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Jared Hamilton
From: Jared Hamilton
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Drake Baerresen

Drake Baerresen Vice-President & CMO

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DSES: Fixed Ops Marketing: Stop Wasting Your Money on Elusive Elixirs.

 

 

 

The Driving Sales Executive Summit 2018 in sunny Las Vegas is almost here!  Many of us have been susceptible to putting too many eggs in the basket using that next shiny object, that one and done fool proof tool, that guaranteed be all marketing…that elusive elixir.  However, I’m pretty sure that if one did exist, we would all be using it and this blog post wouldn’t even exist.  So let’s ask ourselves an honest question that deserves and honest answer, we’ll get to that question soon.  I find it interesting that as a dealership in general, we spend incredible amounts of money on our sales departments while customer loyalty is at some of the lowest levels many of us have ever lived through, yet our service departments are on boot strapped budgets and aging tools.  I’m not suggesting that we should not invest in our sales departments or that stores have been doing it all wrong in service (in fact, some dealerships are doing it incredibly well), I’m merely suggesting that it’s time to take a hard look and make a concerted effort to catch our service department up to the speed of a modern dealership. I don’t necessarily adhere to sensationalist statements that some make about fixed operations being the most neglected profit center in dealerships.  However, I do think there is some truth to it and warrants us to ask the question, “Am I doing all I can to make my fixed ops the most profitable it can be?” Like any profit center, it requires hard work, great people and effective tools to help achieve the strategic goals established by dealership management. During my session, we’re going to cover some of these actionable items from marketing to process, and more. Everything is centered around you going back to your dealerships with fresh ideas and proven data, so you can implement change in your service department. So hopefully, in near time when the question is asked, you’re answer is a confident “yes.”

 

I am speaking at the DrivingSales Executive Summit in Las Vegas. In my session we’re going to cover some of these actionable items from marketing to process, and more:

  • -Learn how to use transaction based advertising with improved content and targeting
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  • -Enhanced voice search, go-to lead generation techniques, and social optimization methods
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  • -Techniques that foster improved closing ratios.

 

Note: If you would like to have a one-on-one session during DSES, please reach out to me and we can make that happen. 

 

Mark Rask

This is good timing....my focus next month will be the service dept 

Sherri Riggs

The timing is great! Mark, I look forward to your posts!

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