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Brad Paschal

Brad Paschal Senior Account Director

Exclusive Blog Posts

Car Sales Data Worth Celebrating

Car Sales Data Worth Celebrating

It should come as no surprise that new car sales are up significantly from March 2020 to March 2021, but that doesn’t stop me from celebrating. …

[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

In this episode of the Dealership HCM podcast, Bart and Jason sit down with employee retention expert Clint Pulver to discuss tactics that dealers can use …

The First Step: Identify Your Customer

The First Step: Identify Your Customer

With each phone call that we make, the goal is the same: get the customer on the phone, then get them to come in and buy a car.&nb…

WEBINAR RECORDING - A Squad of Smooth Talkers: Prioritizing Phone Calls Beyond Sales and Service

WEBINAR RECORDING - A Squad of Smooth Talkers: Prioritizing Phone Calls Beyond Sales and Service

In today's webinar, we had a great discussion with Amanda Knowlton, Director of Channel Partnerships at CallRevu. She talked …

Automotive Email Marketing: 5 Tips To Boost ROI On Emails

Automotive Email Marketing: 5 Tips To Boost ROI On Emails

Email marketing remains a solid marketing strategy even with the rise in other digital platforms that promote businesses. It enables businesses to conn…

5 things Dealer should do before bringing on Digital Marketing Vendors

5 things Dealer should do before bringing on Digital Marketing Vendors

1. Map your Inventory feed

I run into this issue almost every day.  Inventory maps are a must so that you can ensure that accurate information is syndicated to your vendors. Its very time consuming but here is how you do it.  Call your DMS and ask who they are sending the feed to, more than likely its an IMS like Homenet, Inventory Plus, ETC. Then ask the IMS where they are sending the feed. It could be vAuto, Your website or vendors. It should look like one of these  (DMS--->IMS--->vAuto---> website and other Vendors) or (DMS--->IMS--->website and other vendors) (DMS---> IMS--->Website--->other vendors)

2. Used Car and New Car managers Pricing in same system

This is crucial for accurate information.  Most used car manage price in vAuto or the IMS while most New car Manager price in the DMS or the website backend tool.  This created difficulty when trying to get an accurate feed.

3. Own your Google Analytics Account

This ensures that no matter what vendor you go with you have historical data to make decisions with.  It also allows you to inspect and verify.  Our customers in dealerships demand transparency; We should demand the same transparency out of our vendors.

4. Own all Social Media Accounts

A dealership should have at least 3 people in management as admins on every social media account.  The process of trying to recover an account after you fire a vendor or an employee is lengthy and stressful.  If you do find yourself in this situation try Twitter support its the fastest.

5. Pricing and Merchandising

If a car has been on the lot 200 days and hasn't sold, The first thing I look at is pricing and merchandising.  Are the pictures of good quality? How many pictures? Is the Trim Level right? Is the color right?  The best resource I know of in the industry for best practices is Jasen Rice at Lotpop.  Here is a link to his free content: http://www.lotpartyshow.com/video-tips.html

As always if you need help email or call me:

bpaschal@lotlinx.com

cell: 8065482468

Tori Zinger

Thanks for this useful/practical information, Brad. With regard to #3, there has actually been a discussion going on in the community lately about this -- you may want to check it out and offer your insight!

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