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Jared Hamilton
From: Jared Hamilton
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Marc McGurren

Marc McGurren Partner

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Right Signs, Wrong Content

Over the past few months I have had the privilege to work with quite a few dealers and mystery shop even more.  One question I am asked is about templates.  Do we have the right ones?  Is this the right way to send them?  How soon?  How often?  Is this verbiage ok?  These are all valid questions and definitely need to constantly be questioned, evaluated, and monitored.

As I was running in my neighborhood last week I ran across this sign posted in a house that was for rent.  A simple sign.  A simple message.  But one thing was missing.  The most important thing.  Do you see it?

The sign itself is not what caught my eye but the handwritten message on the sign. 

“How much 817-XXX-XXX”

Someone was interested in this house but had no way to contact the owner of the property.  There was an information tube that was empty, but no number for potential renters to contact owner.

This immediately reminded me of the many of the questions I have been asked over the past few months, but more importantly reminded me of the importance paying attention to all aspects of our BDC and Internet departments.

I don’t think there are magical templates that will transform your Internet or BDC operations.  There are great ones, but the templates themselves will not help you sell cars. 

Paying attention will.

No matter how great your message is, if you are not paying attention, monitoring to make sure you doing the right things over and over (and over, and over), constantly improving yourself and your department, as well as making sure the right calls to action are in place, you will not be as successful as you could be.

So as you are moving towards the third month of 2012 are there holes in your marketing message?  Are your calls to action simple, well-defined, and engaging?  Do you have the right message but seem to be missing something? 

If so, please make the change today.  Be bold.  Be big.  Be better.  Pay attention. 

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