There is nothing worse than having aged inventory at your dealership. It is no secret that the longer the unit sits unsold, the more expensive it becomes. At which point, you could wind up losing money selling the unit. One simple but effective way to combat aging inventory is to take advantage of your inventory tool for online merchandising! Below are a few simple fixes that can make a big difference! 

Image Overlays On All Inventory 

Many of today's inventory tools enable you to create an image overlay that has your dealers logo and a phone number. This is then displayed on the first photo of every unit. One of the benefits of this is that it separates you from the other dealerships when it comes to third party listings. Not to mention, you can often easily add a tracking line to the overlay. By adding a tracking line, it not only makes your unit stand out, but it also provides a way of measuring how many calls you are getting from your VDP's. If you are not sure whether or not your vendor is capable of doing this, give them a call letting them know you want to add an image overlay. The tool usually can create different overlays for both new and pre-owned. 

Banners! Make Your Unit Stand-Out

Just because the unit is on a specials page does not mean that it will stick out. Think about what makes your unit stand out from the rest, which could be anything from one owner, low mileage, special trim level, or a great deal! By adding a simple banner to the left-hand corner (remember, we read left to right), your customer will see a visual stand-out as to why the vehicle is a great deal. In doing so, not only does this make your vehicle stand out from the rest, but it increases your chances of getting a phone call or lead! 

Photos! Make Sure The Vehicle Looks Showroom Ready 

It might sound silly, but the fact of the matter is that the photos of the vehicle matter. If the pictures do not show off the features or are otherwise blurry, or even dirty, it can detract the customer from wanting to make a phone call or submit an inquiry. The best way to ensure that all of your vehicle photos are showroom ready is to ensure the following: 

Consistency: make sure all of the vehicles are pointed in the right direction; usually, the first photo is of the front of the car pointing to the left. Another thing to consider is the background making sure there are no other vehicles in the background. You also want to consider having the front of the dealership in the background, which can help with branding. 

Features: If the vehicle has extra options on the trim level, then be sure to get photos of those features. For example, if the car has a dual panoramic moonroof than be sure to take a picture so the customer can confirm that it has that option available. Another photo to take is of the 'control panel,' i.e., if it has CarPlay or Navigation - take a quick picture of it in action! 

Outdated Photos: If the last photo of the vehicle - and this pertains to old aged inventory - has snow on the ground in the background, then take the extra minute or two and retake the photos. This is not to say that it will help increase the price, either. What this does offer, however, are new updated photos of the vehicle, which can have a positive impact! 

Bottom Line: even if you tackle one of the three things above, this can have a positive impact on your aging inventory. The fast you sell the aging inventory, the better off your dealership will be in the long run. 

Do you use image overlays? If so, did you see an increase in calls after implementing them with phone numbers? What is one way you keep aging inventory in check? 
 

The CRM is arguably one of the most essential tools for the dealership other than the DMS. However, one thing to note and consider are all of the hidden fees associated with the CRM; everything from integration fees (from the DMS) and third-party vendors. More importantly, too, is how the third party tools are integrated into the CRM. Such as but not limited to phone call tracking, trade-in tools, texting, and email marketing, to name a few. That said, here are two things to consider when it comes to the vendor integration fees. 

The Cost to Connect the DMS. 

The CRM is often connected to the DMS, and the purpose of the DMS being connected is so that the sales and fixed-ops transactions can be sent to the CRM. Having that data in the CRM is valuable for many reasons. One of the top reasons to have the DMS connected is so that you are easily able to pull reporting on your customers total spend. In addition to being able to effectively market to those customers. In order to do all of this, however, you generally have to pay a fee to so that the systems communicate. And depending on both the CRM or DMS system you use, the fees can quickly add up. This is also a fee you pay monthly, which can be as much as $600 a month! Take a minute to see what you are spending and make sure that all of the data is coming over correctly. The one data point that is imperative to have sent over to the CRM is the DMS ID of the sales consultant or service advisor that completed the transaction. As a result of doing that, you can easily see what they contributed to individually. More often than not, you will see "house deal" in the CRM regarding a sold deal or service RO. The main reason this occurs is due to the DMS ID not being setup in the CRM. Or if the sales consultant has not yet obtained their sales license. And in many cases, if you try and 'add' or 'change' the DMS ID in the CRM, by the next morning it reverts back to the 'house deal' DMS ID. This is because  the DMS imports data nightly, which is another reason why your reports might not be accurate and or showing multiple 'split deals' as it is splitting a deal with both ID's. 

Are Third-Party Integrations Always Necessary? 

This is a hard question to ask. I offer that because even if the vendor is connected to the CRM - having paid the monthly fee - does not mean that you will be able to use the tool in the way you thought. Namely, a lot of the vendor integrations are not always able to function as they would if you were using the tool separately. For example, two of the biggest third-party integrations used today on the dealer level are inbound call tracking and trade evaluations. When it comes to integrating inbound phone calls, it is essential as most vendors are able to ensure that the inbound call is linked to the customer's profile. However, when it comes to managing both the call and reporting, it is often easier to accomplish directly in their platform.  Where some of the call tracking vendors do not relay any information added and or changed into their system from the CRM. For example, it is much easier in many cases to listen to the sales calls in the CRM, no? But if your GM were to review the "calls reviewed" report from the platform - not taking into consideration that you listened to them in the CRM - then it can cause for frustration on both ends. That said, while it might cost you money to integrate the vendor, it is worth it as it is essential to have the calls linked to the customer. Making it much easier for your BDC Agents, Sales Consultants, and Sales Managers to manage the customer correspondence. 

With regards to the trade-evaluations, in many cases, the sales consultant still has to use the third party-app to in-put the trade information, which is then sent over to the CRM. That still causes there to be double data entry.  As a result, most sales consultants are required to enter the trade-in information manually into the CRM tool at which point the sales manager can use that data - in the CRM - to run the trade evaluation. That said, it comes down to a personal choice, and it is still a good idea to have it integrated into the CRM as you will then have accurate data regarding the trade. Not to mention, as you know - especially for those who print deal packets from the CRM - it is imperative that the trade-in information is correct. Anything to make this easier and more accurate is the way to go. 

Bottom Line: While we cannot get out of the fees we pay to have a vendor integrated, we do need to make sure that all of the data we need to be pushed over is pushed correctly. In addition to making sure that for those with third-party integrations are not just setup correctly, but that you are able to easily manage the integration. Being able to access the elements of the platform without having to use both the CRM and the vendor platform. 

What Are Some of the Tools That You Use But Are Not Integrated Into the CRM? What is holding you back from having the tool integrated? 

No matter the business model, your dealership has evolved several of your roles over the years everything from dealers adding business development centers, exchange managers in service, product consultants, and marketing managers to name a few. However, the one position that has not often been discussed or evolved is the GM position -  a position that manages all departments on the dealer level;  a position that can enact on making changes happen. 

So we have to ask ourselves, how as the GM position evolved? Has the position evolved enough? Can a GM effectively manage the entire operation as each departments goals and tasks have increased to sustain your dealer's profitability? 

So What Exactly is the Role of the GM on the Dealer Level? 

According to autojobcareers.com, The automotive dealership General Manager ensures the profitability of the dealership by overseeing the various departments which include variable operations (sales & financing), fixed operations (service & parts), and the business office (accounting & administration).  Duties of the general manager include, but certainly not limited to, planning, motivating, and coordinating the dealership's management through leadership and solid business practices. 

That Said Can A GM Effectively Manage the Various Departments On A Dealer Level With the Challenges A Dealer Faces in Today's Market? 

This is not an easy question to approach nor is the purpose of this question - by any means - to denounce the efforts of a traditional GM role. Instead, the purpose of asking this bold question is to understand better how a GM can approach the various departments — ensuring that each department is successful and generating the revenue needed to sustain the bottom line. 

One of the concerns with having one role overseeing all of your dealers departments is their inability to manage the day-to-day operations effectively. In which case, their managers while able to make many of the decisions are unable to execute on many without the GM's approval. So as a result, that can in many cases, slow down their operations. For example, if the service manager wanted to execute a marketing plan spending $1,500 - in many instances, s/he would have to seek the approval of the GM. If the GM were otherwise unavailable and unable to make the final decision - or worse, it took two to three days to make a decision - the delay could have an impact on the success of the campaign. And while this is certainly one example, there are many other examples. 

Another key issue is the new car and used car sales. Each department has its own business model; a model that is managed by your sales managers. However, it is no secret that many of the decisions made by the sales managers have to be approved exclusively by the dealers GM. As a result, this can hinder productivity and performance. Namely, given that many of the sales managers - or GSM's - are otherwise unable to make final decisions when it comes to purchasing inventory or managing the dealer's department they are unable to perform at the level they need too necessarily. 

Imagine empowering your sales managers, GSM's, and fixed-ops managers by allowing them to make the necessary decisions on the dealer level. The idea that you are allowing them to run their respective departments effectively. Taking out a potential roadblock; one that can wind up costing the dealer thousands of dollars in lost revenue. 

So Without A GM, What Does Your Dealer Look Like? How Does this Even Work? 

Several dealers have executive vice presidents who are to oversee all of the GM's. All of which sounds great, no? The idea that the EVP can assist the GM's in making the decisions necessary to carry out the business plans. The problem, however, with this model is that the GM's are not involved in the day-to-day operations. In which case, when having meetings to discuss processes, procedures, and or the changing of a department, it is done without the managers in fixed-ops,  sales or with your controller (COO; the one who handles your dealerships finances).  This can have a negative impact on how they approach the decisions, as many decisions are often in alignment with the bottom line in mind. Moreover, while the bottom line is of the most importance; the way you approach the bottom line has to be in alignment with the way your managers approach their departments, respectively. It is challenging to do so without the managers being involved as they are the ones managing the day-to-day operations, which as a direct impact on the success of said proposed changes. 

One of the ways to approach this is by having directors. Each dealership would have a director for both sales, fixed-ops, and the Controler (a new title would be COO). The purpose of this position is to manage the sustainability and profitability of each of your dealer's departments. The directors also work closely with each of the sales and service managers. At which point, the directors report to the EVP. In which case, instead of one person,  the GM reporting to the EVP, multiple people are reporting to that role. People who can effectively enact changes on the dealer level. For those who do not have EVP's, you can have the directors report directly to the CEO. What this does is bridge the communication gaps between the CEO and the employes (your managers) who are directly responsible and accountable for maintaining the dealer's bottom line. 

The Dealer Can Effectively Save Money By Restructuring With Directors and Removing the GM Position. In-turn, Increasing Your Revenue Adding to the Bottom Line. 

The average GM salary (which of course depends on the market) makes roughly $217,000 a year between their salary and bonuses. If you were to restructure and pay a director position for fixed-ops, sales, and your controller (or better yet, a COO), with both the sales and fixed-ops' managers in the six-figure bracket (which they are already most likely making) - you now have three positions that can make executive decisions reporting to either the EVP or CEO. Directors who are then involved in not just a day to day operations, but are also able to make decisions empowering their departments to increase revenue for the dealerships bottom line. 

Namely, instead of paying one position a high six-figure salary, you now have three positions making six-figures — two of which who are already most likely in the six-figure bracket. As a result, this not only can save your dealership a six-figure salary, it can increase your dealer's performance, collectively. All of which adds to the already thinning bottom line. 

The Bottom Line: the purpose and intentions of this article are by no means to denounce the efforts of the GM's. However, we have to ask ourselves how the GM position has evolved and whether or not one person can effectively manage all of the departments collectively. Knowing that the profit margins are continuing to thin, and every decision made on the dealer level has a direct impact on your profitability. The idea that if you were to have three key directors on the dealer level who are closely involved in the day-to-day operations manage their departments exclusively - it would not just empower them, but it would have a positive impact on the bottom line. 

Has Your Executive Team Restructured the GM Position to Increase Profitability? Have You Considered A Director Role On the Dealer Level? 
 

Anything to make the process easier for the sales consultant is a win-win, and there is a lot of conversation surrounding the usage of tablets versus desktops. In many cases, too, the OEM’s have apps and resources for the dealerships - using a tablet - when it comes to delivering new vehicles and service walk-around, to name a few. That said, the sales consultant is using both their computer and tablet, which has posed the question: can the sales consultants just use a tablet during the entire process? 

Here are the top things to consider when discussing making the switch! 

Why Are You Making the Switch? How Does this Impact the Sales Team Much Less the Sales Process? 

One of the biggest buzz words in the industry in the last few years has been “transparency.” The idea that we need to ensure that the customer has a clear understanding of what we do; namely, how the sales process is approached on the dealer level. All of which sounds great, but more importantly, how do we execute that on the dealer level. 

So you have to ask yourself “why are we making the switch,” as simply switching to a tablet does not by any means make it easier to complete the sales process. Much less offer the customer the experience we are aiming for! 

One of the ideas behind the usage of a tablet was the idea that the customer is not sitting at a desk with the sales consultant plugging away at their computer. Instead, the sales consultant is more engaged with the customer as they are going through the process: everything from selecting the vehicle to test drive, to reviewing extended warranties, and service contracts. 

The problems that can arise with this approach, however, is the usability of the tablet which is outlined below. 

Not All CRM’s Function Well On Mobile. 

There is nothing worse than trying to pinch and zoom on the tablet to use the CRM when entering a customer in and or working the sales process. And while many CRM’s have a mobile app as a part of their platform, it does not mean that it functions well. In fact, you will find that a lot of the CRM apps lack features that are otherwise available on the desktop (web) version. The core functions that your team needs to be able to access on the mobile app are quoting, emails, customer profiles, and work-flow management. Otherwise, as mentioned above, it becomes quite cumbersome to try and manage the sales process solely using the tablet. 

One thing that dealers are doing to convey the concept of being ‘mobile’ is by giving their sales teams laptops instead of desktops. In which case, while they are not using the tablet for the entire sale process, they are at least able to use the laptop, enabling them to work with the customer from wherever in the dealership. 

You Have to Have Wi-Fi that Works. There is Nothing Worse than Not Having Reliable Service. 

With so many aspects of the sales process being digital, using everything from your phone to a tablet, it is essential to have good, quality internet service. I cannot tell you how many times I have encountered dealerships who do not have good Wi-Fi much less the ability to use the Wi-Fi outside of the dealership. All of which impedes the usage of the tablet/phone. For example, many CRM’s today offer the ability for the sales consultant to scan the customers VIN on their trade using their phones/tablets. But if they are otherwise unable to connect and/or do not have service, it makes a simple, quick, process a daunting one. 

The Bottom Line: there are pros and cons to both perspectives. The most critical element to consider when approaching this conversation, however, is the purpose of moving towards tablets and phones. Ensuring that if you do make the switch that you not only have a solid infrastructure but more importantly that your sales managers buy into the process. As while the sales consultants might be in alignment with the changes, if the management is not on board it makes it that much harder to offer the customer the experience you are trying to offer. Lastly, for those who do embrace and offer the sales process via a tablet or mobile phone, it is still essential to have dedicated spaces where your sales consultants can work with the customer. As there is nothing worse than trying to work a deal in a space the customer does not find comfortable. 

Do You Use Tablets for the Sales Process? If So, What Are Some of the Challenges You Face? For Those Who Do Not Use Tablets Other than What the OEM Mandates, What is Holding You Back?
 

No one ever said it was easy to manage your dealership's inventory - everything from the floorplan, selection, cost, recon for pre-owned, to managing your days to market supply. All of those facets of managing your dealership's inventory are critical components. However, this all starts with the inventory being entered into the DMS. With the notion that the DMS is the heartbeat of the dealership; having the correct information regarding the vehicle is essential, not to mention ensuring that it is marked correctly to be listed on the site. 

Here Are The Top Things to Consider When Managing Your Dealers Inventory! 

Who Enters the Inventory into the DMS? This is Arguably One of the Most Critical Steps in the Process. 

While there are so many tools out there to manage your inventory, having to go back to edit a unit can be a hassle. That said, whoever is entering the inventory into the DMS has to ensure that the information is correct; everything from the year, make, model, color, trim level, mileage, etc. All of which is then sent over to your inventory management tool. And while the inventory management tools in many cases will decode the VIN for you, the trim level information is not always correct. Hence why it is so important to make sure that all features are entered into the CRM. The next step(s) regarding this process is to ensure that the fields you have entered the information into in the DMS are mapped correctly in your management tool. In doing so, it can save you a lot of time and hassle. 

Do You Have Accurate Vehicle Descriptions On All of Your Vehicles - Especially Pre-Owned? 

Sure, the vendor you are using might provide you with canned, generic responses to place on your VDP. But in all reality, do those canned descriptions truly describe the car you are trying to sell? Take a minute, or two and write descriptions for those pre-owned units that not just fit the car you are selling, but ones that will sell the features on the car! For example, if the vehicle you are selling has a unique feature than be sure to mention that in the description. Or another example would be if the car is a special trim level. This can and will clear up any confusion for the customer who is looking at the car online but is unsure as to what features actually come in the car! And I am sure you have at one point or another received a phone call from a customer who is inquiring on that vehicle, confirming if it comes with the features listed from the VIN decoder. 

We Are All Playing the Pricing Game. Forget the Game, Use A Strategy. 

Most of today's inventory tools provide you reporting with regards to your average days to market supply. That report can be beneficial when it comes to pricing your vehicles, especially when it comes to pre-owned. If you know you have a vehicle that is a saturated model - with a high level of days to market supply - take the time to make yours stand out! That starts with the above regarding the description of the vehicle. Think about it, if you are searching for a car and notice that the one down the road is less expensive, but does not explain the features or has decent photos - aren't you still going to call the dealership that does, in fact, provide the features, and has good images? Most likely. This is not to say by any means that you will sell it for the price you are hoping for, but what it does do is build value in your vehicle - setting you apart from the competition. 

The Bottom Line: even if you tackle one of the three items above, it can have a positive impact on your bottom line. Knowing that for every day that unit sits on the ground, unsold, it potentially costs your dealer thousands of dollars. Dollars that have to hit that bottom line with profit margins thinning. 

Do You Have Your Pre-Owned Sales Manager Write Custom Vehicle Descriptions? If Not, Do You Edit Your Inventory Tools Canned Descriptions? 
 

On the surface, having your sales consultants promoting your brand on social media seems like a win-win. The idea that your dealership is getting that additonal exposure for free seems like a no brainer. And while it does not seem to be a bad idea, there are some things that your dealer ought to consider. One of those things is a social media policy. A policy that is put in place to protect your dealership. In addition to guidelines with regards to the OEM and FTC concerning the promotion of specials. That said, here are some of the other things to consider when it comes to your sales consultants promoting your brand on social media: 

The Customers Should Be Directed to Your Dealer Website! 

Think about it for a moment. The reason we spend money on advertisements, and paid social media posts is to have the customer visit the website; with the goal of their converting! But if your sales consultants are promoting your brand on social media - without creating call to actions - for the customer to visit the website, it might be missing the point. Not to mention, if you are not an ADMIN on the page, you cannot edit and or monitor the content that is being promoted by the sales consultants. 

You Should Have ADMIN Access to the Social Media Page

You have a top sales guy using social media, all seems well until he takes all of your customers - ones who like/engage - with his social media page to the next dealership. Meaning that he can now promote his new dealership to those customers. Customers that your dealership paid to acquire as not all customers on their social media sites are customers in which they either paid to acquire or spent thousands of dollars advertising too! 

I have seen this happen way too often. And trust me, if you think that they are not taking those customers - with the hopes of selling them - at the next dealership, you are sadly mistaken. This is not to say that customers do not otherwise have a loyal following. However, we have to remember at the end of the day, we are to be promoting the dealership, not the sales consultant. Most other businesses do not promote an "employe" by allowing them to run their own social media pages, so why are we? By having ADMIN access to their social media accounts, you can create a policy in which indicates that should they depart from the dealership - you retain full access to their account. At which point, they will no longer have access to the customers or content in which is linked to your dealership.  

If You Think They Are Not Running Specials On their Social Media Pages. Think Again. Have You Checked to Make Sure They Are Compliant With the FTC? 

We see it every day. Dealers who have specials that are not OEM compliant, or worse not compliant with the FTC. However, one thing that your dealer needs to do is make sure that if your sales consultants are promoting their own specials - which is not recommended - that they are in compliance with not just your dealership, but the OEM and FTC. However, this is not as easy if you do not have ADMIN access to their page. 

Think about it, let's say one of your sales consultants offers the customer an "extra" dollar amount off of the vehicle to which people respond. However, when they get to the dealership and find out that the vehicle in which they inquired on is not eligible (despite there not being any disclaimer on the Ad on FaceBook) your dealer could be liable! That said when in doubt it is best for the sales consultants to share specials that are currently running on your dealerships website or social media. 

Brand Image. Do You Want the Image of Your Dealership In the Hands of the Sales Consultants? 

One wrong post or one inappropriate photo can lead your dealership into being in hot water. Not just with the customers, but with the public. I cannot tell you how many times sales consultants have promoted their dealerships on social media - even having their own pages - without many security settings. To which they have posted and/or liked inappropriate content for business. Where the customers have had their say in how they feel about it. The bottom line with this is why would you want to risk your dealer's hard-earned reputation by enabling anyone to control your brand's image? This is not best practice and something your dealership should consider. 

The Bottom Line: 

This is by no means to say that sales consultants and or your dealership should not use social media. What this is, however offering is that there are FTC compliance regulations, OEM compliance, and Dealership guidelines that should be adhered to, period. And if you do not have any access to your sales consultants social media pages, it becomes that much more difficult to manage the content that they are otherwise promoting without your knowledge or consent. All of which can put your dealership in a bad position! Instead of taking that risk, encourage your sales consultants to engage with your social media page, share your posts, etc. All of which can have a positive impact all while ensuring that it is compliant. 

Do you let your sales consultants have their own social media accounts? If so, do you require that they give you ADIN access to their pages? If not, why? Do you know how many of your sales consultants past and current have their own social media pages? 
 

At one time or another, we have been asked by a customer "what the dealer processing fee is?" to which most everyone would give a different response. Everything from a fee we charge for DMV paperwork, DMV charge, a charge the dealer has to cover stuff, to name a few. If this question is answered incorrectly, it could land your dealer in hot water. To avoid this happening here some of the things you can do at your dealer to avoid this issue! 

So What isn't Dealer Processing Fee? 

The Dealer Processing fee is NOT for tag and title work, not for reimbursement of pulling the customer's credit scores, and it is also not reimbursement for other costs associated with the deal. 

So then What is the Dealer Processing Fee? 

Simply, it is a fee that your dealership is allowed to charge the customer in relation to services in which your dealership is not otherwise compensated for. 

(reference for the above; MADA)

Other Dealers Do Not have As High of A Dealer Processing Fee, But They Have Maintenance Charge Fees, Appearance Package Fees? 

There are times where I would get calls and the customer asked: "how come your processing fee is more expensive than the other dealer" to which I would (depending on the dealer they were comparing us to) explain that while our processing fee is higher as is the cost of the vehicle. The dealer they are comparing us too has discounted the vehicle to then add "fees" back into the deal (which is a whole other article), but for the purpose of this article instead of charging the same "processing fee," they were simply disguising into another fee, such as an "appearance package, maintenance fee," to name a few. I would not recommend doing that; however, that is something we see dealers doing. 

Educate Your Staff. Explain What the Dealer Processing Fee IS and IS NOT 

Given that there will come a time that your staff is asked to answer "what is the processing fee," you want to make sure that you first explain what the processing fee is not. Thereafter, take the time to explain to the staff how to answer the question. Another thing you can do for the team and customers is to have a brochure that explains the dealer processing fee. This will also help ensure that the same answer is given each time a customer has a question regarding the dealer processing fee. 

The Bottom Line: No one wants to land themselves - or their dealer -  in hot water by not answering the question correctly; or more importantly, miss inform their customers. That said, there are a few things that your dealer can do - as mentioned above - to ensure that your team is always answering the customer's questions regarding the dealer processing fee correctly. In doing so, it will lessen the chances of there being an issue. The other thing you want to be mindful of too is answering the customer's questions with regards to other dealers having less expensive Dealer Processing Fees, to then add "additional" fees to the deal. At the end of the day, it is best to be both honest and transparent to the customer by offering them a good experience.  

How do you handle this question? Is this a question you get often? 
 

Every dollar counts towards the bottom line, we get that. But it is easier said than done as not all customers are presented extended warranties, service contracts, or any other protection packages your dealership offers to the customer. As for the excuses, they can be anything from "not believing in the product," to simply not presenting the product! What is worse, the F&I manager might not know the ins and outs of what is offered, which is a big concern. Here are some of the top things to consider in ensuring that your F&I team presents all customers the additonal products. 

Do Not Assume the Customer Does Not Want An Extended Warranty. Ask for the Sale. 

Sounds simple. But the truth is that you cannot purchase something you do not know of, no? So we have to ask ourselves the hard questions: why aren't we offering the products to the customer? Is it a time issue? Is the deal already completed? Did the customer already agree to a monthly payment? All are good questions, and sure the customer might have previously agreed to the payment. But that does not then mean that s/he is not open to a warranty. Not to mention, it also has a lot to do with how the products are presented to the customer when they are in the finance office. 

One of the biggest things to consider is the purchasing of a vehicle is often the second most expensive item a customer will purchase. And it is no secret that many people want to protect what they just purchased. But if you go into the signing of the deal assuming that s/he does not want and or need the products, sure they will not purchase them. However, if you break it down and offer something to the effect of "for less than 17 dollars a month you can have the peace of mind that your brand new vehicle will now be covered for up to 100k miles or 6 years. It is an inexpensive way to ensure that you're on the road for years to come." This is not to say that it will work every time, we get that. But we cannot sell what we do not offer, either. 

Do You Know What the Value or Benefits the Products Offer? 

It is not easy to sell a product or service that you are unaware of! One of the best ways to ensure that you know of the product is to have a cheat sheet. One that highlights all of the advantages/selling points of the product. In addition to the qualifications; for example, more often than not, pre-owned vehicles will have stipulations as to what qualifies for an extended warranty. As for the OEM warranty, it is essential that you understand what the OEM has to offer to the customer. Namely, there is nothing worse than mistakingly telling the customer that they have a "bumper to bumper" warranty when they do not. The OEM does not cover all items necessarily on the vehicle. All the more reason to sell an extended warranty or a  warranty that is comprehensive so the customer does not have a large unexpected bill! 

Provide POP Marketing, Videos, Or Any Other Collateral that Sells the Products! 

One of the best ways to introduce all of the products and services your dealership has to offer is while they are waiting to sign in F&I. This way not only is the customer staying engaged while they wait, but they are also aware of the products and services. Making it that much easier to sell the customer when they are sitting with you. One of the best examples of this is a video on your dealer's protection package with regards to key replacements. More often than not, people do not realize the cost of purchasing a lost key! It is not cheap, but with the protection package - if this is something you offer - it could potentially save them hundreds of dollars! The point is, try and find ways to relate to the customer when selling all of the advantages and benefits of the products. 

The Bottom Line: selling a healthy amount of warranties, service packages, and or protection packages can add a healthy amount of revenue to the bottom line. But this is not possible if you are not presenting any of these options to the customer at the time of purchase. More importantly, you have to ask yourself why you are not offering these products? If it is a knowledge concern, take a minute to learn about the products. Better yet, as mentioned above, create a cheat sheet of the selling points. In doing so, not only will it increase your personal income, it is mutually beneficial for both the dealership and the customer! 

How do you present the extended warranties, service contracts, or protection packages? 
 

There is more to managing your dealer website than simply relying on your vendors to do everything. A common perception is that once you have signed up with a marketing agency as well as third-party vendors that they will manage the content on your site. However, the fact of the matter is that it is a two-way street. If there is information that needs to be updated such as but not limited to staff pages, specials, dealer hours, blogs, social media posts, inventory, messaging, to name a few it is the responsibility of the dealership to provide that information to the vendor. It is not uncommon, however, for a dealer to go onto their website and realize that much of the information/content on the site is outdated or no longer relevant. And as we know, having relevant content on the site is crucial for the dealer to maximize their ROI. To ensure that all of your content is up to date, here are the top items to check regularly. 

Staff Pages: Who is Working at the Dealership? 

If you have staff profiles without photos or bio's it does not help you. Nor does it help your dealership to have a staff profile active on the site when they have not been at the dealership for some time. One of the best ways to manage this process is to include this in your hiring process. Once the employee has agreed to onboard with your dealership, you can have one of your HR employees take their photo, collect their bio, and either submit that information to the web host (or a marketing agency for those that have one), so that it gets completed. In many cases, this is a task that is pushed to the BDC Manager. Regardless of whom you have to take care of the project, it is much easier to have it be apart of the hiring process vs. looking at it periodically. 

Specials Pages for Sales & Fixed-Op's

For those of you who advertise specials (which should be all of us), it is essential to have specials listed on the pages. I cannot tell you how many times I have gone onto a dealer website and it says "check back later for specials" - mind you, this is mid-month. That said, if you can create a monthly specials checklist, you can assign one person from each department the task of creating the specials. For those with a marketing agency, they can usually provide creative content for you. With regards to vehicle specials, your dealer website platforms usually enable you on the dealer level to easily add stock numbers to a specials page. Just make sure that whoever is doing specials for new vehicles that they comply with your OEM's standards. Having specials can create traffic and most importantly convert more customers off of your site!

Dealership Photos With Outdated Models. Your First Impression Counts. 

Having photos of the dealership can have a very positive effect on your website. However, it is essential to make sure that the photos on the website are up-to-date. Where it is not best to have a photo that is a few years old with outdated models. That said, one of the best ways to tackle this project is to update the photos either quarterly or annually. You can easily assign this to a manager in each department, at which point you can quickly load the new updated photos onto the website.

Another thing to consider when it comes to photos of the dealership is to make sure that the dealership is clean and that the photo does not show damage, debris, or clutter. For example, if you were to take a photo of your service lounge, but one of the display walls is empty and or has outdated material on display, it can look sloppy. Remember, this is the first impression of your dealership. 

Bottom Line: a marketing agency can do much work for your dealership; however, to maximize the results it is still best to have your team on the dealer level checking the items above to ensure that all of your content is up to date. One other added benefit of consistently checking your dealer website is that you can help find any issues or errors that impact the user's experience. For example, while adding specials if you notice that the form fill link is broken, you can take the necessary steps to get this resolved. 

How often do you check your dealership's website to update content? If not, does your marketing agency check your site? 

It is no secret that social media continues to become a relevant means of not just connecting with prospective customers through paid Ad's, but also way of effectively promoting inventory to then publishing meaningful, relevant content; content that will increase your engagement. 

In looking back, even a year ago, it still seems that the question of "Are We Getting Social Media Wrong?" is only becoming a bigger conversation. But are we having the right conversation? What have we learned this last year with regards to social media? One thing we have learned is to take advantage of the Market Place App. We have since seen a solid increase in leads deriving from the marketplace. Not to mention, FaceBook offers the customer a much richer multi-media experience; it is also an app they are accustom to. All of which are benefits. 

In the meantime, be sure to check out the blog post here, and join the conversation! 

Check out the blog post here! 

What is one thing you have since changed with regards to social media? Have you found success in using the Market Place App?