WHAT I RE-LEARN WHEN I READ YOUR POSTS:   1. High-level performers read articles and blogs to stay on top of their game. 2. “Old School” managers don’t. 3. You have to be prepared to try things that others aren’t willing or able to do in order to differentiate yourself from the competition.   So, let’s start at the beginning: Top-performers (especially top Internet performers) know that the only constant in automotive digital marketing is change. Consequently, they work to keep their collective ear to the ground in an effort to improve performance (or even to remain where they are.) So, my hat is off to everyone who commented, particularly on the initial ‘Pricing on the Phone’ post (http://www.drivingsales.com/blogs/phoneking/2011/06/27/to-price-or-not-to-price-that-is-the-question).   On the other hand, Old-School Managers think there is no other way but theirs – and I don’t completely blame them...

Is your dealership phone experience in need of a reboot? If so, you’ve come to the right place! In all the hype around improving your digital automotive marketing strategy, don’t let phone etiquette get lost in the shuffle. Phone leads are generally the furthest down in the purchase funnel, so here’s how to make sure these serious shoppers convert to sales.   Give your receptionist a raise. Your receptionists embody your dealership’s vital first impression; what kind of impression will that be?  Will they offer the kind of cheery professional phone greeting that creates car-buying excitement? Or is their bland “hello” going to convince your customer to opt for the next dealer on his or her list? You decide. Your receptionist wields a powerful ability to influence the customer experience for good or bad; yet too many dealership receptionists are bored, underpaid, and under-challenged. Keep the car-buying spark alive in your cust...

Did you know that of your unique website visitors, over 60% are seeking your Fixed Operations department? And, how about this: in the first six months of 2010, one hundred forty-two million Internet users searched for auto parts and service online! So here’s the question these stats beg: do you give your website’s Fixed Ops section as much love as you give your Variable Ops section? If you’re like most dealerships, you don’t! In fact, most dealers treat their Parts and Service pages like second-class add ons, a mistake that could cost you thousands in potential lost revenues. Many of your competitors cater to online Parts and Service shoppers, allowing them to easily navigate their sites and set service appointments. Many are even offering the opportunity to purchase parts, tires and accessories on their sites. What are YOU doing with the Fixed Ops segments of your dealership’s website that has allowed you to engage and capitalize on the vast nu...

Like a rock star in a mosh pit, the automotive email inquiry is a slippery animal- especially when it comes to dealing with price. The email medium demands complete transparency; yet dealer selling cycles usually require tactful discretion. What’s a dealer to do? Navigating "the price dance" can be tricky, but it can be done. Read on to see how to handle this common lead scenario like a stone-cold pro.     Hi Julio, Bye Julio: How to Lose an Automotive Email Lead in 2 Minutes   The Customer: Julio The Request: “I want your best price and payments on one of your new, top-line extended cab pickup trucks.” The Response: “I’ll need a little more information from you in order to quote you an accurate price – when would you be able to come in to discuss your new truck?” The Outcome: You never hear from Julio again, despite multiple emails on your part.   The Lessons:  1) You have no contr...

Dancing: [DANS-ing] N., Orig., 1250-1300, ‘daunce’ - Middle English – A movement-based art form made popular just prior to the Renaissance Era, but perfected by car dealers between 1970 and 2011.   While dancing is something car dealers have done well for years, behold the double-edged sword because it cuts both ways. Giving prices (or sometimes NOT giving prices) when a customer is not physically in front of you may deliver sword-like results!   How do you handle the price question? ...