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Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
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Will McGinnis

Will McGinnis National Sales Trainer

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It's Been THREE (Yes, 3) Months Since We Left Vegas!

What have you implemented at your dealership? 

A little recap:

  • Fixed Ops Stats:
    • 62% of customers research what your service tech recommended before they come in.
    • 43% of customers search for “where” to take their car for service. How do those reviews look?
  • How’s your Merchandising?
    • Scott Hernalsteen of AutoTrader told us that VDPs increase by 34% on New Cars when vehicles are listed below MSRP.
    • He stated dealers receive 186% more VDP views when priced below the market and have multiple customer photos.

Pausing on the topic of Merchandising for a moment, I’m fortunate to work for vAuto as well as Dale Pollak, and everyday I help dealers understand that when they actually stop and look at the market around them and manage based on what consumers want (pictures, competitive prices, custom comments, etc), all the cards start to fall into place. 

The world we live in today is one of instant gratification and unhindered reach – I call it the "Amazon Age."  As a car dealer, your costumer is the same one that orders groceries by subscription from Amazon Prime, uses their phone for everything but phone calls, and uses the limitless resources of the internet for research…including researching your service reviews, pricing, and everything in between.  With that in mind, consider this:  A vehicle is the second most expensive investment the average person makes.  Do you think that city, county or state lines matter to them when they make that investment? That's doubtful if all that information is at their fingertips, right? 

  • Leadership: (We were honored to have Leif Babin, US Navy SEAL Officer as our keynote speaker)
    • As a manager, have you made sure the message you want to send is clear?
    • Have you accepted that you are just as (if not more so) responsible as your team for the success of your organization?
  • What specific goals have you set for the first quarter of 2014, the first half of 2014, and beyond?
  • Dealer Innovation! 
    • We got to see:  Megan Barto of Ciocca Honda, Mark Brady of Fisher Honda-Kia, Zack Freed of McCombs Automotive, Jason Stum of LaFontaine Automotive, and of course the winner, Robert  Karbaum of Weins Canada present their ideas:  Picture Perfect Reputation, True Internet ROI, Sell My Car, Big Data in the Dealership and the winner, Appointment Boarding passes.
    • Have you applied any of their ideas or others since you got home? If not, what are you doing to enhance the overall experience for your customers? 

The goal of this post was to remind you that you went to an amazing conference filled with content that you won’t find anywhere else; you spent time, money, and resources to be there. Utilizing just a fraction of what you learned can only help enhance your organization, revenue, and customer experience. Don’t hinder yourself from the greatness that you can instill within yourself, your team, and your company. Don't fear change – implement the ideas, face the fear, and embrace the future. 

Eric Miltsch
Very nice Will! Light that fire! So many people head home from the conferences with their head spinning and a briefcase full of notes - the key element missing is usually the execution. There were so many great ideas shared; no reason for someone not to act on at least one tactic and start moving the improvement needle.
Will McGinnis
Thanks for the comment, Eric! I'm curious though... there has to be a dealer on this site that has made at least one change in their dealership since October, right?

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