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I believe in holding my sales team accountable, and when I meet with my salespeople and go over what they are doing every day, I naturally tend to focus on their "planners". My dealership uses Car Research, while many of you use Compass, Higher Gear, Vin Solutions, or one of the other outstanding CRM's on the market today. I'm sure many of you are tired of your managers hounding you to "finish your tasks". The funny thing that I have noticed is that the tasks that tend to get the least amount of attention are the "orphan owners" that get randomly assigned to your account (based on your CRM of course) . It is these customers that I would like to address for a few moments.

One of the biggest problems in most dealerships today is that the average salesperson simply doesn't know all the tools that are available to them in the CRM. Yes, they might know how to enter and update a customers status, but that is about it. You wouldn't believe all the tools available to help you sell more cars and make a LOT more money. It would be the equivalent of buying a new Iphone and simply using it to make calls. How much would you be missing?

Most of your CRM's are tied into your Service Department, so if you do a little digging, you will find that somewhere in your customers information screen, usually under "Vehicle Information", you can find out everything you need to make a car deal. My salespeople could not believe that if the customer bought from our dealership, the CRM will show the remaining payments, interest rate, approximate payoff and approximate ACV or their trade! Do you think you could sell more cars if you had that information BEFORE you made that Orphan Owner call? You can actually search your dealerships files based on approximate equity, and then call these beautiful customers and let them know that they can upgrade their current vehicle for about what they are currently paying. Do you now see why the Orphan Owners in your planners are actually some of the hottest prospects you have been ignoring?

As Dr. Covey would say, you need a Paradigm Shift in your thinking. You need to see the CRM as the BEST TOOL YOU HAVE TO HELP YOU SELL CARS!. And if you don't understand how to use it, don't just rely on your friends limited knowledge (the proverbial blind leading the blind). There is usually a help line to call, a rep who can stop by, or how to videos on the site. In any case, there are tons of customers right at your fingertips that you have been ignoring for far too long.

Remember It's not about where you've been but where you are going. It only takes the courage to recognize it and TAKE ACTION NOW! OF course, when you realize how much business you have missed, it will make you sick.

Are you up for the challenge? I promise you it will be well worth it.

http://www.internetsales20group.com

What you need to know to developing and evolving the Internet Department at your dealership.

We are going to review 4 different Internet Departments that went from 20-30 units online to over 100, 150 and even 210 units per month online and onto the covers of AutoSuccess Magazine, Digital Dealer Magazine And Auto Dealer Monthly Magazine!

• We will dive into the Dealer Synergy's Award Winning Process and "4 P" Philosophy
• Show you the proper way to "set-up" a brand new department, fix a broken department, or evolve a successful department the next level
• Explain to you the power of the Internet Sales 20 Group Composite & "Synergy"
• And more...

"How To Grow Your Internet Department" - OVER 500+ Car Dealers Attended This FREE KPA Webinar Today

Automotive Internet Sales - What To Do If Someone Asks "Is That Vehicle Available" or "Do You Have..." from Dealer Synergy on Vimeo.

http://www.internetsales20group.com

This is a VINTAGE Sean V. Bradley / Dealer Synergy video. It might be an "oldie" but it still is a GOODIE!

Sean talks about What To Do If Someone Asks "Is That Vehicle Available" or "Do You Have..."

If you want to find out more about Sean V. Bradley or Dealer Synergy training, please go to:

http://www.automotivedigitaltraining.com

Attention email composers, bloggers and content writers (just about all of us):

http://www.internetsales20group.com

 How to Work a Car Deal - Automotive Sales Training - Jim Ziegler

If you've watched my other video's, we have discussed the following:

→ What role gratitude plays in your success
→ What is the definition of success
→ Developing a 99.9% WHY statement

Now we move on to the recipe. With so many people wondering how to be successful, I suggest that success comes from following a process. It's no different than baking a chocolate cake. If you want to end up with the proven result of chocolate cake, you'd better follow the proven recipe that will get you there.

In my career, I've had the privalege of being mentored by many very successful people and you know what? They all say the same thing. When asked, "How did you become so successful?", the response is, "By doing what other successful people do".

That validates what is written in such books as Dale Carnegies, "How to Win Friends and Influence People" or Napoleon Hills, "Think and Grow Rich".

If you'd like to achieve your own personal definition of success and you want to know how to become successful in life, you MUST follow the recipe.

Stay tuned for my next video where I'll introduce you to the 1st ingredient in the recipe for success.

Your success starts here.

http://www.internetsales20group.com

http://www.dealersynergy.com  

We recently conducted a survey in which we asked Internet department personnel to share some key metrics. In one question, we asked:

How much total gross does your Internet department generate for every $1,000 spent on Internet leads from all sources (SEM, independent and third-party leads, classified site subscriptions, etc.) ?

Of the 183 responses, the answers broke down:

3X or less: 33%

4X-6X: 18%

7X-10X or greater: 20%

Don’t Know: 29%

These answers reveal there is quite a large disparity between auto dealers’ return on investment (ROI) on Internet spending, as well as a surprisingly large percentage that don’t even know their ROI.  So I wanted to know: what should a dealership target for a reasonable Internet marketing ROI?

 One of the experts we consulted for measuring this metric was David Kain, President of Kain Automotive. He suggested that 5X ROI was the absolute minimum that a dealership should strive for, and ideally Internet departments should be seeing 7X ROI on their Internet spend.

But how do you calculate your ROI? Basically, ROI is what you get for what you spend. Here is a simple formula:

(Gross Profit – Marketing Investment) / Marketing Investment = ROI

 This formula represents three steps.

 1)   Marketing investment should be simple to figure out as it is the total cost of a campaign. For instance, if you spend $1,000 per month on a Pay-Per-Click campaign, $1,000 per month on independent leads and $1,000 per month on a subscription site, then your total marketing spend on Internet leads that month is $3,000. For the sake of simplicity, I’m going to suggest here that the cost of overhead, while included in some ROI measurements, should not be included when figuring out ROI for Internet leads, regardless of source. So in this formula, don’t worry about including labor costs (for staff), web site maintenance costs, etc.

2)   Gross profit is the next metric you’ll need to figure (my first GM used to say, “Volume is vanity. Gross is sanity.”). If you can pull the actual grosses on all Internet deals, that’s great. If not, take the number of sales and multiply it by your dealership’s average front and back combined gross profits. So if $3,000 in marketing spend delivers 10 sales at an average of $3000 combined gross, then your total Internet-related gross profit will be $30,000.

3)   Next, you need to subtract the initial marketing investment ($3,000) from your gross profit ($30,000) for a total of $27,000.

4)   Divide that number by your initial marketing investment ($27,000/$3,000) and in this scenario you end up with 9X ROI, an excellent result.

Why is it important to know your ROI? Any time you spend money on anything, whether on Internet leads or a marketing campaign, it is an investment. Like any investment, it should be measured, monitored and compared to other investments so you know where you should be spending your money.

Also, knowing the ROI for all your lead sources gives you leverage. How many Internet marketing budgets were slashed in 2009 and 2010? Perhaps some cuts were deserved, but do you know which ones? Cutting back on a lead source that returns a high ROI is only going to hurt the bottom line.

Of course, our question focused on the overall Internet marketing spend, not on the ROI of various lead sources. But applying this formula to your separate lead sources is highly recommended and gives a better measurement of success than just closing percentage or other metrics. After all, ROI is what goes to the bottom line.

I’d love to hear some feedback: how do you calculate your dealership’s ROI on your Internet leads spend? What do you consider a good ROI? In my next blog, I’m going to give some tips on how to drive your team to improve ROI.

http://www.dealersynergy.com 

Answering An Internet Sales Coordinator (Appointment Setter)'s Questions on How To Be Prepared For the Sales Call or Internet Lead...

http://www.dealersynergy.com 

http://www.dealersynergy.com 

http://www.dealersynergy.com 

Just Google "How To Buy a Car" or YouTube "How To Buy a Car" and what you see on the FIRST page is THIS video (The Original One). This video is from 2007, its HORRIBLE, ITS Filled with lies and misconceptions. The speaker is obviously NOT an Automotive Sales Expert...
What seriously disturbs me is that NO ONE is doing anything about this... NO ONE? No OEMs, No Dealer Groups, No Dealerships, No Automotive Managers, No Automotive Sales Consultants... No one.
There is this stupid propaganda video LOCKED online and it just sits there without challenge? I am not sure about you but this video offends me, it has always offended me. Because it is so one sided and so filled with mistruths and straight out lies...
What is sad is that the PUBLIC sees this as REAL, as the TRUTH. Why...? Because it is on the FIRST page of Google and the First Page of YouTube!!! Most people are NOT subject matter experts. They are going online for some information, some direction and then they stumble into this type of trash... What is SAD is that they actually believe it. And why shouldn't they...? Its not like there are other, more compelling videos that tell the REAL story. 

So, if you are watching this video or reading this post with distain... DO SOMETHING ABOUT IT! 

Here are a bunch of ideas of articles, blog posts or VIDEOS you could write, record and POST all over the internet:

* How To Buy a Car? 
* How to Buy a New Car
* How to Buy a Used Car
* What to expect from Car Dealership
* What makes a GREAT Car Dealership
* How Do you Choose a specific Car Dealerships

These are just some basic ideas. The point is CREATE CONTENT, INFORMATION to the PUBLIC. Stop just thinking the internet is a "Point of Sale" resource... You need to capture people at "Point of Interest" and CULTIVATE the opportunity.
If you are as pissed as I am when watching this video... Let me know your thoughts-

**ORIGINAL Video is titled "4.1.5 Rob Gruhl - How to Buy a New Car - Ignite Seattle 2007.mp4"

And this COMPLETE Idiot! "Automotive Executive Breaks Code of Silence" (Way Too Many Mafia Movies Dork)

http://www.dealersynergy.com 

http://www.seanvbradley.com 

Top 10 Trends in Wheel and Tire Accessories You Need to Know

If you are a dealership selling wheel and tire accessories you know they are the driving force of the personalization business.  Just like the fashion industry, car and truck personalization trends change fast and often. It’s the best way for a customer to get a look different from every other factory model. Accordy to USAtoday.com, Ryan Friedlinghaus, founder of West Coast Customs, a Corona, Calif., customizing operation  says, "wheels is always the first question" for customers looking to personalize vehicles, even if they lack the cash for a complete rebuild.

OFF ROAD WHEEL TRENDS

1. Steel Wheels: They are strong but light weight (17 in) lighter wheels are more budget friendly and steel wheels are strong enough to carry speed off-road.
2. Carbon Fiber: These tend to be strong and light weight for better fuel efficiency.

PASSENGER CAR AND TRUCK WHEEL ACCESSORY TRENDS

     3.  Painted Wheels with window designs: Customers can get creative with their favorite colors.
     4. Flat and mono Black machined faced Wheels: For customers that desire a cleaner sleeker look.
     5. Forged rotary and Forged Spin Wheels: extremely strong but lightweight alloy.  Fits well with Hondas, Chevrolet Camaros, Ford Mustangs and more.
    6. PVD Wheels: Physical vapor deposit or vacuum chrome are favorites among customers who endure salty winters because they hold up better than chrome under those conditions.
    7. Hellaflush Wheels: These are popular among the street racing fans.

TIRE ACCESSORY TRENDS

    8. Eco Tires:The cost of all natural rubber has decreased. And orange oil tires have increased grip and reduced roll resistance. This is a great option for those looking to reduce their carbon footprint.
    9. LRR tires: Low roll resistance tires are great for better fuel efficiency. They also fit well on the smaller SUVs and CUVs that more people are purchasing.
   10. Wheel / Tire Packages: More retailers are offering the wheel/tire kits as a convenience to customers. When a customer chooses the wheel accessory the proper tire is automatically selected to come with it.  

Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.

4 consumer points to consider when selling car accessories

Since the release of the popular film “The Fast and the Furious”, car accessorizing has shifted from being a secret of car gear enthusiast to a main stream phenomenon. Two sequels later and the aftermarket accessory market continues to average 8% growth annually. Car dealerships would be wise to keep up. The demand for car accessories is high. And, just like fashion accessories there are hundreds of options. And, trends change rapidly. Here are four reasons why people love certain car accessories.

1.       Making a Personal Statement

Crisp leather jacket, “I’m a rebel”, Eco-friendly seat covers “I care about the planet”. Just like fashion accessories, car accessories help your buyer make a statement about who they are.  A car is an extension of its owner, and we all want to present a certain “self” to the world. So, whether it’s a bike rack on a rugged Jeep Wrangler or a spoiler on a sporty Mazda 3, accessories gives buyers another way to express themselves through their car.

2.       Affordable Luxury

It’s inevitable. There is always going to be a prospect that’s eyeballing a Mercedes-Benz but their budget lines up more with a Toyota Corolla.   The right accessories can make that Corolla feel like a Benz. With today’s economy more and more people are learning to live within their means. That doesn’t mean buyers don’t still desire luxury.  But, in terms of cost efficiency it’s harder to justify. Rather than stretching their budgets almost $20,000 more on a luxurious brand consumers will invest $5,000 more in alloy wheels and seat heaters giving an economical brand a very similar look and feel.

3.       Protects the Value

A new car loses 11% of its value as soon as it leaves the lot. So unless they plan to ride until the wheels fall off, it’s not an ideal investment. People are aware of this and are more concerned than ever about protecting the value. Accessories like bed and trunk liners, covers, and deflectors can protect the resale/ trade-in value of a new car. This makes your buyer more confident about shelling out so much of their hard earned cash.

4.       More Convenience

 We as Americans are always on the go, we love to multitask, and prefer to be able to do things in our car just as we would if we were in our homes. Certain accessories were designed to offer a level of convenience that many buyers are looking for. The iPod adapters are one of the hottest selling accessories right now. It offers buyers the convenience of listening to their favorite music without needing CD changers.  Navigation systems and Bluetooth are other accessory options that appeal to a buyer looking for convenience.

Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.

http://www.dealersynergy.com

How Bad Do You Want It?

Out of thousands of videos that we have ever seen relating to inspiration and motivation, literally none seem to encompass the spirit of hard work and determination as this one video. “How Bad Do You Want It?” features former East Carolina running back Giavanni Ruffin along with a speech given by Eric Thomas aka “The Hip Hop Preacher”.

Giavanni Ruffin, a 6’1, 215 lb. running back, played college football at East Carolina where he mainly served in a backup role. Even as a backup, the thought of making the NFL never left Ruffin’s head.

“I’m hungry and determined,” Ruffin told Who’s Next Football. “When you start from the bottom you always want more. I’m one of the hardest workers you'll ever meet. I hate losing and I love to win. Every day, I take the necessary steps to become better for the team and for myself.”

After watching this video, you will completely understand the type of athlete and person Giavanni Ruffin is. Besides running an impressive 4.4 40-yard dash time, Ruffin may possess some of the more unique qualities found in a football player: a never-ending determination. There is nothing shallow about him. He lets his actions speak louder than words.

In this video, Ruffin is training his heart out during the NFL Lockout, hoping that someday he can make it on an NFL roster.  

http://www.facebook.com/seanvbradley

INSIDE a LIVE Training WORKSHOP on Objections, Expectations & Rebuttals... Automotive Internet Sales Ninjas in TRAINING!

VERY POWERFUL!!! Notice... They are NOT using ANY Scripts or Books!!! All on the FIRST DAY! Go Team GO!

If your hairstylist told you they were the authority on marketing, would you believe them? If you tried to cut your hairstylist’s hair, would they let you? The answer to both is probably no, and for good reason. I know that if I picked up a pair of shears, it would be more sheepdog than chic for my unfortunate client. I’m not an expert on haircutting, and my wonderful stylist is not an expert on marketing. We stick to what we know, which is exactly what you should do in social media.

A common social media pitfall is dabbling in the unknown, or what I like to call forgetting your brand. A car dealer should talk cars. A real estate agent should talk houses. Here at TaCito, we talk marketing. But anyway, back to my salon analogy. Whenever I get my haircut, I ask my stylist for her opinion. She references popular culture, shows me pictures, tells me anecdotes. I’m always sold on her opinion, and I let her do whatever she wants to my hair (no small feat for a woman, as most of you know). In other words, I listen to her because she is both authentic and an authority; those traits have changed me from her client to her evangelist.

Social media can have the same application. Why does this matter? Because customers are fickle, but evangelicals are passionate, loyal, and provide powerful word-of-mouth advertising. Somehow, people see you on social media because something has peaked their interest. Take the next step and engage your customer as an authority. People need to know that you know what’s going on in the world (not the whole world, your world. The car world, the real estate world, the marketing world.) They want to see pictures, they want to hear stories, and they want to believe that you are the expert on whatever you are selling. This does not mean sell yourself constantly. Much like I would be annoyed if my hairdresser only talked about how great she is at cutting hair, your customer does not want to hear about how you are the best dealership/agent/marketer. Plus, that’s dull. Show your customers how good you are at what you do, and then allow them to draw their own conclusions. If you’re as good as you say, they’ll be your evangelist, too. Here are some suggestions for being your brand’s authority:

1. Be external. Do not incessantly talk about yourself; talk about things that represent your brand. Share photos, links, stories, videos, etc.
2. Be conversational. No one likes a know-it-all but they do like new information. Share accordingly.
3. Be polite. This means responding to people even if they are criticizing you. 24/7 feedback has its risks, so keep customer service in mind when dealing with someone that is displeased.
4. Be interesting. Like I said, it’s not all about you. 85% of information you put online should be external and sharable (see point 1).

For a great example on a company that is an online authority on their brand, check out Anthropologie. Over 200,000 like them on Facebook and they have seamlessly been able to transition the familiar “best-closet-ever” feel of their stores into an online community. http://www.facebook.com/Anthropologie Or, check out To Write Love on Her Arms, a non-profit about supporting people who are at-risk to self-hurt. Almost 800,000 people like them on Facebook, encouraged by not only the wonderful cause but the integration of music, blogs, testimonials, and other media.http://www.facebook.com/towriteloveonherarms?v=wall

Ps- If you’re in the Dallas area and want to be as blissfully happy with your hairstylist as I am, go to Pure Salon in Las Colinas and ask for Ashley. 972.717.9200.