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Brad Paschal

Brad Paschal Senior Account Director

Exclusive Blog Posts

Aligning the Digital Retail and Showroom Experience

Aligning the Digital Retail and Showroom Experience

Has your dealership changed its sales processes in the last year due to COVID-19? The pandemic has accelerated many changes out of necessity, but now the q…

Seamless Success: Sales and Marketing Integration

Seamless Success: Sales and Marketing Integration

I answered my phone and greeted the BDC Manager we’ve been training at one of our client’s stores. BDC Manager: We have started getting a bu…

Eight Cylinders of the BDC: Customer Experience

Eight Cylinders of the BDC: Customer Experience

In the ever-changing automotive industry customer service is your only constant value proposition. All customer interactions matter. Cu…

Take Your Dealership's Social Media to the Next Level

Take Your Dealership's Social Media to the Next Level

Is your dealership having trouble growing its social media presence? You're not alone. Car dealers aren't exactly known for having a large followin…

WEBINAR RECORDING - Connect: The #1 Phone Metric Dealers Need to Prioritize

WEBINAR RECORDING - Connect: The #1 Phone Metric Dealers Need to Prioritize

In today's webinar, we had a great discussion with Jake Wilker, Sales Director and Judson Jones, Account Executive from Car Wars. They share…

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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