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.

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.

As I travel, I use a variety of airlines depending more on their ease of use and adaptability to my schedule than on the fares offered, which are usually quite competitive across the board. However, whenever possible, I choose Delta. The reason is simple, I receive perks. Nothing to great, I have yet to redeem any sky miles for a free ticket or avail myself of the club benefits, but I enjoy being recognized as a loyal customer and fast tracked to the front of the line. These simple things often get me to spend more when faced with nearly equal products.

                To draw an obvious but worthwhile comparison, are your appointments to your Sales Department any different? Whether it be an in-bound fresh phone up or a lease-end call, almost all phone scripts are designed to sell value in the processes we offer. Some even go as far as to coach at the end of the call to say “If something comes up and you’re running late give me a call and if something happens on my end I’ll return the same courtesy”. So why is it in my travels and in visiting various Dealerships that so much effort is spent on getting the customer in but very little expended on keeping the promises made or implied that were made to get them there.

                These are a few of what I would suggest to be best practices to improve show and closing ratios.

1. Always have a manager call and thank the customer for setting aside the time and ensure the info given by your salesperson was correct and easy to follow directions were given.

2. Communicate-Have a meeting every morning and at shift change and make sure every manager and salesperson knows who has an appointment coming in, at what time, and what they are coming in for. This will do two things:

                A) Glorify those who are actually getting appointments and bring those appointments to their remembrance

                B) Ensure that whoever greets the customer can say “Oh yes, you’re on the VIP list ______ is expecting you!” Plus if that salesperson does happen to be tied up, you will not have lost the goodwill so tenaciously established in the appointment setting process.

3. Reception-A manager, preferably the one who confirmed the appt, should greet the guest and thank them for coming in and reassure them that the process will be pain free and straight-forward.

                These are three simple steps, but look at the benefits:

• Salespeople will want to talk about and be ready for their appointments.
• Those that don’t have them will begin to feel the importance placed by everyone in the Dealership on your process
• The “Skate factor” definitely diminishes!

Customers feel they walked into a synergistic environment where everyone is aligned to ensure their satisfaction and they don’t have to re-explain themselves;

 and if perchance a manager does have to close a deal or go in on a turn, they are a known entity who is there to facilitate customer satisfaction not to hammer them into submission.

Appointments handled correctly can close 70% of the time. Handled the wrong way, they will be the unknown reason you never hear from the customer again.

On any championship team, in any given sport, there are the stars. We all know who they are, the quarterbacks, three-point shooters, home run hitters that get the glory spotlight. So are the demographics of most dealerships made in the same way, the “top dog” sales guys that are catered to, the GM that basks in his own brilliance, the desk manager who brags that he has the highest per car or the finance guy with the most gross.

                While these personalities are embedded in nearly every dealership, might I suggest that it is detrimental to become one of them or allow them to flourish? The damage done to the others around them far outweighs any benefit they bring. How many of your “10 car” guys would be 14 car guys if they didn’t live under the shadow of “Mr. Superstar?” How many deals are missed because no salesman wants to bring a “skinny” deal to the gross king of the desk? How many great opportunities for innovation are lost because no one can approach the G.M.? For so long we have been trained to strive for the next position, the higher rung. Those at the bottom may give up before they even know how to climb while those at the top jealously guard power fearing perhaps to lose limelight. It’s no longer enough to define roles but rather to empower and celebrate them.

                Thank the janitor for the clean mirrors and orderly offices, give the credit for the win to the salesman even when the manager spent 3 hours closing his deal, thank the F&I guy who flawlessly fills out every detail and has the vest CIT time and ask how the dealership could improve from their perspective.

                When we fear change or loss of glory, the luster wears off all and a sense of isolation can build. Let’s face it, nowadays our success hinges on employee satisfaction as much as the customer’s and the uncelebrated offensive guard that threw the perfect block to enable that touchdown deserves as much recognition if not more than the guy who had the open field to run down.

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!   

I believe that most Dealers offer some semblance of rudimentary training when it comes to the Sales Floor on proper “Steps to the Sale” as well as a list of best practices that can be endlessly debated. However in the average Service Drive, how much training is given outside of how to generate an R.O., close a ticket or dispatch a job to the correct level tech?

Since happy customers on the drive equal a higher profit and higher retention, I want to share with you the basics “Steps to the Service Drive Sale” that I implemented at a Group where I was the Corporate Trainer.

Perhaps my biggest shock, as many of you will recognize that these are VERY BASIC sale techniques, is that Service Advisors dislike being called SALESMEN. “We are ADVISORS” came the hot retort.

However, in the first Month of implementation Customer Pay rose 27% Y: Y and C.S.I. also rose. Needless to say, they quickly adopted and expanded this rudimentary list to embrace a true customer-centric Service SELLING experience.

1. Meet and Greet. SMILE!!

• Hello and welcome to ABC Auto Service Selling Department. My name is _______, and you are? Shake hands and get Customer Update.

While you’re here, let me update your records:

• Full Name, address, two numbers and e-mail
• Any other Drivers in the home?
• What other vehicles in the household?

So, how may we serve you today?

2. Plant “seed” - clarify purpose

• If appt: “Oh yes, we’ve been expecting you! Remind me again what all you wanted us to do today?
• Do walk around with the customer. Touch tires, dents, scratches (without saying anything). Offer related services i.e. Buff, touch-up, nitrogen tire fill, detail, battery service, etc.
• If not an appt. say”No problem, I understand how things can come up because I’ve had similar situations, and I can appreciate how frustrating it can be. Let’s do this, I’ll work it right in for a diagnostic which will at least give us a starting point and let us know what we’re up against”.
• Assure the customer that since the price of the diagnostic will be applied toward repair work completed here today, it makes the most sense. (relate to Dr. Office experience)
• “While my Master Tech performs that service for you, if he runs across anything else that requires attention, do you want me to let you know about it, or should we just focus on the one issue?” (Permission to up sell)

Walk customer to waiting area and show restroom location, vending and water machines.

3. Present Findings-Sell Service

A.) Isolate customer to desk area, position yourself on the same side of the desk, sit 45 degrees and go over checklist findings:

• Start with the “green” or “Great News!” items, with all the things that are RIGHT with their car.
• Go over the “Yellow” items. Advise them that these things are important but not as urgent as the other services, but you want to let them know so they can plan ahead. “Though if you’d like we can have them all taken care of today.”
• Which brings us to the reason you came in here today, which is to take care of your car, right? Earlier you told me you wanted to know if my Master tech found any other areas of concern in either of what we deem the two most important areas: reliability or safety. These are the items we need to complete today to ensure you don’t have a bigger problem later on, or worse yet, jeopardize yours or a loved one’s safety. Now as I explained earlier the cost of the diagnostic will be deducted from these repairs. Meaning that the total bill will only be ___. Give me a signature right there and we’ll get it taken care of right away.
• Don’t accept a NO
• Price Objection-Start narrowing or prioritizing services by info you received from your tech. Move some services into the “Yellow” category if possible. Prioritize all Services into the next 3, i.e. “So if we do X and Y today, that will resolve most of the Safety oriented concerns, then we’ll do W and Z on each of your next respective Service visits. That way we can basically spread this out over the next 6 Months and still keep your car running correctly and safely while making it easier on the budget, o.k.?”.
• Time Objection-I can offer you either a shuttle service or rental car. Which do you prefer? Sign right here.

4. Delivery

• Make sure car is washed and in drive.
• Complete ticket-Take customer back to desk.
• Review services rendered
• Walk to cashier and introduce them
• Thank customer and inform of car location

Although “Sales” is a dirty word to most Service Advisors, might I suggest that by failing to apprise our Customers of the Services they need we are not fulfilling our role as an “advisor” either. 

Aybody care to share a "Best Practice" for the Drive?

As I sit on the plane home from Orlando, I have so many thoughts running through my mind: excitement at seeing my Family, the conferences ( both VinSolutions Dealer Advisory Board and Digital Dealer#10), observations of the Industry in general and the curiosity of what comes next. So in order to help organize my thoughts as well as share my impressions of the past week I thought I’d write a bit.

First off VinSolutions Dealer Advisory Board - As a “Founding Member” I have been to two per year every year for 3-4 years now?  I have been to those that were heavily “pitchy” with new Partnered or Preferred solutions, that were largely a thank you or included people that were invited just so they could see what it was about and my favorite, those that involved yelling, controversy, brain-storming, and most times consensus and ideas for improvement. This one was of the last variety. It was by far the best collaborative effort I have had the pleasure of participating in with any Vendor for some time now. Then Matt Watson C.T.O. quietly noted all we had concerns about without moderation or coaching and skipped the rest of the Conference to go to work. It was impressive that, having their CTO scheduled to speak and generate huge interest and potential revenue, they would cancel his participation in a huge sales show and send him instead to begin working on issues brought up by their current clients. This commitment to continual improvement speaks volumes in my opinion. Kudos to owning up to their short-comings, thanking us for critiquing them thoroughly and taking steps to change immediately. I would heartily endorse any Company doing the same. 

As far as DD went, I thought Arnold Tijerina made an impressive showing for his first time out. There were a few bugs, such as the fun little SCVNGR game that slowly became more obsessive than four-square going down on the final day as people frantically were trying to garner their last few points as first through third place were closely contested, but I guess even data clouds have storms occasionally.

I saw more G.M.’s and Dealer Principles than I have at most prior conferences which leads me to have hope for the Industry over-all but worried about some of the drivel they were being fed. It’s the politics in this Industry and the people that pass for experts that truly worry me. The name calling, back door deals, and the “wine and dine them” into submission closing approach amazes me. I saw companies hire what could have passed as call girls or flashers to attract attention, throw lavish “exclusive” parties, and literally blind the lambs into believing they need their services. Parts of it epitomized all that is wrong in our industry but I also sensed a changing of the guard. The panel discussions, round tables and non-paid presenters for the most part were great.

A particular favorite of mine was Kevin Frye. What an amazing individual! He shared ideas and best practices that were so far ahead of the curve I think he has a mole at Google. His session “Likes and Links: Which one Stinks and Why Social Media is B.S.” were standing room only and nobody left. I literally was moved to tears in his presentation. I would go again just to see him present.

Shaun Raines’s panel (which I sat on) was the cleanest presentation I’ve ever seen by a Vendor. I don’t believe there was a single mention of his Company ReachLocal,, but rather an attempt to identify the curve and history of all things Digital. While I’m sure I probably got crossed off a view Vendor’s Christmas card list I was honored to be included with the talent and level of expertise that was on the stage. Perhaps even more heartening was the audience participation and the palpable desire for knowledge that was present in the room. I believe Shaun to be one of the “good guy’s” that wants to bring a higher level of integrity and transparency to the Industry and can’t wait to see “Knowledge is Power 2”.

As far as any pearls of wisdom that I would have to share, it would be “always talk to tech support before you sign any Vendor contract” a great quote from Chris in Texas. Imagine that, salespeople don’t always understand their product or its limitations and design features. Hmmm… this sounds familiar.

I’m glad I went, though there was little new stuff out that interested me other than Mobile and text which is going to have to be addressed by someone soon. I’m sure there will be compliancy questions as well as integration and data appendage questions that will arise. 

I called this my Karma session as this Conference has been a great source of innovation, inspiration and networking for me in the past and I felt obligated to give back. I’m not sure of the effect I had, if any, but I can sleep well hoping I touched and improved even one struggling person’s life and set them on a journey to success and a quest for knowledge and betterment.

Of those that went, what did you find?

I am always “an average car guy” in search of above average results and a better way to do things. 

Moving it Forward

When a guest comes on the lot, most Dealerships train their staffs to follow steps to the sale which are designed to build value in themselves, the product, the Dealership and its processes. Unfortunately, for all the care and concern we as Dealers show about how to properly handle a “live up”, very little of this transfers to the phone, owner-base or internet traffic.

Today I want to address specifically the bane of most Dealers’, the e-mail lead with no phone number. I would hazard to say that within the first two or three scheduled responses there is either a template being sent that enjoins the consumer to ”come in and test drive” or “call me so we can discuss all your options”. HOW CUTTING EDGE, HOW INNOVATIVE! I’ll bet it had never even occurred to the average Joe or Jane that they could actually just call or go in to a Dealership. Hopefully your templated generic engender will somehow stand out from the other 3 they’ve received saying the same thing and inspire them to get in their car or pick up their phone and do it your way.(Hopefully everyone is picking up on the slightly sarcastic tone here so enough for now…probably.)

Transitioning the steps to the sale to your online medium can be a sensible proposition if we approach it the same way. Let’s consider the first 3 steps of most Dealers i.e. Meet and Greet, Qualify/Build Rapport and Product Presentation.

1.      Meet and Greet- Though it’s always good practice to send an auto-responder in plain text acknowledging the receipt of the request for information, identify it as such and request that they add you to their safe sender’s list that you may follow-up with all the info requested as well as photos and HTML content that may get trapped in their spam filter. As a second auto-response somewhere in the 4-13 minute mark, remembering that you want to be on top of the rest of the mail in their queue, I would send a short missive introducing yourself as the consultant that will be facilitating their needs and gathering the information requested. At this point also include a link to your on-line credit application as well as trade evaluator page and offer to get them trade numbers and payment info if they wish as well. Offering to answer all their questions in one fell swoop sets you apart from the “What options do you have to have?” drivel that is far too common. Including a “Sent from my I-phone” (whatever your device of choice is make sure this matches what it will read when you actually DO e-mail them from your smart phone) hard coded under your signature on this template will further the perception that not only are you being transparent and helpful, but also personable and responsive.

2.      Provide Options/Show Vehicle- In this e-mail you should send an on-line brochure which includes photos and video as well as a price and any incentive options available. However, don’t stop there. Include as well a model just below the one inquired about as well as 2-3 CPO or low mileage comparable competing Brands that you have in inventory with pricing. This should be an approximate $6,000 to $10,000 difference range from highest to lowest thus demonstrating that you have a variety of options, are willing to help them save money and are not as vain and arrogant as to assume that they would not want to consider any other Brand. The goal here is NOT to be the lowest priced Dealer, whether you decide to be that volume Store or not, this stratagem is designed to establish trust and rapport as well as drive responses back to you.

Now that you have unobtrusively inquired as to their credit, whether or not there is a trade, and shown 3-5 vehicles, I believe it’s time for a demo, right? Chances are, by the time you send your first “real” e-mail inviting them in, they have already called or e-mailed to work a deal. You should have the info you need to deliver a vehicle. In the worst case, they are asking if it’s o.k. to stop by and take a closer look or maybe drive one or more of the vehicles presented, AND THEY THOUGHT OF IT THEMSELVES.

Transparency and providing more than is asked for builds value in yourself, your product, your Dealership and your processes. Sound familiar?

Bryan Armstrong is currently e-Commerce Director for VW Southtowne in the Salt Lake City, Utah area. He has been there 1 week and will be changing a lot of processes and posting updates, best practices, random thoughts, rants and vendor reviews as he goes. He can be reached on twitter @bryancarguy or e-mail bryanthecarguy@gmail.com

Big Pimpin-is it happening to you?

I met with a dealer client the other day that was in a very enviable position, which is they are a brand new point. Even better, they had taken over a well established dealership with over an 80,000 customer base in a good location with a beautiful facility. New names, fresh start, almost like being able to go back to one’s youth yet retain all your accumulated knowledge.

So what is the downside? In meeting with the new e-commerce director, he showed me his marketing plan which consisted of subscribing to various 3^rd party sites to post inventory and obtain leads for which he would pay approx $20k a month. Now I ask you, would you allow someone else to steal your identity and pay for the privilege? How about I take all that makes you unique in your marketplace (your inventory) and make sure that if anyone looks for your product they are sure to see all your competition and have plenty of distractions to divert them from doing business with you? Best of all I’m going to ask you to pay me for this privilege.

Congratulations, you have now entered willingly into the world’s oldest profession and since you’ve relinquished control over your own identity, in order to protect it I and can charge you more and more down the road.

Look at your marketing mix. Are you being “Pimped”?

That instant gratification you experience by signing away your rights is sure to cost you more in the long term as you strive to obtain and keep control over your page one results. Building an on-line identity can pay huge dividends if done right but beware of the “plug-in” solutions. They can enslave you for life and be even more expensive to remedy long term!

Bryan Armstrong

bryanthecarguy@gmail.com

http://www.linkedin.com/in/bryanarmstrong

435-862-1966 cell