Most people that read this blog that are in automotive retail probably have one thing in common: they can do one thing really well. Sales, finance, management, etc you're likely not fresh in your position or field. You've been trained, taught, updated and (even if not very effective) sent to seminars, events and trade shows. People looking for more information, especially in this format, are those that want to learn...to be better, earn more or lead their field.

So, it's time for you and your colleagues. Time to do a few things. This is not a way to say that you're only doing one thing. Rather that the automotive retail, and even most of the headquarters, needs to venture outside of the comfort zone in regards to being more effective, using multifaceted strategies and new technology to deliver better results.

There is raging debate on what works and doesn't tied into whether or not fads and technology work: social media versus the tickler file, direct mail versus ads, text marketing versus a note, text codes/integrated mobile marketing versus billboards, Internet departments versus the floor, CRM versus the 3 by 5 and the salesperson's memory. Folks, what are afraid of? What investment is not worth it if customers will consume it? And why is the debate still going on at all? If it works for you, do it.

Oh, and then there's the budget and resource excuse. It used to be that the argument was simply "if I drop my newspaper and TV ads, traffic will stop". We all know today, without question, that's not the truth. Period. Now days it's "I can't staff competent people to handle live chat", or "how can I have someone post on social media ll day and still sell the cars they're supposed to?".

That's not the point. It's simple: do the same things, get the same results. Stop thinking of a technology, solution or new mouse trap as a stand alone aspect of your business! Everything creates either consideration or traffic that should convert. You might think about things this way:

1. Your website is the center of the universe. All traffic should ultimately go there. Leads convert there or because of the information gained there. While not the most dynamic part of your marketing, it is one of most easily tracked, can be modified nearly on the fly, enjoys the benefits of multiple sources and provides seamless integration. Oh, and you own it (or if you don't, you now know you should!)

2. Invasive marketing is meant to drive specific contact or leads but rarely meant to drive traffic to the website (which should change): direct mail, outbound calls, inserts and other forms of non-requested contact. Still works but typically not tailored correctly for higher conversion. If dealers started using their data correctly, ROI would increase (or start actually). Upside is that the receiver is not expected to do anything other than look or open their mail or drive by something while the downside is that tracking is poor and is not on the consumers terms.

3. Passive marketing is meant to involve your customers with your brand and includes events, ride-and-drives, social media, giveaways and more. Benefits are that it can be tracked more accurately than any other off-site media, costs are typically lower than (if not practically dirt cheap) traditional marketing, engages consumers at their want/need/desire level and offers great sharing and word-of-mouth.

Two and three are supposed to make one work better, consistently. It's incredible to think of someone that controls the marketing spend at a dealership or group using invasive marketing as the majority of their focus while the same person doesn't use the media they buy when they consume content! Put even more appropriately, why do you market or advertise expecting it to work when you've not successfully asked or tracked how your customers engaged, used and responded to your marketing? The first dealer that says they source successfully over 50% of the time, your staff is...well...not being honest.

It's our job to know what our customers want, not what we want them to want. If you're a top producer at your dealership, how can you deliver more? The answer isn't that you can't. Or that there's not enough time in the day. Or that you're waiting for the new model because nobody wants to buy what's being replaced. It's time to do a few more things well.

Are we recommending that you get into a fist fight with your GM about opening up the firewall that your IT director clamped down so tight you can't get an email out to your mother? No. What we are recommending is that you find the time and ways to make your time and results more effective and productive.

These things don't happen by themselves. We need to push ourselves into uncomfortable territory for a while and commit to seeing the results through.And don't lay down because your factory rep doesn't understand how your CRM works or what a tweet is or that you can actually talk with people on Facebook.

Do one new thing...then do two things...and they will come! Yes, silly, the customers.

Best Practices: Professional Insight, Powerful Results

You can read more IM@CS posts her eon DrivingSales or on our blog here.

Most people that read this blog that are in automotive retail probably have one thing in common: they can do one thing really well. Sales, finance, management, etc you're likely not fresh in your position or field. You've been trained, taught, updated and (even if not very effective) sent to seminars, events and trade shows. People looking for more information, especially in this format, are those that want to learn...to be better, earn more or lead their field.

So, it's time for you and your colleagues. Time to do a few things. This is not a way to say that you're only doing one thing. Rather that the automotive retail, and even most of the headquarters, needs to venture outside of the comfort zone in regards to being more effective, using multifaceted strategies and new technology to deliver better results.

There is raging debate on what works and doesn't tied into whether or not fads and technology work: social media versus the tickler file, direct mail versus ads, text marketing versus a note, text codes/integrated mobile marketing versus billboards, Internet departments versus the floor, CRM versus the 3 by 5 and the salesperson's memory. Folks, what are afraid of? What investment is not worth it if customers will consume it? And why is the debate still going on at all? If it works for you, do it.

Oh, and then there's the budget and resource excuse. It used to be that the argument was simply "if I drop my newspaper and TV ads, traffic will stop". We all know today, without question, that's not the truth. Period. Now days it's "I can't staff competent people to handle live chat", or "how can I have someone post on social media ll day and still sell the cars they're supposed to?".

That's not the point. It's simple: do the same things, get the same results. Stop thinking of a technology, solution or new mouse trap as a stand alone aspect of your business! Everything creates either consideration or traffic that should convert. You might think about things this way:

1. Your website is the center of the universe. All traffic should ultimately go there. Leads convert there or because of the information gained there. While not the most dynamic part of your marketing, it is one of most easily tracked, can be modified nearly on the fly, enjoys the benefits of multiple sources and provides seamless integration. Oh, and you own it (or if you don't, you now know you should!)

2. Invasive marketing is meant to drive specific contact or leads but rarely meant to drive traffic to the website (which should change): direct mail, outbound calls, inserts and other forms of non-requested contact. Still works but typically not tailored correctly for higher conversion. If dealers started using their data correctly, ROI would increase (or start actually). Upside is that the receiver is not expected to do anything other than look or open their mail or drive by something while the downside is that tracking is poor and is not on the consumers terms.

3. Passive marketing is meant to involve your customers with your brand and includes events, ride-and-drives, social media, giveaways and more. Benefits are that it can be tracked more accurately than any other off-site media, costs are typically lower than (if not practically dirt cheap) traditional marketing, engages consumers at their want/need/desire level and offers great sharing and word-of-mouth.

Two and three are supposed to make one work better, consistently. It's incredible to think of someone that controls the marketing spend at a dealership or group using invasive marketing as the majority of their focus while the same person doesn't use the media they buy when they consume content! Put even more appropriately, why do you market or advertise expecting it to work when you've not successfully asked or tracked how your customers engaged, used and responded to your marketing? The first dealer that says they source successfully over 50% of the time, your staff is...well...not being honest.

It's our job to know what our customers want, not what we want them to want. If you're a top producer at your dealership, how can you deliver more? The answer isn't that you can't. Or that there's not enough time in the day. Or that you're waiting for the new model because nobody wants to buy what's being replaced. It's time to do a few more things well.

Are we recommending that you get into a fist fight with your GM about opening up the firewall that your IT director clamped down so tight you can't get an email out to your mother? No. What we are recommending is that you find the time and ways to make your time and results more effective and productive.

These things don't happen by themselves. We need to push ourselves into uncomfortable territory for a while and commit to seeing the results through.And don't lay down because your factory rep doesn't understand how your CRM works or what a tweet is or that you can actually talk with people on Facebook.

Do one new thing...then do two things...and they will come! Yes, silly, the customers.

Best Practices: Professional Insight, Powerful Results

You can read more IM@CS posts her eon DrivingSales or on our blog here.

From time to time, even with the best plans, strategy, resources and more, it becomes painfully clear that you're not going to make it. Unfortunately, some people experience this state of being for far too long. In automotive retail, there are even those that are paralyzed by it for, well, eons. In sports if you have two false starts you're gone. Why does 1,479 false starts constitute holding on to a process or salesperson at a dealership?

One of the many benefits of calling on dealers all over the country is the face time with some great people. Hearing many clearly defined business and action plans is inspiring and creates hope that things continue to look up. Having dealerships that used to track leads in archaic software, or even Excel, switching to advanced CRMs is inspiring. Chopping off the top salespeople or totally turning your sales department upside down and starting over? Now that can make even the greatest skeptic smile!

There is no question that times are changing for our retailers. About five years late. Some of the areas of greatest discussion recently (not counting social media) are how we keep the best and brightest, or attract them, and compensate them, how to incorporate tools that should help us but ultimately cost too much or don't do what they are supposed to, how to cut costs and how to stop giving up gross.

We don't claim to have the answers but have some thoughts to mitigate the typical course of (1) I can't change things so I won't even try, (2) I don't know where/how to start, (3) I tried before and failed, or (4) fill in the excuse you use: take risks in small doses in the right direction, ask for help because there is a lot of good, free advice (especially in the online automotive forums), start creating more buy-in with top management before you try to 'sell it' and simply convince yourself that the goals you envision are worth achieving!

Many times turning heads and making waves is actually less of a risk that doing the same things over and over and expecting a different result. We've all seen or known people who were burned out that we had pegged as being a superstar.

For most of us, the greatest help we can receive in avoiding 'hitting the wall' is common sense, some outside counsel and a firm dedication to what we know will work. Remember, we're here to (clap) pump...you up!

Best Practices: Professional Insight, Powerful Results

You can read more IM@CS posts here on DrivingSales.com or on our blog here.

From time to time, even with the best plans, strategy, resources and more, it becomes painfully clear that you're not going to make it. Unfortunately, some people experience this state of being for far too long. In automotive retail, there are even those that are paralyzed by it for, well, eons. In sports if you have two false starts you're gone. Why does 1,479 false starts constitute holding on to a process or salesperson at a dealership?

One of the many benefits of calling on dealers all over the country is the face time with some great people. Hearing many clearly defined business and action plans is inspiring and creates hope that things continue to look up. Having dealerships that used to track leads in archaic software, or even Excel, switching to advanced CRMs is inspiring. Chopping off the top salespeople or totally turning your sales department upside down and starting over? Now that can make even the greatest skeptic smile!

There is no question that times are changing for our retailers. About five years late. Some of the areas of greatest discussion recently (not counting social media) are how we keep the best and brightest, or attract them, and compensate them, how to incorporate tools that should help us but ultimately cost too much or don't do what they are supposed to, how to cut costs and how to stop giving up gross.

We don't claim to have the answers but have some thoughts to mitigate the typical course of (1) I can't change things so I won't even try, (2) I don't know where/how to start, (3) I tried before and failed, or (4) fill in the excuse you use: take risks in small doses in the right direction, ask for help because there is a lot of good, free advice (especially in the online automotive forums), start creating more buy-in with top management before you try to 'sell it' and simply convince yourself that the goals you envision are worth achieving!

Many times turning heads and making waves is actually less of a risk that doing the same things over and over and expecting a different result. We've all seen or known people who were burned out that we had pegged as being a superstar.

For most of us, the greatest help we can receive in avoiding 'hitting the wall' is common sense, some outside counsel and a firm dedication to what we know will work. Remember, we're here to (clap) pump...you up!

Best Practices: Professional Insight, Powerful Results

You can read more IM@CS posts here on DrivingSales.com or on our blog here.

There you were, grand opening day. Glistening bright showroom, gleaming inventory, balloons, refreshments and customers. Fast forward however many years and maybe a few of those items have faded. But the one thing that can't go away: customers! More businesses are waking up to the fact that it's about the customer and some even realize more specifically that it's what they can and will do for your business.

Whether you're involved with social media or not, crowd sourcing (and all its forms and descriptions) is one of the best and most efficient ways to move your business. There is no question that your business must move from the inside but it moves more quickly if your second greatest asset (yes, your greatest asset still is your people) helps from the outside. It may be the greatest step in avoiding greater amounts of failure than necessary (read: failure is necessary, just not to much).

Now if you believe that means you need to have a ground-moving meetup or tweetup, stop there. If you have plans to crush your competition with a Facebook page or more Twitter followers because someone says you're great, put away your soap box now. What you simply need is your customers to help move your business forward with direct interaction. You know, real conversation! Have you collected an opt-in email database? Have you surveyed random sales and service customers within one hour of their visit using free online services? Ask and you'll be told.

That being said, if your engagement online is mature and you get compelling responses, all the better. Remember that your customers having a say in your business is not an "in a silo" activity. Your greatest opportunities are in the great areas of volume and you should likely reward your most helpful clients as well (in legal ways).

Businesses must move forward to keep up with their customers today. Keep the conversation to your management team, and you'll likely keep your results as they are today. The suggestions from a 47 year-old mother of two or a 22 year-old fresh-out-of-college-with-a-first-job kid are likely more in-line with what will make you successful. Go on, do it...surprise yourself!

Or you can be like too many businesses today that are getting hammered in reviews, CSI rankings, word-of-mouth and other media only to decide how to move forward alone. When you try to do that alone, you'll get tired...and more lonely! Ever heard of the customer that got into a great conversation with the GSM or GM, came back for another chat during their first service, ended up working for the dealership and is not only killing it now, they've brought everyone with them?

Oh yeah, that would never happen to you! You're not looking outside for help anyway....

Best Practices: Professional Insight, Powerful Results

You can view more IM@CS posts here on DrivingSales.com or on our blog

There you were, grand opening day. Glistening bright showroom, gleaming inventory, balloons, refreshments and customers. Fast forward however many years and maybe a few of those items have faded. But the one thing that can't go away: customers! More businesses are waking up to the fact that it's about the customer and some even realize more specifically that it's what they can and will do for your business.

Whether you're involved with social media or not, crowd sourcing (and all its forms and descriptions) is one of the best and most efficient ways to move your business. There is no question that your business must move from the inside but it moves more quickly if your second greatest asset (yes, your greatest asset still is your people) helps from the outside. It may be the greatest step in avoiding greater amounts of failure than necessary (read: failure is necessary, just not to much).

Now if you believe that means you need to have a ground-moving meetup or tweetup, stop there. If you have plans to crush your competition with a Facebook page or more Twitter followers because someone says you're great, put away your soap box now. What you simply need is your customers to help move your business forward with direct interaction. You know, real conversation! Have you collected an opt-in email database? Have you surveyed random sales and service customers within one hour of their visit using free online services? Ask and you'll be told.

That being said, if your engagement online is mature and you get compelling responses, all the better. Remember that your customers having a say in your business is not an "in a silo" activity. Your greatest opportunities are in the great areas of volume and you should likely reward your most helpful clients as well (in legal ways).

Businesses must move forward to keep up with their customers today. Keep the conversation to your management team, and you'll likely keep your results as they are today. The suggestions from a 47 year-old mother of two or a 22 year-old fresh-out-of-college-with-a-first-job kid are likely more in-line with what will make you successful. Go on, do it...surprise yourself!

Or you can be like too many businesses today that are getting hammered in reviews, CSI rankings, word-of-mouth and other media only to decide how to move forward alone. When you try to do that alone, you'll get tired...and more lonely! Ever heard of the customer that got into a great conversation with the GSM or GM, came back for another chat during their first service, ended up working for the dealership and is not only killing it now, they've brought everyone with them?

Oh yeah, that would never happen to you! You're not looking outside for help anyway....

Best Practices: Professional Insight, Powerful Results

You can view more IM@CS posts here on DrivingSales.com or on our blog