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Jared Hamilton
From: Jared Hamilton
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Keith Shetterly

Keith Shetterly Owner

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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 traffic these days requires lots more than a newspaper, radio, or TV ad.  We’re all being shopped on the Internet by customers, and we need to be there, and be there strong, in order to win sales.

And, so, if we train and execute our dealer marketing to be at Olympic levels across all our media, including the Internet, then we’ve greatly improved our business, right?

NO.

If your marketing generates $300 calls being bungled by your $8-an-hour receptionist, if your sales staff lot-quals and drops your ups without a T.O., if your sales managers lose deals over $150, if your finance managers hit good-credit customers too high . . . if any of these, and more, happen, your processes are losing you sales.  And the same is true in service, because how many appointments don’t get set because you rely on busy writers and low-paid receptionists to set them?  How many up-sells don’t happen because they aren’t even asked for?

As you attend conferences and bootcamp training this year (the more the better!), don’t just look for new “Olympic” marketing for your sales and service, look for tools and services to help you make more money from better processes.  There are a lot of “Internet Rainmakers” to help you, but do your processes allow a sales-destructive and uncontrolled race down the drain--or do your processes and tools channel all that water into a beautiful pool to get the most sales possible?

Because it’s no use being the “Olympic High Diver of Marketing” if you and your sales just get flushed!

P.S. I apologize for the, er, "graphic graphic", but it was so funny I couldn't resist!  :)

 

By Keith Shetterly, keithshetterly@gmail.com
www.keithshetterly.com
Copyright 2011 All Rights Reserved

Jared Hamilton
I love the graphic Keith. As always, it shows your creativity. I still think your kung fu post was one of the best ever! I always coach dealers that there are three pillars to online success. 1. Marketing - all the online levers that you can pull to drive traffic to your store. 2. Process - how you are going to handle the traffic once it reaches your store. 3. Structure - what are the job responsibilities, pay plans and org chart needed to create scale and consistency in your internet efforts. The funny thing is that the market naturally focuses on pillar 1, marketing. Its sexy, fun and super innovative... but as you point out, unnecessary unless your processes are solid. Ill also add that most stores break down because they are not structured properly. Ask yourself what would happen if you tripled your internet leads (calls, emails or walkins) could you still execute your process with 95% + success rate. Most of us would trip up and this is something we need to think about and correct before it happens, before you add the next exciting marketing opportunity.
Keith Shetterly
Thanks Jared! As to the risk of tripling Internet leads, I agree--I call that the "Black Hole of Lost Internet Sales". It actually happens without "tripling" today in many dealerships, where the Internet salesperson is tied up with a customer and leads are still coming in. Tripling leads from great marketing just makes this worse, until the process improves.
Keith Shetterly
Oh, and this particular graphic was one that was sent to me as a joke. I just couldn't resist using it! :)
Joe Webb
You're absolutely right, Keith. Much of a dealer's success is tied to the responsible parties competently completing their duties. Jared is correct, it takes the right structure in place first and then hiring the best people for the job second. And THEN you must know how to monitor and measure their performance BEFORE you begin to market.

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