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Keith Shetterly

Keith Shetterly Owner

Keith Shetterly Blog Posts

Green Pea Website

Green Pea Website

General Managers: Do you realize that the modern “Ad Car” is your website? It’s supposed to generate calls, leads, and visits to your sho…

E-Z CRM 5-Finger Death Punch for General Managers right HERE!

E-Z CRM 5-Finger Death Punch for General Managers right HERE!

General Managers: Most of don’t use your CRM to help manage your sales floor because you didn’t use one when you sold cars. You know that you h…

Your C-R-M is a D-U-D!

Your C-R-M is a D-U-D!

Do you have a CRM? Did you know that, on average, most major CRMs only see usage of 25%? Let that sit there for a minute. You pay 100% but you . . …

The Road Less Profited

The Road Less Profited

We talked for years in automotive retail about “The Road to the Sale”, and I’m clearly one of the many supporters of that path to sales s…

The Five Mystical Ways of Digital Kung Fu

The Five Mystical Ways of Digital Kung Fu

1. “Quiet Panther” (安靜的每週獅): Websites Should Be Seen and Not Heard You wouldn’t set off the horns of every one of …

The New "Glass" is Mobile: Remove the Excuse!

The New "Glass" is Mobile: Remove the Excuse!

Low CRM usage is a combination of several factors, but in general the better CRM is the one you use. The best CRM is the one you can easily use. We u…

CRM = ATM! OMG!

CRM = ATM! OMG!

A CRM that you actually use is almost a license to print money. Seriously: Would you argue with a printing press expense every month if you could print …

YOU are Why Your BDC is Failing!

YOU are Why Your BDC is Failing!

If you have a failing BDC, and you are a GM, then you are the reason your BDC is failing. Or not working properly and going to fail. 100% fact. Your fau…

The Good Ol' Boy Network (TGOBN)

The Good Ol' Boy Network (TGOBN)

The Good Ol’ Boy Network (TGOBN) of the car business limits us in how we apply experienced and/or capable people, how we run our dealership’s business,…

Don't Be a Social SPAM Bully

Don't Be a Social SPAM Bully

We know now, in the car business, that what we do—wrong or right—with our customers on Social Media is very important to how they and hundreds of other…

The Accountability Culture and the CRM

The Accountability Culture and the CRM

We don't have an "accountability culture" in the car business, and we need one. Badly. For great examples why, just look at the sports we…

The Best CRM in the Business -- and Merry Christmas! :)

The Best CRM in the Business -- and Merry Christmas! :)

Read on for The Best CRM in the Business at a dealership near you! Bob met new customers on the lot, and he brought them inside the comfort of the showroo…

Your Website is NOT Advertising!

Your Website is NOT Advertising!

Your website is not advertising--not an ad source. Stop treating it like one. It is like your building, it's for customers to visit. And generate an event…

The Sales-Killing Regime Change

The Sales-Killing Regime Change

You know this story: The new GM comes in, sweeps out the current management, and replaces them all with "his" or "her" guys and gals. Maybe this is smart…

Traffic is EVERYTHING!

Traffic is EVERYTHING!

Traffic is everything—traffic is ALL. And I don’t mean traffic to your site, or any digital referrals at all. And I don’t mean phone call…

The Truth About Your Data

The Truth About Your Data

The Truth About Your Data almost always begins with contracts.   I know that dealers are often unaware of the full content and ramifications of …

To BDC, or NOT to BDC?

To BDC, or NOT to BDC?

  Getting anyone to recommend a BDC process, lay out a live agent pay plan, and do some comparison between an in-store, centralized, and 3rd-Pa…

Zen and The Art of The Shot Glass

Zen and The Art of The Shot Glass

  I’ve often asserted that a shot glass is the perfect gift for both the pessimist and the optimist, as it is never half empty or …

AMENDED The Death of the BeBack (Fight)!

AMENDED The Death of the BeBack (Fight)!

AMENDED: Dennis Gailbraith has debunked the "1.3" Myth along with JD Power, and hat's off to them all. I first got this information as sourced from "JD P…

Big Data: Not Internet 3.0, Internet to the 10th Power!

Big Data: Not Internet 3.0, Internet to the 10th Power!

  Big Data is hard to think about for some and so it becomes nebulous:  So, what is it?  It IS a business advantage--it’s not Inte…

The Winning Dimension

The Winning Dimension

Every successful business wins because it has at least these dimensions:  The Paper, The Plan—and The People.    Th…

BIg Data: Our New "Internet Moment"

BIg Data: Our New "Internet Moment"

When it comes to our data and how it affects our business, how we can and must make money with it, retail automotive needs to wake up!  We need an &…

People Chess!

People Chess!

  There’s a real human talent in arranging the right pressures (positive and negative), at the right time, on to the right people, to get…

The Six ONLINE Steps On the Road to the Sale

The Six ONLINE Steps On the Road to the Sale

The Internet has infiltrated your classic Road to the Sale—did you know that?  Think about it this way:  Would you let your salespeople…

The Moth Light Experiment #1

The Moth Light Experiment #1

Here’s my social media business development "moth light" attractor experiment:  I have a very positive personal reputation that s…

Road to the Sale is More than Ten Steps--You Knew This, Right

Road to the Sale is More than Ten Steps--You Knew This, Right

  Yeah, you know the Road to the Sale (RTTS) like the back of your hand, right?  Do you also know the Road to the Sale From th…

GM is "Dot Dumb" ...Again

GM is "Dot Dumb" ...Again

There's a great article here called Doing It Wrong: 11 Boring Things GM Posted on Facebook.   I couldn't agree more with…

Look for the YES!

Look for the YES!

  Look for the "Yes!"--as "no" can find you without any help! Do you often find yourself locking into what is wrong about…

Why Our Process Fails for the Modern Vehicle Shopper

Why Our Process Fails for the Modern Vehicle Shopper

Can Great Data + Great Buying Experience = Great Sales?

Can Great Data + Great Buying Experience = Great Sales?

I've been involved in the TrueCar discussions for months now, sometimes prominently.  And the idea of protecting the dealers'--nay the indus…

Industry Wake-Up Call: A Script Won't Help

Industry Wake-Up Call: A Script Won't Help

  Is anyone reading this old enough to remember travel agents and travel companies?  The Internet eventually killed them and rolled them all …

Certified Me: I Am Who I Am

Certified Me: I Am Who I Am

I am who I am.  I am me!  I work as me, I advise as me, and I write and publish as me.  I am this way because, as a person, I fit the &l…

The 7 Habits of Highly Effective Internet Salespeople

The 7 Habits of Highly Effective Internet Salespeople

1) They get the online shoppers from leads and calls into the store; they answer the shoppers’ questions but still build urgency and make appoin…

First, Do No Harm

First, Do No Harm

We are not doctors, but I love the idea of “First, Do No Harm” for working with dealers.  Even though that phrase is the common, but i…

Why At-Business Customer Reviews Make Sense

Why At-Business Customer Reviews Make Sense

First, let me assert this:  There is NO such thing as “purity and sanctity” of a customer review of a business.  Of ANY business, d…

The Big Lies

The Big Lies

The biggest lies are those we tell ourselves, personally and in business.   We’re going to look at a few here that we, owning or wor…

Your Digital Lot” Series: PPC - Get’em “CLICKin’” the Paint!

Your Digital Lot” Series: PPC - Get’em “CLICKin’” the Paint!

  Pay-per-Click (PPC) maps well to what we’ve done for years on our lots, but we don’t realize it:  We spend a lot of money getti…

Yeah, I Said It.

Yeah, I Said It.

Yeah, I said it:  GM’s Internet lead response measurements are wrong-headed.  The age of pushing dealers to a better 24x7 response time…

Honestly, to Tell You the Truth, the Honest Truth is that We Aren't Here to Rip You Off!

Honestly, to Tell You the Truth, the Honest Truth is that We Aren't Here to Rip You Off!

"Negotiation is the art of reaching agreement by trust while lying."  -- Keith Shetterly, 2011 Wow!  My friends have pointed out th…

Irregardless, the Copacetic Analyzation of, Like, Per Se is &@#%!

Irregardless, the Copacetic Analyzation of, Like, Per Se is &@#%!

Want to make more sales or maybe just sound smarter?  Then learn which words make lots of people--from your peers, to your bosses, to your CUSTOMERS…

The Day the Internet Stood Still

The Day the Internet Stood Still

I don’t know whether GoogleBots suspending a dealer's Google Places (GPs), or incorrectly merging their GPs, or automatically creating de…

"Free", Like Freedom, Ain't Free!

"Free", Like Freedom, Ain't Free!

Google Places.  Facebook.  Twitter.  Foursquare.  Etc.  All free.  Car dealers have to love that price, right? My caution…

It's Reputation MARKETING!

It's Reputation MARKETING!

  To me, we’ve all clearly moved past the Reputation Management phase:  Now, it’s “Reputation MARKETING”.  Befor…

FREE BEER!

FREE BEER!

Made you click from the title or the picture, didn't I?  Well, this article is about Pay-Per-Click (PPC), but a short story first to explain my …

Your Digital Lot Sucks

Your Digital Lot Sucks

  So, you market well to your website:  Use it across your advertising, put the URL on t-shirts, do fantastic SEO, and run PPC campaigns t…

That Pesky Groupon Model Surfaces for Auto Sales . . .

That Pesky Groupon Model Surfaces for Auto Sales . . .

Here we finally have a car dealership using Groupon for CAR DISCOUNTS (Cadillac and Groupon).  People can purchase an amount off the car later for b…

Grand Theft Auto - Customer!

Grand Theft Auto - Customer!

  Grand Theft Auto - Customer:  It’s not a video game—it’s your real profits.  How do other dealers steal your…

Shetterly's 3 Laws of . . . Online Video

Shetterly's 3 Laws of . . . Online Video

        1) Keep It Short.  People don't watch commercials, they Watch Shows and Put Up With Commercials.  …

Shut Up and Help Me Convert!

Shut Up and Help Me Convert!

      Those that know me or read my professional blogs know that I'm a GREAT believer in processes, and that I consider that ma…

Shetterly's 3 Laws of . . . Sales Calls

Shetterly's 3 Laws of . . . Sales Calls

  1) Rapport Gets'em in the Door:  Smile!  Shoppers buy from people they like and trust, and that process begins from the first mome…

Shetterly's 3 Laws of . . . Internet Leads

Shetterly's 3 Laws of . . . Internet Leads

  1) Don't Forget to Still Answer the Sales Calls Correctly: An inbound sales call on average is much more valuable than an Internet l…

My Online Vehicle Advertising Gorilla Ate My Digital Homework

My Online Vehicle Advertising Gorilla Ate My Digital Homework

  Silly title, yeah, but here's my point:  Is Autotrader's purchase of Vin Solutions the "death knell…

The Good Ol’ Boy Network (GOBN) Limits Dealer Success

The Good Ol’ Boy Network (GOBN) Limits Dealer Success

    The Good Ol’ Boy Network (GOBN) of the car business limits us in how we apply experienced and/or capable people, how we run ou…

Letters and Mother's Day

Letters and Mother's Day

One of my very good childhood memories is Mom writing Granny (her Mom) letters and Mom also getting letters from Granny.  Mom and Dad had moved us t…

Shetterly's Three Laws of... Women Buyers

Shetterly's Three Laws of... Women Buyers

    1) Hire some women!  Women buyers will, on average, prefer to buy a vehicle from another woman when they can--and women salespeopl…

Shetterly's Three Laws of... Excellence

Shetterly's Three Laws of... Excellence

    1) Mediocrity is a habit; excellence is a choice. 2) The ability of a competitor does not govern your excellence:  Competition …

Shetterly's Three Laws of... Social Media

Shetterly's Three Laws of... Social Media

1) Be social:  Wherever two or more of your customers are gathered, so should your dealership be there also (to paraphrase), and that applies to soc…

Shetterly's Three Laws of... the Internet

Shetterly's Three Laws of... the Internet

1) Every customer is an "Internet Customer.  With upwards of 90% of people car-shopping online, don't focus on the 10%.  They're A…

Reputation . . . "Managed"??

Reputation . . . "Managed"??

  “Reputation Management” (RM)??  I was in one of the first group of folks who started using this term, as far as I know, and I…

Shetterly's Three Laws of... Reputation

Shetterly's Three Laws of... Reputation

1) Reputation is advertising.  Good or bad, you don't buy it, but you pay for it one way or another. 2) Reputation begins with customer s…

Shetterly's Three Laws of... Sales Success

Shetterly's Three Laws of... Sales Success

1) Great technology alone is not success; it is only part of sales process or marketing, or both. 2) Great marketing or great process is not success; e…

Flushing Your Olympic Marketing Down the Drain of Bad Processes

Flushing Your Olympic Marketing Down the Drain of Bad Processes

The OEMs and the vendor/consultant marketplace are more and more teaching dealers all about modern marketing, and I get why:  Generating good traffi…

RM: Great Reputation Earned Must Also be Heard

RM: Great Reputation Earned Must Also be Heard

As a business, you always want the great reputation that comes with great sales and service experiences for your buyers, and that always begins at your…

The Next Best Thing Won’t Fix Your Old Wrong Thing

The Next Best Thing Won’t Fix Your Old Wrong Thing

Allowing bad processes and paying for more marketing is much like another American Classic:  How many homes do you know where there’s a nice a…

Extinction Event Sale! This Weekend!!

Extinction Event Sale! This Weekend!!

Extinction Event Sale!  Every Weekend in 2011!!  With some car dealers, that’s the business they are in, and they don’t even know i…

1. “Quiet Panther”      安靜的每週獅 Websites Should Be Seen and Not Heard You wouldn’t set off the ho…

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