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Jeff Cotton

Jeff Cotton President

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A Dealer’s Best Friend

If you’ve ever owned a dog and trained him well, you know the pleasures and love you receive in return. Trained dogs are obedient, disciplined and mannerly. Service dogs even perform many routine daily functions for their masters:  they retrieve items, help direct their master’s path, sniff out trouble ahead and may even recognize illnesses not yet manifested.

A servant like this would be a joy to most anyone. Imagine if we all were so consistent, reliable, likeable, selfless and prophetic. The world would likely be much different than it is, I suspect. But we live and work in the real world where things don’t usually go as planned; people let us down, we neglect or miss important opportunities, and seem to miss the mark too often.

What if a more consistent, reliable, and selfless process was available for selling vehicles at better gross profit, while often capturing quality, desirable trade-ins?  What if by utilizing this process, your sales staff was able to increase sales by double-digit units a month, with less effort, better gross profit and better CSI?

Simply, this is repeat business brought into the store by the hardest working birddog you’ll ever meet!  What I am referring to is technology that delivers sales opportunities from the dealership database no one else thought to consider.

But, like a well-trained service dog that “sees” around the next bend in the road, this technology helps a dealer see beyond the limitations of the traditional 3-10 year sales cycle. It can instantly identify many current customers, and intelligently offer new compelling reasons to ‘buy-now’, in order to capture their business months earlier than you, or they anticipated.

This hard working hound often digs-up myriad reasons to present in your outreach! Are they running out of warranty, or reaching mileage penalties in a lease? Could they drive a brand new vehicle for about the same monthly payment they currently have? This guide dog never tires, sleeps, or eats and is working 24x7.

I recent viewed an online video about several Beagles that had been turned over to a rescue group by a test laboratory. None of these two-to-three-year-old dogs had ever seen the sun or touched grass. Once the doors to their cages were finally opened to the outside, these dogs remained frozen inside; hesitant, fearful and uncertain.  They eventually stepped out oto the field of green grass, and were almost in shock at how good it felt.

Watching their behavior reminded me that many times dealerships are like that about new ideas – afraid to take chances. This caution is wise, in that random jumps of faith can be scary. Yet when it comes to data mining technology for sourcing untapped sales, there are thousands of dealerships who have stepped forth and lead the way. These dealers have reaped countless sales, profits, trade-ins and maintained a sizeable quotient of happy repeat customers, for over a decade.

Data mining technology is like the dealers best friend; always obediently on the job and consistently working for you, constantly sniffing the wind for opportunities. Go on, take a chance. What do you have to lose, except countless sales that got away?

Click for a helpful eBook (http://autoalert.com/solutions_ebook.asp).

About the author: Jeff Cotton is Vice President and Co-Founder of AutoAlert, Inc., a leading customer database analysis and sales strategies company. He is a former sales professional with Fletcher Jones Motor Cars. Contact him at jeff@autoalert.com and visit www.autoalert.com

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