VIN-specific campaigns give you the ability to digitally merchandise each VIN on your lot with surgical precision, so you can sell faster and spend less.
Here is an interesting question; What are your competitors saying about your dealership to potential customers?
Herbert Hoover was quoted as saying, "Competition is not only the basis of protection to the consumer, but is the incentive to progress."
So here's the challenge. Whether you are a Dealer, a GM, a Sales Manager or a Sales Consultant, take the time to walk into your competitive facing dealerships and mystery shop them. Find out what they do well and what areas need improvement. Pay attention to things like:
* Initial Greeting
* First Impression
* What questions are asked to discover your needs
* Product Knowledge
* Professionalism of the Demonstration
* And finally, and perhaps the most important, ask them why you should buy from them and why they work at that dealership rather than the one down the street. (Your dealership!)
This exercise will be beneficial regardless of the answers you get or how well the "other guys" perform during your experience. If the sales consultant does an outstanding job and really performs at a level rarely seen at your dealership, HIRE THEM IMMEDIATELY! If they decline, use the experience as a launch pad to make your people better.
If the sales consultant doesn't perform so well during your experience and you can't imagine why anyone ever buys from this clown, use that
as a launch pad to tell your staff how good they are and point out where the competition struggles. Turn their weaknesses into your strengths and the consumers will notice.
Half of the battle is just showing up. Show up in your competitors showrooms and you'll be amazed at the wealth of valuable information you will obtain that can help you improve your dealership.
That's my 2 cents for the day. Move some metal!