mean you know one thing about what a dealership needs from your technology.

This is a fast-moving consumer that we are assisting nowadays and the gross-oriented superstars of the past should not be promoted into a position of power or decision-making unless you are looking for a damaged reputations and some old-school sales tactics regressing your store.  As a dealer, you must seek out the most passionate and forward-thinking professional you have in your store and allow them to dictate their own future with their own advertising budgets.

As someone who speaks to GM after GSM, it is abundantly clear that dealers don’t recognize the shifting mindset that management needs to have.  It is no longer about what you know or what you’ve done, but what you are willing to learn.  If you have a person in a position of authority and power dictating the rules, regulations, strategies, and technologies on behalf of your Internet team when they themselves have no experience with the medium, you are doing your entire dealership a disservice.  Also, if you run a company that provides dealerships a service, but you put your own personal agenda before that of your clients and strong-arm others into adapting to your desire, than I ask you politely to promote someone with more competence. 

I am sick of seeing many dealerships hurt because the wrong people are calling the shots.  I am tired of watching our industry take two steps back every time someone with power makes a decision fueled by ego or ignorance.  Stop promoting those with tunnel vision or those that are blind to the way of digital marketing.  Don’t listen to those whose own agenda, spites, and machismo overrides the greater good for the company.  These people are putting up stop signs in front of your business every time they overrule someone with a digital vision. 

The Peter Principle should be avoided at all costs, but it is most deadly to a store’s success when that person’s lack of understanding is at the same level as their ego.  Promoting to the point of incompetence will drive your dealership – or your company – backwards.  Put the best and brightest in charge instead, those with ideas, and you will see your success flourish.

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Posted in Blog, Leadership/Sales Management | No Comments »



The Four Basic Food Groups – DealerKnows Consulting

Sunday, November 28th, 2010

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.

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Posted in Blog, Understanding Internet Sales | No Comments »



How to Deconstruct Your Leads

Sunday, May 23rd, 2010

When a lead arrives in your inbox, do you quickly send out a response based on the type of vehicle they inquired about? If so, you may be going about it all wrong. While I agree that time is of the essence, the quality of response far outweighs the speed of the response. Why? If five local dealers send 1 minute auto-responses and you were to get back to the same prospect 20 minutes later, who sits atop their inbox when they open it up? You. The benefit? Many people read their emails from the top down. The first returned email is not always the first to be read.

That being said, take your time and follow these steps.

1. Determine (if possible, don’t assume) if it is a man or woman emailing and prepare yourself accordingly before a call or email.

2. What time did they submit their lead? Are they night owls? You should have both follow up emails and calls scheduled 23/24 hours after their initial inquiry (though those are not your first contacts).

3. Does their email address give anything away to where they work? Maybe you’ve sold someone from their office.

4. Does their location assist you in personalizing your email response? You may know someone in their area or have attended a local school yourself.

5. Google their name – find out everything you can about them. (It is time to do a little spying.)

6. Try to find their accounts on LinkedIn, Facebook, Twitter, MySpace, and Spokeo.

Your goal is to find out as much about them – their interests, their likes, where they were schooled, where they work and live – as “digitally possible”. You must use these findings to build rapport with your prospect and find some common ground.

Internet Managers do not have the luxury of sitting in front of these leads unless you are employing video chat at your dealership – which I had done with great results. If not, use the digital networking sites and the clues they leave on their leads to offer them more than a price, but a friendly, professional guide through their car-buying process.

While it seems like a lot to do to each lead, you can legitimately accomplish the tasks in 5 minutes. It is well worth the extra time you will spend. The personalization of your response will weigh heavily on whether they ever walk into your showroom.

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Posted in Blog, Competitive Edge, Internet Strategy | No Comments »



The Genius of Chili’s

Saturday, November 7th, 2009

Far too many ideas seem like good ideas after a frozen margarita with a Coors Light chaser. However, I am pleasantly surprised to find myself struck with enlightenment as I sit bar side at a Chili’s. I am out to dinner alone after delivering a successful on-site training for a dealer client. As any consultant will tell you, these dinners on the road are commonplace and very little changes from city to city.

When across the bar does my curious eyes spot a sales process secretly displayed for the bartender at this Chili’s establishment. Within moment’s I arose from my stool to see what was the matter. I was incredibly pleased to see a list of steps to follow for this bartender that closely resembles our very own road to the sale. The Chili’s Steps to the Upsell, so to speak.

I’ve attached this picture so you can follow along as we compare proven best practices. I have made it easier for you by spelling out each step they’ve provided to their employees below.
Chili's Steps to the Upsell
Chili’s: The following is the minimum expectation for every bartender. If they cannot execute these, then they should not be responsible for driving our most profitable position in the restaurant.
Joe’s: This is what we expect from you as a sales representative. If you cannot proudly, competently, perform these tasks and follow these steps after we’ve trained you, you may want to consider another line of work.
Summary: You don’t have to go home, but you can’t stay here.
Chili’s:
1. Greeting every bar guest with “Welcome to Chili’s, my name is ——, I’ll be taking great care of you today and your name is….?
Joe’s:
1. Every customer is greeted, preferably on the lot, (at the very least on the showroom floor) before they reach a manager, with “Welcome to ABC Motors, my name is —–, and you are…? Are you here for anyone in particular? No? I will be happy to assist you and answer all of your questions.
Summary: The best pick-up line in the world is still your name, asking for theirs, and asking a simple question.
Chili’s:
2. “Let me tell you about a few great happy hour specials we have”, or weekends “Let me tell you get you started with our Presidente Margarita or ice cold draft.” (Yes, theirs is grammatically incorrect, or (sic) can be said, but nonetheless a similar practice would be
2. Joe’s:
“Allow me to tell you about our amazing new vehicle incentives” or, used “Let me tell you what I feel are some of the hidden gems and best buys on our lot.”
Summary: They’ll never like it if they don’t try it. Make sure to introduce them to your specials.
Chili’s:
3. “Can I get you started with ______ or _______.” Being suggestive with appetizers choose their favorite and let guests know why it is their favorite.
Joe’s:
“I personally believe this vehicle is likely the best fit for you and your family because it is both ______ and ________, both features/needs you said were important to you on your next vehicle.”
Summary: I told you that you were going to enjoy it.
Chili’s:
4. “Check down after every item is rung up, no “I will get it in a minute.”
Joe’s:
4. (If I am reading this correctly) Answer and address every question they have immediately so as to overcome any potential objection in the future and then confirm it is answered.
Summary: Don’t let problems linger or questions go unanswered as it looks as if you are avoiding the subject or not caring about their needs.
Chili’s:
5. Engaging lounge area tables even when there is a lounge server working.
Joe’s:
5. If a customer is walking around on the lot or showroom, whether you are aware if someone is assisting them or not, make sure to approach them and ensure that someone is working with them and they are having their questions answered/expectations met.
Summary: Engage every lone/abandoned customer regardless of the situation to let them know someone is there is assist them at all times.
Chili’s:
6. Running bar beverages at all times when not engaging bar top guests.
Joe’s:
6. If you don’t have a customer, you should be either out on the lot familiarizing yourself with vehicles, looking to assist other managers/guests/salespeople, or looking to follow-up with active/past customers.
Summary: No coffee clutching. This is work. If you want “me time”, stay at home. When you are on the lot, you are there to produce and be productive.
Chili’s:
7. Coaching team members on up-selling beverages that come to the bar screen.
Joe’s:
7. Listen to your coworkers with their customers. If you can offer any guidance after the fact, constructive criticism and helpful hints should be widely accepted among the staff.
Summary: Role-playing will help you improve consistently.
Chili’s:
8. Energetic, friendly, and sociable.
Joe’s”
8. No other way to say it.
Chili’s:
9. Constructive with free time
Joe’s:
9. Get busy. There is ALWAYS something you can be doing to improve yourself and make money.
Summary: In all aspects, Chili’s has it right. And yes, in the picture below, that is a margarita. I did partake in one. After all, you have to reward a good salesperson.
The Chili's Road to the Sale

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Posted in Blog, Retail Automotive | No Comments »



Act As If (You Own the Joint)

Tuesday, September 15th, 2009

A great sales manager and friend of mine always said, “It’s all about perception.” How the Internet shopper perceives you and your role in the store will affect whether they visit your dealership or not.

A title is important. While many dealerships are hesitant to throw around manager titles, it is imperative the individuals in the Internet department refer to themselves as Internet sales managers (ISM). Whether or not an employee has been officially given the title or not, they need to communicate with the automotive Internet users (AIU – a new term for Internet shoppers I picked up at a seminar) as a person with manager status.

Anyone who has sold cars knows that the position of manager carries with it the air of authority. Customers often want to work directly with a manager. It makes them feel more important as if they are dealing with a true decision-maker for the store. I often laugh at this because it is quite possibly the worst way to buy a car. I tell friends and family that, when shopping for a new vehicle, always try to work with the person who seems the most new to the business. Those people care more about getting another unit sold rather than focusing on profit. On the other side of the spectrum, a manager’s main focus is on profit. A person is promoted to manager when they are successful at selling consistently at high gross. Why a customer wants to immediately work with the person (manager) who is most adept at making maximum profit, I’ll never know.

The automotive Internet user is different. As I’ve said in countless past articles, the AIU feels they are entitled to better care than that offered to them by an everyday salesperson. They need to feel as if they are dealing with someone who has the power to make significant decisions regarding price and payment. The AIU wants to know they are talking to a manager. If your Internet employees have the official title of “Internet sales consultant”, “Internet sales coordinator” or any variation in between, encourage them to refer to themselves as “manager” in all e-mail, phone, and face-to-face communications with the AIU. While the role and responsibility for your employee won’t change, the perception of the customer and the mindset of the employee will.

When I began in automotive sales, my title was sales consultant. In a perfect world, our sales staff would consult the customer, but today they act more like sales clerks. However, I encourage my sales staff to stretch the limitations of their titles. ‘Sales associate’ holds no weight with a customer. ‘Sales professional’ does, though, as does ‘certified sales professional’ or ‘senior certified sales and leasing specialist’. Since roughly 90 percent of customers are shopping the Internet prior to visiting to dealership, I wouldn’t even mind if sales consultants referred to themselves as ‘Internet specialists’ (provided they did know how to navigate the web and were familiar with the popular automotive sites). It allows the customers to believe they are dealing with an individual who has attained a higher designation from the dealership, and therefore is more important.

In my Internet department, however, I prefer my Internet sales coordinators to refer to themselves as ‘Internet sales managers’. The AIU doesn’t want to think just anyone is responding to their e-mails. They want someone with clout to handle their transaction because they are special. A little hint for those who don’t know: All Internet shoppers believe they are special. That is why, when they show up unannounced, you are expected to recall their name, their vehicle of interest, and all communication you’ve shared. Even though they need to carry the information into the store with them inside a manila folder tucked under their arm, you should know who they are. It is not like you have 250 others you are conversing with. They are the special ones. (Notice any sarcasm there?) The truth is, though, if they are in the store at that very moment, you should treat them as if they are the most important. The title of manager will carry with it a little more authority, allowing you to stand your ground on topics such as price, payment, and trade as well as make the customers feel they are more important than the average walk-in.

Working with an AIU is a little like the early stages of dating. If you present yourself as a servant/lower-class citizen to your potential girlfriend or boyfriend, it’s over before it begins. Men and women want to be with someone that they look up to and are willing to fight for. The same holds true for car shoppers. No consumers look up to sales clerks. People want to interact with their equals. Referring to yourself as a manager to a customer (provided you act accordingly) makes you an equal.

If you are an owner or GM, allow your staff to present themselves with a title of authority. Let them put it on their business cards if they ask. The pay plan dictates their pay, not their business cards, so you have nothing to worry about.

If you are an Internet sales specialist or a similarly titled position, just go ahead and try using a manager title in your e-mail signature. You will begin receiving more favorable responses. Some of these responses may actually ask more detailed questions, requiring decisions out of your pay grade. That’s fine. It opens the door to building credibility and rapport with the AIU and the medium of e-mail always gives you time to find out the answer from the powers that be.

Simply having the title of manager alone won’t even the playing field with your customers. You must act as if you are a manager. You must be as responsible and professional as your management staff. You must be courteous and respectful to the AIU’s wishes. You must position yourself as a customer’s solution.

It is not the title that makes the manager, but the actions. Even if you are not, act as if you are in charge. Act as if you have been doing this for 100 years and you are the best at it. Act as if you are the only person that can help them through their shopping ordeal. If customers perceive you are a person of power and influence in the dealership, they will have confidence in you and everything you say. If this newfound confidence breeds more sales, act as if you own the joint.

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Quick Steps to Website Optimization

Tuesday, August 11th, 2009

Many of you rely on your website provider to handle the search engine optimization of your dealership’s site(s).Others reach out to credible SEO professionals or consultants to achieve high organic rankings in search.There are a few of you, though, that are in charge of this step yourself.Whether it is something you’ve personally decided to take on or simply do not have the budget to pay someone for outside, it is the role that is carved out for you.

Here are just a few simple, quick steps to optimizing your website.I am not breaking ground here.I am not getting too specific.I also do not want to make this sound easier or less important than it is.It’s a science.However, here are just a few places to focus your SEO efforts.

1)Understand your target audience to determine what keywords you want to optimize with.In other words, “car dealer” alone will not get you thrown onto the first page of Google (or first 10 pages).Make sure to mention in your multiple keywords your location and your brand.Proper keyword targeting is imperative to achieving a decent page rank.

2)Content is king.Whatever the keywords are, your content throughout your site should correlate.The more valid, strong content on your website – that is supporting the keywords – the better.Make sure to have dense body content and a good practice is to make sure it is able to be viewed by all visitors, not just hidden as keywords for the search engine spiders.

3)Title Tags – This could be the most important SEO tags on your site.Google and Ask Jeeves for instance support 60 characters in the title.Only a couple support 120.Choose the most relevant, important keywords in the title and ensure that every page has its own, unique title.

4)META Description Tags – All search engines take into consideration what your description tags are and use this information to help determine your page rank.Write strong descriptions with no more than 200-250 characters. Descriptions tell them what your website (and individual pages) are all about.A strong pitch and summary, if you will.

5)Market Yourself.Make sure you have a few links outbound and some very strong links inbound.Beyond social networking sites, make sure you have your providers linking back to you in some way.This popularity will help drive your SEO page rank.The more popular you are with other sites and visits, the higher your rank goes.Start getting your name out in the multiple business listing sites and blog accounts available to you.

As I mentioned, most website providers will do this for you (except the final step – that is always up to you).If they are managing your SEO, call them immediately and ask if you can review all that is written about you (and chosen for you by them).Much of this can be found in the back-end, but some may be hidden from you.If you are unhappy with the amount of content or wording, ask them to change it.You understand the car business likely better than someone who hasn’t sold a car so you can give them insight.At the same time, always listen to a true SEO professional, but still look out for yourself first and foremost.When all else fails, find a consultant or SEO vendor that can assist you in this.

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The “Pretend” Test Drive

Tuesday, July 21st, 2009

A zany car salesman takes an unsuspecting customer on a “pretend” test drive. Craziness ensues.
Another Joe Webb (DealerKnows) “car guy” creation.

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