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Brad Paschal

Brad Paschal Senior Account Director

Exclusive Blog Posts

The Value of a Better Buying Experience

The Value of a Better Buying Experience

    We met with Steve Roessler, Vice President of Sales at DriveCentric, at NADA 2020 to discuss how dealerships can nail their customer experience…

Managing Remotely: the Daily Check-in

Managing Remotely: the Daily Check-in

In the last post of this series, we talked about the necessity of determining the activities that will get you the results when you have a team working rem…

Put Your Marketing Focus on Fixed Ops

Put Your Marketing Focus on Fixed Ops

March 2020 felt like the longest decade in modern history, didn’t it? In the automotive industry, dealerships in most states have gone from flour…

2020 is Going to Be About Efficiency

2020 is Going to Be About Efficiency

  We sat down with David Steinberg, CEO and founder of Foureyes, to discuss where automotive is headed and what we can do to improve in 2020. &ld…

How to Build the Foundation of Your Brand (and Other Cool Things, Too) | KPI Cafe Season 4 Bonus 1

How to Build the Foundation of Your Brand (and Other Cool Things, Too) | KPI Cafe Season 4 Bonus 1

For this episode, Host Dane Saville brings in the foremost authority on branding for automotive retail: Paul Daly. They discuss the "transaction of gr…

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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