Blog

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

The Truth About CRMs…

Customer relationship management (CRM) software is always on a dealership’s agenda in our 20 Groups, and they almost always come up in every single workshop. And this is how it should be — it is one of the most important tools and resources that a dealership has in its arsenal for automotive Internet sales. Over the last 12 years, I’ve seen Internet lead management (ILM) and CRM technology companies evolve to have amazing offerings.

But over the years I still get the same question “What is the best CRM for dealerships?” The answer is complex, because there are different “flavors” of CRM, and what’s right for one dealership can be the wrong fit for another; we’ll get to that in a moment. The goal of a CRM package is to reduce redundancy by offering with multiple tools and consolidate to one centralized platform. That means if you have multiple tools / products that do the following:

• Digital or manual showroom control system (desk log)

• Service reminders

• Permission-based e-mail campaigns

• ILM tools

• Phone up tracking system

• Inventory management system

• Call tracking software

• Service appointment system

• Data mining

• BDC campaign management

• Special finance

• Reporting and analytics

With the right CRM, you don’t need a separate tool to perform all these functions. Theoretically, the right CRM lets you consolidate all of this with a single technology platform. The benefit here is multiple. It’s certainly cheaper to pay for one CRM tool than having to purchase numerous tools individually. While an individual tool will almost always be cheaper than a full CRM, if you add up all of individual tools out there, the total cost would be much more expensive than the average cost of a CRM.

One of the most powerful benefits of using a single CRM solution, however, is the fact that all information is on one centralized platform. For example, if you have a prospect that sends an Internet Purchase Request, the CRM will have that in its database. If that prospect decides to walk in the dealership and is “logged” into the dealership’s CRM as a showroom prospect, it will be recognized immediately that that prospect was originally an “Internet opportunity.” Furthermore, if that prospect was ever in the dealership’s service department or did any type of business with that dealership, it would show up in reports. Most CRMs will calculate the amount of profit made from each customer, and the dealership can see the whole picture of a customer or prospect. This is important because if the dealership has the full picture on a situation, it can make better business decisions.

Not all CRMs are perfect fits with all dealerships, though. CRMs can be designed to focus more on one area of sales than another. If your dealership also focuses on this area, it’s a good fit. If you don’t have a particularly strong Internet sales department, but your CRM specializes in Internet lead management, that can be a bad fit. You have to do your research before committing to a CRM solution.

The best advice I can give is to stop trying to shove a round peg into a square hole. Too many dealers out there buy one tool, and then try to make it do what it wasn’t designed to do. I’ll give you an example. I have a dealer client that purchased a tool that was 100-percent designed for special finance. It was designed for a “special finance” depart ment, and was designed by a “special finance” branded company. But the dealership uses this tool for its entire store, and they depend on it for their Internet sales department. The crazy thing about this situation is that the dealership doesn’t even have a “special finance” department. They bought this tool without researching the situation, and are now paying the price.

Here are some steps you can take before you buy a CRM:

• First, simply ask yourself “What do we want or need a CRM for —Internet, sales, service, BDC?” When you answer that question, find a CRM that specializes in that area of need.

• If, for example, you have an extreme need for Internet lead management, compair CRM tools that specialize in that area with each other. Find out why they feel they specialize in ILM, and find out what credentials they have for ILM.

• Get references, and then actually call other dealers using the tool. Ask for references who aren’t in their marketing, and speak to the actual department you are investigating. Don’t ask the dealer principle or GM about Internet lead management; ask the Internet or BDC director. Get their real opinion from a day-to-day operational level.

• Accept the fact that you might need to have more than one tool. For example, I have a lot of dealer clients who have multiple tools. They might have a full CRM and an ILM tool, as well. Yes, this goes against the myth that a CRM can do everything, you’ll be better off in the long run with the right tools for your dealership.

Look at it this way: You wouldn’t go to the ophthalmologist if you had trouble breathing. The ophthalmologist is a doctor, but that’s not his specialty. Use this same mindset when selecting your CRM.

Please e-mail or call me if you have any questions about CRM or if you would like a free strategy session/assessment on your current CRM solution.

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.com.

Every day I am learning and growing with Dealer Synergy! My role here at Dealer Synergy is the Customer Relations Manager. I also do HR for most of our clients. As of today I have been with Dealer Synergy 1 Month, 18 days and 5 hours. I really like the family atmosphere I work in and how helpful my co-workers and Sean have been to me. So far I have been making huge progress to be a successful CRM Specialist. One of my many goals is to SYNERGIZE our clients so that they can also be successful!

Please feel free to ask me any questions. I am here to help you with any concerns or problems you may have!

Yours Truly,

Tishonda

http://www.dealersynergy.com

Paul Long on Customer Loyalty Programs - Digital Dealer 10 Conference from Paul N Long

http://www.internetsales20group.com

Discover what frequent flier programs already prove: loyalty programs will give you the best ROI in your digital marketing strategy

Increase your repurchase loyalty, service loyalty and overall profitability. Learn what the airline industry, hospitality industry and the top auto dealers already know: loyalty programs increase bottom line up to 85%. Paul Long defines what customer loyalty programs are and dispels five major myths about them. From his experience in building national loyalty programs in multiple verticals, Long will share what makes a loyal customer and why you want them in your dealership. He will also provide valuable tips to help your business build a loyalty program that will create and keep customers for life. Loyalty allows you to reap the benefits from customers' ongoing relationship to your dealership: increased car sales and fixed operations gross profit.

Learn how to build a loyalty program that motivates action. This seminar will give your dealership the tools and know-how to develop a loyalty strategy that will increase car sales and fixed operations gross profit.

Customer loyalty is a big buzz-word in the automotive world today—in fact most automakers are moving away from CSI scores and focusing on CRS—or customer retention. After all, what good is customer satisfaction if they still don't buy their next vehicle from you? Customer loyalty and retention has a huge impact on profitability, and it's right to focus on it.In fact, as little as a five-percent increase in customer retention can improve a company's bottom-line profitability between 25 percent and 85 percent.

Long will give you an overview of what loyalty marking is and dispel five major myths about it. Then attendees will be shown practical ways to implement a loyalty program in your dealership, and how to track its success. By the end of our session, you'll walk away with both the knowledge and the excitement for building a loyalty program for your business that helps you create and keep customers for life.

After completing this workshop, the attendee will know how to unify sales and fixed operations marketing with a loyalty program

The attendee will be able to calculate the effect which customer loyalty has on bottom-line profitability. • The learner will be able to identify and track three main benefits of successful loyalty programs and loyalty marketing initiatives.

The attendee will be able to develop a loyalty marketing strategy that works for all levels of the organization.

Paul Long, president of re:member group, has been increasing customer loyalty for 15 years. He was integral to the development of the Northwest Airlines WorldPerks Program and has since used his extensive knowledge of and experience with loyalty programs to help businesses worldwide. Long particularly enjoys working with auto dealerships, and he has employed new technologies and cutting-edge strategies to create a state-of-the-art infrastructure for effective communications, member tracking, and rewards distribution

http://www.dealersynergy.com
http://www.automotiveinternetsales.com

Automotive Internet Sales Process (First 30 Days) and WHY...

http://www.automotiveinternetsales.com
http://www.dealersyenrgy.com

"Ace of Spades" Example - Automotive Internet Sales (Phone Sales) Process

This is one of my favorite examples... I have been using it for YEARS :)

"Ace of Spades"... This example basically explains the concept of "Begin with the end" in mind!!

Watch this video a couple of times, it is awesome!!

I had an AMAZING class of trainees at Vara Chevrolet in San Antonio Texas!!

http://www.dealersynergy.com

http://www.facebook.com/dealersynergy

http://www.dealersynergy.com

http://www.internetsales20group.com

http://www.dealersynergy.com

http://www.dealersynergy.com

http://www.internetsales20group.com

http://www.dealersynergy.com

http://www.internetsales20group.com

http://www.dealersynergy.com

http://www.internetsaels20group.com

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

as.feb11.vseo%202.pdf

marketing solution SusanGivens
video search engineoptimization increases salesby 45 percent
Video Search Engine Optimization (VSEO)
marketing solution SusanGivens
video search engineoptimization increases salesby 45 percent
Video Search Engine Optimization (VSEO)
their dealership dominates the most popularsearch terms on all of the major search

engines organically with high-impact videos.

This practice has become vital to successful

online marketing strategies. Online video is

fast-becoming a highly effective and cost-
effective means of advertising within the

automotive industry.

In the last two years, there has been an

undeniable surge in the number of online
video viewers, with approximately 175 millionunique viewers watching an average of morethan 900 minutes of online video each a
month, based on an October 2010 report by

www.comScore.com, and www.eMarketer.com
predicts nine out of 10 Internet users will beconsuming video by 2012.

In 2007, Google pioneered “universal search,”
otherwise known as “blended search,” where

multiple search results are returned in oneconvenient results display that includes

autosuccessonline.com
Websites, news

articles, images,
press releases,
maps, blogs, socialmedia, e-commerce

and video.

Google’s universal
search capabilityundoubtedlykicked online video
marketing into high

gear.

According toGoogle, searchersare 55 percent morelikely to click onthumbnail video
images than staticlinks and because
of this Googlegives more rankingauthority to video,
thus placing videoson the top of search

engine results.
“People would

rather watch the
movie than read the
book,” said KarryMoore, presidentand founder of

www.Car-mercial.

com, the company

is the process of ensuring that video assetsgenerate the highest-possible volume of

quality traffic to your Website. Dealerships

such as Gary Mathews of Jackson, in Jackson,
Tennessee, recently implemented a digitalmarketing platform to help them appear ontop of the leading search engines like Google,
Yahoo!, Bing and YouTube in their local marketto attract, sell and service more customers

profitably. “My Internet department has been

doing 40 to 45 percent of the dealership’sbusiness, and that’s true accountable sells,

not just sourcing,” said Duran Cage, InternetDirector for Gary Mathews of Jackson.

With more than 88 percent of ready-to-buy

consumers using search engines to shop,
most dealers are scrambling to outbid theircompetitors to appear on top for the most

popular search phrases in their market.

Gary Mathews uses a VSEO company thatautomates thousands of activities to ensure

that Gary Mathews uses. “VSEO is ‘targeted

TV,’ and VSEO allows dealers to deliver their

message to engaged consumers.”

Additionally, dealers can now have multiple

listings on “Page One” by implementing astrong SEO and VSEO strategy. Traditionally,

dealers could get only one listing for a

keyword or phrase such as “Jackson TN,
Hyundai Santa Fe” or “Hyundai Santa FeJackson TN” because they only had one
Website optimized for that phrase. Now with
VSEO, they can build on that single Website

return to have multiple video listings on thatpage, which creates more exposure for thedealership and keeps the competition relegated

to “Page 2” results.

Google indexes all video-sharing sites, not

just YouTube. This means that the more video

sites a dealer distributes their video content to,
the more opportunity that the search engineswill have to index those videos and consider
it relevant content for search returns; thus,
multiple listings for keywords or phrases such

as “Jackson Hyundai Santa Fe.”

Video has become such a game-changerthat VSEO companies like the one GaryMathews of Jackson uses have developed and

launched the automotive industry’s first truevideo search portal, www.CarBuyersEngine.

com, the only video portal of its kind whereconsumers can research and shop for new

and used vehicles, find a dealership, reviewvehicle comparisons or financing withoutthe typical online “clutter” — meaning, no

pop-ups or annoying previews to sit through

before video begins.

The Internet is an ever-changing landscape and
dealers need to keep pace with the changes.

There are no silver bullets, but clearly videoand VSEO need to be incorporated into a

dealers’ online digital strategy. “We want to
‘own’ the Jackson market and video is helping
take us to the next level,” Cage said.

Susan Givens is the publisher of AutoSuccess.
She can be contacted at 877.818.6620, or by
e-mail at sgivens1@autosuccessonline.com.

http://www.dealersynergy.com 

http://www.facebook.com/seanvbradley 

http://www.dealersynergy.com 

Do You have a Social Media Employee Policy At Your Dealership...?  You Better Create one ASAP!!

I think that got your attention...

*** This is VERY important ***

Every dealership should have a "Social Media" EMPLOYEE USE Policy. What I mean by that is that EVERY Employee at the dealership (Front and Back) needs to know about Social Media and its effect it can have for the dealership during work hours and OFF work hours. 

"Off Work Hours" ????? Confused...?

Let me give you an example... a REAL example, not just a cool story to throw in for training and impact reasons...

I had a dealer client call me a while ago and tell me he had a "unique" problem. I was intrigued and asked him what happened. The dealer goes on to tell me that he had a voice mail from a very upset woman. And then he went on to detail the voice mail. It turns out the woman came into the dealership to purchase a vehicle and was working with a sales person. She did not buy the vehicle there, but was very interested in purchasing from them. So, she went home to "think about it" she went online and "Googled" her sales person's name... You won't believe what showed up on the FIRST page of Google... The sales person's MySpace Page. The woman "Clicked" the link and right there on the sales person's TOP of his MySpace page was the Sales Person smoking a "Marijuana Bong" (TRUE STORY) and the CAPTION on the Photo Read "Party Animal" - WOW!!! The woman was very disturbed that this person worked at the dealership and she did NOT want to do business with him or ANYONE that employed a "Drug Addict". It did not matter that the dealership had no idea what the employee did on his own time. It did not matter the sales person was one of the top earners in the dealership, it did not matter that the dealer was a great guy and helped a lot of people in the community. It ONLY mattered what her perception of the dealership was at this point. And what she told the dealer in that message stung him... She said she was a 50 year old woman and if she can "Google" her sales person in 5 minutes then SHAME on the dealership for not doing a better job hiring people that represent their establishment... Ouch, what can you say to that?   

The sales person had NO idea that their "Off Work" antics, habits, exploits would EVERY hurt the dealership that he worked at or was trying to build a career at. Some might say it is NONE of ANYONE'S business what they do AFTER work... or while they are NOT working. 

*** The problem with that is that if a person, a sales person, service, office person posts their life, posts their beliefs, posts their antics for the public. Then is NOT "Their Private Life" anymore... especially if they work at a MULTI-Million Dollar establishment. There is WAY too much at stake here so I iMPLORE you to pay attention to your dealership and your employees.

Here is what I suggest:

Immediately create a Dealership "Social Media Employee Use Policy" something that states that if you are employed at ABC Motors, you AGREE NOT to post ANYTHING compromising online, specifically Social Media sites like Facebook, Twitter, MySpace, Tumblr, Flickr, YouTube etc... If employees choose to have accounts like these they MUST EITHER Post PG - PG13 Content OR KEEP Your Account on "PRIVATE". This also goes about personal beliefs about sensitive subjects. 

Then after you create the policy, have the dealership's attorney create a formal agreement and put it into the employee handbook and make sure they all sign off on it.

* This might seem extreme BUT please think of YOUR Dealership RIGHT NOW and YOUR Employees... ALL of THEM. Can you imagine if you left your dealership's reputation uncensored online, allowed employees post anything and everything without educating them of the harm to themselves and the dealership's reputation unintentionally. PLEASE believe that Facebook, MySpace, Flickr, PhotoBucket, Ning, YouTube, Twitter, Tumblr... ALL of these site INDEX WELL!!! Meaning, that they show up on GOOGLE, MSN, AOL, BING etc... VERY VERY Well.

Protect your reputation-

*** Here is a COOL idea:

When you are about to hire someone... BEFORE you do, "Google" Them, "Facebook" them, "Twitter" them etc... Use the Internet as your own personal FBI Background Check :) 

If you have any questions or if you would like some more information on how to secure your dealership's Online Reputation or if you need help educating your employees of Social Media / Online Reputation please email me at seanb@dealersynergy.com It would be my pleasure to help you.

http://www.prnewswire.com/news-releases/dealer-synergy-and-review-boost-partner-to-enhance-on-line-reputation-for-automotive-dealerships-and-are-launching-dealer-review-boost-at-nada-2011-in-san-francisco--booth-4464n-114570549.html

PHILADELPHIA, Jan. 25, 2011 /PRNewswire/ -- Dealer Synergy has announced its newest service today, Dealer Review Boost, to provide both a proactive and reactive process to maintain and improve automotive dealers' on-line reputation. Dealer Synergy is the industry's number one training, consulting and digital marketing service provider for car dealerships. Review Boost is the leading on-line reputation company that helps companies promote their on-line reputation by syndicating positive reviews from their clients throughout the major search engines and directories.