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Mark Dubis

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Digital Dealer 16 - Highlights to Make You a Super Salesperson or Manager

If you could not attend Digital Dealer 16 in Atlantic City this year, let me sum up what the attendees learned at this year’s event. Here are the main tips and advice that many paid thousands to hear.  I have also thrown in a few tips their professional speakers may have missed.

  • Treat customers with respect
  • Guide customers through the sales process and solve their transportation and financial issues
  • Provide  social proof you can deliver a great customer experiencac6aa5d5b95335470021fe8066640560.jpg?t=1e
  • Never ask a customer to post a review for you while in the dealership. If they liked you to that point, standing over their shoulder while they type the review will blow it for you.
  • Stop being sexist and treat women fairly in the sales and service departments
  • Sales people need to be online and build their personal brand
  • People like watching videos. Use them to inform and educate prospects and customers.
  • Everyone is on mobile devices to be sure to be present in this new mobile environment
  • Use SMS-Text messaging but be sure to have a software solution that keeps you compliant as the penalties for non-compliance are huge
  • Keep your website updated.  Empty staff pages, boilerplate About Us pages show visitors you do not care about them.  It’s your site; make it the best you can.
  • Do not require a complete dossier before someone can submit a contact form on your website
    • All they need is name, email and/or phone number
  • Managers need to publicly recognize employees that do a good job. It keeps them engaged and boosts morale
  • Avoid the candy machine in the dealership as much as you can
  • Managers: Never ask an employee to do something you would not do yourself
  • Never use slang, derogatory terms, or curse in the dealership as it shows you are either ignorant, rude, stupid or all of the above. Act like the professional you hope people believe you are.
  • Drink lots of water. Hydration is good and you can use the bathroom breaks too
  • Use technology to enhance relationships not to take the place of them
  • Use and depend on your CRM system. It is the foundation for professional success.
  • Use, do not abuse social media channels like Facebook and Twitter.  Be a good neighbor online.
  • Try not to spill catsup on your shirt when you eat at the local burger joint, and if you do have a spill, keep a spare shirt in your car or truck
  • Tell people your dealership guarantees NOT to meet or beat any price.  They will look at you in awe and then you can explain that at your dealership there is more to making a customer happy than the price. Then tell YOUR story!
  • Don’t look for gimmicks to bring in those extra ten deals a month. 
  • Don’t promise anything you cannot deliver!
  • Work Hard, Be Nice to People.

The rest is all common sense stuff that you already know.  And by the way if you can save up the money I highly recommend attending these events. You will learn as much if not more from conversations in the hallways than you will from the presentations.  I ought to know because I organized and coordinated the first two Digital Dealer Conferences in Nashville way back when and they have only improved since then. 

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