The Customer Experience Series: The Customer Is Not Always Right.






You’ve probably heard (more than once) that the customer is always right. They are not. Of course, they don’t have to be right. They are your boss’ boss. They pay the bills. The customer is not always right, but they are always the customer. Now that we understand that, let’s talk about what we mean(…)






The Customer Experience Series: Why Does Good Customer Service Matter?






Over the years, I’ve met a number of department managers (even those making their living in the sales arena) that will openly question why the customer experience matters? Why, they’ll ask, do we need to focus so heavily on doing more than just delivering a good product at a good price? Why isn’t ‘good enough’(…)






Millennial Studies are Stupid






Car Dealers Want to Know How to Attract and Sell the Millennial Buyer In 2015, I attended a meeting where I observed an “expert” on Millennial Buyers as he addressed a gathering of dealer principals. This “expert” was himself a Millennial, so the OEM who paid five figures to arrange for this “training” felt as(…)






That One Thing That Just Might Save Your Local Newspaper






  Attention All Digital Marketing Snobs: local newspapers are still doing a good job of driving value for local businesses looking to get their messages in front of local consumers. Yes, ad revenue is down, but so are ad rates. And it’s these lower rates that now make it attractive for everyone from car dealers(…)






The Best Pokemon GO Marketing Strategies for Car Dealers in 2017!






  Ha, just kidding… There are no viable Pokemon GO marketing strategies for car dealers to employ in 2017 that will provide them with any kind of advantage or genuine ROI. STOP CHASING SHINY OBJECTS! Join Steve Stauning for the January 20, 2017 Live Video Webcast and learn how to Attract & Sell The Millennial(…)






For Car Dealers, Training is not a Panacea; It’s a Punchline






  Sales are flat – we need more training! Turnover is up – we need more training! Grosses are down – we need more training! We just got a bad review – we need more training! Salespeople aren’t making their calls – we need more training! I can almost hear Jan Brady now: “Training, training,(…)






How to Sell Cars on Craigslist – A Primer for Car Dealers






Craigslist Posting Basics for Car Dealers I’ve shared versions of these Craigslist best practices with clients and on the various industry discussion forums over the years, yet never thought of organizing these into an article until someone asked me recently if I had these tips all in one place. Hmm, good idea… so, here they(…)






8 Easy-to-Fix Website Mistakes Car Dealers Make That Are Killing Their Conversions






  As I’ve written before, your website has just two goals: Attract and Convert. Your site should be constructed in a way that is search-friendly so as to attract visitors; and then once they’re on your website, your only goal is to convert those visitors into buyers. That’s it; the only two goals.  Unfortunately, while(…)






Car Dealer Free Training Cheat Sheet






  Cheat Sheet for Free Car Dealer Training Resources About once a week I get asked if there is a place where someone can go to see all of my free training resources cataloged in an easily digestible format. For car dealers looking for just video training, we created a Suggested Training Curriculum for Car(…)






Hey Mr. Dealer: You Don’t Have Sales Managers; You’ve Got Deskers!






You Don’t Have Sales Managers; You’ve Got Deskers! Most dealerships I work with seem to suffer from too few managers. They don’t have enough managers to control the sales floor, monitor phone calls and other activities, oversee the basic Road-to-the-Sale, ensure the CRM is being used properly or even train their own sales teams. Why(…)






How To Mystery Shop Your Own Dealership For Free!






  No gimmicks and no tricks. In this article I am going to give you the step-by-step instructions you need to start mystery shopping your dealership’s internet sales team (and your competitors’ teams) without spending a dime (or by spending very little).  In the interest of full disclosure, my company completes a comprehensive mystery shop(…)






Trade-In Leads are Not Your DMS – You Can (and Should) Have More Than One Vendor!






  There is a misconception in automotive retail that you only need one trade-in partner providing your dealership with trade leads. This is lunacy and would be the 1990’s equivalent of advertising on just one radio station. For those who weren’t around dealerships back in the 90s, limiting yourself to advertising on just one radio(…)






How To Stop Turnover & Eliminate Staffing Issues Forever!






The Solution to the Never-Ending Car Dealer Staffing Problem So much has been written about the decades-long issues of turnover and staffing in automotive retail that I continue to be amazed when I read headlines like this one from Automotive News recently: Dealership turnover squeezing profits – NADA study spotlights struggles in recruitment and retention How(…)






Website Design “Experts” Are Killing Your Website’s Design!






How To Design Your Website to Convert More Visitors into Buyers! Little-known baseball great and minor league manager Rocky Bridges once said “There are three things the average man thinks he can do better than anybody else: build a fire, run a hotel and manage a baseball team.”  If Rocky were alive today he might(…)






Car Dealer Specials Pages are supposed to Drive Customers – Not Drive Them Away!






  Sorry, but Your Special’s Pages Stink… and That’s Costing You Sales! Let’s agree on a few things before we dive into some very simple steps to growing your sales with working specials pages: As the article title explained: Your specials pages are meant to drive customers, not drive them away!; and Your website has(…)






How America’s New Car Dealers Can Prepare for the Coming Autonomous Vehicle Disruption






  As I wrote in 2015’s Self-Driving Cars: the Winners and the Losers, new car dealers will be among the “Obvious Losers” when, not if, self-driving vehicles become ubiquitous. However, I also predicted that this evolution wouldn’t likely begin impacting new car dealers before 2025.  My timeline has actually contracted a little in the last(…)






Shut Up About the Appointments Already!






  This may sound like strange advice since I teach dealers how to implement both an Appointment Culture and The Perfect Appointment in their dealerships… but, will you please shut up about the appointments already? You are failing to set real appointments that show and buy, precisely because you talk so much about appointments that(…)






Car Dealers: Stop Overthinking Your Website! It’s All About Conversion!






(This is an update of a 2011 article I wrote for Digital Dealer Magazine. For some reason, my byline is absent in the online version of that post.) As I’ve said (and written) for a decade, if you’re a for-profit business, your website has only two goals: Attract Visitors. Convert those Visitors into Customers. Attract.(…)