There is a lot of conversation regarding whether or not to cut or spend less on digital advertising. And while we are indeed facing unprecedented times, reducing ad spend is nothing new for dealers. If sales are down, one of the go-to reactions is "we need to cut spend." Cutting ad spend with the wrong form of advertisement can have an adverse effect. So before you cut ad spend, take the time to consider the below points. 

Put together a list of current vendors you are using. 

You would be surprised, but many dealers do not remember all of the various vendors they are paying monthly fees with. To start this analysis off on the right track, take a minute to compile a list of all of the vendors you are using. One of the easiest ways to do this is by using Google Sheets. You can quickly pick-up right where you left off without having to save it. Once you have compiled the list of vendors - log into their back-end tool and check the following: 

Is the dealer information correct? 

• When is the last time anyone used the tool (e.g., trade-in tools, video tools, texting tools, etc.)
• For third-party lead providers with a flat rate, what has been the average lead cost for the last sixty to ninety days? Is your inventory updated correctly? Do you have the price fields set for new - "WAS"/"NOW" - same for pre-owned?

Once you have compiled a list of vendors by type, name, monthly cost, put another column "ROI" on your Google Sheet, get on to the next step.

Look at the Analytics. Don't Rely on a Gut Feeling. 

Website traffic is down, but that does not mean that the ad source is not valuable. Do not just look at the last few months of reporting, either. Instead, review reporting from the previous sixty to ninety days. Be sure to review the CRM (including multiple lead source reporting for attributional data) for sales. If you find that you are not selling enough vehicles to justify the cost or the quality of leads are not good, then put that vendor on the cut list. 

What marketing should I focus on? 

Getting the customer to your website has and remains to be the most valuable way of getting higher quality traffic. But make no mistake, not all PPC campaigns (in this case, Google Ads) are created equal. You could easily be wasting thousands of dollars before lunch if your campaigns are not optimized correctly. 

For those with access to your Google Analytics and Google Ads, take the time to look at the following items: 

Impression Share: Out of how many times the customer searches the "phrase/keywords," is your dealership visible? If you are not visible for at least 70%+ of the time, then your campaign is not going to be as effective. 

What Zip-Codes are you targeting? From experience, if you are using a third-party company to manage your campaigns, they do not always take the time to make sure that the zip codes you are targeting are the most relevant. For example, why would you want to spend money on zip codes that are not in your primary marketing area? You also want to take a look at your historical sales data, looking to see what zip codes you sell the most vehicles from, which should be from your primary marketing area! Use these reports to have a meeting with your vendor to strategize which zip codes you need to focus on! 

To help with this effort, most if not all OEM's send your dealership "defector" reports that entail the top zip codes that purchased from you, and who is taking the most business - by model - from you as well. Having this data is invaluable when making the most of your Google Ad spend. 

Once you have selected the right vendors to cut, stand your ground! 

It is no secret that when you go to cut a vendor, they will often try and promise you the world—telling you that it will be a big mistake to cut ties due to the traffic they bring to your site. If they do bring that much traffic to the site, you would have seen that in your Google Analytics reporting -- "referral sources." If they are not even on the radar, then chop them! 

Bottom Line: it is not easy by any means to make these hard decisions. But regardless of the situation we are facing, it never makes sense to continue to spend money with a marketing vendor that does not yield results or pay for tools that your dealership is not using.  

Once you have removed the dead weight, and have spoken with your ad agencies (or your internal marketing teams), look to see if you are making the most out of your current spend. In doing so, you will get for your money, and possibly even increase spend on the campaigns that are performing well. All of which can have a positive impact on your fixed-ops and total sales! 

When is the last time you honestly spent any time reviewing your vendor's reports? 

With website traffic at an all-time low, it is the perfect time to edit, build, and work on your website! As you know (for those of us who handle our sites), we have the best intentions of making edits, but getting them done is far easier said than done. The other issue is not always knowing where to start. That said, here are some of the things you can do to update your website! 

Google Analytics - Page Report, Top Exited Pages 

Take a minute and look at your pages report - looking at the last 3-6 months seeing which pages have the highest exit and bounce rate. Try and look at the website as if you were the customer who landed on this page, making sure that the CTA's and content are relevant. For those who do not have access to the CMS to make changes, you can 'print' the website page, saving it is a PDF. At which point, you can easily mark it up in Adobe (even the free version), allowing you to send the requested changes to your website host easily. 

Dealership Photos - How Old Are They? 

Chances are the photos of your dealership on the website are old and outdated. Why have photos with models that are easily 5-6 years old? You also want to make sure that you have clear, well-marked images of the following: service lanes, service lounge, showroom, and front of the dealership. First impressions are everything, so take this time to make sure your website reflects your dealership accurately. 

Service & Parts Landing Pages 

How many of you sell parts accessories online? When is the last time you checked these pages to update them? Do they accurately reflect the services that you currently offer? If not, take the time to get with the right departments and revamp the pages. For those with access to edit their sites within the CMS, there are several easy to use tools out there, such as canva.com where you can create dynamic banners and infographics! 

Bottom Line: take this time to get your website updated. Updating the content on your pages that are visited the most can have an impact on your conversion, which means more success! 

For those dealers who have switched gears, pivoted, and are offering more online retailing options it is important to update the call to actions on your VDP pages. One of the CTA's that you need to add to your site is something to the effect of "purchase online." Of course, making sure to follow all local and state laws regarding the process of the online purchase process. Beyond simply adding "purchase online" as a CTA on your site, you also need to update and tag the form/link so that when the lead hits the CRM your team knows where the lead came from. The lead should read something like: "Dealer Website - Purchase online." 

To update the CTA on your website you can either reach out to the company that hosts/manages your site - or, for those with access to their dealers CMS tool you might have the access to add and/or change the CTA's. 

Another CTA you need to pay attention to - for those states who have mandated "appointments only" - is making sure that the CTA reflects just that. Instead of saying "Schedule test drive" offer "book appointment." Again, making sure that you tag/update the form fill so that when the lead hits the CRM that it offers "Dealer Website - Book Appointment." At which point, you need to update the auto-responder (for those that use them) to ensure that the customer understands and knows what to expect from your dealership. 

And even though we are facing unprecedented times - having to make critical decisions all while doing our best to remain profitable - these new implementations can have a long lasting positive impact. In that your dealer is offering flexible ways for your customers to purchase a vehicle. All of which can make for a better experience that fits within your customers schedule, not just yours. So while this is in many ways hectic, crazy, and in some ways surreal - the work you put in now to continue to serve your customers will remain on far past the current times. 

Have you changed or updated your websites CTA's to reflect your current processes? 

Auto responders can make our lives easier, but more importantly they should let the customer know what to expect next. That said, with each dealers situation being unique to its own it is important to make sure that your auto responders reflect the following: current hours, sales process, service process and any other pertinent information. 

Here is a sample auto-responder for a vehicle inquiry 

[customer name], 

Thank you for your inquiry on the [year] [make] [model]. Please know that we are taking every measure necessary to keep both our employees and customers safe. [insert cleaning practices]. 

To best serve you, we have implemented test drives at home, and you can even complete the deal at your home! One of our dedicated sales consultants will reach back out to you with your preferred communication method. 

In the meantime, for up to date information regarding COVID-19 and what [dealer] is doing please visit our news page. 

Regards, 

[signature line] 

This is simply an example. But the purpose of this auto-responder is to ensure that your customer knows what to expect from your dealership. Now more than ever it is essential to outline the process for your customer. Not to mention, your employees - especially those handling the leads - know the internal and front-facing processes so that it eliminates as many break points as possible. 

So while the times are unprecedented, and the struggle is real, there are still ways to offer unparalleled customer service. Customer service that your customers will remember the next time they need to service or purchase another vehicle. 

Have you taken the time to update your auto-responders? 

For those dealers who have BDC Departments, it is possible for your BDC team to work from home. In which case they can manage the leads, social media, and continue to make follow-up calls and or book service and sales appointments. 

But How Can I Track Results? 

Just like you would any other day - review reports in the CRM. There are a lot of CRM's that use click-to-call features as well. At the end of the day, it will come down to results, are they booking appointments for either sales or service. 

Have A Daily Touch Points

Take the time to touch base with your BDC to see what results they are getting, or what challenges they are facing and work with them. 

Keep Your Social Media & Google Business Pages Up-to-Date 

It is essential that you keep your social media channels up-to-date with current hours and important information. Also consider toning down social posts so that important information does not get lost in the several auto posted, posts. 

Bottom Line: while this is unchartered territory for all of us, there are still customers whose needs have to be met. Whether that is servicing their vehicle or selling another one. It is these times that push our teams to work together to stay strong offering our customers a united front. 

Are you allowing your teams to work remotely?

When it comes to CRM reporting in the automotive industry, there is no shortage. The idea that you can get a report for any one piece of data in your CRM system that you are using. However, just because we have all of these reports does not mean it will have a positive impact and or change the way you do business on the dealer level. In fact, arguably, each time we get lost in a new report, it can, in many ways, distract you from getting anything accomplished. That said, here are two things to consider when using reporting. 

Not All Reports in the CRM are One Size Fits All. 

It seems simple, you get a report emailed to you every day at 8AM on the dot. It looks to be perfect, but it is no secret that looks can be deceiving. One of the biggest frustrations with a lot of the CRM report subscriptions is that by the time you have reviewed the report, the data has changed. In that, depending on whether or not your sales consultants or BDC Agents have updated the leads, merged leads, or reconciled data, the numbers will change. So instead of focusing on what is pertinent, you wind up spending more time reviewing leads/notes that are otherwise taken care of. 

So instead of wasting time by reviewing several reports in your email, here are some of the best ways to get that data. 

Sold Leads. Merge the CRM & DMS Sold Deals. 

It happens, the customer fills out a coupon lead in the showroom for a gift card. The spouse/partner filled out a lead inquiry awhile back - or there was a lead for the credit application - all of which means you could easily have five or six leads pertaining to one customer. And while there is a lot of conversation surrounding lead attribution, which is essential, but it is also just as important as having a clean database. That said, start by cleaning up all of the duplicate leads, ensuring that all of the lead sources remain within the CRM. For those CRM's that enable you to choose multiple lead sources, you can easily notate which lead was the last submitted, or better yet what lead led to the showroom visit or appointment. 

By cleaning the above data points (leads) up in your CRM, you are already looking at a more accurate picture. Wherein, if you are continually looking at set and show rate versus sold rate, a five to fifteen lead swing can have a significant impact on those rates. Namely, the whole point is that data in the CRM changes by the minute, so if we do not take that into consideration while reviewing these report subscriptions, you lose focus on what is actually happening; or customers that you can still work with. 

In Bound Call Reporting. The Same Phone Number Is Not Two Leads. 

So many of the reporting subscriptions - regarding what the phone vendor sends out - do not remove duplicate callers. In that, if I were to call a dealer twice in one day, it would count as two phone leads, and let's say I got one appointment on the first call, which is great. In essence, I would not then get credit for having already booked the appointment on the second call. Therefore, the lead count would be off for the set, show, and sold rates. All of which can cause a lot of frustration. Or worse, the GM or manager reviews the 'one' call that showed not having an appointment set, calls the BDC Manager or Employee in - catching them off guard - ripping them a new one for not having an appointment - all while they DID have an appointment. This happens far more than you would think, and it was all due to reviewing an inaccurate, otherwise irrelevant report. 

So before you use the report as the only means of reviewing numbers, take the time to look at the actual data - that is, reviewing the CRM to see if the customers call had already been logged in the CRM. 

Bottom Line: this is not to say that reports are not important, but what this is offering is that simply review a report subscription does not, by any means, always paint the whole picture. And rather than only review the report, it is best to review the actual data and outcomes. All of which enables your team to focus on what is important, which is increasing sales through effective correspondence with the customer. 

I am not sure what’s worse the customer reading an email and not responding or not reading your specially written email at all! 

A no response lead can be taken personally. I mean you have just spent probably 5-10 minutes writing an email responding to the customer's inquiry. In hopes of their responding, setting an appointment, and purchasing a vehicle! 

Before beating yourself up for not getting a response - you need to step back and ask yourself what did you say in the email? Did the customer ask a question you missed? Did you send inventory options? Did you send your current specials? Namely, did you email include a call to action? An action that sparked “FOMO” (fear of missing out). 

I have seen several emails sent out that did not answer the customer's main question (which is often overlooked depending on where the “comments” are displayed in the lead), didn’t sell the dealership, no branding, - the list goes on! 

P.S. I too have been guilty of missing a question, which is why I spent an extra minute making sure I answer it correctly!

There isn’t per se the “GOLDEN” email, or all dealers would be using it by now. What you can do however is be relevant and make sure you take the time to read the lead before sending the email. Here are some key elements that will assist you in getting a response! 

Subject Line 

There is a course in DSU that explains in great detail on how to write a subject line. While putting the sale price, emoji’s, or special characters seem fun - it lessens the chance of the customer clicking the email as it resembles spam. 

Keep the subject line short, and to the point! Here is an example: 

“Be One that Saves, (first name)”

Main Body 

The first thing you need to do is review the lead making sure you have looked to see if the customer has left a question or comment. Not answering the customers' questions can be a turn off resulting in their deselecting your store. 

If the customer has asked a specific question be sure to reiterate their question when answering it. Once you have answered, the question asks for the appointment. Next, you will build value in your appointment by selling your dealership. Creating an image of what your customer can expect if they chose to do business with you. 
Inventory should also be highlighted - per DSU you should insert up to three options. Make sure that there are real photos (refrain from stock photos as the customer might avoid it) and include options that others have also viewed pertaining to the inquired on stock number. 

Closing - Last Impression Value Statement & Special Offer

Customers often forget about maintenance. They are so focused on the sale price because that is the most relevant subject to them during the “purchase” process. So if we can build value in the sense that we also take care of them after the sale, it builds brand value, which is invaluable in today's market. 

Let the customer know that your service techs are certified, and unlike big box stores, your team has to be brand specific certified. Not to mention, the customer might receive a membership of sorts by servicing at your dealership. Such as rental cars, free oil changes, or service rewards. 

Offer the customer a coupon. Something that stands out. Do you use a coupon a gift card? Trust me. I know the eyes of the manager's roll when you say those words as they will argue about having to work that back into the deal. But the customer just wants instant gratification. That’s all. That Instant gratification can result in an appointment, which can lead to a sale!! 

How do you handle a no response email? What works for you? 

Click here to join the ongoing email templates conversation! 

It is no secret that your service customers are valuable! And while there is a lot of debate on what the best practices are for “Exchange” programs are - here are some best practices for running a successful program. Ones that will encourage the service advisors to assist with the growth and development of without fighting back! 

1. The Service Advisor should be a part of the “X-Change” program. Remember, the advisor is the one that has “carried” on the relationship with the customer when s/he purchased the vehicle. All too often, the sales consultant approaches the customer with a hard sales tactic. One that turns off the customer. Whereas, the advisor - who has rapport and trust with the customer - can offer the program instead of an expensive shop bill. As if they are “watching” out for them. 

2. Have a Service Liaison in the lane that can assist the advisor with the greeting of customers as they make their way into the lane. This will not only ensure that the customer is greeting within OEM standards (many of which are within a minute), but are also “checked” in and ready to go when the advisor becomes available. 

3. Use a CRM/DMS program that is linked or a part of the appointment software. Namely, if you use a program that is familiar to both the service advisor and service liaison s/he will easily be able to identify customers in equitable positions. Allowing them to inform the service manager before their visit, which allows the service manager to notify the advisor. Teamwork makes for dream work. Dreamwork makes for happy customers and profits!

4. If the customer agrees to “reviewing” the program make sure to have the car of choice pulled into the lane so as the customer is checked in they are test driving the new vehicle. This allows for a cohesive flow. Allowing the sales department to appraise the vehicle while they are test driving! 

5. if the customer is not inclined to participate in the program offer a “soft” approach by including a “payment” summary - quote - of a similar vehicle with their service paperwork. Sometimes an “extra” touch peaks their interest. 

6. Lastly, make sure to not “over-sell” this program. Whether that is sending too many emails - more than two per month - in addition to the regular marketing. Instead, make sure to have strong POP marketing that is in the lane as well as the customer lounge. And remember this a soft sales approach. Too much marketing can cause for opt-outs and upset customers! 

How do you run your service “Exchange” program? What are some of your best practices? Do you have sales consultants manage it? 

There are many opinions on whether or not one can truly multitask. However, for those of us who work in the BDC, multitasking is a quintessential part of our jobs. But just because we multitask does not mean that we are any more productive. In fact, too much multitasking can wind-up leading to your team not only making more mistakes but, more importantly, burning out. All of which is not good for the dealership! Here are some of the top things to consider when you are on the brink of over tasking yourself, or your team in the BDC! 

You Ever Have So Much Going On You Make A Decision That You Know Isn't Right Or Completely Screw Something Up? 

We have all been there. That moment where you hit the send button before completing your thoughts in an email, enter the wrong price in an email blast, forgot to call a customer back, forgot to send the email blast out before 11 AM, accidentally miss-typing a tracking line, and or spelled a model wrong all because you were 'multitasking' or in a rush to get the job done. Its the above moments that make us cringe afterward because the mistake seemed - in hindsight looking back - so simple and easily avoidable. But when your head is spinning in several directions at once, it becomes increasingly harder to accomplishing anything. Or, more importantly, getting your work done without making potentially costly mistakes. 

Delegate Responsibility Even if that Means Getting Your Sales Managers to Help. 

One of the worst things you can do to yourself or your team is not asking for help! This is not to say that your sales managers can or will help you, BUT you have to ask. Even if your sales managers handled something as simple as pricing updates in your inventory tool, or managed adding/removing of specials to your website can save you time so you can continue to focus your efforts on other pressing matters. Not to mention, how many times have we heard "they are too busy selling cars" to help, but have time to sit and catch-up? There is time to help. 

Learn to Say No. We All Have Limits. 

One of the hardest things to do is say "no." Just the idea of saying no to another project, integrating another vendor, updating the websites, creating logins for a new hire, managing reporting, managing login issues, sending another email blast, managing the sales consultants' social media accounts, and or working late nights from home is hard. But at the end of the day, we all have limits! It is just as much our fault if we do not express those limits in a meaningful, relevant way. Sometimes your boss (or the sales managers) genuinely have no idea how much you do on the dealer level in the BDC. So if it is not something you bring-up, and you continue to say "yes," it can and usually winds up with you becoming completely burnt out! 

One Necessary List is Outlining Who is Responsible for What! 

One of the easiest things to do is point fingers playing the blame game, which is not only demoralizing but a waste of time. To avoid this and burning out one or more of your employees who is multitasking, it is best to create a list of who is responsible for the core tasks in Business Development. In creating that list and handing out responsibilities  - you will come to learn that there are those who are over-tasked multitaskers and others who are being underutilized. That said, keep in mind that just because someone is 'over-tasked' and an avid multitasker, and it appears that s/he is working harder is not always the case. In fact, you might find that those who are overtasked and multitasker are actually less productive. That said, the goal and purpose of creating a list are to ensure that all of your core tasks within your department are not just checked off, but completed correctly. 

Bottom Line: Whether you can multitask or not, it is never best to have too many tasks on your plate at one time. The more tasks you have to complete, the greater chance you have in making a potentially costly mistake. Not to mention, multitasking and or taking on to much work will wind up burning you out. And we all know that it tends to become harder and harder to check back in when we are burnt out! 

How to do you approach multitasking? When is the last time you asked for help? 
 

In the days before websites were responsive, it seemed that having a mobile app was the way to go. The idea that you could offer your current and potential customers everything at their fingertips - current specials, inventory, & service appointments, to name a few. All of which sounds great, yet it seems that once dealers re-designed their websites to be responsive, mobile apps fell to the wayside. So while a dealer should have a responsive - mobile-first - site, it does not mean that we should forget about offering a mobile app! Knowing that there are several benefits to having a mobile app! 

Here are the top things to consider when choosing whether or not to have a mobile app. 

Responsive vs. Mobile App - What Is the Difference? 

A responsive site simply means that the site is mobile friendly. However, just because your site is mobile friendly does not mean that it is easy to read! Not to mention, in many cases, your mobile site does not offer all of your core content.  And if you do offer all of your content, not all of your vendor's plug-ins are responsive! 

One of the biggest challenges dealers face is offering a seamless mobile experience - believe it or not, there are still dealer sites where you have to pinch and zoom, which does not offer the customer a pleasant experience. So in some ways, you could be missing out by not providing the customer all of the content possible. Whereas, if you had a mobile app, you could easily integrate and offer relevant content. 

So What Is the Purpose of A Mobile App? And How Can It Help Maintain the Eco-System 

While I am not always fond of using other industry examples that do not always apply to the auto industry, some companies have mobile apps that not just work, but have changed their customer's experience. Think about it - how often do you use a companies website vs. using their mobile app? In most cases, the only time you would use their website is if the mobile app is hard to use or you forgot your password, etc. Not to mention, even if you do not use the mobile app that often chances are that you will not delete the app from your phone. 

The most significant benefit, though, that a mobile app has is managing your dealership's Eco-System! The idea that once the customer has the app downloaded (which can be apart of the sales to service hand-off), you are providing the customer with a meaningful, relevant way to manage their vehicle. Not to mention - imagine being able to send them a push notification when it comes time for them to service their vehicle!  Where you could easily embed videos into the custom landing page that offers the benefits of the service you are recommending. The ideas are endless, and the more relevant and engaging your content is, the better chance you have in getting them to convert into that sales or service appointment. 

At the end of the day, people want something simple and easy to use, which a mobile app can offer - think about it,  how many times have you been on a dealer site - trying to book a service appointment and you have to pinch and zoom to answer the multiple questions, and you give up in frustration and just call the dealership to then only be left on hold? Yeah, it is not a fun experience. 

Lastly, Another benefit of a mobile app would be for the dealer to collect data from the user profiles in which case they could offer relevant, targeted marketing. For example, if the customer has their vehicle data in their app profile, you can easily send push notifications that remind them to come in for service! 

Bottom Line: There is a big difference between a mobile app and having a responsive site!  And by offering your customers a mobile app to manage their vehicle in a meaningful, relevant way it can have a positive impact, making it easier to manage their relationship in one place. 

Does your dealership have a mobile app? If so have you seen success with it? Is downloading the mobile app a part of the sales to service hand-off?