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Are You Being Responsible?

Let's get serious.

Stop being so irresponsible with your business! Sure, you can look up to experts for strategies, ideas, and marketing tools, but don't let them take the wheel. It's ultimately up to you to start the conversation with your customers from the content on your website to the content posted on social media.

Don't let your marketing strategy become all about selling your product. Make sure you're providing a solution to the problem that your customers may be having.

We'd love to hear your ideas! Contact us below:
Website: http://www.ppadv.com
Facebook: http://www.facebook.com/PotratzAdvert...
Twitter: http://www.twitter.com/Potratz
Instagram: @Potratz
Snapchat: PotratzAgency

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http://www.BradleyOnDemand.com 856-546-2440

http://www.MakeMoneyMondays.com

This Monday Sean talks about the question, "What did you say?" Have you ever met someone that sounds stupid? There's a saying, "It's better to keep your mouth shut, and let them think you're a fool than open your mouth and prove it." Potential buyers can not see you, so you need to create a positive image of yourself through your words by being articulate, educated, and sensible. Listen to what the prospect is saying and then meet their questions and expectations strategically.

Do you want to learn more about how you can sell more cars? Check out http://www.BradleyOnDemand.com

For more information on the Automotive Industry visit http://www.AutomotiveInternetSales.com

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http://www.dealersynergy.com 267-319-6776
http://www.bradleyondemand.com

Video is one of the most powerful tools a dealership can use to establish strong communication, captivation, clarity, rapport and build trust. Here is an example of a dealership using "Real Time" Video communication via Apple FaceTime with a Service Customer and the Service Writer! Forrester Research says that 1 Minute of video is equivalent to 1.8 Million written words! I am going to repeat that… 1 minute of video = 1.8 Million words! You can use real time video communication to enhance the experience a prospect or a client has with a dealership. This example is for the Fixed Ops department, but real time video communication with resources like Skype, Google Hangouts and Apple FaceTime also have massive potential with new and user car prospects as well as clients!
Is your dealership truly leveraging real time video communications? If not… Why Not? Senior Citizens are using Skype to communicate with their Grandkids… shouldn't you and your dealership use it to communicate with your prospects and clients? If you would like more information on real time video communication or if you would like me to assist you and your dealership, call me on my cell at 267-319-677 or email me at sean@dealersynergy.com

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Social Media Engagement is a Two-Way Street

The most amazing part about the internet and social media is that it has opened up communication between people and businesses that was never possible before. We now have the ability to talk to our customers and for them to talk to us in an interactive fashion, allowing for clear lines of engagement that can be both public and private.

For car dealers, this has translated into an incredible way for them to broadcast their messages and get feedback in real time. On Facebook, people can like, comment on, or share their posts when they appreciate them... and even when they do not. The world is completely different than it was a decade ago when the most powerful method of online communication, the email, was still relegated to being private.

This all means that dealers can receive interaction, but it also means that they're required to deliver interaction right back at their customers. Every day, we see dealers who are not taking advantage of this. People will comment on their Facebook posts, talk about them on Twitter, or respond to their blog posts and YouTube videos, but we then see many of the interactions going one way. The people are talking to the dealers but the dealers aren't always replying.

This is a big mistake because proper two-way communication breeds more communication. When people see your posts and also see that you're replying to the people that are commenting, it makes it more likely that they'll want to comment even more.

It also creates a proper feedback mechanism. A lot of dealers are doing this best practice on review sites, but then the same dealers are failing to engage on social media. When you allow social media to be a way for people to engage in a proper discussion on automotive topics, you're allowing them to help you get more reach for your messages.

The more you comment back, the more new comments you'll get. The more new comments you get, the more people will see the posts that are getting the comments. It's a great way to increase your message exposure.

Perhaps the most important reason to reply to everyone who comments on your posts is that it's simply proper manners. If someone says "hi" to you in the grocery store, you'll usually say "hi" right back at them even if you don't know them. It's good form to reply to those who talk to you and that carries over to your social media interactions.

Dealers that are doing this well can take it to the next level. They can get involved with other conversations of a general interest to the local community and start to really express the dealership's personality. This is key on social media. After all, part of being "social" is interacting with as many people as possible.

The streets in the social media world run in both directions. Savvy dealers are making sure that they're not just seeking engagement from others but that they're being engaging as well.

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How involved is your connection with each of your customers? Excellent personalized customer service is what sets a great dealership apart from others. Providing superior customer service is an essential part of gaining repeat business. If you routinely followed up with every customer, in a way that would not increase your workload, how much more business could you do? Let's take a look at the customer experience process, from the perspectives of two different customers.

Without Automated Targeted Communication

The online lead (Buddy): Buddy is viewing vehicles on the dealership website. He wants to purchase a truck, and he sees two that he likes. He reads about them and views pictures on the website, then signs up for the dealership's email newsletter in case they are having any good deals.

Buddy forgets his search for a few days, then decides to check out another dealership website. He also views their trucks, and does so on a variety of other local dealership websites as well. After several months of searching, no one from any of the dealerships has contacted Buddy and he has not made a purchase.

The customer who has purchased (Minnie): Minnie purchased a car about a year ago. She received a call from the dealership three months after her purchase, letting her know that her car was due for an oil change. Minnie has not heard from the dealership since, and has discovered a shop that can do her regular maintenance for slightly cheaper than the dealership.

These situations are common. Most automotive customers now research vehicles online before visiting the dealership. In many cases, dealership staff do not have the tools to reach out to all the online leads they receive.

Once customers purchase vehicles, they require ongoing maintenance, and routine appointments are a great way to drive repeat business back to the original dealership. Does your staff contact every customer to let them know each time that their vehicle requires routine maintenance? Oil change notices, appointment reminders, updates about winter tires and special promotions... Are you contacting each customer with this important information?

If you are contacting each customer, that requires a lot of time, effort and organization. You could spend your whole day just calling customers. Is there a way to simplify the process of reaching out to customers, while still effectively connecting with them and enhancing the level of customer service that you provide?

With Automated Targeted Communication

Now let's imagine how the customer experience could be enhanced with the help of an automated communication solution.

The online lead (Buddy): Buddy views the trucks that he likes and signs up for the dealership's email newsletter. He immediately receives a welcome message: “Hi Buddy! Thanks for signing up. Use the promotional code TIRE2014 to get 20% off your purchase of windshield washer fluid or gas line antifreeze.” He receives another email the next day, with a list of “deals of the month” and he spots a truck. He clicks the link to view more information.

Two days later, he gets an email entirely focused on trucks, with links to pages highlighting the features of each of the dealership's trucks that are currently in stock. He sees the truck he likes, and clicks the link. The next day, he receives an email “Hi Buddy, would you like to test drive a Brand X 2014 truck? If you find the truck of your dreams, we will throw in three months of satellite radio free, just for you!”

Buddy goes to the dealership and tests out the truck. The salesperson is friendly and helpful and soon Buddy has decided to purchase.

The customer who has purchased (Minnie): Minnie just purchased her car. She told the salesperson that the best way to reach her is through text messaging. Two weeks after the initial purchase, Minnie receives a text message: “Hi Minnie, we hope you're enjoying your new car! If you have any questions or feedback, please let us know. You can always text us or call us at ---.”

Every three months, Minnie gets a text message letting her know that her car is due for an oil change. She even books her appointments through text messaging. On the day of each appointment, she receives a text message reminding her of the appointment time.

Every few months, Minnie receives messages and promotions that are tailored to her car type and purchase date. She always receives routine maintenance notices so her vehicle stays in top shape, and she also gets reminders when she should put on and take off her winter tires. Each year on Minnie's birthday and on the anniversary of the day she purchased her vehicle, she gets exclusive text message discounts and promotions. The communication process is quick and easy, and Minnie has never been so satisfied with customer service, so she continues to return for her maintenance and has recommended the dealership to friends.

Conclusion

Automotive salespeople and customer service representatives provide the most important connection to customers, and their hard work and friendly attitude encourage customer loyalty. Yet it is difficult for staff to contact each customer on every important date with updates about their unique vehicle and personalized promotions.

With the assistance of automated software that is currently available, staff can contact hundreds of customers with a single click. They can set up a communication plan at the beginning of the year to ensure that every customer receives maintenance reminders based on their purchase date and date of last appointment, a special promotion on their birthday and more. Automatic messages are sent on the customer's preferred mode of communication. All messages are sent from a single automated solution.

Imagine how much more new and repeat business you could gain if you could follow up with every online lead and in-store customer, and provide information that is directly relevant to each unique individual. Your daily workload is reduced, yet you are able to provide more personalized service to each of your customers.

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Hello everyone,

I wanted to reshare this article written for Dealer20.com

The broken process in our industry is sending a templated email with one or two phone calls and then trying the next day.

I call 4x a day, with a video message, a confirmation to that video message, a handwritten card or thank you postcard, a text message and I call 4x a day.

The process closes over 20% of internet traffic.



 

Branding yourself on Youtube is no simple task however Elise has managed to make her videos so popular amongst those in the auto industry that some stores are using them for training purposes. The Youtube Diva is on the cutting edge as far as incorporating the technology available to us today into her sales process. She’s also become quite good at it; being recognized by the likes of Jim Zigler as far back as 2010. She’s now sharing a lot of her insights at automotive industry conferences and of course via her YouTube channel.

In the beginning Elise’s videos were very focused on the vehicle, that the customer stated they were interested in, per the customers email or form filled out on the dealer website. Her videos strained to hold the attention of the prospect in todays busy world. They contained loads of information up front and rounded out at about 5 minutes run time. Elise found that by paring these videos down, to focus on starting that relationship with the customer, she had a lot more success and better customer response. Focus on the customer experience and the personal relationship, more than the vehicle and sales pitch right off the bat. You want to put the customer at ease, show them you are a real person and begin a friendship. Including referrals has also become a trademark of Elise’s videos to customers.

This process has been tried and tested with exceptional success by Elise. Below is her process for contacting new internet leads step-by-step:

1. From your Office Line, Call the customer at about 9am.
a. Tell the customer that you have “Some Great News” and ask for a return call
b. Keep it short and non-specific but give your hours and contact information
c. Let the customer know that if you don’t hear back from them you WILL try them again later today
2. Send your Video email message immediately after your first call attempt.
a. Introduce yourself and your store
b. Tell the customer briefly what you discussed if you got ahold of them and thank them for speaking with you
c. If you left a voicemail then give them your vehicle options that match the customer enquiry e.g. “We have the 2013 Honda Accord available in the red or white today”
d. Give the customer your direct contact information clearly and your hours in store
e. Make it Personal. Use the customers name and be casual and conversational
f. Keep your video under 90 seconds and under 60 seconds is optimal
g. Ask for the Call back and let the customer know that you WILL contact them again if you don’t hear from them.
3. From your Mobile Phone, Call the customer at about 11am.
a. Do NOT leave a message
4. From your Mobile Phone, Call the customer at about 2pm.
a. Again Do NOT leave a message
5. From your Office Line, Call the customer at about 5pm.
a. Leave a Message again with your contact details and hours in store today
b. Ask for the call back and explain that you WILL call the customer back again tomorrow if you do not hear from them before then

Some people may call this borderline harassment, but the simple fact is that the customer has requested this information about a car that interested them on your lot. You may get some negative feedback on occasion however for the most part it is your job to reply to these leads and you aren’t doing your job if you don’t get in touch with the customer.

The goal is to Set an Appointment. You can’t sell a car if you don’t get that customer on the lot. How you begin your relationship with each lead will determine if you get that appointment set. Treat each lead as Elise suggests above and I bet you set more appointments. It’s our job to sell cars and put the numbers on the board sure, but giving the customer the most wonderful car buying experience should also be high on your personal agenda. Once you get the customer on the lot they can fall in love with the car. Videos and that personal touch will build trust and help the customer to fall in love with your store. It also removes the awkward from your first appointment as the customer feels that they have already met you and you can get straight down to it when they arrive.

Source: http://www.dealerelite.net/profiles/blog/show?id=5283893%3ABlogPost%3A395399&xgs=1&xg_source=msg_share_post

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Are You Asking the Right Questions About Your Message?

I've learned that coincidences don't really happen. There's always a reason. As I worked on my story today regarding content, I stopped to check Facebook and found exactly what I needed, courtesy of Jeff Glackin.

What you say in all of the media types - television, radio, print, social media, search marketing, billboards, etc. - has an opportunity to reach people. Often I'm asked questions about spends and ROI.

  • Will $10,000 spent on social media give the same or better yield than $10,000 spent on television?

  • Should I sink everything into online marketing or keep my offline marketing going strong?

  • Should I minimize my internet spend to just a website and classified ads and move the rest of my budget offline again?

The answer to all of these questions is the same. It depends on your message. That's it. The real question isn't whether or not a social media spend is better than a radio spend. The real question surrounds the way that you're putting your message out there. The words are often much more important than the medium.

This topic deserves much more research and examples than I can put together today, but it's important to get in the right frame of mind before exploring this topic more fully. To do this, I'll rely on a pretty good video on the topic. It's not a superb video but it evokes emotion and gets the basic point across.

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Gold Metal Phone Sales

Are you watching the Olympics?

Some very compelling story lines and great competitions. I'm always inspired by these athletes who have put in hours and hours to reach that level of excellence.

Sometimes when I watch with friends or family, I find myself distracted from the message by the comical comments people make concerning the appearance of the people. I think it must be natural. you've probably even done it.

"What's up with that dood's hair?"

"There's no way he was an Olympic athlete."

"Why does one eyebrow move up and not the other?"

"She look like she stank."

"Didn't she look in the mirror after she put THAT on?"

My take on this, and the sales message for us is that the PERSON behind the words-- their delivery and appearance-- makes a huge difference in how the message is interpreted.

I'm probably not going out on too much of a limb here by stating that you probably sell a pretty good product or service. But unless it sells itself, YOU play a major role in how it is perceived when you're on the phone talking about it. The better YOU are, the more you sell. The common sense and the obvious are tough to be improved upon.

Some people believe that communicating on the phone is a disadvantage because listeners can't see us. I believe that actually is an advantage... you don't need to worry about physical appearance. On the phone, it all relies on what they hear. That's why to be your best you need to work on it. Here are some ideas.

GET RID OF THE NONWORDS I find some people have this nasty habit to a very severe degree. When a listener counts how many times they hear "um" instead of focusing on the message you know there's a problem. The persuasive speakers, on the other hand, don't use these filler sounds, or at least their use is minimal.

Action Item: Susan Berkley, author of Voice Shaping, suggests that the first step to the cure is identifying the enemy. Record yourself and count how many fillers you use. Once you're aware of your most common non-words, consciously replace them with pauses.

You can also control the nonword habit by getting your spouse or friend or cubicle-neighbor to say "bingo" or some other code word every time you use a nonword. By the way, this also applies to habits such as "you know," "like," "I mean," and anything else you use way too often.

ENUNCIATE! A guest on The O'Reilly Factor mumbled so much I had to turn the volume WAY UP so I could try to make out what he said. If I didn't care about what he was saying, I wouldn't have worked so hard. And your listeners might not work that hard for you.

Action Item: Read this several times- "If, I, Place, an, invisible, comma, after, each, word, and, an, invisible, semicolon; after, some, words, my, speech, has, presence." This forces you to enunciate.

Action Item 2: Practice tongue twisters to articulate clearly. Recite this one now, several times while picking up speed each time: "Frank phoned four pharmaceutical factories feeling fresh and fulfilled."

GET UP TO SPEED The more persuasive of the talking heads during interviews make their talking points quickly and don't mince words. We all can learn from that. After all, why use 100 words when 50 could make the same point? And don't speak at 33 RPM's when your listeners are at 78. (You won't get that reference if you don't know what record players are.)

In the book, "Smart Speaking, " Laurie Schloff and Marcia Yudkin say that when you speak too slowly you could be perceived as boring, tried, or less intelligent than you actually are.

Action Item: Practice getting to your point more quickly. Ask yourself a question you get during calls. Use stopwatch and give yourself 45 seconds to answer. Then cut it to 30, then 20. Tape your response and refine your answer content and delivery.

FINISH WITH STRENGTH Professional speaker and presentation coach and trainer Marjorie Brody http://www.marjoriebrody.com/ cautions against letting your voice rise at the end of a sentence.

In her book, "Speaking your Way to the Top," she suggests recording yourself. If you notice your voice rising at the end of a sentence it sounds as though you are asking a question, are tentative, or are a junior-high girl. If you tend to swallow your last few words, that reduces the impact of what you're saying.

Action Item: Practice finishing sentences completely and drop your pitch slightly while keeping the volume strong.

The interest that others have in your message is largely controlled by YOU and your delivery. Strive to reach Olympic-level performance. When you do, you'll sell more cars, more profitably, more often.

Thank You

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