The other day I was at Panera Bread.  As I was sitting there eating my lunch during the busy lunch hour, I watched 8 people walk in the door within 45 minutes, and every single one said something to the effect of being too busy and “let’s go somewhere else.”  This was all within an earshot of employees that were helping clean tables.  Not one word was said to any of those customers as they just turned and walked out.  What if those employees were able to offer them a cookie or a pastry to keep that customer there and have a great lunch?  Would that have been enough to keep that customer in the restaurant?

Most managers have gotten a call or an email in their career where the customer states, “I was on the lot for 5 minutes and wasn’t helped.  I left and bought a car down the street that same day.”  So what is that first impression when we don’t help that customer?

Most dealerships will spend somewhere around $300+ to get a customer in the dealership.  So what are we doing with those customers when they get there?  There has been a lot of discussion about ZMOT over the last few months.  But what about the first moment of truth when the customer gets to the dealership?  Are we making that great first impression when they set foot on the lot to look at a car or make make that call to the dealership that we marketed online?  Are we getting to those customers within a few minutes, or are we letting customers go?  We work so hard and spend so much money to get the customer to the dealership or on the phone, and sometimes we have failed.  Too many times have I listened to phone calls where the customer is describing the vehicle to the salesman and then they are looking it up on the website themselves.  Salesmen need to walk the inventory and know it like the back of their hand.  It is their paycheck.  As far as i am concerned, if the customer knows more about the vehicle they are looking at than the salesperson, the customer hasn't done their job.  So when we fail that customer, or potential customer, what was that customer worth?

When that customer comes on the lot, be enthusiastic.  Are you going to sell the sizzle or the steak?  I have too many times seen a salesman walking the lot with his/her hands in their pockets and head down.  There is just no enthusiasm some times.  It goes back to the basics of selling yourself, the dealership, and then the product.  They need to know their inventory and where it is and show the customer what they are looking for in their wants and needs interview.  This will make them stand out from the guy on the lot a few blocks away.  So what are you doing to make yourself stand out from the rest of the crowd?

The other day I was at Panera Bread.  As I was sitting there eating my lunch during the busy lunch hour, I watched 8 people walk in the door within 45 minutes, and every single one said something to the effect of being too busy and “let’s go somewhere else.”  This was all within an earshot of employees that were helping clean tables.  Not one word was said to any of those customers as they just turned and walked out.  What if those employees were able to offer them a cookie or a pastry to keep that customer there and have a great lunch?  Would that have been enough to keep that customer in the restaurant?

Most managers have gotten a call or an email in their career where the customer states, “I was on the lot for 5 minutes and wasn’t helped.  I left and bought a car down the street that same day.”  So what is that first impression when we don’t help that customer?

Most dealerships will spend somewhere around $300+ to get a customer in the dealership.  So what are we doing with those customers when they get there?  There has been a lot of discussion about ZMOT over the last few months.  But what about the first moment of truth when the customer gets to the dealership?  Are we making that great first impression when they set foot on the lot to look at a car or make make that call to the dealership that we marketed online?  Are we getting to those customers within a few minutes, or are we letting customers go?  We work so hard and spend so much money to get the customer to the dealership or on the phone, and sometimes we have failed.  Too many times have I listened to phone calls where the customer is describing the vehicle to the salesman and then they are looking it up on the website themselves.  Salesmen need to walk the inventory and know it like the back of their hand.  It is their paycheck.  As far as i am concerned, if the customer knows more about the vehicle they are looking at than the salesperson, the customer hasn't done their job.  So when we fail that customer, or potential customer, what was that customer worth?

When that customer comes on the lot, be enthusiastic.  Are you going to sell the sizzle or the steak?  I have too many times seen a salesman walking the lot with his/her hands in their pockets and head down.  There is just no enthusiasm some times.  It goes back to the basics of selling yourself, the dealership, and then the product.  They need to know their inventory and where it is and show the customer what they are looking for in their wants and needs interview.  This will make them stand out from the guy on the lot a few blocks away.  So what are you doing to make yourself stand out from the rest of the crowd?

DealerSocket hits the market with 3 new products within their CRM to take them to the next level at NADA in Las Vegas this week.  I was able to get a sneak peek of the 3 new features that they are rolling out last week that should bring their CRM up towards the top of the market.

The first part of the CRM enhancement is SocketTalk.  SocketTalk is a fully integratable texting feature within the CRM that will store everything in the history of the customer file.  When you click on the button to text a customer from within the CRM, it will open up a window and look like a text string like an iPhone.  You can also have instant messaging between employees that will pop up on the desktop.  The other nice feature is that it will integrate with your DMS so that when a customer’s vehicle is done in service, it will also alert them when the RO is closed.  Everything is opt in to cover any state and local laws to make sure that they dealership is compliant in texting laws.

The second enhancement that DealerSocket is releasing is Revenue Radar.  Revenue Radar is an equity alert program that will alert the sales rep when there is equity in a vehicle and can trade the customer out of their vehicle early.  This is a great program where you can do searches within the database for customers with specific vehicles in their ownership that you can trade for and source for your used car department.  The filtering within the program was very user friendly and all in drop down menus.  DealerSocket is tied in with the manufacturer programs so you will have the most relevant information to get to the customer when you call and try to schedule that appointment.  DealerSocket also has call centers that you can take advantage of and have them make the calls for you.

The last element of the enhancements is the Mobile CRM.  It is accessible on iPhone and Android platforms.  It was a very clean app as they were going through all of the paces of the product.  It is tied in with the main CRM so the Sales Managers can know what is going on out on the lot.  They can do a quick entry with basic customer info and they can fill out the rest as needed when they get to the computer.  The other nice feature is currently on the Android platform and coming soon to iPhone is the scanner for the customer’s trade in within the customer information screen.  One concern we all have as managers is sales people ‘faking’ their calls.  When they are clicking within the app and making the calls from their cell phones, it is a verified call and we as managers know that the call was actually made. 

If you are looking at adding a CRM or changing CRM companies, swing by the DealerSocket booth at NADA and they would love to show you the enhancements in person.  They are at booth 3180 and will be happy to go over all of their platform enhancements with you.   

DealerSocket hits the market with 3 new products within their CRM to take them to the next level at NADA in Las Vegas this week.  I was able to get a sneak peek of the 3 new features that they are rolling out last week that should bring their CRM up towards the top of the market.

The first part of the CRM enhancement is SocketTalk.  SocketTalk is a fully integratable texting feature within the CRM that will store everything in the history of the customer file.  When you click on the button to text a customer from within the CRM, it will open up a window and look like a text string like an iPhone.  You can also have instant messaging between employees that will pop up on the desktop.  The other nice feature is that it will integrate with your DMS so that when a customer’s vehicle is done in service, it will also alert them when the RO is closed.  Everything is opt in to cover any state and local laws to make sure that they dealership is compliant in texting laws.

The second enhancement that DealerSocket is releasing is Revenue Radar.  Revenue Radar is an equity alert program that will alert the sales rep when there is equity in a vehicle and can trade the customer out of their vehicle early.  This is a great program where you can do searches within the database for customers with specific vehicles in their ownership that you can trade for and source for your used car department.  The filtering within the program was very user friendly and all in drop down menus.  DealerSocket is tied in with the manufacturer programs so you will have the most relevant information to get to the customer when you call and try to schedule that appointment.  DealerSocket also has call centers that you can take advantage of and have them make the calls for you.

The last element of the enhancements is the Mobile CRM.  It is accessible on iPhone and Android platforms.  It was a very clean app as they were going through all of the paces of the product.  It is tied in with the main CRM so the Sales Managers can know what is going on out on the lot.  They can do a quick entry with basic customer info and they can fill out the rest as needed when they get to the computer.  The other nice feature is currently on the Android platform and coming soon to iPhone is the scanner for the customer’s trade in within the customer information screen.  One concern we all have as managers is sales people ‘faking’ their calls.  When they are clicking within the app and making the calls from their cell phones, it is a verified call and we as managers know that the call was actually made. 

If you are looking at adding a CRM or changing CRM companies, swing by the DealerSocket booth at NADA and they would love to show you the enhancements in person.  They are at booth 3180 and will be happy to go over all of their platform enhancements with you.   

One thing that some salespeople have a hard time with is trying to stay busy in the slower months. They maybe sitting in your showroom at the window waiting for the next up. Just like a farmer, you have to work on your fields or current customers/prospects. There are so many things that they can do while they are waiting for that 'up' by farming their database.

Most dealerships do have a CRM of some sort. The salesperson can go through and see all of their sales for as long as the database has been in place. They can do some of the following:

1. Make anniversary calls - 1, 2, 3, 4, and 5 year.
2. Make birthday calls. Call the day before their birthday. So many appreciate that call from their 'car guy or gal.'
3. Make renewal calls with customers that their lease is up within the next 6 months. They have to do something soon so stay in front of them.
4. Make a renewal call when a customer is 12 months from maturity of their purchased vehicle. We need used cars! Let's sell them something new.
5. Call recent customers sold for referrals
6. Work the service drive - Come in thirty minutes or an hour early. I have seen several deals get written up before I even got to work when I was a Sales Manager.
7. Call all the customers that you have talked to in the last 90 days. Don't leave any stone unturned.
8. Email your database your monthly specials.
9. Go make a relationship with a body shop owner. Winter is here and the snow is flying in the northern states.
10. Check the service logs for your customers. They will be there an hour or so, so why not it be with you and attempt to sell something.

Are you a farmer? So the challenge is to stay busy on the phone while you are waiting for that customer to come in the door or are you going to be like the badger waiting at the window.

What are you doing to farm your data base and generate business?

One thing that some salespeople have a hard time with is trying to stay busy in the slower months. They maybe sitting in your showroom at the window waiting for the next up. Just like a farmer, you have to work on your fields or current customers/prospects. There are so many things that they can do while they are waiting for that 'up' by farming their database.

Most dealerships do have a CRM of some sort. The salesperson can go through and see all of their sales for as long as the database has been in place. They can do some of the following:

1. Make anniversary calls - 1, 2, 3, 4, and 5 year.
2. Make birthday calls. Call the day before their birthday. So many appreciate that call from their 'car guy or gal.'
3. Make renewal calls with customers that their lease is up within the next 6 months. They have to do something soon so stay in front of them.
4. Make a renewal call when a customer is 12 months from maturity of their purchased vehicle. We need used cars! Let's sell them something new.
5. Call recent customers sold for referrals
6. Work the service drive - Come in thirty minutes or an hour early. I have seen several deals get written up before I even got to work when I was a Sales Manager.
7. Call all the customers that you have talked to in the last 90 days. Don't leave any stone unturned.
8. Email your database your monthly specials.
9. Go make a relationship with a body shop owner. Winter is here and the snow is flying in the northern states.
10. Check the service logs for your customers. They will be there an hour or so, so why not it be with you and attempt to sell something.

Are you a farmer? So the challenge is to stay busy on the phone while you are waiting for that customer to come in the door or are you going to be like the badger waiting at the window.

What are you doing to farm your data base and generate business?

We all have to face it; the internet has changed the way our business has been conducted.  It has affected used cars and now with the whole dare I say it, TrueCar (I won’t open that can of worms) movement; customers want transparency.

Are you giving it 300% so far this year?  Yes, I said 300%.  What I mean by that is are you presenting to 100% of the customers that you talk to?  Are you presenting 100% of the options to the customers?  And are you doing this 100% of the time?  With transparency taking over our business models, we have to try to stand apart from the others.  What makes you different from the guy down the street selling the same vehicle?

I know that this is a lot of basics, but how many times does a customer walk in the showroom and announce, “Who wants to sell a car today?” and go right to a desk and go to numbers without a presentation?  I know we are all guilty of it at one time in our lives (insert sarcasm), but do you really want to put your paycheck amount in the hands of the guy that did a piss-pore walk-around?  Build some excitement and why the customer should buy from YOU!  I read recently that only 1 in 5 shoppers are true price shoppers.  Hmmm....something to think about.

Your Character will have to stand out.  I asked some non-automotive friends of mine to describe a car salesman to me.  Some of the words that were said were very harsh.  They see us as untrusted, deceitful, pushy, shifty, full of lies.  How do we overcome this?  When that customer comes in the showroom, we have to welcome them as if they were coming into our own home.  Don’t fake it, be sincere.  Don’t badger them with 50 questions; try and come up with some common ground and see what exactly they are looking for and try to fit those needs with their wants.  Actually have friendly conversation with them.  One of the couples I asked this question to was in the market recently and have done a lot of car shopping.  They actually said that there was one salesperson that sat there during his presentation (if that's what you want to call it) clicking his pen the whole time.  Their son actually took the pen from the salesman and told him that he "was driving him nuts."  What does that say about us?  Unfortunately, just because of that one salesman, they may have a bad taste in their mouths whenever they walk into a showroom.

When you are building that rapport with the customer, have some fun with them.  That will show that you are a fun person to deal with and buying a car can be fun and not like going to the dentist.  You have to remember that you are dealing with someone that is ready to spend a lot of money and they chose to come into the dealership that you work at for some reason.  It may be that you have the right car, your dealership may have a good local presence, or some type of advertising brought them in.  The dealership spends a ton of money monthly to get customers in the door and you owe it to them not to just waste time with that customer so you owe it to your employer that you commit the 300% rule.  Make it happen and cheers to 2012!

We all have to face it; the internet has changed the way our business has been conducted.  It has affected used cars and now with the whole dare I say it, TrueCar (I won’t open that can of worms) movement; customers want transparency.

Are you giving it 300% so far this year?  Yes, I said 300%.  What I mean by that is are you presenting to 100% of the customers that you talk to?  Are you presenting 100% of the options to the customers?  And are you doing this 100% of the time?  With transparency taking over our business models, we have to try to stand apart from the others.  What makes you different from the guy down the street selling the same vehicle?

I know that this is a lot of basics, but how many times does a customer walk in the showroom and announce, “Who wants to sell a car today?” and go right to a desk and go to numbers without a presentation?  I know we are all guilty of it at one time in our lives (insert sarcasm), but do you really want to put your paycheck amount in the hands of the guy that did a piss-pore walk-around?  Build some excitement and why the customer should buy from YOU!  I read recently that only 1 in 5 shoppers are true price shoppers.  Hmmm....something to think about.

Your Character will have to stand out.  I asked some non-automotive friends of mine to describe a car salesman to me.  Some of the words that were said were very harsh.  They see us as untrusted, deceitful, pushy, shifty, full of lies.  How do we overcome this?  When that customer comes in the showroom, we have to welcome them as if they were coming into our own home.  Don’t fake it, be sincere.  Don’t badger them with 50 questions; try and come up with some common ground and see what exactly they are looking for and try to fit those needs with their wants.  Actually have friendly conversation with them.  One of the couples I asked this question to was in the market recently and have done a lot of car shopping.  They actually said that there was one salesperson that sat there during his presentation (if that's what you want to call it) clicking his pen the whole time.  Their son actually took the pen from the salesman and told him that he "was driving him nuts."  What does that say about us?  Unfortunately, just because of that one salesman, they may have a bad taste in their mouths whenever they walk into a showroom.

When you are building that rapport with the customer, have some fun with them.  That will show that you are a fun person to deal with and buying a car can be fun and not like going to the dentist.  You have to remember that you are dealing with someone that is ready to spend a lot of money and they chose to come into the dealership that you work at for some reason.  It may be that you have the right car, your dealership may have a good local presence, or some type of advertising brought them in.  The dealership spends a ton of money monthly to get customers in the door and you owe it to them not to just waste time with that customer so you owe it to your employer that you commit the 300% rule.  Make it happen and cheers to 2012!

I was talking with another internet manager the other day and this video came up.  There are dealers out there still that are flying by the seat of their pants and don't really have a plan like the Underpants Gnomes.

Phase 1.

• Get Underpants (Go out and acquire cars)

Phase 2.

• ??

Phase 3.

• Profit (or lack there of)

Without a phase 2, there will be no profit in the automotive industry and the dealership maybe on their way out.  With the way that dealerships are getting to be more and more transparent, this will definitely knock those dealers out because they have a plan 2 when it comes to marketing and merchandising their vehicles.

So if you are a dealership that doesn't have a phase 2, start one sooner than later.  If you don't, you will feel the hurt.  Get a plan in place.  Get the vehicles online as soon as possible with photos, descriptions, and video.  Make yourself stand out from the others.  You have to remember that a customer will hit an average of 18 different websites before making a decision.  If you don't stand out, you will be forgotten and the mouse will just go right over your vehicle on to the next one.  So get your plan together for 2012 and make it happen.

If you have never seen the Underpants Gnomes, here is the link. 

I was talking with another internet manager the other day and this video came up.  There are dealers out there still that are flying by the seat of their pants and don't really have a plan like the Underpants Gnomes.

Phase 1.

• Get Underpants (Go out and acquire cars)

Phase 2.

• ??

Phase 3.

• Profit (or lack there of)

Without a phase 2, there will be no profit in the automotive industry and the dealership maybe on their way out.  With the way that dealerships are getting to be more and more transparent, this will definitely knock those dealers out because they have a plan 2 when it comes to marketing and merchandising their vehicles.

So if you are a dealership that doesn't have a phase 2, start one sooner than later.  If you don't, you will feel the hurt.  Get a plan in place.  Get the vehicles online as soon as possible with photos, descriptions, and video.  Make yourself stand out from the others.  You have to remember that a customer will hit an average of 18 different websites before making a decision.  If you don't stand out, you will be forgotten and the mouse will just go right over your vehicle on to the next one.  So get your plan together for 2012 and make it happen.

If you have never seen the Underpants Gnomes, here is the link.