The Truth About Your Data almost always begins with contracts.  

I know that dealers are often unaware of the full content and ramifications of vendor and services contracts, and that's why the vendor's sales people make a visit and explain the service delivered by the contract.  To sell you on the value.  And the dealer applies his or her trust of the vendor, weighs the value of the vendor's service, and when he or she buys then makes that decision believing the description matches the service.  

The problem can come for the dealer when, in the contract, as I put it, "The Large Print Giveth and The Fine Print Taketh Away".  And that can happen with your data, where it goes, and to what purposes it is put.

For example, your vehicle inventory can be syndicated to whatever additional partner websites you allowed in your contracts with any vendor handling your inventory information--and you often don't know who those sites are!  Or how they represent you.  Or that this is even happening.  Why?  Well, contractually worded, that list of "extra" sites can simply be left to the discretion of the first inventory-using vendor with whom you contracted (though you may be able to find out what it is if you ask them--that is, if you KNOW to ask).  And this inventory syndication can happen (but does not always, be sure to check) under contracts from your website provider, your inventory management company, your merchandising and advertising company, your CRM company, and perhaps even your OEM.  Anyone can ask for this contractually.  And sometimes they syndicate to someone else who further syndicates the inventory!!

Specifically, a lot of discussion is happening about CarGurus.com as one of the sites to which some vendors syndicate.  Or further syndicate.  And some folks think CarGurus.com is good for dealers to get leads from folks who don't necessarily like dealers, since those folks buy cars, too.  And some seem to think CarGurus.com is a dealer-bashing website that deserves no support by dealers no matter what leads it generates.

And, as a dealer, I'm sure you'd agree that is your decision to make.  If this or ANY service by any vendor is right for dealers, the vendor's salespeople should be able to convince dealers, right?  Except, it appears that too often the syndication is done by what the contract allows rather than what you might decide if you were asked.  Well, why do vendors syndicate?  To help you with more online exposure of your inventory, the vendors can say, which sounds like a good thing, right?  And it certainly can be.  However, as well, capitalism is great, so understand that some of the vendors are also re-tasking your inventory in manners to boost their OWN profits (lead generation, trade-off partnerships, relationships, etc. can come into play).

If this syndication can help everyone, including the dealers, is any or all of this bad?  That's up to you. Now that you know about it, you can learn more by investigating and then decide for yourself what is good or bad, and what you do and don't want done with your data.  Which is my very point to begin with, that vendors who want to use your data for their business profit should "man up" (or "woman up", as the case may be) and simply explain to you how it benefits you.  And let you decide.

I'm not bashing anyone or any vendor.  I'm just saying that you have every right to review your contracts and ask these questions.  And a responsibility to do so.  I know that, when I worked at a dealer, that's what I did, so I know it can be done.

Contracts that include access to, and use of, your data:  Inform yourself about them.  And take action as you see fit.

And that's The Truth About Your Data:  YOU are in control.  Just step up and make it so!

by Keith Shetterly
Copyright 2013 All Rights Reserved
www.keithshetterly.com
Opinions and viewpoints expressed on this blog are my own.

The Truth About Your Data almost always begins with contracts.  

I know that dealers are often unaware of the full content and ramifications of vendor and services contracts, and that's why the vendor's sales people make a visit and explain the service delivered by the contract.  To sell you on the value.  And the dealer applies his or her trust of the vendor, weighs the value of the vendor's service, and when he or she buys then makes that decision believing the description matches the service.  

The problem can come for the dealer when, in the contract, as I put it, "The Large Print Giveth and The Fine Print Taketh Away".  And that can happen with your data, where it goes, and to what purposes it is put.

For example, your vehicle inventory can be syndicated to whatever additional partner websites you allowed in your contracts with any vendor handling your inventory information--and you often don't know who those sites are!  Or how they represent you.  Or that this is even happening.  Why?  Well, contractually worded, that list of "extra" sites can simply be left to the discretion of the first inventory-using vendor with whom you contracted (though you may be able to find out what it is if you ask them--that is, if you KNOW to ask).  And this inventory syndication can happen (but does not always, be sure to check) under contracts from your website provider, your inventory management company, your merchandising and advertising company, your CRM company, and perhaps even your OEM.  Anyone can ask for this contractually.  And sometimes they syndicate to someone else who further syndicates the inventory!!

Specifically, a lot of discussion is happening about CarGurus.com as one of the sites to which some vendors syndicate.  Or further syndicate.  And some folks think CarGurus.com is good for dealers to get leads from folks who don't necessarily like dealers, since those folks buy cars, too.  And some seem to think CarGurus.com is a dealer-bashing website that deserves no support by dealers no matter what leads it generates.

And, as a dealer, I'm sure you'd agree that is your decision to make.  If this or ANY service by any vendor is right for dealers, the vendor's salespeople should be able to convince dealers, right?  Except, it appears that too often the syndication is done by what the contract allows rather than what you might decide if you were asked.  Well, why do vendors syndicate?  To help you with more online exposure of your inventory, the vendors can say, which sounds like a good thing, right?  And it certainly can be.  However, as well, capitalism is great, so understand that some of the vendors are also re-tasking your inventory in manners to boost their OWN profits (lead generation, trade-off partnerships, relationships, etc. can come into play).

If this syndication can help everyone, including the dealers, is any or all of this bad?  That's up to you. Now that you know about it, you can learn more by investigating and then decide for yourself what is good or bad, and what you do and don't want done with your data.  Which is my very point to begin with, that vendors who want to use your data for their business profit should "man up" (or "woman up", as the case may be) and simply explain to you how it benefits you.  And let you decide.

I'm not bashing anyone or any vendor.  I'm just saying that you have every right to review your contracts and ask these questions.  And a responsibility to do so.  I know that, when I worked at a dealer, that's what I did, so I know it can be done.

Contracts that include access to, and use of, your data:  Inform yourself about them.  And take action as you see fit.

And that's The Truth About Your Data:  YOU are in control.  Just step up and make it so!

by Keith Shetterly
Copyright 2013 All Rights Reserved
www.keithshetterly.com
Opinions and viewpoints expressed on this blog are my own.

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 incorrect, quote of the Hippocratic Oath for Physicians, it still conveys a lot for the proper doctor/patient relationship—and it also means a lot for vendor/dealer, consultant/dealer, and even blogger/dealer relationships.  And, so, I’m establishing it here as the cornerstone of a vendor/consultant/blogger creed for working with dealers.

When any of us (peers, dealers, vendors, consultants, etc.) are working with, critiquing, or advising dealers—or even affecting the readers on this and other online forums by what we write—we need to remember up front to not over-state and/or overreact:  Help for a hangnail shouldn’t be amputation!  Not even for a frantic, and possibly hypochondriac, patient. 

Next, we need to remember that the “patient/doctor confidentiality” from medicine goes a long way towards the trust we also need in place to really help a dealer--so neither a minor outing nor “going tabloid” on a dealer issue to the public (especially online) will do anything to help that dealer and may in fact hurt.  The “facts” online for dealers are all too often a frustrating mix of good and bad information already, and singling out particulars (even wrong ones) in public--even if you mean well!--can just lead to a cascade of bad feelings mixed with possibly-damaging SEO effects:  For example, customers should NOT be able to search a dealer and find links on SERP 1 pointing to automotive professionals writing negatively about the dealer.  Or on any searchable page, for that matter.

So, as a simple reminder to all that, Shetterly’s Creed is hereby founded for vendors, consultants, and bloggers in the automotive professional space:  First, do no harm; second, seek to fairly assist as can be agreed; third, deliver on what you promise.

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

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 incorrect, quote of the Hippocratic Oath for Physicians, it still conveys a lot for the proper doctor/patient relationship—and it also means a lot for vendor/dealer, consultant/dealer, and even blogger/dealer relationships.  And, so, I’m establishing it here as the cornerstone of a vendor/consultant/blogger creed for working with dealers.

When any of us (peers, dealers, vendors, consultants, etc.) are working with, critiquing, or advising dealers—or even affecting the readers on this and other online forums by what we write—we need to remember up front to not over-state and/or overreact:  Help for a hangnail shouldn’t be amputation!  Not even for a frantic, and possibly hypochondriac, patient. 

Next, we need to remember that the “patient/doctor confidentiality” from medicine goes a long way towards the trust we also need in place to really help a dealer--so neither a minor outing nor “going tabloid” on a dealer issue to the public (especially online) will do anything to help that dealer and may in fact hurt.  The “facts” online for dealers are all too often a frustrating mix of good and bad information already, and singling out particulars (even wrong ones) in public--even if you mean well!--can just lead to a cascade of bad feelings mixed with possibly-damaging SEO effects:  For example, customers should NOT be able to search a dealer and find links on SERP 1 pointing to automotive professionals writing negatively about the dealer.  Or on any searchable page, for that matter.

So, as a simple reminder to all that, Shetterly’s Creed is hereby founded for vendors, consultants, and bloggers in the automotive professional space:  First, do no harm; second, seek to fairly assist as can be agreed; third, deliver on what you promise.

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

"Negotiation is the art of reaching agreement by trust while lying."  -- Keith Shetterly, 2011

Wow!  My friends have pointed out that I needed another article for "trust-eroding" words and phrases--spoken or written--that can kill sales, so here comes Part 2 of what is now a series.  What do I mean by "trust-eroding"?  Well, that's best explained by going right to the first example:

Honestly.  You're eroding trust directly with the use of this word--because when you reach a point in a conversation where you say, "Well, honestly, . . .", does that mean to the customer that you were lying the entire time before you said that phrase?  YES.  My opening quote is true of negotiation, in that the customer knows things like the dark history of their trade and/or their credit score that can kill a deal, while the dealer knows the invoice, holdback, step money, bonus motivations, etc. that can make a deal happen.  And nobody wants to reveal any of that right out at the front.  It's hard enough to establish trust in any negotiation because of that situation, so you don't need to call yourself out in some mistrustful way while you are negotiating!  Using "honestly" puts you backwards immediately and erodes trust.

The Fix: Instead of saying "Well, honestly, . . . ", say "Let me share something more with you . . . ".  The first says you're a liar, the second says to the customer that they've successfully negotiated and corned you into revealing more information--and it's usually a very good idea to stroke the customer's ego during a sale.  So, "Let me share something more with you . . . " is now your trust mantra!  And, as well, never, ever, use the next phrase . . .

To Tell You The Truth.  This sounds a lot like "honestly", and there is certainly that full aspect for this phrase, so if necessary please read the previous item on "honestly" again.  However, there's even more for this phrase:  It's often mis-applied as a bonding-with-the-customer moment, as in "I'm breaking a rule here to reveal this . . .", but "To tell you the truth" actually says to the customer that, not only have you perhaps been lying up to this point, but that you also might lie again in the future!  You'd have to beat this phrase to death as a preface to every statement you make in order to theoretically offset that, but that repetition in reality would just erode trust even further.  Avoid "to tell you the truth", even as a preface phrase like "To tell you the truth, I don't know."  Really?  Thank goodness you didn't give another lying answer to the other questions I asked already or as you will to the next ones I'm going to ask!

The Fix:  Use the phrase "Let me tell you one of our secrets . . ." instead.  Again, you're stroking the customer's ego, bonding with them, and telling them (again) that they've cornered you in the negotiations into revealing more information.  And NOT eroding trust!

The Honest Truth Is.  Yep, here's the "Ultimate Trust-Eroding Combo Pack" built on the last two phrases.  Are you saying there is a "dishonest" truth?  And, whatever that is, the customer is now thinking, again, that you're a liar, that you're going to be a liar--and, additionally, that the very next words you are now about to utter after this phrase are most certainly a lie.  "The honest truth is that my sales manager has done as much as he can, and this is the lowest price he can offer."  Sure it is.

The Fix:  Say, instead, in this case "The fact is . . ."--because facts are evidence, and truth is philosophy.  You are telling them a fact they can choose to believe because they know you've worked hard on their behalf with your sales manager.  You've let them know that, right?  You're not using "The honest truth is . . ." because you're shortcutting the sales process, are you?  Exactly.  Use "The fact is . . ." because your work on their behalf is a fact, your sales manager has negotiated fairly, and your dealership does treat its customers the best in the area.  

We Aren't Here to Rip You Off.  Ugh!!  Really?  If you're not here to do that, why did you have to tell me that??  Alert!  Alert!  Trust erosion ahead!  This phrase, and those like it, attract customer suspicion like honey attracts bees. 

The Fix:  Just learn that real trust is built, not on what you aren't, but on what you are--and say instead:  "We are an honest dealership . . .".  Simple and says it all.  And back-able by appropriate additions such "our online reputation with our customers shows", "our fifty years in business means", etc.  Trust is built on positives, not negatives!

Now, hit your sales floors (phone, UPs, Internet, email, etc.) knowing how to get, and keep, trust from your customers with the words you use.  Honestly, they're very important!  :)

by Keith Shetterly, keithshetterly@gmail.com

Copyright 2011, www.keithshetterly.com

All Rights Reserved

"Negotiation is the art of reaching agreement by trust while lying."  -- Keith Shetterly, 2011

Wow!  My friends have pointed out that I needed another article for "trust-eroding" words and phrases--spoken or written--that can kill sales, so here comes Part 2 of what is now a series.  What do I mean by "trust-eroding"?  Well, that's best explained by going right to the first example:

Honestly.  You're eroding trust directly with the use of this word--because when you reach a point in a conversation where you say, "Well, honestly, . . .", does that mean to the customer that you were lying the entire time before you said that phrase?  YES.  My opening quote is true of negotiation, in that the customer knows things like the dark history of their trade and/or their credit score that can kill a deal, while the dealer knows the invoice, holdback, step money, bonus motivations, etc. that can make a deal happen.  And nobody wants to reveal any of that right out at the front.  It's hard enough to establish trust in any negotiation because of that situation, so you don't need to call yourself out in some mistrustful way while you are negotiating!  Using "honestly" puts you backwards immediately and erodes trust.

The Fix: Instead of saying "Well, honestly, . . . ", say "Let me share something more with you . . . ".  The first says you're a liar, the second says to the customer that they've successfully negotiated and corned you into revealing more information--and it's usually a very good idea to stroke the customer's ego during a sale.  So, "Let me share something more with you . . . " is now your trust mantra!  And, as well, never, ever, use the next phrase . . .

To Tell You The Truth.  This sounds a lot like "honestly", and there is certainly that full aspect for this phrase, so if necessary please read the previous item on "honestly" again.  However, there's even more for this phrase:  It's often mis-applied as a bonding-with-the-customer moment, as in "I'm breaking a rule here to reveal this . . .", but "To tell you the truth" actually says to the customer that, not only have you perhaps been lying up to this point, but that you also might lie again in the future!  You'd have to beat this phrase to death as a preface to every statement you make in order to theoretically offset that, but that repetition in reality would just erode trust even further.  Avoid "to tell you the truth", even as a preface phrase like "To tell you the truth, I don't know."  Really?  Thank goodness you didn't give another lying answer to the other questions I asked already or as you will to the next ones I'm going to ask!

The Fix:  Use the phrase "Let me tell you one of our secrets . . ." instead.  Again, you're stroking the customer's ego, bonding with them, and telling them (again) that they've cornered you in the negotiations into revealing more information.  And NOT eroding trust!

The Honest Truth Is.  Yep, here's the "Ultimate Trust-Eroding Combo Pack" built on the last two phrases.  Are you saying there is a "dishonest" truth?  And, whatever that is, the customer is now thinking, again, that you're a liar, that you're going to be a liar--and, additionally, that the very next words you are now about to utter after this phrase are most certainly a lie.  "The honest truth is that my sales manager has done as much as he can, and this is the lowest price he can offer."  Sure it is.

The Fix:  Say, instead, in this case "The fact is . . ."--because facts are evidence, and truth is philosophy.  You are telling them a fact they can choose to believe because they know you've worked hard on their behalf with your sales manager.  You've let them know that, right?  You're not using "The honest truth is . . ." because you're shortcutting the sales process, are you?  Exactly.  Use "The fact is . . ." because your work on their behalf is a fact, your sales manager has negotiated fairly, and your dealership does treat its customers the best in the area.  

We Aren't Here to Rip You Off.  Ugh!!  Really?  If you're not here to do that, why did you have to tell me that??  Alert!  Alert!  Trust erosion ahead!  This phrase, and those like it, attract customer suspicion like honey attracts bees. 

The Fix:  Just learn that real trust is built, not on what you aren't, but on what you are--and say instead:  "We are an honest dealership . . .".  Simple and says it all.  And back-able by appropriate additions such "our online reputation with our customers shows", "our fifty years in business means", etc.  Trust is built on positives, not negatives!

Now, hit your sales floors (phone, UPs, Internet, email, etc.) knowing how to get, and keep, trust from your customers with the words you use.  Honestly, they're very important!  :)

by Keith Shetterly, keithshetterly@gmail.com

Copyright 2011, www.keithshetterly.com

All Rights Reserved

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--cringe.  Spoken or written, these words lose you sales!

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--cringe.  Spoken or written, these words lose you sales!