Community

Share your automotive expertise

2 Write a Blog Post

At the End of the Day, We’re All In Sales

By Kristen Judd on Feb 21, 2013

2013 is off to a busy start.  The automotive industry is coming off of the best year in five years and there is certainly a feeling of promise that 2013 may be an even better year for retail automotive than 2012.  Innovation, technology and connectivity continue to advance at lightning speed.  Consumers are online, on smart phones, on social networks, on review sites, on tablets and devices, sharing information with one another and trusting advertising less and less.  Businesses, including automobile dealers, have the challenge of keeping up with changing consumer behavior and the shifting digital landscape while trying to create marketing that cuts through the clutter and connects with prospects in a way that leads to traffic, conversions, sales and retention.  It is a tall order.

There is intense focus on technology, but we must never lose sight of the fact that people do business with people, and most people would rather do business with people they like.  Harnessing technology to do the heavy lifting and then allowing the human relationships to take over is where the magic happens.  In the dealership world, this requires the intersection of people, process, technology, timing and message.  Operations and sales objectives should not become detached from the marketing messages or the “story” of your business.

I’ve been thinking about this lately.  At 3 Birds, we’re building a company and a community.  We strive to develop industry leading marketing software, design tier-1-quality creative, create effective marketing strategies, provide attentive account management and customer support, and to expand our customer base.  Each department plays an important role in the success of our company, but as is often said in startup circles, no matter what position a team member occupies, we’re all in sales.  Together, each and every 3 Birds employee represents our company and what we stand for to the outside world – to current customers, prospective customers, vendor-partners, the community and even to friends and family members.  With this in mind, we’re in the midst of a very interesting exercise.  Every single 3 Birds staff member has been asked to record their 60-90 second “elevator pitch” that they would give in response to the question, “So what does 3 Birds do?”  I am eager to view the videos because I think that they will offer a great deal of insight into the different perspectives that each of our team members bring and what 3 Birds means to them as well as potentially revealing knowledge gaps that need to be filled. 

What would your staff say if asked to deliver an elevator pitch about your dealership?  Of course, you sell and service vehicles, but how would they articulate the unique value proposition that makes buying or servicing at your dealership better than the competition?  How would your receptionist answer the question?  What would someone in accounting say?  Would the fact that your dealership has been family owned for three generations be mentioned?  Do you think that you would be surprised by some responses?   

Kristen Judd is co-founder and president of 3 Birds Marketing. She is passionate about bringing top-quality, concierge-level service to each of 3 Birds’ clients; she is also a Virgo and is single-handedly responsible for keeping Starbucks in business. Kristen can be reached via email at kristen@3birdsmarketing.com, on Twitter at @kwjudd, and on LinkedIn

Comments

Kristen - I can relate to this topic so much.

I'm also a huge believer that part of your own success with building a successful company and community (around 3 Birds) has been your ability to simply be a down to earth, approachable person first. I commend what you and Layton have done - along with the team you've assembled as well. And by doing so, you're helping make that "sales" process an easier and more enjoyable one.

Keep it up...

Feb 21, 2013

Comments 1 - 1 of 1

You must be logged in to comment

Login Create an account

Add your comments:

   

Kristen Judd's Recent Posts

Related Posts

  • Thanks to the DrivingSales Community for a Successful 2014

    We would like to thank each and every one of our DrivingSales Community members for propelling us forward in 2014. With registered users in over 60% of dealerships nationwide, and three times the online user traffic of the next largest community, DrivingSales.com has become the leading network for collaboration, product reviews, and industry trends as the central piece of the DrivingSales media division. And we have you to thank. In 2014, DrivingSales launched two new businesses that rapidly achieved critical mass.   DrivingSales News premiered in August 2014, exclusively reporting on the intersection between retail automotive and technology innovation. DrivingSales News produces over 100 video stories and articles each month and, in less than four months, has grown to deliver news to one-third of US dealerships. DrivingSales Data launched in June 2014 and is the industry’s first free cross-channel marketing analytics service, integrated directly with the industry’s major m...Read post

  • AUTOSOFT FLEX DMS wins BEST DMS AWARD with DrivingSales “HIGHEST RATED” Dealer Satisfaction Honor

    Autosoft, Inc. Flex DMS has received the “Highest Rated” Dealership Management System Award in the sixth annual DrivingSales Dealer Satisfaction Awards, presented at a special event today in conjunction with the 2015 National Automobile Dealers Association (NADA) Convention & Expo. Autosoft, Inc. Flex DMS received the highest dealer satisfaction ranking in the Dealership Management System category, as determined by the thousands of auto dealers who are part of the DrivingSales.com community.Read post

  • 2014 DrivingSales Dealer Satisfaction Award Recipients Announced

    Awards recognize dealer satisfaction with products / services in 14 categories; presented at special ceremony in conjunction with the 2015 NADA Convention       San Francisco, CA – January 22nd, 2015 – The sixth annual DrivingSales Dealer Satisfaction Awards were presented at a special ceremony today in conjunction with the 2015 National Automobile Dealers Association (NADA) Convention & Expo in San Francisco. The awards measure dealer satisfaction with products and services provided by vendors in 2014 in 14 categories, including Chat Products, CRM, New Car Leads, Reputation Management, SEO, Used Car Advertising, Websites, SEO and more. Vendors who achieved the highest dealer satisfaction rankings received “Highest Rated” or “Top Rated” awards. The awards are based on DrivingSales Vendor Ratings, which comprise 21,000 validated user reviews.   “This marks the sixth anniversary of the Dealer Satisfaction awards, and we are so impressed with the breadth of serv...Read post

  • Auto/Mate Presented With DrivingSales Dealer Satisfaction Award For Third Year In A Row

    SAN FRANCISCO, CA – January 22nd, 2015 – Auto/Mate Dealership Systems (www.automate.com) announced today it has received a “Top Rated” Dealership Management System (DMS) award in the sixth annual DrivingSales Dealer Satisfaction Awards, presented at a special event today in conjunction with the 2015 National Automobile Dealers Association (NADA) Convention & Expo.   "This is the third year in a row that Auto/Mate has been recognized by dealers for being a leader in customer satisfaction," said Mike Esposito, President and CEO of Auto/Mate Dealership Systems. "We're not satisfied unless our customers are satisfied, so knowing they appreciate us for providing the best software with the best support is a great achievement."   Auto/Mate's Automotive Management Productivity Suite (AMPS) is a full-featured, user-friendly dealership management system in use at more than 1,000 auto retailers nationwide. AMPS provides dealers with robust functionality suitable for large auto g...Read post

  • Make Digital Communication a Priority by 2025

    In a recent report by IBM, “Automotive 2025: Industry without borders”, discusses the future of the automotive industry among OEMs, automotive suppliers, and other auto industry participants. The authors Ben Stanley and Kal Gyimesi ask this question,   “How can you form relationships with newer, non-traditional industry participants to provide the digital relationship and customer experience that today’s drivers and passengers demand?”   The answer, left open for you to do some soul-searching, has one obvious answer:   Invest in live chat.   Live chat is a proven and cost effective way to provide an always-connected and helpful customer experience on your website. And it’s one of the best ways to exceed today’s consumer expectations for digital engagement outlined in IBM’s study.   Make Digital Communication a Priority However, the IBM study also discussed that several OEMs have not yet made consumer expectations for digital communication a top priorit...Read post

  • Will you be my single serving friend?

    There is a famous quote from Fight Club by Chuck Palahniuk, "They're single serving friends". If we are all honest with ourselves we like having them. A single serving friend is one that is there for a small window filling a specific need. It is a very indulgent luxury that all of us can have, and that many times we go back to over and over again. I have more than a few in my life, like the server at Starbucks. I am an admitted coffee addict (there is a giant cup next to me now) and go in to Starbucks daily for a large black coffee. Each time I go in the same server is behind the counter, and we have what amounts to a 30 second exchange daily. When I get to the counter she smiles, most times already has my coffee order ready because she noticed me in line, asks how my day is going, and generally makes a comment about the weather, news etc. For my part I compliment her on remembering my order and being so quick, have some comment or another on the weather, work, etc, and then tell her to have a great day. The perfect single serving friend that I pick up when I want.Read post

  • Can you make time to earn more profit?

    Hiring in sales departments can be an exhausting and frustrating experience. Whether it is marketing for applicants, fielding resumes, or the actual interviews. Each of these are time consuming. The biggest problem we find in our clients is that the job of handling all these time consuming activities falls to the sales manager. A typical hiring campaign can take upwards of 18 hours of real work to complete, and that does not take into account the need for training once a hire is made. Of course, who is responsible for training the newbie? Yep, the sales manager.Read post

  • DealerSocket Acquires DealerFire

    DealerSocket today announced the acquisition of DealerFire, an award winning and leading provider of custom automotive websites and digital marketing. Established in 1999, DealerFire has led the way in providing custom automotive website solutions from large automotive dealer groups to independent dealers; supplying dealerships with extensive automotive websites, mobile applications, content marketing, and search engine marketing (SEM).   “DealerFire has demonstrated wonderful innovation and high-integrity service to many of our dealers for a long time,” said Jonathan Ord, CEO of DealerSocket. “They know automotive, they are passionate in what they do for the industry, and they are a perfect addition to our ‘We Are Automotive’ platform. This acquisition is just one more step in demonstrating our ability to leverage the right tools and service offerings to make life easier and more profitable for dealerships around the world.”   “We could not be more excited to jo...Read post