Okay, so you know you need to employ a conversion button strategy on your websites, but did you know you can have too many buttons? You can. It comes down to choices for your site visitor; and research shows that when consumers are presented with too many choices, they punt. They make no choice. […]
Can we all agree that if we doubled our demo drive percentage, we could double our write up percentage? Great. Now, can we agree that if we doubled our write up percentage, we could double our closing percentage? Outstanding. Since we all agree on this, let’s shift our primary focus in the dealership away […]
The Entire DIY Marketing Movement is Misguided I was on a call with a vendor the other day as he pitched his product. He wanted my opinion on their offering, so I asked that he show me his company’s solution as if I were a dealer-prospect. His pitch was compelling and his company has […]
Pull Out Your Moneymakers So much of success in sales is tied to activity, that I find it odd when I hear salespeople complaining about their lack of opportunities all while their heads are buried in their smartphones. There is no secret formula for selling; it’s pretty simple, in fact: those that are the […]
Digital Dealer – Why It Pays to Shop Around the Perimeter Most of us know that the healthiest way to shop in the supermarket is to stay around the perimeter (where the food is generally the freshest and most natural) and avoid the “Frankenfood” in the center. Can the same be true for vendor expos […]
As I wrote in the previous post in this series, a button strategy that drives leads is one of the simplest changes you can make to your website that will immediately drive more sales leads. So simple to get right… and so simple to get wrong. Buttons? Really? Buttons are so important to the […]
Changing the Culture at the DMV A regular reader of my writing asked me the following question via email recently: “According to state workers, the Department of Motor Vehicles is trying to change their reputation of rude customer service. With long lines, rude customers, customers who don’t want to deal with bureaucracy, how could […]
Newsflash: Car buyers hate the typical car buying process. Today, in their mind, they’ve already completed their own needs analysis. They’ve made their product selection. They know the car’s features. Everyone who submits a lead, calls you, or walks onto your lot is ready to test drive. In fact, because they’ve already come equipped […]
Whether addressing a 20 Group or consulting in a dealership, I am constantly asked questions like this: “So, Steve, what cool, new digital marketing sources are you seeing out there and what do you recommend?” The answer to this question always contains two parts: First, I tell them about the cool, new stuff I’m seeing; […]
The Best Gift for High School and College Students Got a millennial (or younger) in your life you care about? Worried they might graduate equipped for nothing more than a lifetime of narcissism and entitlement? Think it’s time for them to learn how to put on their big boy or big girl pants and […]
Slowing Sales? The First Expense You Should Cut Is Your Phone Training! Wait… what? Did I just read what I think I read? Yep. If you’re a car dealer looking for ways to save money in the face of current market softness, I honestly recommend (for most of you) that you eliminate your phone […]
There’s an SOS message being broadcast from parents and employers that seems to be getting louder every day: SAVE OUR SNOWFLAKES! Snowflakes, for the uninitiated, is a term thrown about by members of both major political parties in America to describe humans on the other side of the political extreme who seem easily offended. […]
What Your SEO (and Maybe Your Website Vendor) Doesn’t Want You to Know! If you’re an average car dealer – and I do mean just average – you’re likely wasting more than $25,000 every year on basically worthless Search Engine Optimization (SEO). For some of you, you’re actually the victims of outright fraud; though for […]
Got Millennials? Then you need Sh*t Sandwich. Bar none, Sh*t Sandwich is the must-have book if you’ve got people in your life (children, coworkers, employees) who think the world owes them everything and/or that life should be fair. I know, I wrote it. The advice in Sh*t Sandwich is simple to follow and easy […]
There is no “rule” in your dealership more harmful to your long-term success than that asinine, unwritten guideline that basically gives half the deal for any previous customer to the salesperson who sold them the last time. Ugh. I wrote “rule” in quotes, because this isn’t so much as rule as a copout on […]
Instead of being an 11- or 12-part, 3+ hour ordeal where your salespeople treat the prospects like suspects, the best road-to-the sale is actually controlled buying process: Controlled, in that your salespeople must remain fully in control throughout; Buying, in that the customer must feel like they’re buying, not being sold; and Process, in […]
BREAKING: Fort Lauderdale, FL, June 19, 2017 – Amazon.com (NASDAQ: AMZN) jolted the automotive retail industry this morning when it announced plans to buy giant AutoNation (NYSE: AN); introducing more uncertainty into a sector already faced with massive disruption on the horizon ranging from online car sales to autonomous vehicles. The $5.33 billion deal, a […]
Did you know that some of the nation’s best dealers have been closing their appointments that show at better than 80% for years? It’s true. Moreover, it’s actually not that hard to do – provided those at the top of your organization are truly committed to implementing a simple, repeatable process that works. The […]
There’s a strangely popular and wholly inaccurate post going around LinkedIn and other social media that generates tons of likes and shares – this, despite the post’s complete break from reality. I suppose it’s liked so much because it attempts to equate the demise of every industry to bad customer service and not technology; even when […]
When it comes to online vehicle specials, I’m flat out embarrassed for more than half of the dealerships I work with. There are even times that I actually want to ask: Why do you even have links to your specials pages on your website? If you’re a typical dealer, your specials pages can be […]