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From: Jared Hamilton
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H Gregory Gershman

H Gregory Gershman Managing Partner

Exclusive Blog Posts

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

If you have followed my published articles in the past about retaining Techs (based on being a former dealership Fixed Ops Manager and my 17 years of r…

What is your advertising message?

Everyone gets a big laugh when we see merchandising go wrong.  The retailer in the picture must be remarketing knives as pencil sharpeners, because right below the "Back to School" sign is a giant display of cutlery.  Many times the message gone wrong isn't so obvious to our staff, and isn't humorous.

In a dealership we feel this immediately with an advertised sale price on the web that doesn't match quotes inside the store.  Customer complains, sales staff apologizes, and hopefully we correct the price and sell a car.  While customer complaints like this are difficult to deal with, they at least help the dealership correct course.

There is a quieter place where advertising fails happen all the time, and no one ever hears about it: automotive employment ads.

  • Income claims of $100,000 per year, when a showroom only has one salesperson out of 20 making six figures.
  • Advertising friendly atmosphere, and flexible schedule.  When a candidate arrives they see managers browbeating salespeople about needing to work more hours.
  • Stating that you need to hire someone that attends to clients promptly, and then having a person wait for over an hour to be interviewed.

These are just a handful of things we see and hear regularly when surveying the 1000's of applicants we send for interviews.  The shame is applicants almost never share why they either decided to miss an interview or turn down a job they are offered.  It centers around finding inconsistent information about the dealership either on the web, or in person.

Take a few minutes and make sure you are putting out the right message.

H Gregory Gershman - Managing Partner - Recruitment HQ88cced7b8fb20bd3968596e41b03b887.jpg?t=1

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