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

Dealer Synergy is the Automotive Sales Industry’s number 1 training and consulting company. Dealer Synergy is a 9 time Dealers Choice Award Winner. Over last 13+ years DS has trained over 25,000 Automotive Sales Professionals and Managers and worked with over 1,100 individual roof tops! Dealer Synergy will help you and your dealership sell more cars, more often and more profitably by proactive education and training for Showroom Sales, Internet Sales, Phones, BDC and much more. To find out more, call Dealer Synergy today and ask for a free needs analysis.

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http://www.internetsales20group.com

 

Automotive Internet Sales Interviews TrueCar & Responds To Joe Webb & Brian Pasch...

 

It seems that there was a negative post about TrueCar recently, http://www.dealerknows.com/is-this-the-beginning-of-the-end-for-truecar/ Joe Webb of Dealer Knows published the post and then a lot of people in the industry started to jump on the band wagon of the negativity. One of those people was Brian Pasch of PCG.
I have a problem about what was said and the people saying it. Especially when TrueCar is the TITLE sponsor for AutoCon... How can you tell dealers that they are great and good enough to be a title sponsor and then say they are wrong or bad out of the other side of your mouth...

 

So, I wanted to set the record straight. The first part of this video is ME and MY opinion of the situation. And the second part (the majority) of the video is the ACTUAL GoTo Meeting interview with Ken Potter, VP Of Dealer Development & Mike Timmons, Executive VP of TrueCar. Automotive Internet Sales.cm had the opportunity to sit with TrueCar and get their feedback and official position on the situation.

 

I normally DO NOT get involved in these situations BUT... Ken Potter has been a friend for over 12 years now and I do not like people attacking him unfairly. He is an integrity based individual. And I do not feel that TrueCar is doing ANYTHING wrong with their policy for "Write Offs" on their leads...

 

I am ALWAYS open for conversation if you want to reach me. Please email me at seanb@dealersynergy.com or call me on my cell 267-319-6776

 

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Dealer Synergy Training!!!!

Ladies and gentleman, I had the honor to be with Sean Bradley for two days for some intense training!!!  I have to say it was amazing!!!!  Met with a dealer group that has been a client of Dealer Synergy for years, did some one on one with Sean and went live to a dealership to do some additional training.  The intensity and passion that Sean has is amazing!!!  Oh, by the way, I'm not getting paid to write this either!!!  Furthermore, the human capital that I acquired over the last two days I have to say is priceless. 

For those dealer groups or E-Commerce directors that are looking for a reputable verifiable consultaing company you won't be upset once you sign up with Dealer Synergy!!!!   

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http://www.dealersynergy.com 

Former National Automotive Sales Trainer & Recruiter for TK Worldwide, Mark Manning a NEW Internet Director shares some of his experience & Wisdom

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The Lord is Good!

“The Lord IS GOOD TO ALL…”

- Psalm 145:9 (New King James Version)

This is not a “maybe He might be good, if you do this or that” kind of answer. This is a definite, “The Lord IS…” kind of an answer! He is good to all. His goodness is not only to a certain type of person. His goodness is for ALL people. He is good to everyone. No matter their age, race, ethnicity, nationality, social status, income level or gender, God is good to all humanity.

If you then, being evil know how to give good gifts unto your children, how much more shall your Father which is in heaven give good things to them that ask Him.”

- Matthew 7:11 (New King James Version)

This sounds like a good God to me. God will give you good things for you to enjoy in this life. He wants only good things for you.

 

 “For the Lord God is a sun and shield: the Lord will give grace and glory: no good thing will He withhold from them that walk uprightly.”

- Psalm 84:11 (New King James Version)

Do you see that this is a God who does not withhold the good things He has for you? He does not dangle the carrot in front of you and pull it away as you get closer to it. He does not keep moving away from you as you approach Him. On the contrary, He draws near to you as you draw near to Him. He is not a bad God. He is a good God. He has only good things for you. This verse tells us that “…he will withhold no good thing to those that walk uprightly”. The word “uprightly” means “honesty and integrity.” This word comes from the root word that means “complete, whole and entire” (Lexical aids to the new and old Testament; the Hebrew/Greek Key Study Bible). What does all this mean? This means that when you walk in total, complete, entire honesty and integrity, you will receive every good thing that God has for you to receive in this life! Not bad; it’s all good because God is all good!

 “O taste and see that the Lord is good: blessed is the man that trusts in Him.”

- Psalm 34:8 (New King James Version)

The five natural senses can sometimes help us to know when something is either good or bad. We can see, touch, smell, hear and taste to help us know whether we like something or not. The sense of taste is awesome. When we eat something that is not good or may not be to our liking, the sense of taste tells you. Likewise, concerning the things of God, we have spiritual senses as well. One of which is the sense of taste. We can see this phrase used in Psalm 34:8. We can spiritually drink from the wells of salvation. We can spiritually eat from the bread of life. God wants us to taste His fruit. He wants us to get a taste of His flavor for our life. He wants us to bite into the life of God in Christ. He wants us to eat from the tree of life found in His Word. Why? Because when we taste the good things and the fruit of God, we will see that it is good. When you come in contact with the sweetness of God, you’ll have a spiritual sweet tooth for more. These are the sweets that will not decay your life or make your life rotten. These are the sweets that are good for you.

Every good gift and every perfect gift is from above and cometh down from the Father of lights, with whom there is no variableness, neither shadow of turning.”

- James 1:17 (New King James Version)

 

Every good gift comes from God. This encompasses anything that is profitable, useful, and constitutionally good. (Lexical aids to the new and old Testament; the Hebrew/Greek Key Study Bible). God is the source of all good gifts and all perfect gifts. This word “perfect” does not mean “free from fault” or “to be without deficiency.” This word refers to that which meets the need of a person (Lexical aids to the new and old Testament; the Hebrew/Greek Key Study Bible). Every gift that is for you alone or a gift that meets the need of someone else is from God. He is the giver and source of every good thing, gift and circumstance in this world. Taste and see that the Lord is Good!

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To be nobody but yourself in a world that's doing its best to make you somebody else, is to fight the hardest battle you are ever going to fight. Never stop fighting. E. E. Cummings

As you go through this life you will fight many battles, circumstances, people, feelings, emotions, physical barriers, pain, fear and exhaustion just to become you. Just to be heard. Just to do what interests you. Just to reach your dreams. Just to achieve your sales goals. Just to accomplish your God given purpose. If you ever want to succeed in anything in life you will have to fight to succeed. If you want to be a failure, do nothing. Always do what is easy and what doesn’t challenge you at all. Never stand up for what’s right. Never go against the crowd. Blend in to fit in and be accepted but don’t say what you really think. Only say what people want to hear and what they want you to say. Do this and you will without fail, be a successful failure! When you want something bad enough, you’ll fight for it. When you love someone enough you’ll fight to protect him or her. When you know it’s the right thing to do, you’ll fight for that cause.

The truth is we’re all fighters. A fighter is a person with the will, courage, determination, ability, or disposition to fight, struggle and resist something for a specific cause. Everyday we fight for others to hear us, accept us, love us and notice us. We fight for our ideas. We fight for our beliefs. We fight for our families and we fight for our friends. We fight to hit our goals and sales objectives everyday, every month and every year. In the midst of life, work and all that is happening outside of us; there is an unending war; a continuing battle that is taking place from within. This is a fight that only you can fight. You will have outside influence from people and circumstances but the decisions you choose and the choices you make will be the result of this fight. This is the fight for your will!

What is your will? It is the driving force of what you ultimately think, say and do. It is the combined makeup of your values, (what you like and don’t like), your thoughts, opinions, belief system, desires and pleasures. It is the mental faculty by which you deliberately choose a course of action. It is the power to arrive at one’s own choice and decision and to then act upon it independently in spite of anything that opposes you. It is the thing that causes you to lean towards that which creates joy in your life. Your will is that magnetic force that pulls you towards doing that which you like and want to do. Your will is also used to do what you don’t want to do. Your will is the final vote that allows the course of action to either take place or not. Your will has power. It is known as will power. Your will power is the strength and energy that is used to carry through your choices in life. Your will power is the ability to carry out one’s decisions, wishes and plans.  Your will power is also known as discipline and self-control. When people break habits they try to do it with will power”. When people try to accomplish success in any area they do it through the exercising of will power. As you exercise your will power you are strengthening the ability of your will to make a choice. This will power is what you use to ultimately become you. Everything you are today is the result of your exercised will power.

George Allen

One of the most difficult things everyone has to learn is that for your entire life you must keep fighting and adjusting if you hope to survive. No matter who you are or what your position is you must keep fighting for whatever it is you desire to achieve.

Nothing worth having in life is ever gained easily. If we want to achieve anything in this life we have to proactively fight for it. Too many people have fallen into the reactive fight stance in life. We’ve allowed ourselves to wait for something to come against us and than we fight back to make sure we don’t lose and get defeated. Now don’t misunderstand me. We will have to still do that at times. However, we should also put together attack plans to proactively go after our dreams, purposes and goals. We should fight on purpose, not just defensively.

Paulo Coelho

But there is suffering in life, and there are defeats. No one can avoid them. But it's better to lose some of the battles in the struggles for your dreams than to be defeated without ever knowing what you're fighting for.

Each one of us has been designed to live our life in this world for a specific purpose. There is no such thing as a worthless person. There is no such thing as a meaningless life. God handcrafted and fashioned each and every one of us. We are all unique and special for this world and His plan. No one else has the same finger print! No one else has the same DNA. Out of all the billions of people who have lived, are living and ever will live, you are “One of a Kind!” There is no one who is exactly like you. Even identical twins are not identical. You are “One of a Kind!” Don’t lose YOU! “One of a Kind” things are more valuable than copies. If everyone has it than the rarity and short supply holds no value.

For example: The Treskilling Yellow stamp from Sweden is the only one of its kind. It has a current value of more than $2 million (or $87 billion per kilogram, according to the site). (http://en.wikipedia.org/wiki/Treskilling_Yellow) The rarity and only one of its kind demands an extremely high value. The same is true with the Gutenberg Bible.  Around the world there is an enormous amount of vintage books, but perhaps the rarest is the famous Gutenberg Bible: First appeared in a book printed in 1456. There are several hundred copies of the Bible itself, but the very first copy of the two-volume book will cost a collector of antique books around 20-25 million dollars. What to say if one page of the book goes under the hammer for 25 thousand dollars, but sold last year, a two-volume - not the first edition – to someone at 5.5 million dollars! Incredible!

This truth is not only consistent with these two items but also with you! Everybody is born an original, “One of a Kind” but sadly many end up dying a copy. Why is this? Because too many people have allowed others to shape, create, mold and fashion them into what they want them to be rather then fight to be who they really are.

It’s a fight to be you, but it’s a fight that’s worth fighting. Fight to be you! Fight to reach your purpose! Don’t settle to live someone else’s plans, purposes and life instead of yours! You’re an original. Be you to the best of your ability. Be who God created you to be in life, at work and in everything you do. Never stop fighting to preserve the individuality and uniqueness you are and you have to change this world for good!

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“It's not who you are that holds you back, it's who you think you're not.” ~ Author Unknown

            I’d like to start out with a story that maybe some of us in the automotive industry can relate to. This deals with the number one obstacle of the sale. You! The demo is completed, they love the car, they love you, they love the ease of everything so far and now it has come to this. Your so-called friend now sits across from you and tells you that they will take delivery of their new vehicle if the numbers are right. The customer is sold and wants to drive the car home today. You are pumped up; full of confidence and the adrenaline begins to flow through your body. You go to the desk and you tell the GSM where they need to be in order for you to seal the deal. You explain everything word for word and as you are talking the GSM begins to pencil you the numbers. It’s as if he’s not even listening. You feel like Charlie Brown’s parents, “WAH WAH WAH WAH WAH WAH!” It’s like everything you say doesn’t even matter. You look down at the up sheet to see if you’re in the ballpark and you notice that the number is way higher than where the customer wants to be. Not only are you not in the ballpark, but you’re not even in the same state. You than see that the customers trade that was explained to be a gem has 2 car accidents on the Carfax and is coming in thousands less than what they want for it. The GSM finishes writing the numbers, turns the paper to you and slowly slides the up sheet back into your hands and with a smile softly says, “let’s make this deal!” You think, “Ok I will if you’d just do the customers numbers!”

 

By this point your heart is racing, you have fallen into a deep black hole and feel like you are miles apart from where the customer is and where the desk wants to be. Your confidence doesn’t slowly disappear, but it has been shattered, blown up and destroyed. You put your head into your hands, look at the paper and start to try and close the desk on where the customer wants to be. You think, “Maybe he didn’t hear me so I’ll explain it again.” You finally come to grips with the fact that the desk is not budging so you peek over your shoulder to see what your customers are doing. As you look they see you look their way and smile at you as if you’re gonna come back and not only give them what they asked for on their trade but exceed that and give them a thousand more than they asked. You look back at the paper huff and blow out a deep breath. You get up, grab your paper, look at the GSM as if he’s the devil himself and with your head down looking at the paper, dragging your feet, in total disbelief and defeat you begin to walk back towards your customer. You sit down and as you’re shaking your head back and forth you say, “ Well, I have bad news. I’m so sorry to say that I CAN’T BLAH, BLAH, BLAH, BLAH, BLAH!”

Don’t Lose Confidence in Yourself

As exaggerated as this story is I believe it speaks to us in one way or another. The point of this entire case study is that if you lose confidence in yourself to close the sale you’ll never close the sale. We are the number one obstacles that obstruct the path of buyers saying yes and driving home in their new vehicles. When we lose the confidence in our-selves to present the customer the numbers that we are given, the customer can pick up on that and pull back their confidence to say yes. When you are confident in your presentation, demo, walk around, product and competitive knowledge your customer feeds off of that. The more confidence you display the more confident they will feel in making a major decision to purchase. A lot of your success in closing is dependent on your ability to empower your customers with the confidence they need to make a decision. How you speak, how you stand, the body language you show, the inflections and tone of your voice all have to do with the success and failure of instilling confidence into your customer. It begins with you. Be confident in your ability to sell, present numbers, deflect stalls and overcome objections in the sale. Practice your transition points of one word to the next. The more fluent and articulate you are with your words the more at ease people feel. The more you stumble, sigh, and trip through your words the more hesitant people feel. Your words and how you say your words are your tools that you use to be successful in what you do. We should take the time to practice using these tools.

“Whether you think you can or think you can't - you are right.” ~ Henry Ford

Always Think You Can

An unknown author said, “Success comes in cans, not cant's.” That is so true. Think you can close every deal. Think you can overcome every objection. Think you can be salesman of the month every month. Think you can be more productive than you’ve ever been. Think you can do the impossible and you will. Think you can reach your goals and you will. The ones who say they can’t usually end up getting passed up by the ones who think they can and just did. It’s more than just thinking you can in your mind but also in your heart. Your heart is the core of your being. It is the center of your-self. As a mirror reflects your face so your heart reflects back to you your true self-image.

Proverbs 23:7 (Amplified Bible) For as he thinks in his heart, so is he.

Whatever you think you are in your heart that is what will eventually come out in your character and words. Allow your heart felt thoughts to help govern your actions and words. The more confident you are in your ability to believe that you can be successful and achieve outstanding accomplishments the more you will begin to experience what you already thought you can do. 

Think big! Think success! Think on good things! Think on things that instill a positive outcome!

"Before you change your thinking, you have to change what goes into your mind."

Zig Ziglar

As you think on things that empower you to be the best you can be and stay strong in your self-confidence you will overcome the hardest obstacle you’ll ever face in this life and achieve success, victory and promotions in all your endeavors. Please email me to receive a copy of an article to help strengthen your self-confidence.

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http://www.dealersynergy.com
Sean V. Bradley CEO of Dealer Synergy Talks About His Background, How He Got Into The Car Business & Offers to HELP People for FREE!
Follow Your Dreams... They can come true-
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http://www.dealersynergy.com

Who should be running my internet department or bdc?

 

This is another question I am asked from dealers all over the country — and the dealers who don’t ask me this question really should. While I acknowledge the fact that there are many different types of dealerships, please have an open mind to what you are about to read.

 

First, I am sure that we are all aware that 88 to 98 percent of people go online before they ever step foot into the dealership. We also know that social media is the No. 1 form of communication in this country. The problem that I continue to see, however, is that many dealerships in this country still don’t view the Internet or business development department as a “real” department.

 

Too many times I walk into dealerships and you can immediately feel the tension in the air; it’s an “us vs. them” mentality. There is dissention on the floor, frustration, anger and even sabotage — not to mention disrespect. I often hear the same thing from Internet coordinators, managers, directors and BDC reps; they are neither appreciated nor respected, and are treated as the “stepchild” in the dealership, and that goes from the dealer to the GM to the GSM, all the way down the food chain.

 

And, as we all know, perception is reality. If the dealer feels this way — that the manager of the department isn’t a “real” manager — they aren’t going to have an idea of who the right person is for the job, or what type of a pay plan to put together. They might not give this manager authority in the dealership. They might only make this person a “manager” in title only.

 

They also might put in place the wrong people. They have people who aren’t working out on showroom floor, so they give them a shot in the Internet department. Or, they might hire someone computer savvy because they feel that qualifies them to run an Internet sales department. Dealers also hire young people because they feel they can relate to the prospects better. These are all wrong strategies. The Internet Department or BDC in the dealership should be a major department, on a level with the new, used, finance and fixed ops departments. We are focusing on Internet “sales” department, but it goes deeper than that (Internet sales, service, parts, body shop, finance,

aftermarket, leasing, fleet, special finance, etc.).

 

Here are some facts: The average dealership delivers approximately 100 units new and used a month. An average dealership has approximately 10 salespeople, a finance manager, a sales manager and either a GSM or GM. All of that goes into selling about 100 units. Now, I have dealers who tell me that they want to sell 50, 100 or 150+ units per month from their Internet department, but they don’t want to treat the department as more important than the other departments or profit centers in the dealership. Furthermore, they want to put in place the wrong type of person to manage and run the department. They don’t want to pay the Internet sales director like the other “real” managers in the dealership. They also do not allow them to have any “real” manager authority, but they will put all of the responsibility on that person’s shoulders.

 

So, what exactly is the right profile? Who should run an Internet sales department? First and foremost, you want to make sure you have a person who is an automotive sales manager, or at the very least have someone who is a great sales consultant and closer with the potential to be a great sales manager with the proper training and support. Let’s go deeper: If you are trying to run a department that delivers more than 100 units a month online, you should have at the bare minimum a great sales manager, or even a GSM or GSM-caliber person running that department. Answer this question: Would you ever have a non-salesperson run your entire dealership, or even be a GSM at your dealership?

 

You want a sales manager in that department who can drive the momentum in that room. You want someone who can put a deal together and can even desk a deal if necessary. You also want to have someone who will be respected by the other managers and the showroom sales force — not just by the Internet department.

 

So, how in the world do you expect to deliver that number of units without having the caliber of individual I just outlined? The argument is that dealers need someone to manage the Website, take pictures, create videos, get testimonials, handle I.T., take care of the CRM/ILM, handle online reputation management, SEO, VSEO and all other forms of digital marketing. I agree 100 percent — all of that needs to be taken care of. However, I do not think that the Internet sales director or Internet sales manager should be that person, especially when you are trying to deliver 100+ units per month from the department. You should either hire a person to do those jobs, or outsource those duties. Anything else is not going to be as productive in the long run. They are, at a minimum, two different jobs.

 

Don’t freak out if you are a current Internet sales or BDC director and don’t fit the profile I just mentioned. And don’t freak out if you are a GM or dealer who just hired someone who doesn’t fit the profile outlined in this article. I would say, if they were the “right” individual who you believe in, get that person training on product knowledge, I would have them get certified as a sales consultant from your OEMs and I would get them certified as a sales manager by your OEMs. If you have to invest time, money and training to get the department head at the level of any other department head in your organization, it is what it is. If you don’t, you will suffer.

 

The bottom line is that having the right Internet sales / BDC director is crucial to the success of the dealer’s online initiative. If you have any questions about this article or if you would like some examples or ideas of ways to ensure your department’s success, feel free to e-mail me or call me.

 

Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognized training and consulting company in the automotive industry.

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After 12+ years in Automotive Internet Sales...

 

I have learned a lot about what to do and what not to do. I have seen firsthand how powerful automotive Internet sales can be for a dealership. I have also seen how it can wreak havoc in a dealership that doesn’t execute properly. After speaking with and training more than 2,000 dealer principals and GMs personally, I have identified a lot of similarities that are consistent all over the country and do not discriminate.

 

First, dealers see the value, need and urgency to maximize the Internet not only to increase market share, volume and gross, but actually to retain current market share and profits.

 

The problem is that there is a lot of disinformation everywhere. Everyone has an idea and a strategy, but finding the right information that fits a particular dealership’s scenario and goals is hard to find. There really isn’t a lot of continuity out there. Sometimes “experts” contradict the ideas and strategies of other “experts.” The other issue is that there are a lot of these “experts” out there, but mostly these people have an “expertise” in only one or two fields — not enough.

 

Maximizing an Internet department is more than knowing how to build the “ultimate” dealership Website. It is more than having 5,000 followers on Twitter for your dealership. It is more than having a state-of-the-art BDC. The issue I see is that dealers are told if they do or buy something, it will be a “silver bullet.” There are no “silver bullets.” There never have been and I doubt there ever will be any. An Internet department (or any department, for that matter) is made or broken, maximized or underutilized in four key areas: Products, People, Process and Promotions. That means that all “4-Ps” need to be working “synergistically” to ensure maximum success. You cannot have all or most of your attention in one or two areas. You need to make sure that all four “cylinders” are firing.

 

Here are the questions that dealers should ask:

• What are you looking to accomplish with your Internet department? Increasing only Internet sales, or maximizing all profit centers online (parts, service, finance, body shop, etc.)?

• Do you want to sell volume, gross or both? Are you looking to increase new vehicle sales, used vehicle sales or both? Each possibility has a different strategy.

• Do you want to be proactive, reactive or not at all for special finance?

• Do you have all of the right tools (technology, resources, programs, etc.) for a viable department?

• Do you have the right people and the right amount of people in place?

• Have you developed a “mission statement”? Have you created a standard operating procedure for everything in that department?

• How are you planning to drive traffic? How are you going to handle your conventional advertising strategy? What is the proper formula between conventional and digital?

• How are you going to perpetuate success after initial launch?

 

After you answer all of these questions thoroughly and start to create a plan, you will need to prioritize. This is another sand trap for dealers. They have problems “putting first things, first,” and the result is that they do not focus on the most important items. The dealers who work hard but not smart are rarely successful.

 

Lack of consistency and acceptance of mediocrity are the biggest reasons for failure or limited success for a dealership’s Internet or business development department. That might sting, but that is the truth. We have found all over the country, no matter what the franchise or geographic region there are dealers who fall into this category. Sometimes it is the dealer principal, sometimes it’s the GM and other times it’s the Internet/BDC director, but it is the same story. Someone at the dealership heard of a successful Internet/BDC department or they read an article or they went to some workshop or 20 Group and were inspired and excited. So, they create a plan (with or without an outside consultant or trainer), and for a short while things are good (sometimes). Then, after a bit of time — or sometimes right after implementation — reality kicks in and they start to deviate from the plan.

 

Here is what I see on a regular basis from dealerships that succumb to mediocrity:

• They start to compromise their process based on outside influences, such as their competition doing business a certain way, and they feel they must conform.

• They are not consistent. They might do different parts of the strategy at different time. No continuity = No success.

• They do not track details of the department properly, if at all.

• They are not consistent with training, or don’t even bother to train at all.

• They are disorganized. There is no prioritizing of tasks, so the department is working and grinding all day but they are not being effective at their overall mission.

 

And, as important as all this is, people are the “wild cards” of the “4-Ps.” With money, you can buy everything else. But you have to find and cultivate and keep people. There are a lot of variables to think about in this area, including:

• Do you have the right person for the job? Do they have the right skill set and fit the profile for success? This is a common problem.

• Do you have the right amount of people? I have seen two Internet reps working 600 fresh leads per month. Not the best strategy.

• Do you have a schedule that make  sense and maximizes business potential? Statistically, you will connect with more people between the hours of 6 and 8 p.m. So, it might not be a good idea if you have everyone leaving at 5 p.m.

 

Bottom line, you need to embrace Internet sales. You cannot wait until tomorrow to get it together. If you don’t create a plan for today, there might not be tomorrow.

 

If you have any questions about this article or if you would like examples (for free) Please call or e-mail me.

 

Sean V. Bradley is the founder and CEO of Dealer Synergy, a nationally recognized training and consulting company in the automotive industry. He can be contacted at 866.648.7400, or by e-mail at sbradley@autosuccessonline

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HATS OFF to Mike Anderson Chevy!!

I was so happy to see you guys really take it to the next level and now you are on the cover of AIS!! Congrats to you all, and keep it up throughout the summer!

 

As many of you may know, I have moved and settled into my new home in California, and I am very happy to say that I will very much still be involved in the AIS website and helping people sell more cars, more profitably, more often!!

 

I am also working as a Finance Director here in Visalia, CA. and looking to help everyone excel around me and bring Dealer Synergy to more dealerships on the west coast.  Remember (East Coast collegues) that I am 3 hours behind you in time, so feel free to ask any questions as I will be able to help during the later hours. 

 

I hope everyone is having a great start of the month, and keep up the strong work phone ninjas!!!

 

Andy Fedo

 

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Behind The Scenes

 

Have you ever watched a “Behind the Scenes” TV show or DVD chapter?  Ever seek to find what goes on in a studio, in a locker room, or in the white house during a closed door session?  Sure you have.  We all do because the analytical parts of our human brain want to know how things work.  Today I want to talk to you about how I…as a national phone trainer…was developed.

 

My name is L.A. Williams and I am a long time music producer and certified engineer.  All day and night I help singers, song writers, poets, instrumentalists … people with making themselves sound great!; whether live or recorded.  I gave them countless ideas, suggestions and examples of what they needed to sound like to be successful and to make the money they wanted to make.  The founder of Dealer Synergy (Sean Bradley) approached me with the idea of, “I want to do the same for our industries internet coordinators.”

 

To add to my credibility, Sean denotes that I am visually impaired, therefore audio is my world.  We agree that if I can train pop artists on how to sound good in the studio, then I can definitely train willing internet coordinators on how to sound great on the phone.

 

See, for blind people like me (And your phone customers), the science of communication works a little differently.  We must understand that we lose the 55% body language and other visual queues, so now that normal 38% voice inflection and 7% words we use become SO much more integral in how we need to communicate.  I can help the sighted community understand and implement strategies to assist with that. :)  Enough with all the technical jargon…let me invite you into my personal life and show you the real reason why I could be the best individual to coach your internet coordinators.

 

As a visually impaired gentleman, I never really fancied going out and meeting females.  I was sure I could charm them and all, but I felt unequivocally that my strength was my smooth, deep, richly textured voice.  I knew that I had great conversational skills and would meet lots of women on chat lines.  Follow me now, the whole purpose of talking on the phone with these ladies was to get a face to face meeting.  I engaged them in great conversation, I was patient and allowed them to talk and express themselves, I answered their questions and gave them a great value package proposition.  By the time we met in person, the deal was already done, I just had to not mess it up.  That’s the power awesome internet coordinators hold.

 

As internet coordinators we must understand, that our job is not to cell cars over the phone.  We are not directly in the product business.  We are however in the business of selling appointments to meet our establishment.  The comedian Chris Rock says “When you meet a person, you don’t really meet them…you meet their representative.”  Let’s all make sure that we’re being great phone representatives of our dealerships.

 

Another saying, “You Never get a second chance to make a first impression.”  Effective phone skills are essential to creating a positive first impression  which sets the tone for the rest of the customer’s interaction with our organization.  A telephone call is often your customer’s first impression of your organization.  Don’t leave it to chance!  Implement an effective phone process from Dealer Synergy and sell more cars more profitably more often!

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“Why should I set an appointment???”

Even with all the training and skills possible, sometimes we run into a customer on the phone that says they will “try to stop in sometime this weekend” or “I will make it there when I can”. 

When only 11-14% of all of our phone call attempts result in a contact, we try to make sure that every one counts, and try to set as many appointments as possible.  It is frustrating doing everything right, and still getting that resistance from the customer to lock in a time and day to come into the dealership like we want them to.

So how do we get around that and get the customer to do what WE want them to do?  The answer is very simple!  Put aside what we want for a second, and let’s identify what the customer wants – a smooth and easy purchasing process…right?!

We need to create the benefit for the customer and make it make sense for them to set an appointment with us, and tell them WHY it will help them have a great car buying experience.  Here are some phrases that we can use to do that:

  • This is what we do for our special internet customers:
  • We would like to have the vehicle we spoke about ready for you
  • We would like to have a Sales Manager ready for you
  • We would like to make sure that you are not waiting around and assure you that purchasing a car doesn’t have to be an all-day process

Creating a benefit and convenience for the customer will more often than not have them do exactly what you want them to do; not because it’s what you want, but because you are creating a scenario and service level that exceeded their expectations, and created a preference for them to make them feel like an important “VIP” customer!

Happy Selling!!

 

Andy Fedo

VP of Training

andy@dealersynergy.com

 

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PRICE PRICE PRICE....Well take a look at these numbers!!  AutoUSA is a lead source provider to 4000+ dealerships nationwide! 

 

http://www.imakenews.com/autosuccess/e_article001976082.cfm?x=bhTC7kM,b7Wgd1Lp

 

VERY interesting article...look at what MOST dealerships recognize as the main reasons for growth (where is PRICE at on that list?!?).  This why it is so very important to not only be online, but also have a GOOD reputation and reviews by our customers that we deal with everyday!  Make sure that when our internet customers close thier eyes and invision your dealership(s)...what do they see?  An untrustworthy place to do business? or a fun and easy place to purchase their next vehicle???

 

You must have a "difference" in the way you do business and treat customers...rather than be the Badger Salesman (see the "Fun Stuff" Group if you have NEVER seen the badger!) 

 

A proven better solution to "buying more 3rd party leads" - as the article suggested dealers are doing moving into 2011 - we all know that generating our OWN leads is a much more successful operation in overall closing ratio, not to mention name exposure and exclusivity. 

If you need any help with your Digital Marketing, Social Media, Online Reputation, and/or overall exposure on the Internet, please don't hesitate to contact me personally for a FREE Synergy Session, and a customized digital solution for your dealer group!  Happy New Year to everyone!!

 

Andy Fedo

VP of Training

andy@dealersynergy.com

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