Companies that treat their employees well are becoming easier and easier to come by. People can work anywhere they want. The current economy creates options for people to find better jobs with ease. What are you doing for your employees coming into work today? How are you making them feel welcomed and valued?

We sat down with Clint Pulver, from The Center for Employee Retention, and asked him about how to retain employees in today’s ultra-competitive climate. His advice is to focus on the employee experience or you will lose your people. The amount of options available to today’s workforce is unprecedented. They can choose their payscale, schedule, co-workers and even more. It makes it difficult for employers to retain their teams when there are so many amazing options. Make your culture something people want to be a part of. 

Mark Brown, former Director of Sales at Grappone, talks about the effect of Expeditionary Leadership. It has been said that the next 5-10 years will have more change than the last 100. Change is the best way to grow any company. You need to focus on individual and collective development. It can’t just be about results. You need to focus on the people and make learning and safety part of it. When employees have the autonomy to fail and try new things, it can create positive change in your store. Mark’s book, Outward Bound Lessons to Live a Life of Leadership, will show you how to apply a unique leadership style to help you create more effective teams, organizations, and communities.

The 10th anniversary of DrivingSales Executive Summit is October 6-8 in Las Vegas. 

We are excited to announce this year's breakout speakers!

This year we have 7 breakout tracks covering your entire dealership. Each speaker was chosen by our DSES panel made up of the most progressive dealer executives in North America. The breakout speakers will help breakdown high-level concepts into tactical takeaways to improve your dealership’s performance.

Our dealer panel has selected 35 breakout sessions that will focus on everything you need to improve your store. The breakouts will focus on Sales Training, Fixed Operations, Marketing, Inventory, Digital Retailing, Human Capital, and Innovative Leadership. Each breakout has experts addressing modern-day challenges that your dealership is facing. 

Progressive Sales Training Breakout Track

A Better Bridge to Buying 

Super Session | Brent Wees, Joe Webb

Improving Your Sale Process With Incremental Thinking 

David Steinberg

Sparking Creativity to Emerge Better Sales Process 

Super Session | Jennifer Suzuki

Less is More Strategy - Customer Experience Starts with Engagement 

Super Session | Steve Roessler

The 4 Elements to a Winning Culture  

Super Session | Sean Kelley

Next-Gen Fixed Operations Breakout Track

Fixed Ops Digital Marketing - A Little Effort, Huge Reward 

Andy MacLeay

The Top 3 Differences Between Digital Sales and Digital Service Marketing 

Kelly Krause

Conquest Strategies to Increase Service Market Share 

Scot Eisenfelder

Finding and Retaining Technicians in Today’s Competitive Environment 

Brad Lillie

Meet Your New Customer, Maximize Sales and Eliminate Heat Cases  

Jeff Cowan

Cutting Edge Digital Marketing Breakout Track

Move More Metal With In-House Marketing 

Simon Heseltine

Don’t Be Basic! Stand Out, Catch Eyes, ENGAGE With Today’s Consumers! 

Super Session | Gray Scott

Lead Forms Are Not Dead: How to Turn Leads Into Car Sales 

Daniel Kim

Automotive Content Evolution: Core Copywriting Tenets Dealerships Must Adopt 

Dane Saville

How to Dominate and Generate a Mega Ton of Leads and Convert Sales Using the Facebook and Instagram Platforms 

Gail Rubinstein

Modern SEO Secrets: How Dealerships Should Compete with 3rd Party Lead Providers 

Parker Evenson

Do You Want to be a Marketing Millionaire? 

Eric Miltsch

Breakthrough Inventory Management Breakout Track

Driving Visibility Through Immersive Online Merchandising 

Russ Daniels

Are the “Days” of Days Supply Over

Adam Tobias

Applying an Investment Lens to new Vehicle Management  

Super Session | Brian Finkelmeyer

Inventory, Your CRM and the Big Gap of Data 

Super Session | Jasen Rice

Improve Inventory Acquisitions by Tapping Into All Profit Centers at the Dealership 

Robert Donovan

Advanced Digital Retailing Breakout Track

The Button is Only as Powerful as the Process Behind It 

Benjamin Hadley

Digital Retailing: Work Smarter, Sell More 

Super Session | Michelle Denogean

Welcome to the Convenience Economy: The Operational Impact of Digital Retail 

Joe St John

How to Apply Digital Retailing for Measurable Results Today 

Andrew Tai

Modern Human Capital Breakout Track

Drafting a Winning Team 

Jon Purdy

Recruit and Retain Women in the Dealership to Improve Business 

Michelle Blakeley

Level Up: How Career Paths Can Improve Employee Development 

Jason Volny

Stop Hiring Traditional Sales People  

Mike Anderson

Surfing the Blue Ocean of Expeditionary Leadership: How to Navigate & Survive the Car Industry Disruption

Super Session | Mark Brown

Innovative Leadership Breakout Track

Using Free Online Services to Build Better Systems Than Your Could Pay For 

Zach Hill

You Know Nothing: Navigating OEM Programs for Success in Your Dealership 

Super Session | Shaun Raines

Sell More, Make More: Strategies and Tactics for Making More Gross  

Len Short

Learn more here

Artificial Intelligence. It’s the buzzword of the year in automotive! It’s used on multiple ends of automotive journey. It’s the technology that allows autonomous vehicle their autonomy, and it’s growing as a tool in marketing to create super specific targeted ads.

It seems dealers have no problem adapting to AI in cars, but it’s another story when talking about its use in marketing.

DrivingSales News spoke with LotLinx’s VP of Product Management, Eric Turner on this new confusing technology. He says AI in marketing isn’t being used as frequently in automotive as it is in other industries. But why?

“I think that the biggest challenge is awareness… and legitimacy,” He said. “AI has some buzz that comes with it. But just the word artificial intelligence has some confusion around it because there is no clear definition of what it actually means.”
 

The lack of awareness and understanding gives dealership a hard time really jumping on board, according to Turner.

LotLinx claims to use cutting edge technology and machine learning to put specific cars in front of specific buyers. You can describe generic AI marketing in a similar way. AI takes away the massive task of creating targeted messaging for individuals because the machine does all the learning and finding for you.

“When you’re thinking about the automotive industry and every single car as a unique commodity, and then to create a unique message that is specific to one customer it becomes overwhelming very quickly,” Turner said. “Social media has kind of found our customers for us, but AI will become necessary in creating very specific messages.”

New technology isn’t only worry some for dealerships, the Brookings Institute out of Washington found that after polling 1,500 Americans, half were worried about AI taking away their right to privacy.

Turner doesn’t believe this will actually be the case when AI becomes more prominent. In fact, he said he welcomes AI targeted ads!

“From my perspective I guess I rather like the idea of getting messages that are specifically tailored to my needs and wants,” He said. “It would be nice not having to worry about all these different messages which come my direction that aren’t relevant at all.”

Artificial Intelligence may be somewhat new to automotive, but if you look at other industries, it’s already being implemented. That means, according to Turner, if your dealership hasn’t jumped on the AI bandwagon, you’re not only behind in automotive, you’re behind everyone.

“Dealerships have to get on board. If not dealers will be behind the curve relative to the economy as a whole,” He warns. “I think some industries are more receptive to new tech. My experience with some dealers is that there is some resistance in trying something new and different. But that resistance is quickly diminishing as they realize the future of the industry is very different than it is right now.”

He says in less than five years, this tech will be everywhere.

“From a marketing perspective AI is the future. This is how we break the cycle of generic messages, and start creating targeted messages to one person,” he said. “AI allows us to reach into the haystack and grab the needle out without any guesswork. With AI’s growing capability you will see this be the defining feature of digital marketing.”

Read more about Eric Turner and his accomplishments in the LotLinx Press Release, here.

It’s time for another weekly blog recap. Today I’ll be recapping blogs about where to spend your marketing budget, Millennial problem solvers and tips on how to be a great salesperson. Check them out below!

Marketing tells customers who you are, and tries to convince them to walk into your store. But where is the most important place to spend your marketing money? David Bowman, Owner of Bowman Auto breaks down his costs for marketing and what works best his dealership. He says Email Campaigns and SEO together pack the strongest punch.

Read his blog to learn the ins and outs of his campaigns here!

Next up the dirty “M” word… Millennials.

Nicolle Lamb SVP of Client Services at Dealer Inspire says Millennials are often talked about in a negative way. So, Instead of focusing on pitfalls (that more often than not have affected every other generation too…) focus on the positive aspects Millennials bring into the workplace... Like being incredible problem solvers!

Read her blog here.

Occasionally the way a car looks might just sell itself. But more often than not salespeople are needed to drive home that sale.

Jennifer Livingston gave four awesome tips on how to become a better salesperson including being VERY aware of your body language… and practice practice practice closing.

Read her blog here

The California New Car Dealers Association is fighting for more dealer rights when it comes to manufacturer mandated rules. They are the main sponsor of bill AB 2107.

The hope is to protect the California franchise system and new car buyers by strengthening franchise laws, addressing inappropriate treatment of dealers by manufacturers and enforcing manufacturer accountability for unlawful actions against dealers.

There are nine main points to the bill, but one of aspect of AB 2107 that addresses vendor usage is creating quite a stir on social media.

It’s no secret OEM’s limit the types of vendors dealers can select to use for websites, dealer management systems and other digital services. AB 2017 restricts the manufacturers ability to select specific vendors for a dealers digital service, and allows dealers to select their own digital service vendor.

New Car dealers seem to be on board with this Bill. However, consumer advocacy groups are worried that parts of the bill will be bad for consumers. Mainly the Consumers for Auto Reliability and Safety and the Alliance of Automobile Manufacturers agree this bill would decrease consumer choices in car options and increase car prices. BUT the California New Car Dealers Association says that will not happen.

What do you think of this Bill? Does it seem like something you could support?

Let me know in the comments below!

This is a guest blog by  Nicolle Lamb, SVP Client Services at Dealer Inspire.

She is speaking at the DrivingSales Executive Summit on Millennial Problem Solvers : How to Lead the New Generation to Their Success and Yours

Most of what you hear about working with Millennials is not positive. What I observe at conferences is that sessions about Millennials usually focus on their lack of drive, fickle nature, and lack of loyalty. But truly, couldn’t that be said about every generation? There are many examples of these characteristics in each generation through the years.

What we aren’t giving them credit for is their desire to make a difference, problem-solve, and be a trusted member of the team along the way.

The success of Dealer Inspire has relied heavily on Millennials, and our team is hard working, dedicated, and loyal. Our average age is 27 years old, we went from 30 to 480+ employees in less than 4 years, our employee retention rate is 99%, and our client retention rate is 99%. Are you wondering how we made that happen with a generation most people misunderstand?

We are doing some key things that engage Millennials, and it’s important for us to take ownership of how we are managing them. When things aren't working it's on us. It's not on them.

At DrivingSales Executive Summit 2018, I want to help our dealer partners change the way they hire and train their staff. I have been asked many times by my clients, “how do you do it?” “How do you hire these amazing people?” This session will give them all of our secrets to success. And with these few changes, they too can have an amazing loyal, driven team! Let’s work to solve the most important challenge of your dealership: hiring and maintaining driven, loyal employees.

It’s not difficult, but it does require a change of mindset and management style.

My session will review where to start, and where most companies go wrong when it comes to Millennials.

● Start with a culture

● Create a clear path for growth

● Hire the right people | Seekers

● Ask them to share their feedback | Measure anonymous feedback through software

● Give them the questions, not the answers

● Then, trust them, encourage them, and support them

What are our most profound pitfalls?

● Treating them like a rookie

● Telling them they need to earn their stripes

● Bossing them around

● Giving them the answer and never asking them to solve the problem

This is the most important part: you have to be prepared to listen! Many times I hear, “I didn’t have anyone handing me the keys”. Well, that’s not a great way to look at it. Was how you were brought up in the workforce the right way? If you peel that back, can you see that this is the right way to do it? Through encouragement, recognition, coaching/mentoring, and fostering a good work environment, we can build the most dynamic team and carve out success for your business.

These employees are not afraid to tell you exactly what they need to feel good about their role and be loyal to your company. All you have to do is listen. Don’t you often wish your spouse came with a manual that would tell you exactly what they needed? So many times you didn’t know what they were thinking or what they needed, and you’re left saying, “I wish you would have just told me!” Well, this generation will tell you. And if you are listening, you are winning!

Today, I am the Senior VP of Client Services at Dealer Inspire, and as you would expect I manage a dynamic team of Millennials! My current team is made up of 78 team members, of which 90% of them are Millennials. Investing my time into the leadership team and the performance management team has always been my focal point and it is a key driver of the team’s unprecedented success.

I find and hire overachievers — that’s one of the core characteristics I look for — but you cannot hire overachievers and then tie their hands behind their backs. Put the problems in front of them and encourage them to find the answers — you will be amazed at what you find!

Every Wednesday I’ll be posting a recap of our forum discussions! This week three forum posts with some good back and forth caught my eye.

First, Drew Bettiol Digital coordinator for Sterling Auto Group posed a question about Google Analytics. Recently certified Drew wanted use his new skills to make money for the dealership but wasn’t sure how.

The community chimed in, giving him ideas. One idea was to continue getting certifications, another was to download the Google My Business app. How do you take advantage of google analytics? Chime in by following this link.

Aaron Evans, Digital Marketing Coordinator at DrivingSales started a conversation about dealership marketing Keywords and their effectiveness (or lack thereof).

Many great insights were written including different short term and long term strategies to narrow down your dealerships most successful keywords.

Not quite sure how to find those keywords?? Follow this link and join the conversation.

Amanda Gordon started a deceivingly insightful discussion about what digital vendors are working and not working. The conversation started out with talks about cars.com and Facebook merging, and transformed into a conversation around how to best do email targeted ads with specific strategies.

How are your email campaigns going?? Get some tips and insight by clicking this link.

Discussions can be started by anyone for any reason.

The only three rules are that it has to be related to the automotive industry, vendors can’t call out other vendors with ill intent, and vendors… remember… no pitching!

This a guest blog written by Dave Druzynski, Chief People Officer, Auto/Mate.

He is a breakout speaker at the 2018 DrivingSales Executive Summit under our Fixed Ops category.

The unemployment rate is the lowest it’s been for 10 years, which is great unless you’re trying to hire skilled and experienced employees—especially technicians. To overcome shortages, service directors often resort to poaching from the competition, which ultimately drives up local wages and shrinks your profit margins.

The reality is, technicians are like any other employees. One more buck per hour isn’t what motivates them in their job search. What they want is what every other person wants: autonomy, mastery, purpose and recognition. They want to work at a dealership where they know management cares about them and has their back. They want to learn how to be the best at what they do without being micromanaged. They want to feel like they’re a part of something bigger than themselves. They want more than a job; they want a fulfilling career and the knowledge that their career goals will be supported.   

At the upcoming DrivingSales Executive Summit, I’ll be teaming up with my cousin Tom Druzynski, Director of Service Operations at New York’s largest dealer group, West Herr, to present “How to Win the Fixed Ops Talent War.”

In 2017, Tom successfully hired more than 100 technicians without poaching. He’ll share the strategies and programs he uses, including partnering with schools, internships and a five-level mentoring program that’s been key in helping to fill the technician void.

I’ll also give tips for recruiting in the digital age where help wanted ads no longer attract talent, and employment brand marketing is king.

In our presentation, we’ll discuss the importance of building a culture where employees love coming to work every day. Additionally, we’ll share best practices and tips for creating professional development programs designed to retain employees and grow their careers.

To win a war, you need to be armed with knowledge. We promise this session will be jam-packed with information and actionable strategies that have proven to work in the real world.

See you in Las Vegas!