The other day I was honored to be visited by my good friend and Industry Professional Micah Birkholz. Now I could share with you here a variety of stories and analogies, from his refreshingly sarcastic posts that make me laugh and think to the reality that two people who met “In Real Life” for the first time already had a well-established bond and friendship built entirely through Social Media, but it was his comment about his t-shirt that inspired me.

You see he had on an “I Yelp” shirt and told me that one day he intended to write an article about it but that I should go ahead and do so if I chose. He then said that he and his wife (who is absolutely gracious and charming) were going shopping. Classic Micah. Who else would wear so brazenly a shirt into a Retail establishment that say’s “I’m going to tell everyone about how I’m treated.”?

Think on this. If you had a Customer walk into your showroom carrying a sign reading “I’ll give you 100% CSI on your insanely worded OEM survey AND I’ll rate you on-line, fan you on Facebook, share your posts with my friends and recommend you to every stranger I meet” either every Salesperson would help them or none would because the Manager would insist on doing so! The reality is, every day you DO have that Customer…you just may not know it.

How many of us bother to ASK our Customers if they participate in Location based Platforms such as Yelp or Foursquare? If they do, ask them to “Check In” as there are sometimes Specials on there that could be worth checking out. You may want to have a Service Special active so the next line could be “See we’re saving you on your New Car and you haven’t even picked it out yet!” If nothing else, showing you’re Socially connected and listening will not harm your sale at this point.

For years we have been told to try and “weed out” if there is another decision maker in the process. Have your Customer post a photo to FB BEFORE they buy asking if the Silver or Black is a better choice? It may back-fire on occasion, but overwhelmingly those people we are connected to in our Social Graph support us and wish us well in our new endeavors, right? Wouldn’t an “Ooooh, I’m so jealous!” post help you close a deal?

Above all, the survivors in this business are going to be those that provide the exemplary Service that merits those reviews, not those that game them. As I and others predicted years ago, Reviews and Social ARE impacting search and conversion. Don’t be afraid to engage your Customer as if they had an insane Klout score, serious Kred, 80,000 Twitter Followers and 5,000 FB friends…After all they might. J

 Doing the right thing for the right reason will always lead you down the right path and the Golden Rule has never steered anyone wrong but if you don’t ask you may not receive.

Happy Selling!

Bryan Armstrong

@bryancarguy

The other day I was honored to be visited by my good friend and Industry Professional Micah Birkholz. Now I could share with you here a variety of stories and analogies, from his refreshingly sarcastic posts that make me laugh and think to the reality that two people who met “In Real Life” for the first time already had a well-established bond and friendship built entirely through Social Media, but it was his comment about his t-shirt that inspired me.

You see he had on an “I Yelp” shirt and told me that one day he intended to write an article about it but that I should go ahead and do so if I chose. He then said that he and his wife (who is absolutely gracious and charming) were going shopping. Classic Micah. Who else would wear so brazenly a shirt into a Retail establishment that say’s “I’m going to tell everyone about how I’m treated.”?

Think on this. If you had a Customer walk into your showroom carrying a sign reading “I’ll give you 100% CSI on your insanely worded OEM survey AND I’ll rate you on-line, fan you on Facebook, share your posts with my friends and recommend you to every stranger I meet” either every Salesperson would help them or none would because the Manager would insist on doing so! The reality is, every day you DO have that Customer…you just may not know it.

How many of us bother to ASK our Customers if they participate in Location based Platforms such as Yelp or Foursquare? If they do, ask them to “Check In” as there are sometimes Specials on there that could be worth checking out. You may want to have a Service Special active so the next line could be “See we’re saving you on your New Car and you haven’t even picked it out yet!” If nothing else, showing you’re Socially connected and listening will not harm your sale at this point.

For years we have been told to try and “weed out” if there is another decision maker in the process. Have your Customer post a photo to FB BEFORE they buy asking if the Silver or Black is a better choice? It may back-fire on occasion, but overwhelmingly those people we are connected to in our Social Graph support us and wish us well in our new endeavors, right? Wouldn’t an “Ooooh, I’m so jealous!” post help you close a deal?

Above all, the survivors in this business are going to be those that provide the exemplary Service that merits those reviews, not those that game them. As I and others predicted years ago, Reviews and Social ARE impacting search and conversion. Don’t be afraid to engage your Customer as if they had an insane Klout score, serious Kred, 80,000 Twitter Followers and 5,000 FB friends…After all they might. J

 Doing the right thing for the right reason will always lead you down the right path and the Golden Rule has never steered anyone wrong but if you don’t ask you may not receive.

Happy Selling!

Bryan Armstrong

@bryancarguy

We’ve all heard the expression “inspect what you expect” and granted there is great power, insight and learning to be had by monitoring your processes through thorough reporting. However, when is the last time you inspected the data from which those reports are compiled?

The power of inspection lies primarily on the focus those actions will receive because everyone knows they are being monitored. This very knowledge however can backfire when your basing the reports on false data. For example, we know there is a direct correlation between closing percentages and response times. There is also not a manager worth their salt that does not keep a keen eye on this metric. When was the last time you took the extra step and looked at the quality of those responses? Better yet, have you ever picked up the phone and simply asked the consumer “I know you just spoke with my I-Net manager, but I wanted to personally thank you for giving us this opportunity. Have you received all the info you requested?” The answer may shock you. I know it did me!

                This last 2 weeks I have been thoroughly engrossed In processes long before they normally escalate to my desk and I can say that salesmen still “cherry-pick” and form judgments and opinions about who is a “buyer” and who is a “shopper”. The worst are from customers who have contacted your store within the last 90 days but have not yet purchased.

Inevitably, the notes on the contacts become redundant and I marked more than sale “lost” and “bought elsewhere” because the salesman said they were waiting 6 months (oddly enough that was the original note on the show room visit event).

Prejudices form and the easy way out and next and newest beckons more enticingly to most.

                Don’t just look at your reports, get involved! Shop your own store, or get a friend to, and quit delegating every task thinking that some are “beneath” your level and what you have to do is more pressing. Inspecting what you inspect will most certainly raise your expectations and provide insight into your business that no report can show.

                Good selling!

Bryan Armstrong

@bryancarguy

We’ve all heard the expression “inspect what you expect” and granted there is great power, insight and learning to be had by monitoring your processes through thorough reporting. However, when is the last time you inspected the data from which those reports are compiled?

The power of inspection lies primarily on the focus those actions will receive because everyone knows they are being monitored. This very knowledge however can backfire when your basing the reports on false data. For example, we know there is a direct correlation between closing percentages and response times. There is also not a manager worth their salt that does not keep a keen eye on this metric. When was the last time you took the extra step and looked at the quality of those responses? Better yet, have you ever picked up the phone and simply asked the consumer “I know you just spoke with my I-Net manager, but I wanted to personally thank you for giving us this opportunity. Have you received all the info you requested?” The answer may shock you. I know it did me!

                This last 2 weeks I have been thoroughly engrossed In processes long before they normally escalate to my desk and I can say that salesmen still “cherry-pick” and form judgments and opinions about who is a “buyer” and who is a “shopper”. The worst are from customers who have contacted your store within the last 90 days but have not yet purchased.

Inevitably, the notes on the contacts become redundant and I marked more than sale “lost” and “bought elsewhere” because the salesman said they were waiting 6 months (oddly enough that was the original note on the show room visit event).

Prejudices form and the easy way out and next and newest beckons more enticingly to most.

                Don’t just look at your reports, get involved! Shop your own store, or get a friend to, and quit delegating every task thinking that some are “beneath” your level and what you have to do is more pressing. Inspecting what you inspect will most certainly raise your expectations and provide insight into your business that no report can show.

                Good selling!

Bryan Armstrong

@bryancarguy

Chicken Little created a crisis that was, though real in his mind, totally false. However, it spurred others into frivolous action in a well-known Fairy Tale. In the next few weeks and Months many Dealership personnel will confront the same thing as they interact with Vendors at the Dealership, in on-line forums and at Conferences. 

And thus my friends will begin the Zero Moment of Bullsh**.

We get it every day in our inboxes “we have done a quick study of your website and found several areas you should be concerned with”, “Google 3.4 will make your website invisible unless you ACT NOW”, “Get our Free whitepaper on why you need our service and a free 30 Day trial”… and on and on it goes.

“Create a Crisis Marketing" is not new. Bomb shelter Companies made millions during the red-scare era, and look at the health supplement market! That’s NOT to say there was never a possibility of being attacked as a Country nor that Vitamins aren’t good for you.

However, a good Vendor Partnership should be like a good marriage so maybe follow the same steps:

1. Determine what you are looking for that will complement your current strengths and shore up your weaknesses.
2. Get involved in Communities that foster education and interaction. Don’t frequent bars as a primary hunting ground. I have 4 Sisters and Mom always told them “you’ll never find a Stallion in the Donkey corral”.
3. Long courtships and engagements are good. Love at first sight DOES happen, but it’s RARE and a cooling off period won’t deter it if it’s real.
4. Commit. Totally and completely. It’s a lasting thing and may be rough but even the best relationship can sometimes go through a rocky patch. Communicate often and openly and don’t start looking for the next best thing before you’ve exhausted all channels with your current spouse.

 Don’t wake up next week with a ring on your finger and no idea how it got there.

Bryan Armstrong

@bryancarguy

Chicken Little created a crisis that was, though real in his mind, totally false. However, it spurred others into frivolous action in a well-known Fairy Tale. In the next few weeks and Months many Dealership personnel will confront the same thing as they interact with Vendors at the Dealership, in on-line forums and at Conferences. 

And thus my friends will begin the Zero Moment of Bullsh**.

We get it every day in our inboxes “we have done a quick study of your website and found several areas you should be concerned with”, “Google 3.4 will make your website invisible unless you ACT NOW”, “Get our Free whitepaper on why you need our service and a free 30 Day trial”… and on and on it goes.

“Create a Crisis Marketing" is not new. Bomb shelter Companies made millions during the red-scare era, and look at the health supplement market! That’s NOT to say there was never a possibility of being attacked as a Country nor that Vitamins aren’t good for you.

However, a good Vendor Partnership should be like a good marriage so maybe follow the same steps:

1. Determine what you are looking for that will complement your current strengths and shore up your weaknesses.
2. Get involved in Communities that foster education and interaction. Don’t frequent bars as a primary hunting ground. I have 4 Sisters and Mom always told them “you’ll never find a Stallion in the Donkey corral”.
3. Long courtships and engagements are good. Love at first sight DOES happen, but it’s RARE and a cooling off period won’t deter it if it’s real.
4. Commit. Totally and completely. It’s a lasting thing and may be rough but even the best relationship can sometimes go through a rocky patch. Communicate often and openly and don’t start looking for the next best thing before you’ve exhausted all channels with your current spouse.

 Don’t wake up next week with a ring on your finger and no idea how it got there.

Bryan Armstrong

@bryancarguy

All across the Country, in fact probably in Dealerships everywhere, a similar scene has played itself out today: Call every un-sold Customer we’ve had all Month, bump all Trades to get a New retail unit, take that loser deal because we need those last few cars, get an update on every non-funded deal, call emergency C.I.T. meetings, whip the B.D.C. into a frenzy….

So after this madness and mayhem of erasing Thousands of Dollars of profits in an attempt to get deals funded and volume up, the same vow will be made tomorrow: “We need to stay on top of this stuff throughout the Month so we don’t have this B.S. next Month.”

Didn’t you say that LAST Month, and the Month before?

If this in no way pertains to you, great, but I’ll bet we can all see something that is applicable.

The false sense of Urgency created at the end of each Month is born of the very real desperation created by a failure to inspect your processes every day. The end of the Month can be much more pleasant when it’s just “going for extra gravy” rather than a futile last-ditch effort to force into being that which could have been cultivated daily.

Luckily tomorrow is a new Day, a new Month and an opportunity to get it right. You don’t have to have a Title to be a Leader. So when are you going to TAKE ACTION?

Bryan Armstrong

@bryancarguy

All across the Country, in fact probably in Dealerships everywhere, a similar scene has played itself out today: Call every un-sold Customer we’ve had all Month, bump all Trades to get a New retail unit, take that loser deal because we need those last few cars, get an update on every non-funded deal, call emergency C.I.T. meetings, whip the B.D.C. into a frenzy….

So after this madness and mayhem of erasing Thousands of Dollars of profits in an attempt to get deals funded and volume up, the same vow will be made tomorrow: “We need to stay on top of this stuff throughout the Month so we don’t have this B.S. next Month.”

Didn’t you say that LAST Month, and the Month before?

If this in no way pertains to you, great, but I’ll bet we can all see something that is applicable.

The false sense of Urgency created at the end of each Month is born of the very real desperation created by a failure to inspect your processes every day. The end of the Month can be much more pleasant when it’s just “going for extra gravy” rather than a futile last-ditch effort to force into being that which could have been cultivated daily.

Luckily tomorrow is a new Day, a new Month and an opportunity to get it right. You don’t have to have a Title to be a Leader. So when are you going to TAKE ACTION?

Bryan Armstrong

@bryancarguy

As I monitor all inbound and outbound communication of Dealerships watching for signs of impending C.S.I. issues, new or missed sales and retention opportunities and, I am simply amazed at the amount of time, effort, energy and money that is expended by the Sales dept. to remedy issues. By contrast, Service rarely has these problems, but when they do, it’s from the same root cause. That’s right, the “C” word… Communication… or shall I say the lack thereof.

Recently I listened to a customer whose car had been in the shop for 2 days longer than anticipated, the wrong parts had shown up and it was going to be even longer as one needed component was back ordered. When asked about her experience she proclaimed “Your Service guy is a God!” (Keep in mind this was not a warranty issue, she was not in a loaner car and she was footing the bill herself). This response was so far away from what I had expected that I had to inquire further. Her explanation: “Look, I’m not happy about everything but I understand things happen and he has called everyday to offer shuttle service if I need it and keep me updated. Plus he always returns my calls! As long as he is there, I’ll never go anywhere else.”

No CRM or process can force it; this is a man who’s building for himself a career and a following.

By contrast, I’ve seen customers who were so happy with their experience that they sent in referrals who also bought cars. The salesman failed to follow-up on the $100 referral program check he had pitched to them at delivery. Even though the matter was eventually resolved to their satisfaction, the message from their salesperson had been received loud and clear.

Even if the news is unpleasant a swift delivery with a clear message will alleviate most hassles. “no there is no second set of keys” trumps “I don’t think there are but I’ll look and if they show up I’ll call” every time.

Communicate often, clearly and through the channel the customer is comfortable with. The payoff is huge.

What fail-safe's are in place at your Dealership? How often do you monitor or cross-check to measure that your expectation is being met? Pro-active will beat reactive every time!

Bryan Armstrong

@bryancarguy  

As I monitor all inbound and outbound communication of Dealerships watching for signs of impending C.S.I. issues, new or missed sales and retention opportunities and, I am simply amazed at the amount of time, effort, energy and money that is expended by the Sales dept. to remedy issues. By contrast, Service rarely has these problems, but when they do, it’s from the same root cause. That’s right, the “C” word… Communication… or shall I say the lack thereof.

Recently I listened to a customer whose car had been in the shop for 2 days longer than anticipated, the wrong parts had shown up and it was going to be even longer as one needed component was back ordered. When asked about her experience she proclaimed “Your Service guy is a God!” (Keep in mind this was not a warranty issue, she was not in a loaner car and she was footing the bill herself). This response was so far away from what I had expected that I had to inquire further. Her explanation: “Look, I’m not happy about everything but I understand things happen and he has called everyday to offer shuttle service if I need it and keep me updated. Plus he always returns my calls! As long as he is there, I’ll never go anywhere else.”

No CRM or process can force it; this is a man who’s building for himself a career and a following.

By contrast, I’ve seen customers who were so happy with their experience that they sent in referrals who also bought cars. The salesman failed to follow-up on the $100 referral program check he had pitched to them at delivery. Even though the matter was eventually resolved to their satisfaction, the message from their salesperson had been received loud and clear.

Even if the news is unpleasant a swift delivery with a clear message will alleviate most hassles. “no there is no second set of keys” trumps “I don’t think there are but I’ll look and if they show up I’ll call” every time.

Communicate often, clearly and through the channel the customer is comfortable with. The payoff is huge.

What fail-safe's are in place at your Dealership? How often do you monitor or cross-check to measure that your expectation is being met? Pro-active will beat reactive every time!

Bryan Armstrong

@bryancarguy