Info

from the trenches of automotive internet operations

Decided to record a slide deck I use when doing side by side training with new Internet sales people.

I do a good job of not rambling or preaching too much. ( which is hard for me )

Not perfect at all. Sorry for the audio mid way thru, my ac kicked on and the mic picked up the noise.

Thanks for watching and lets talk about it.

NOTES

 

It’s tough to do in my role.  To be and stay organized.  I imagine it is for others too.

Developing some method to keep up with your madness at work is a must.  Getting to understand mine will take some explaining.

My origination has layers and bubbles.

Family first (or as much of first without getting fired)
So really it’s Family and Job first and then squeeze in others as I can.

At Work, there at these bubbles. The bubbles are  13 dealerships.  They operate
independently of each other, and kinda float and bounce around like bubbles
will do.  Within those bubbles are people I depend on.  They are either
organized themselves or not.  They have smart people working for them or not.
They communicate well or not.
That is a lot of “are” or “are not”.
I can say we have a good share of “are not”.

This is the high wall across my quest to be and stay organized.
It’s hard to plan when you are around so many people who do not.

This is the best I can come up with.  A struggle to get work into a box that
can be somewhat manageable.

Balancing my Family with Job.

consider
Consider is a verb, a word of action. It is a state that is in motion, changing and adjusting. Those changes come about with the addition of new information.
Information that is gathered from many sources.

How do you think the information you provide a potential customer impacts their consideration of your car ?

Is it the right information at the right time?

We are so “price quote” trigger happy. Yes, providing pricing information is important but it is not the only information people need or want.
The timing needs to be right on sending the price quote. Certainly if the customer is asking for it, then by all means send it.
But to blindly send pricing is a mistake.
Largely because we beleive that the customer is going to recive it and be able to digest and make a descion off of it.

How customers read their emails is against this being successful. A price quote can easily go unread because it is buried under other emails in someones inbox. Or it went to spam.

I advocate the rinse, wash and repeat method of thinking about sending information.
Send availability, pricing, why buys emails and then start all over.
Repeat the cycle a few times to get your email opened, read and considered by a customer.
Ask if your emails are being read. And what questions they may have. Or what have you left out.

Use all methods available to you to establish contact.
Phone, Email, Text, Chat. Use these to point towards the emails you have sent.

Do not let the frustration of a quiet customer get to you. Hang in there and continue to probe, to ask and to send info.

Today is a snow day in the ATL.  Slippery roads, hazardous travel conditions.  Most would agree that communicating to our customers any change in our business hours that would impact their plans for the day is important.  The GM let me know at 5 am that Service would be closed and Sales would open noon.
Fairly quickly ( by 5:18 ) I have a graphic and info up and out on Facebook and Google, Twitter. snowday-lexus.jpg

But when it comes to editing or adding to our #CDK website, thats a no go son.  Not happening, no, nope and forget about it.  #Lexus has this website update that is hanging up any changes I may want to make.
However small.

Like this one.. letting customers know hour change in hours.

Why is an OEM preventing a local dealer from doing business ?  And do you think there is someone I can call at 5 am in the morning ?

CDK has really dropped the ball on this one and it will lead today to some of our customers out driving in bad weather to find our service dept, closed.

If it looks like a scene from a horror movie……. RUN !

Dealing with vendors in the digital space is difficult .  Finding a partner that understands your goals, the market, your stores environment and the limitations of your budget is scary.  Scary because most seem to put their goals first.  Although, you cannot see or hear that while they are smiling in front of you.
If you do find a good vendor, it’s not long before they are gobbled up by a bigger company.  One that crushes the relationship you had. And the performance.
More than anything it is the ways in which digital advertising is misunderstood and misrepresented.
The real suffering begins when you discover that you have a vendor that is not what they make themselves out to be.  Either in performance, or billing or involvement.  It can take time to get to that realization too.  But when it comes and you get that sinking feeling in your stomach, there is not much worse ways to feel.  Why? Because you have wasted money and car deals.  Simple as that.
We should always start off with looking at a potential vendor and thinking, “am I going to regret this in six months?”  We have to do our own due diligence and put forth the effort to investigate.  Ask the right questions.  Call references. Inquire of our peers.  Ignore the fancy PowerPoint and attractive good smelling reps and dig in.  Dig into what KPI’s are important to you and make sure they understand.  That you will not accept nor tolerate some report that starts with impressions and skips over conversions.  Will you own and have access to your Adwords account?  If not, thank them for the coffee mug they brought you and send them on their way.  Have a wing man, (errrr person ) someone to listen, look and feel if this vendor is right for you.
In the end, it’s just one piece of the intricate clock work that is today’s dealership and it’s operations.  Getting the right piece is the challenge.