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Jan 17, 2013

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    Erich K. Gail, COO of the Cardinale-Group of Companies, gave a great interview the other day at the 2015 Denver Automotive Summit.  He spoke about how the Cardinale-Group has become the #5 (now #4) Highest Sales Volume eDealer in North America through ZMOT Auto! Gail stressed the importance of a dealer-first focus with a management-driven culture.  This enables ZMOT Auto techniques to be fully utilized without ridiculous amounts of spend. During the interview, he also touched on using a CRM as a nucleus for attribution, having a custom inventory and investment tool, mastery of phone skills, continuous training for associates and management, and, of course, a strong commitment to zero moment retail.  All these things together make up a dealership group that is fully enabled to take advantage of ZMOT Auto techniques. Finally, Gail stressed the importance of family within the Cardinale-Group, mentioning as an example how every employee and manager have books they must read along wit...Read post

  • Why 90% Will Fail at S.A.L.E.S. - Does Your Team Practice These 5 Life Skills?

    The biggest objection salespeople will get in their sales career is not from a customer but from inside themselves. This is why I believe it’s critical for a salesperson to learn life skills in addition to honing their sales skills. I use the word S.A.L.E.S. as a memory word for some of the fundamental life skills needed to succeed in sales. Each letter in the word S.A.L.E.S. represents a life skill that salespeople need to practice.Read post

  • Auto/Mate Ranks Number One on Top Workplaces 2015 Report; Mike Esposito Honored with Special Leadership Award from the Times-Union

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  • Navigating SEO: How to Audit, Fix, and Build Citations with Advanced Local SEO

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  • 7 Reasons You Should Still Be Sending Direct Mail

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  • Is Having Too Many Pictures A Bad Thing? Perhaps

    It wasn’t too long ago that we saw most dealers’ VDP pages contain only a couple of pictures of a vehicle. As technology improved and made it easier and more efficient for dealers to take and upload more images, best practices quickly raised the standard for image quantity to 40 or more pictures. Now, however, a recent article in Automotive News cites a white paper that suggests that a VDP page that contains more than 9 photos causes “image fatigue” in a consumer. Apparently this results in a drop off in lead volume as consumers get tired of clicking through multiple images to find the information they are seeking – whether that be interior images, exterior images, or whatever aspect may be important to that particular buyer.   The thought process behind providing multiple images is that the consumer has the ability to inspect a vehicle online and gain more interest by having any questions about vehicle condition answered. The results of the white paper suggest that the ...Read post

  • Planning Your ZMOT Sales Funnel

    Large amounts of money are often spent on digital marketing to get shoppers to click through to an automotive dealership website.  Often, however, the site is not prepared to further move those shoppers down a definite sales funnel.  The "everything but the kitchen sink" method of VDP design is thankfully starting to fade with more focus on a path for shoppers to take. Traditionally, "sales funnel" has referred to the various stages of advertising such as "awareness/branding", “consideration” and “purchase”.  Here, "sales funnel" is used to describe the most efficient path that zero moment of truth customers can travel to get the product they are trying to purchase. The main ingredient is to deliver what was promised in the marketing.  With zero moment advertising, a dealer will want to focus on putting the same offer on their website that was referenced in the advertising, along with one or possibly two paths to receiving the offer.  Those paths could include chat, phon...Read post