First off, it is no accident that I am writing this review, I volunteered immediately upon hearing that Cobalt had released a new Dealer-friendly platform.

You see, I had never been a Cobalt fan. I have been saddled with them as a sole provider due to O.E.M. mandates and had more than one unpleasant conversation with their tech support and/or my “Dealer Advocate” and never thought either group lived up to their title.

                Therefore, it was with a healthy dose of skepticism and almost malicious glee that I went into this demo. I emerged on the far side of our scheduled 20 minutes a full 46 minutes later if not an evangelist than at the very least excited and hopeful. The new platform and User Interface with analytics is nothing short of the largest 180 degree turn around I’ve ever been privy to see with any company. The website editing tool is real time, easy to use and has an ever growing library of easy to install widgets. Combined with the ability to fully control my own SEO or utilize either Cobalt’s or any other providers SEO Services was a complete but pleasant surprise. In addition, the ability to create custom URL landing pages limits this new platform’s usability only by one’s imagination and OEM constraints.

The real shock came when we got to the analytics section. Though not as detailed perhaps as what a competent Google analytics user could find out, Cobalt placing most key performance metrics in easy to use graphs and charts most of which can be dialed in or out to varying desired parameters makes this UI definitely friendly for the average user and has most key indicators a power user would look for. In addition, keyword suggestions, search reports, inventory analysis and easy to launch and replicate Specials Pages round out an impressive new offering. I guess that overall I felt just this signals a change in the core service level of this Company.

                This feeling was best backed when:

1) The next day for an unrelated issue I called tech support and my issue was solved with a follow-up call and survey within 10 minutes.

2) During the presentation I made a few suggestions I thought would help and the next day I received this following e-mail. (F.Y.I. Highlighted portions were MY addition)

“Bryan,

 I wanted to thank you again for your time yesterday – as you can tell I enjoy showing off our new Dealer Command Center.  In addition, I spoke with the product team this morning on your recommendations (adding Stock number to the inventory reports and adding Average Page views to the funnel) – they will be adding those enhancements in a future release.  Feel free to send me any more suggestions – I believe in the notion that we are here for our customers, not for our products, and I want to make certain everything we build is designed for our customers and the way they work.

 Thanks again for your time,

 James Fabin

Sr. Product Marketing Manager

ADP Digital Marketing Solutions

               More importantly, I believe they mean it. Cobalt may still be your OEM-Mandated Provider, but if they continue in this mien, that is no longer such a bad thing. Log on to your Dealer Command Center and play around, I believe you too will be SHOCKED by what you find!

Congrats to all the members of the team that put this together in just 9 months on a job well done and for listening to your end-users.

*P.S. This article is entirely my opinion and therefore probably correct.

First off, it is no accident that I am writing this review, I volunteered immediately upon hearing that Cobalt had released a new Dealer-friendly platform.

You see, I had never been a Cobalt fan. I have been saddled with them as a sole provider due to O.E.M. mandates and had more than one unpleasant conversation with their tech support and/or my “Dealer Advocate” and never thought either group lived up to their title.

                Therefore, it was with a healthy dose of skepticism and almost malicious glee that I went into this demo. I emerged on the far side of our scheduled 20 minutes a full 46 minutes later if not an evangelist than at the very least excited and hopeful. The new platform and User Interface with analytics is nothing short of the largest 180 degree turn around I’ve ever been privy to see with any company. The website editing tool is real time, easy to use and has an ever growing library of easy to install widgets. Combined with the ability to fully control my own SEO or utilize either Cobalt’s or any other providers SEO Services was a complete but pleasant surprise. In addition, the ability to create custom URL landing pages limits this new platform’s usability only by one’s imagination and OEM constraints.

The real shock came when we got to the analytics section. Though not as detailed perhaps as what a competent Google analytics user could find out, Cobalt placing most key performance metrics in easy to use graphs and charts most of which can be dialed in or out to varying desired parameters makes this UI definitely friendly for the average user and has most key indicators a power user would look for. In addition, keyword suggestions, search reports, inventory analysis and easy to launch and replicate Specials Pages round out an impressive new offering. I guess that overall I felt just this signals a change in the core service level of this Company.

                This feeling was best backed when:

1) The next day for an unrelated issue I called tech support and my issue was solved with a follow-up call and survey within 10 minutes.

2) During the presentation I made a few suggestions I thought would help and the next day I received this following e-mail. (F.Y.I. Highlighted portions were MY addition)

“Bryan,

 I wanted to thank you again for your time yesterday – as you can tell I enjoy showing off our new Dealer Command Center.  In addition, I spoke with the product team this morning on your recommendations (adding Stock number to the inventory reports and adding Average Page views to the funnel) – they will be adding those enhancements in a future release.  Feel free to send me any more suggestions – I believe in the notion that we are here for our customers, not for our products, and I want to make certain everything we build is designed for our customers and the way they work.

 Thanks again for your time,

 James Fabin

Sr. Product Marketing Manager

ADP Digital Marketing Solutions

               More importantly, I believe they mean it. Cobalt may still be your OEM-Mandated Provider, but if they continue in this mien, that is no longer such a bad thing. Log on to your Dealer Command Center and play around, I believe you too will be SHOCKED by what you find!

Congrats to all the members of the team that put this together in just 9 months on a job well done and for listening to your end-users.

*P.S. This article is entirely my opinion and therefore probably correct.

Here is a recopy of the article I wrote that is published in the most recent edition of the Dealership Innovation Guide.  Let me know what you think...

                It’s no secret, nor should it come as any surprise to anyone reading this that on-line reviews are having a much larger impact on consumer’s purchasing decisions. If I look to my own life, I use them in everything I do, from downloading a new app for my phone to choosing lodging accommodations or simply where to eat.

                On the sales side of any given dealership more often than not, operators are expending more and more of their resources; both money and time, in an effort to get their consumers to respond to and answer positively the manufacturer survey. Multiple phone calls, e-mails and letters are scheduled touting the importance of returning the survey. In fact in many instances the customer may begin to feel that our emphasis is on the survey rather than their true satisfaction.

                The most common justifications I hear to bad CSI is, “well, most of our customers are happy but only the people who are ticked-off bother to return it”.  So how can we as dealers cheaply and positively impact our on-line reputation?

Here are some simple, low cost alternatives that yield a high number of positive reviews by pro-actively seeking true satisfaction.

                On any given day there are more RO’s written on the Service Drive than vehicles sold or even live traffic in the showroom. These customers give us a wealth of opportunity to gain reviews, create loyalty and improve our on-line reputation. By engaging these customers in simple ways every Dealer can enlist these people as advocates to our reputation management process.

                1. “The buzzer” – Everyone has gone to a restaurant and endured the wait patiently without badgering the hostess because upon entering they were given a cute little disc that they were assured would buzz them when their table was ready. Yet upon reading restaurant reviews, the focus is always on the service rather than the fact that they were left sitting without knowing whether their table was ready or not. I’ve never read “nobody kept me apprised of whether the waiter was done with the customer before me” or “I didn’t know what was going on until I complained and they told me I would be seated shortly”. If upon entering the Service Drive, every customer was given this simple device and told that upon it’s activation, they could make their way to the cashier who would go over their bill and have the keys to their car it could alleviate the time consuming inquires that plague every writer and cashier and hence speed up the entire process. This could be multi-purposed to summon customers to a separate area to go over their inspection sheet and up-sell services. The privacy thereby provided would keep the surrounding customers from listening in and steeling themselves to say “NO”. It also would allow the Service Writer to address the customer’s true objections in a more private setting. It also would allow discretionary discounting of services for individual customers without setting a precedent for others to attempt to follow, expecting the same if not greater reductions. When the service writer closes the RO buzz your customer and meet them in the cashier’s office. No more going into the waiting area where inevitably 1-2 other customers request “can you tell me what’s going on with my car?” The simple re-assurance of seeing others getting “buzzed” let’s everyone know they are not forgotten and that progress is being made.

                2. “Flip it”- Have a CSR assigned to the waiting area with a flip cam or other recording device that allows him/her to record customers and guide the conversation. “Why do you like servicing your car here?”, “What do you think of our waiting area?”, “Tell me who your advisor is and how long have you been coming to them/here?”, “How do you like your current vehicle?” These are all questions that can elicit very positive responses. Have the customer sign a quick release allowing you will upload their video and then tag it appropriately. Have a viewing station that is set to your YouTube channel or website so they can immediately see themselves. People love to know they are valued and get to appear in one of your “commercials” better yet you will quickly build a large library of positive video reviews that can be used across wide mediums and with great impact.

                3. “The hotline”- Get an old courtesy phone, white not red, which is strategically placed in your waiting area. A large sign above it can read “If you are not receiving the level of service you expect please tell us now, signed the GM or Service Director. Have the phone ring to your BDC, Service Manager, G.M. or Customer Service Representative (that you probably have making outbound calls to yesterdays closed RO’s customers) and have them immediately respond! It’s better and probably less expensive to head off a potential issue than to try and correct it later.

                4. “Review Us”-Set up a computer that is fixed onto the review site you need the most help on (in other words has a disproportionate amount of negative to positive reviews) and ask people “While you’re waiting please take a moment to share your opinion” monitor the site in question and if a poor review pops up address it immediately! This could/should be right next to your “hotline” as disgruntled customers will pick up a phone before bothering to post an on-line scorching. In a worst case scenario you get a negative review that you can at least get amended to reflect your amazing response to their posted concerns.

                Building these types of customer-centric focal points into your Service Processes is much cheaper and easier to implement that subscribing to any of the “rater” sites that abound. Especially if you calculate in the unknown amount of lost revenue from your next Sales or Service customer that you never saw because they saw you first online.

                Cultures are created by repeated adherence to great processes and no matter how competent you may be, people will not care who much you know till they know how much you care. Sending a message of competency and concern doesn’t have to be expensive; it just has to be consistent.

Here is a recopy of the article I wrote that is published in the most recent edition of the Dealership Innovation Guide.  Let me know what you think...

                It’s no secret, nor should it come as any surprise to anyone reading this that on-line reviews are having a much larger impact on consumer’s purchasing decisions. If I look to my own life, I use them in everything I do, from downloading a new app for my phone to choosing lodging accommodations or simply where to eat.

                On the sales side of any given dealership more often than not, operators are expending more and more of their resources; both money and time, in an effort to get their consumers to respond to and answer positively the manufacturer survey. Multiple phone calls, e-mails and letters are scheduled touting the importance of returning the survey. In fact in many instances the customer may begin to feel that our emphasis is on the survey rather than their true satisfaction.

                The most common justifications I hear to bad CSI is, “well, most of our customers are happy but only the people who are ticked-off bother to return it”.  So how can we as dealers cheaply and positively impact our on-line reputation?

Here are some simple, low cost alternatives that yield a high number of positive reviews by pro-actively seeking true satisfaction.

                On any given day there are more RO’s written on the Service Drive than vehicles sold or even live traffic in the showroom. These customers give us a wealth of opportunity to gain reviews, create loyalty and improve our on-line reputation. By engaging these customers in simple ways every Dealer can enlist these people as advocates to our reputation management process.

                1. “The buzzer” – Everyone has gone to a restaurant and endured the wait patiently without badgering the hostess because upon entering they were given a cute little disc that they were assured would buzz them when their table was ready. Yet upon reading restaurant reviews, the focus is always on the service rather than the fact that they were left sitting without knowing whether their table was ready or not. I’ve never read “nobody kept me apprised of whether the waiter was done with the customer before me” or “I didn’t know what was going on until I complained and they told me I would be seated shortly”. If upon entering the Service Drive, every customer was given this simple device and told that upon it’s activation, they could make their way to the cashier who would go over their bill and have the keys to their car it could alleviate the time consuming inquires that plague every writer and cashier and hence speed up the entire process. This could be multi-purposed to summon customers to a separate area to go over their inspection sheet and up-sell services. The privacy thereby provided would keep the surrounding customers from listening in and steeling themselves to say “NO”. It also would allow the Service Writer to address the customer’s true objections in a more private setting. It also would allow discretionary discounting of services for individual customers without setting a precedent for others to attempt to follow, expecting the same if not greater reductions. When the service writer closes the RO buzz your customer and meet them in the cashier’s office. No more going into the waiting area where inevitably 1-2 other customers request “can you tell me what’s going on with my car?” The simple re-assurance of seeing others getting “buzzed” let’s everyone know they are not forgotten and that progress is being made.

                2. “Flip it”- Have a CSR assigned to the waiting area with a flip cam or other recording device that allows him/her to record customers and guide the conversation. “Why do you like servicing your car here?”, “What do you think of our waiting area?”, “Tell me who your advisor is and how long have you been coming to them/here?”, “How do you like your current vehicle?” These are all questions that can elicit very positive responses. Have the customer sign a quick release allowing you will upload their video and then tag it appropriately. Have a viewing station that is set to your YouTube channel or website so they can immediately see themselves. People love to know they are valued and get to appear in one of your “commercials” better yet you will quickly build a large library of positive video reviews that can be used across wide mediums and with great impact.

                3. “The hotline”- Get an old courtesy phone, white not red, which is strategically placed in your waiting area. A large sign above it can read “If you are not receiving the level of service you expect please tell us now, signed the GM or Service Director. Have the phone ring to your BDC, Service Manager, G.M. or Customer Service Representative (that you probably have making outbound calls to yesterdays closed RO’s customers) and have them immediately respond! It’s better and probably less expensive to head off a potential issue than to try and correct it later.

                4. “Review Us”-Set up a computer that is fixed onto the review site you need the most help on (in other words has a disproportionate amount of negative to positive reviews) and ask people “While you’re waiting please take a moment to share your opinion” monitor the site in question and if a poor review pops up address it immediately! This could/should be right next to your “hotline” as disgruntled customers will pick up a phone before bothering to post an on-line scorching. In a worst case scenario you get a negative review that you can at least get amended to reflect your amazing response to their posted concerns.

                Building these types of customer-centric focal points into your Service Processes is much cheaper and easier to implement that subscribing to any of the “rater” sites that abound. Especially if you calculate in the unknown amount of lost revenue from your next Sales or Service customer that you never saw because they saw you first online.

                Cultures are created by repeated adherence to great processes and no matter how competent you may be, people will not care who much you know till they know how much you care. Sending a message of competency and concern doesn’t have to be expensive; it just has to be consistent.

I’m not sure if this could even be entitled a best practice, a sales tip or a marketing piece for it is written with none of those things in mind. What it is is a reminder that above all else we change live; our own, our customers, our fellow employees and our communities. Perhaps that is to altruistic for some, but in my world it is a reality and a responsibility I feel profoundly.  

                Throughout my career I have had many great mentors, both those that inspired me to become as they were and deterred me from ever wanting to be so jaded. Because of the influence of these people I have continually strove to learn more, become better and mentor others. The income level I’ve been able to earn has allowed me to donate generously to causes I support, to adopt a child, to have succored and helped 23 foster children to date and re-unite with parents all but one.

                I have been privy to some of the most personal decisions thousands of consumers have ever made and enjoyed the benefits and joys as I watch them happily further their own dreams and desires. I have seen the light click on in hundreds of salespeople’s eyes and know I’ve passed along knowledge that will forever impact them and their family’s quality of life.

                I’ve always said that selling cars is the most fun you can have and keep your clothes on. I believe that. In recent years I’ve seen people get stressed, break down, become tyrannical managers and lose so much of what made them a success in the first place. There is no shame to be had in making a fair profit for our efforts if they are backed by solid value building skills and exemplary customer service. Unfortunately many will never know that because it’s too easy to forget all the good and joy that is inherent in this business.

                Tomorrow morning I have to take 3 young ladies who have called me dad for months now to live in a new home with a mother they don’t know. I will also have to have a talk with an employee that has failed to live up to his own potential and hold him accountable to his performance standards.  I know in both situations I will weep and my heart will break for potential lost. Nonetheless, I know that for the time both were with me, I gave it my all.

                But I also know that I will have the opportunity to share a new idea with an open mind, meet a new friend, better myself with new ideas and skill sets and have fun. Share your joys, relish each and every moment for we truly work in an amazing industry with some exceptional people and experience a fullness of life that few can ever comprehend.

                The fact that you’ve read this far tells me that your probably one of the ones that “get it”. So if you’d do me one favor, post something, even if it’s just a smiley face to let me know you were here? Thanks and be blessed.

I’m not sure if this could even be entitled a best practice, a sales tip or a marketing piece for it is written with none of those things in mind. What it is is a reminder that above all else we change live; our own, our customers, our fellow employees and our communities. Perhaps that is to altruistic for some, but in my world it is a reality and a responsibility I feel profoundly.  

                Throughout my career I have had many great mentors, both those that inspired me to become as they were and deterred me from ever wanting to be so jaded. Because of the influence of these people I have continually strove to learn more, become better and mentor others. The income level I’ve been able to earn has allowed me to donate generously to causes I support, to adopt a child, to have succored and helped 23 foster children to date and re-unite with parents all but one.

                I have been privy to some of the most personal decisions thousands of consumers have ever made and enjoyed the benefits and joys as I watch them happily further their own dreams and desires. I have seen the light click on in hundreds of salespeople’s eyes and know I’ve passed along knowledge that will forever impact them and their family’s quality of life.

                I’ve always said that selling cars is the most fun you can have and keep your clothes on. I believe that. In recent years I’ve seen people get stressed, break down, become tyrannical managers and lose so much of what made them a success in the first place. There is no shame to be had in making a fair profit for our efforts if they are backed by solid value building skills and exemplary customer service. Unfortunately many will never know that because it’s too easy to forget all the good and joy that is inherent in this business.

                Tomorrow morning I have to take 3 young ladies who have called me dad for months now to live in a new home with a mother they don’t know. I will also have to have a talk with an employee that has failed to live up to his own potential and hold him accountable to his performance standards.  I know in both situations I will weep and my heart will break for potential lost. Nonetheless, I know that for the time both were with me, I gave it my all.

                But I also know that I will have the opportunity to share a new idea with an open mind, meet a new friend, better myself with new ideas and skill sets and have fun. Share your joys, relish each and every moment for we truly work in an amazing industry with some exceptional people and experience a fullness of life that few can ever comprehend.

                The fact that you’ve read this far tells me that your probably one of the ones that “get it”. So if you’d do me one favor, post something, even if it’s just a smiley face to let me know you were here? Thanks and be blessed.

It’s Tuesday and for those of you who subscribe to my posts here or follow me on twitter: @bryancarguy, you probably know that this is my favorite day to post new content. Additionally, not all Tuesdays are created equal, I tend to alternate outlining a best practice or a more technical/process driven post every other week and on the “odd” week, like today, I tend to be more opinionated, musing and observational. Today is that day and quite frankly, I enjoy these the most. So bear with me and please read on and tell me what you think,

                I have in the past vilified some vendors while extolling the virtues of other’s and though I will continue to try and bring to you products and services that are worthy of consideration while pushing others to step up their game, I have perhaps laid to much blame on the wrong doorstep.

                You see, at the end of the day it is I who is responsible for my choices. Just as there are certain units in every brand that will demand a premium, so it is with the products and services we as dealers subscribe to. I am a businessman and a car guy first and foremost, yet if a service provider doesn’t live up to their hype, is it their fault or mine? I’ve found it is painfully obvious it’s mine. There are in the realm of vendor solutions those that can and should demand a premium for their services either for their proprietary products or exemplary customer service and true partnership attitudes. Others are purchased because of price point and the fact that they, like their myriad of competitors, can provide an adequate service that is simpler for me to outsource than do in house.

                Every day in the retail world we as “car peeps” sell the same model to different customers for varying price points and think nothing of it. Obviously the well-informed, prepared buyer simply negotiates better, knows my competition and what they are willing to do and we as a business make a determination to conduct a transaction or not.

                I’ve come to believe that it is no different in any other product medium, whether it is the lawn mower I recently purchased from Home Depot and two days later found in the Sunday paper the next model up on sale at Sears, or in deciding on an inventory posting provider for my dealership. I was only upset with myself in the first instance so why should I put blame at the foot of the vendor in the second? The reality is both were my decision.

                I guess the ultimate point of this post is I’ve found a few simple steps can avoid aggravation, needless signings and cancellations and establish greater partnerships.

A.) Clearly define your needs and expectations

B.) Search first within your current providers to avoid needless duplication

C.) Look at their reviews, especially those here on DrivingSales which I know strives to be objective and unbiased and won’t allow a Vendor to post a rating (excluding Haywood of course) J

D.) Look at their web presence. I.E. does the S.E.O. firm you’re looking at control their own search results?

E.) Ask who their main competitor is and why

F.) Talk to their tech support. Do they support all that their sales department purports?

G.) Ask around! Not just the “pocket referrals” of the vendor but on your FB, Twitter and on DrivingSales discussion boards

H.) After a thorough evaluation, talk to your DMS and CRM companies. Does the solution integrate well? A stand-alone product will never be as effective as an integrated one.

I.) No long-term contracts! 1 year with a 30 day right to cancel after 90 days is, I believe, fair to all.

J.) Set standards for reporting and reviews. A product that is on top now could be surpassed at anytime (think MySpace vs. Facebook)

K.) Communicate establish beforehand the frequency, method and who your “go to” person will be and their immediate supervisor.

If after having done all your homework it is still a desired choice, negotiate but don’t play the “I’m still looking at __________ game” unless you really are. We don’t like that approach when our customer’s play it on us, so allow a fair profit for a reasonable expectation. After all, I would prefer the Companies I partner with are financially healthy enough to benefit me for years to come.

Any other good advice or steps would definitely be appreciated!   

It’s Tuesday and for those of you who subscribe to my posts here or follow me on twitter: @bryancarguy, you probably know that this is my favorite day to post new content. Additionally, not all Tuesdays are created equal, I tend to alternate outlining a best practice or a more technical/process driven post every other week and on the “odd” week, like today, I tend to be more opinionated, musing and observational. Today is that day and quite frankly, I enjoy these the most. So bear with me and please read on and tell me what you think,

                I have in the past vilified some vendors while extolling the virtues of other’s and though I will continue to try and bring to you products and services that are worthy of consideration while pushing others to step up their game, I have perhaps laid to much blame on the wrong doorstep.

                You see, at the end of the day it is I who is responsible for my choices. Just as there are certain units in every brand that will demand a premium, so it is with the products and services we as dealers subscribe to. I am a businessman and a car guy first and foremost, yet if a service provider doesn’t live up to their hype, is it their fault or mine? I’ve found it is painfully obvious it’s mine. There are in the realm of vendor solutions those that can and should demand a premium for their services either for their proprietary products or exemplary customer service and true partnership attitudes. Others are purchased because of price point and the fact that they, like their myriad of competitors, can provide an adequate service that is simpler for me to outsource than do in house.

                Every day in the retail world we as “car peeps” sell the same model to different customers for varying price points and think nothing of it. Obviously the well-informed, prepared buyer simply negotiates better, knows my competition and what they are willing to do and we as a business make a determination to conduct a transaction or not.

                I’ve come to believe that it is no different in any other product medium, whether it is the lawn mower I recently purchased from Home Depot and two days later found in the Sunday paper the next model up on sale at Sears, or in deciding on an inventory posting provider for my dealership. I was only upset with myself in the first instance so why should I put blame at the foot of the vendor in the second? The reality is both were my decision.

                I guess the ultimate point of this post is I’ve found a few simple steps can avoid aggravation, needless signings and cancellations and establish greater partnerships.

A.) Clearly define your needs and expectations

B.) Search first within your current providers to avoid needless duplication

C.) Look at their reviews, especially those here on DrivingSales which I know strives to be objective and unbiased and won’t allow a Vendor to post a rating (excluding Haywood of course) J

D.) Look at their web presence. I.E. does the S.E.O. firm you’re looking at control their own search results?

E.) Ask who their main competitor is and why

F.) Talk to their tech support. Do they support all that their sales department purports?

G.) Ask around! Not just the “pocket referrals” of the vendor but on your FB, Twitter and on DrivingSales discussion boards

H.) After a thorough evaluation, talk to your DMS and CRM companies. Does the solution integrate well? A stand-alone product will never be as effective as an integrated one.

I.) No long-term contracts! 1 year with a 30 day right to cancel after 90 days is, I believe, fair to all.

J.) Set standards for reporting and reviews. A product that is on top now could be surpassed at anytime (think MySpace vs. Facebook)

K.) Communicate establish beforehand the frequency, method and who your “go to” person will be and their immediate supervisor.

If after having done all your homework it is still a desired choice, negotiate but don’t play the “I’m still looking at __________ game” unless you really are. We don’t like that approach when our customer’s play it on us, so allow a fair profit for a reasonable expectation. After all, I would prefer the Companies I partner with are financially healthy enough to benefit me for years to come.

Any other good advice or steps would definitely be appreciated!   

The World is flat, the Sun revolves around the Earth and a Toyota Franchise in mid-February is not the smart move if changing employers. These statements have one thing in common; all were accepted as fact by a certain number of the populace, some of those within my own sphere of peers and family, at some point in history.

As I weighed the decision to make a career change and go back to the Store I began this crazed obsession I have for the car industry in over a decade ago, there were many who believed me to be as blind and short-sighted as the scholars of old that held on to what now appear to be ludicrous beliefs. What impelled me then and motivates me daily is the potential and opportunity that abound in this wonderful profession and is either ignored or believed unattainable by the status quo.

Menlove Toyota Scion in Bountiful, Utah is located at the base of the Wasatch Mountains and just North of Salt Lake city. A family owned business for over 50 years; they have built a reputation as “the last of the little guys” in a market overrun by corporate entities such as the Ken Garff and Larry Miller groups. Yet without a lot of overhead to pay for non-revenue producing corporate offices, they are able to sell for less and maintain a personal relationship with many of their customers.

When I last walked the lot there as a salesperson, they had a monthly sales volume of roughly 500-600 units per month. Yet when I walked in on February 15, January had only yielded approximately 90 units. What had changed? Why the decline? They had just recently completed a state-of-the-art facility and had a customer base of well over 50,000 people. As I walked into my “new” Store, I greeted many familiar faces and in a private aside, inquired as to their thoughts on the issue. “The banks aren’t buying. The recall has hurt us. The economy is down.” Many had explanations that were accepted as fact and reflected what the mainstream media and many others both in and out of the car business were saying.

The first thing to do, as is the case with any triage situation, was to stop the bleeding. With 3 G.M.’s inside a 2 year period, the Store was struggling with an identity crisis. Many Vendors and solutions had been attempted and there was duplication of Services and non-utilized Partnerships across every Department. I began the arduous task of analyzing the processes and vendors of every Dept. and finding the opportunities that existed yet were being overlooked.  

After analyzing the R.O.I. and effectiveness of all vendors, I began to cancel services that were either ineffective, duplicated or, as was sadly most often the case, underutilized or misunderstood by the staff. I found most of the Companies to be understanding and willing to do what was best for our store though not necessarily their bottom line. They understood the constraints of the situation and held, like me, to the hope that there may be a partnership opportunity in the future.

Standardized processes were implemented across every Department i.e. Ten Steps to the Sale, F&I Menu Selling and Vehicle Inspection Sheets completed and stapled to every repair order. Nothing that would “shake the world” as new or innovative but rather a standard by which all could refer to and be measured against. Sadly, some fine people were unable to adapt to or meet this new found standard and we parted company. It saddened me but I have learned that in order to succeed everyone needs to embrace and support the same standard and that the value of an employee cannot be measured in simply the number of years they have been cashing paychecks (thanks Dave Anderson). All staff is trained regularly and the results of their work constantly inspected. Best of all, the core of this inspection and accountability comes from their peers and middle management who have “bought in”.

The end result is, the Store has been up 150% Y: Y every month since March and C.S.I., C.I.T. and every other key success indicator continue to climb as well.

Service sells and communication is king in every industry. If I could suggest one thing, put pride aside and take another look at everything you “know” or hire someone to do it for you. You may find a world of opportunity right in front of you. Good luck!!

I continue to be just “an average car guy” and know that every day I can learn new things and am invigorated by the prospect of such. Most of all I have a deep commitment to and love of others success. After all it ensures my own.

  Bryan Armstrong is currently e-Commerce Director of Menlove Toyota Scion. An Industry veteran who has successfully ran multiple Dealerships, he was named “Most Innovative Dealer Group e-Commerce Director” at Digital Dealer 2009 and serves on VinSolutions National Dealer Advisory Board. He counts his awesome family as his greatest success.

The World is flat, the Sun revolves around the Earth and a Toyota Franchise in mid-February is not the smart move if changing employers. These statements have one thing in common; all were accepted as fact by a certain number of the populace, some of those within my own sphere of peers and family, at some point in history.

As I weighed the decision to make a career change and go back to the Store I began this crazed obsession I have for the car industry in over a decade ago, there were many who believed me to be as blind and short-sighted as the scholars of old that held on to what now appear to be ludicrous beliefs. What impelled me then and motivates me daily is the potential and opportunity that abound in this wonderful profession and is either ignored or believed unattainable by the status quo.

Menlove Toyota Scion in Bountiful, Utah is located at the base of the Wasatch Mountains and just North of Salt Lake city. A family owned business for over 50 years; they have built a reputation as “the last of the little guys” in a market overrun by corporate entities such as the Ken Garff and Larry Miller groups. Yet without a lot of overhead to pay for non-revenue producing corporate offices, they are able to sell for less and maintain a personal relationship with many of their customers.

When I last walked the lot there as a salesperson, they had a monthly sales volume of roughly 500-600 units per month. Yet when I walked in on February 15, January had only yielded approximately 90 units. What had changed? Why the decline? They had just recently completed a state-of-the-art facility and had a customer base of well over 50,000 people. As I walked into my “new” Store, I greeted many familiar faces and in a private aside, inquired as to their thoughts on the issue. “The banks aren’t buying. The recall has hurt us. The economy is down.” Many had explanations that were accepted as fact and reflected what the mainstream media and many others both in and out of the car business were saying.

The first thing to do, as is the case with any triage situation, was to stop the bleeding. With 3 G.M.’s inside a 2 year period, the Store was struggling with an identity crisis. Many Vendors and solutions had been attempted and there was duplication of Services and non-utilized Partnerships across every Department. I began the arduous task of analyzing the processes and vendors of every Dept. and finding the opportunities that existed yet were being overlooked.  

After analyzing the R.O.I. and effectiveness of all vendors, I began to cancel services that were either ineffective, duplicated or, as was sadly most often the case, underutilized or misunderstood by the staff. I found most of the Companies to be understanding and willing to do what was best for our store though not necessarily their bottom line. They understood the constraints of the situation and held, like me, to the hope that there may be a partnership opportunity in the future.

Standardized processes were implemented across every Department i.e. Ten Steps to the Sale, F&I Menu Selling and Vehicle Inspection Sheets completed and stapled to every repair order. Nothing that would “shake the world” as new or innovative but rather a standard by which all could refer to and be measured against. Sadly, some fine people were unable to adapt to or meet this new found standard and we parted company. It saddened me but I have learned that in order to succeed everyone needs to embrace and support the same standard and that the value of an employee cannot be measured in simply the number of years they have been cashing paychecks (thanks Dave Anderson). All staff is trained regularly and the results of their work constantly inspected. Best of all, the core of this inspection and accountability comes from their peers and middle management who have “bought in”.

The end result is, the Store has been up 150% Y: Y every month since March and C.S.I., C.I.T. and every other key success indicator continue to climb as well.

Service sells and communication is king in every industry. If I could suggest one thing, put pride aside and take another look at everything you “know” or hire someone to do it for you. You may find a world of opportunity right in front of you. Good luck!!

I continue to be just “an average car guy” and know that every day I can learn new things and am invigorated by the prospect of such. Most of all I have a deep commitment to and love of others success. After all it ensures my own.

  Bryan Armstrong is currently e-Commerce Director of Menlove Toyota Scion. An Industry veteran who has successfully ran multiple Dealerships, he was named “Most Innovative Dealer Group e-Commerce Director” at Digital Dealer 2009 and serves on VinSolutions National Dealer Advisory Board. He counts his awesome family as his greatest success.