Most dealership fan pages on Facebook are a lot like really bad first dates, they won’t stop talking about themselves.  The words “I” and “we” tend to be the most used words when dealerships post to Facebook.  Check your last 10 posts or your last 10 tweets. Are they all about you? Are they all about your vehicles, services or whatever you are pushing?  How many are about your dealership versus those that are about engaging your fans? The truth is that your customers don’t really care about those things. They care about themselves.

In 1964, Marshall McLuhan famously said, “ The Medium is the Message”. He was referring to how the advent of different media itself has had profound impacts on culture, business and society at large.  Back in McLuhan’s time, marketing messaging was more difficult.   Buying media was expensive and kind of a big deal. You had to make the most of it. 

But the web age has changed the medium and therefore the message. 

Unlike TV, radio or print, the web now allows us to communicate endlessly for very little cost. Yet we are constantly amazed at how many dealerships still treat their Facebook fan page as a precious brochure, radio pitch or tv commercial! It’s not.  Connect with them like it’s a cocktail party, not a speech. 

Back in McCluhan’s day, if you wanted to learn about products and services you had to suffer through sales pitches and advertising.  It was the media’s world and you were just living in it. You had no choice. 

Now customers do. 

In a world of instant information and limitless choice, customers have the freedom to quickly explore a hundred different options before making one.  Now the relationship is more like a cocktail party. And just like in a cocktail party, don’t talk about yourself too much. Its boring and you loss those valuable “likes” to spent time and money on to collect.

So if you’re going to use Facebook to sell something, don’t talk about yourself, you won’t get a second date.

Joe Little

VinSolutions' Social Media Marketing Manager

@LittleJoeAtVin

Most dealership fan pages on Facebook are a lot like really bad first dates, they won’t stop talking about themselves.  The words “I” and “we” tend to be the most used words when dealerships post to Facebook.  Check your last 10 posts or your last 10 tweets. Are they all about you? Are they all about your vehicles, services or whatever you are pushing?  How many are about your dealership versus those that are about engaging your fans? The truth is that your customers don’t really care about those things. They care about themselves.

In 1964, Marshall McLuhan famously said, “ The Medium is the Message”. He was referring to how the advent of different media itself has had profound impacts on culture, business and society at large.  Back in McLuhan’s time, marketing messaging was more difficult.   Buying media was expensive and kind of a big deal. You had to make the most of it. 

But the web age has changed the medium and therefore the message. 

Unlike TV, radio or print, the web now allows us to communicate endlessly for very little cost. Yet we are constantly amazed at how many dealerships still treat their Facebook fan page as a precious brochure, radio pitch or tv commercial! It’s not.  Connect with them like it’s a cocktail party, not a speech. 

Back in McCluhan’s day, if you wanted to learn about products and services you had to suffer through sales pitches and advertising.  It was the media’s world and you were just living in it. You had no choice. 

Now customers do. 

In a world of instant information and limitless choice, customers have the freedom to quickly explore a hundred different options before making one.  Now the relationship is more like a cocktail party. And just like in a cocktail party, don’t talk about yourself too much. Its boring and you loss those valuable “likes” to spent time and money on to collect.

So if you’re going to use Facebook to sell something, don’t talk about yourself, you won’t get a second date.

Joe Little

VinSolutions' Social Media Marketing Manager

@LittleJoeAtVin

We have a saying at VinSolutions “Bad data in, bad data out”, meaning even with all of the technology we have today, if your customer information is incomplete it is not worth keeping. One of the biggest challenges we have in setting up new accounts in Implementation is getting good data from another CRM/ILM. Every CRM/ILM has their own formats of exporting data and let’s face it; they are reluctant to give you the data you need, since you are leaving them for a competitor. Here are some tips on how to ensure you getting the most out of your data before exporting.

First, when you know you are getting ready to switch CRM/ILM companies, spend some time going through your unsold customer data; don’t assume the data is perfect. Look for customers that are missing pertinent information like phone numbers, email addresses, home address, etc, it is great to have a bunch of customer names, but what good is it if you cannot contact the customer? Consider using a third party that can update customer contact information. Sure it costs but in the end it is worth the investment if you can actual market to a customer that was a lead 6 months ago and is still looking. One sale may make up for the investment you made in updating your customer data.

Next, don’t allow any customer to be an “orphan”. With the high turnover in sales personnel it can be difficult to keep up with re-assigning customers to an active sales person. Changing CRM/ILM companies provides a perfect opportunity to get this done. Customers would prefer to see a specific sales person’s name on a letter or email, rather than the generic “Your Friends at……. “, you will also be ensuring that each customer will be getting followed up with by assigning tasks to the sales people.

After you have “cleaned” up your data and you are ready to export it into an Excel or .CSV spreadsheet, ask your Implementation Manager what information they need to make the transition the best it can be. Every system handles data differently, so it is important to know beforehand what fields are required, what fields can be handled and what your expectations are of the data once it is imported into the system. A rule of thumb is to get as much data as possible from your current CRM/ILM provider, than let your new company tell you what they can and cannot use. Also, have realistic expectations of “Active” customers, bring customers in as “Active” from 6 months ago is not practical or effective. Generally, going back 90 days or less is sufficient for follow up.

Finally, try not to show your hand to your current CRM/ILM provider, do not let them know that you are about to fire them, as many companies will become uncooperative and hold your data hostage. Instead, tell them that you are interested in doing a large ad campaign to your current unsold customers and you need to have all the contact information, notes, dates, etc. because you want to make the campaign as personal to the customer as possible. Remember just because you are switching companies it doesn’t mean your data is going to magically become clean and updated. If you put a little time in beforehand and clean up your data the result will become “Good data in, good data out” than sit back and  watch your sales increase.

We have a saying at VinSolutions “Bad data in, bad data out”, meaning even with all of the technology we have today, if your customer information is incomplete it is not worth keeping. One of the biggest challenges we have in setting up new accounts in Implementation is getting good data from another CRM/ILM. Every CRM/ILM has their own formats of exporting data and let’s face it; they are reluctant to give you the data you need, since you are leaving them for a competitor. Here are some tips on how to ensure you getting the most out of your data before exporting.

First, when you know you are getting ready to switch CRM/ILM companies, spend some time going through your unsold customer data; don’t assume the data is perfect. Look for customers that are missing pertinent information like phone numbers, email addresses, home address, etc, it is great to have a bunch of customer names, but what good is it if you cannot contact the customer? Consider using a third party that can update customer contact information. Sure it costs but in the end it is worth the investment if you can actual market to a customer that was a lead 6 months ago and is still looking. One sale may make up for the investment you made in updating your customer data.

Next, don’t allow any customer to be an “orphan”. With the high turnover in sales personnel it can be difficult to keep up with re-assigning customers to an active sales person. Changing CRM/ILM companies provides a perfect opportunity to get this done. Customers would prefer to see a specific sales person’s name on a letter or email, rather than the generic “Your Friends at……. “, you will also be ensuring that each customer will be getting followed up with by assigning tasks to the sales people.

After you have “cleaned” up your data and you are ready to export it into an Excel or .CSV spreadsheet, ask your Implementation Manager what information they need to make the transition the best it can be. Every system handles data differently, so it is important to know beforehand what fields are required, what fields can be handled and what your expectations are of the data once it is imported into the system. A rule of thumb is to get as much data as possible from your current CRM/ILM provider, than let your new company tell you what they can and cannot use. Also, have realistic expectations of “Active” customers, bring customers in as “Active” from 6 months ago is not practical or effective. Generally, going back 90 days or less is sufficient for follow up.

Finally, try not to show your hand to your current CRM/ILM provider, do not let them know that you are about to fire them, as many companies will become uncooperative and hold your data hostage. Instead, tell them that you are interested in doing a large ad campaign to your current unsold customers and you need to have all the contact information, notes, dates, etc. because you want to make the campaign as personal to the customer as possible. Remember just because you are switching companies it doesn’t mean your data is going to magically become clean and updated. If you put a little time in beforehand and clean up your data the result will become “Good data in, good data out” than sit back and  watch your sales increase.

Want to gain instant credibility with your customer?  Email them your car’s window sticker.

Why does this grant credibility?  If the window sticker comes in an email rather than as a conversation on the lot, the customer is going to feel like it is legit.  If it is in their email box then the numbers can’t be changed.  For example, say that you have a customer named Jim on the phone.  Jim isn’t ready to come down to the lot yet.  So to entice Jim, you offer to email him pictures of the car he is interested in, incentives, the window sticker and even desk spread payments or an example of what his payments are going to be.  This gains instant credibility with Jim and he is more likely to trust you as a salesperson.

In order to be able to do this, your window stickers should be integrated with the rest of your system, meaning that you should be able to generate them out of your inventory.  If you are set up to do this, then you are on track and can begin gaining your customers’ trust.  If not, then you need a system that can easily generate window stickers from your inventory.

Window stickers are a huge part of branding.  They are most often the first introduction to a car.  So it is all the more important that this information can be easily accessed and generated from inventory into email form.  Once you are set up to do this, then you have an extra option to peak your customers’ interest.

Want to gain instant credibility with your customer?  Email them your car’s window sticker.

Why does this grant credibility?  If the window sticker comes in an email rather than as a conversation on the lot, the customer is going to feel like it is legit.  If it is in their email box then the numbers can’t be changed.  For example, say that you have a customer named Jim on the phone.  Jim isn’t ready to come down to the lot yet.  So to entice Jim, you offer to email him pictures of the car he is interested in, incentives, the window sticker and even desk spread payments or an example of what his payments are going to be.  This gains instant credibility with Jim and he is more likely to trust you as a salesperson.

In order to be able to do this, your window stickers should be integrated with the rest of your system, meaning that you should be able to generate them out of your inventory.  If you are set up to do this, then you are on track and can begin gaining your customers’ trust.  If not, then you need a system that can easily generate window stickers from your inventory.

Window stickers are a huge part of branding.  They are most often the first introduction to a car.  So it is all the more important that this information can be easily accessed and generated from inventory into email form.  Once you are set up to do this, then you have an extra option to peak your customers’ interest.

If you are still using server-based software at your automotive dealership, then you are way behind.  Right now the growing trend in software is web-based software.  There are many advantages to web-based software.  It is easier, safer and more accessible than traditional server-based software.

To begin with, you don’t have to install any CDs, download any software or worry about upgrades.  There is no need for an IT person because you don’t have to worry about technical difficulties.  All of that is handled by the software provider.  All you need to focus on is your work!

Also, web-based software is more secure than traditional software for several reasons.  First of all, with traditional software employees often have to save things to their laptops, USB drives or portable hard drives.  These items may get stolen.  With web-based software everything can be saved on the secured website, preventing any hacking of information.  Another reason that web-based software is safer is that many personal computers are not updated with the latest security packages.  The web-based software is always updated.  Finally, with server-based software, information has to be backed up.  When it’s on the web, it stays there - without the need to be backed up.

Finally, web-based software is more accessible.  Since it is on the web, it can be accessed from any computer.  That means if you are out of town, you can still access it from your personal computer.  That way you can always tap into your dealership’s inventory, sales or individual salesperson’s daily tasks from any location, anytime.

Another feature your web-based software should have is the ability to pull up the software on your mobile phone.  Most web-based software today has a mobile URL so that users can open it on their Smartphones.  This comes in handy when you are working on the sales floor and a customer asks you if you have something in stock.  Instead of going back to the computer, you can just pick up your mobile phone and check.

Remember, the easier the software, the more you can focus on your job of selling.  

If you are still using server-based software at your automotive dealership, then you are way behind.  Right now the growing trend in software is web-based software.  There are many advantages to web-based software.  It is easier, safer and more accessible than traditional server-based software.

To begin with, you don’t have to install any CDs, download any software or worry about upgrades.  There is no need for an IT person because you don’t have to worry about technical difficulties.  All of that is handled by the software provider.  All you need to focus on is your work!

Also, web-based software is more secure than traditional software for several reasons.  First of all, with traditional software employees often have to save things to their laptops, USB drives or portable hard drives.  These items may get stolen.  With web-based software everything can be saved on the secured website, preventing any hacking of information.  Another reason that web-based software is safer is that many personal computers are not updated with the latest security packages.  The web-based software is always updated.  Finally, with server-based software, information has to be backed up.  When it’s on the web, it stays there - without the need to be backed up.

Finally, web-based software is more accessible.  Since it is on the web, it can be accessed from any computer.  That means if you are out of town, you can still access it from your personal computer.  That way you can always tap into your dealership’s inventory, sales or individual salesperson’s daily tasks from any location, anytime.

Another feature your web-based software should have is the ability to pull up the software on your mobile phone.  Most web-based software today has a mobile URL so that users can open it on their Smartphones.  This comes in handy when you are working on the sales floor and a customer asks you if you have something in stock.  Instead of going back to the computer, you can just pick up your mobile phone and check.

Remember, the easier the software, the more you can focus on your job of selling.