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In a world where everyone is in search of the magic bullet that will increase both sales and website traffic, what if I told you that all you had to do to start immediately performing at a higher level is to differentiate yourself from your competition?

To paraphrase Seth Godin, there are a lot of brown cows out there – but nobody notices brown cows. If you want to get noticed, you have to be a purple cow. A purple cow in a field full of brown cows is sure to get noticed.

Want to be a purple cow? Read on to learn how to stand out from your website’s competitors:

Know Yourself

The best brands in the world know themselves. They know their strengths, their weaknesses, their successes, their failures – and they know not only where they are now, but also where they’re going in the future. A successful brand is one with one foot planted firmly in the present that also knows where to place the other foot in the future. You only get to this point by taking a true audit of everything you do – right and wrong.

Know Your Competitors

What do they do right? Is there anything they’re offering that you aren’t? When thinking in terms of consumer experience, what can your competitors offer that you can’t?

Once you understand the reason behind why people aren’t choosing your company, it’s much easier to fix any holes in your website or product offerings that are holding you back.

Create a Differentiator or a USP

Great websites and great brands do things differently than others. They offer what’s called a “unique selling proposition” or USP.  Finding your USP requires serious introspection and keying on that one item or trait that separates you from your competition. If you don’t have one, create it.

Specialize

There is a time and place to be a jack-of-all trades, but the web isn’t one of them. In a place where consumers can find just about anything from the companies that specialize in these items, they aren’t going to want to purchase one item that you really excel and several others that are of a mediocre quality. Find what you’re good at it – additional offerings are just noise.

KISS

Keep it simple, stupid. There are two basic principles to the KISS method when it comes to online business…

The first is making your product or service easily understandable at a glance. If the average consumer needs to watch a three-minute video to understand what it is you do, you’re losing customers.

The second KISS method revolves around user experience. GoDaddy might make a ton of money selling domains and upgrades, but their checkout process – with all of its upgrades and add-on options – is maddening. KISS!

Invest in Your Brand

Too often, online business owners make good money, but fail to put enough of it back into their brands in order to grow. There are always things you can make better, whether it’s enhancing your product design, user experience or additional product offerings.

Identify Consumer Pain Points

The best products and services are those that make somebody’s life easier. No matter what niche you’re in, there are pain points that you must document in order to create the products or service offerings that will make your customer’s life easier. Solve the problem; cash the check.

Hire the Best People

At some point, your web-based business is going to need additional help. And when it comes to hiring, you need to ask yourself whether your candidates truly have the potential to bring needed value to your position. If not, they aren’t for you – the world doesn’t need more mediocre employees.

Retain Them

Keeping your employees happy has been shown to increase workplace productivity, as well as decrease stress and turnover. Once you find good employees, it’s always cheaper to retain them than to go through the process of finding others, training them, and hoping they stick around.

Make Bold Guarantees

“First page of Google in 90 Days!!!”

“100,000 Facebook Fans in 6 Months!!!”

These are the kinds of guarantees that get people’s attention. While you shouldn’t offer empty promises or guarantees you can’t meet, bold statements like these are undoubtedly powerful. Remember, though, if you can’t deliver, don’t say it.

Over Deliver

Following the above examples, what if, instead of just getting a single web page to the Top 10 results in Google, you got the client a second result in just 55 days? How about 150,000 Facebook fans in just five months? People never complain about someone who over-delivers on a promise. In fact, they may just share how happy they are with others.

Track Success and Failures

It’s easy to document the things you did well. What’s much harder – but much more important – is the ability to document your failures. Having a list of things you did wrong makes you more likely to learn from the mistake, rather than repeating it. In fact, mistakes are often the best thing that could happen to a business. Success doesn’t teach the way failure does.

Be Transparent

The days of private operation of a business are all but over. Let your customers take a peek behind the screen, and show them that you’re willing to share how you do things. Customers feel safer and more loyal to brands that they feel aren’t hiding anything.

Be Innovative

Go ahead; re-invent the wheel. This goes back to the purple cow idea. If you do something differently, you’re bound to get noticed. Apple revolutionized the way in which we listen to music. What’d it get them? A bump in revenue so large that they became one of the most successful companies on the planet.

Test, Test, Test

Great companies are always testing new ideas. Even if you’re just rolling out a specific feature to a certain segment in order to gather feedback, you should always be testing. You can’t be innovative if you’re afraid to fail, and you’ll never know if a feature will be a success unless you put it out in front of your market.

Don’t Skimp

It’s easy to grab a freelancer from Elance, Guru, or oDesk to do your SEO, content and social media. Does that make it the right way? Probably not. One small flub can seriously tarnish a business’s reputation. A few shortcuts in the SEO process could lead to huge penalties from Google or being de-indexed from the SERPs entirely.

The key here is accountability. Find people that have something to lose if they make huge blunders and they’re far less likely to make them. Cheaper isn’t always better.

Get the Referral

This is “Sales 101” stuff, but online business owners often forget it. Get the referral. It’s easier than ever to get a referral online. The sale doesn’t stop with the current customer. Ask for a Tweet or a Facebook status update in exchange for a freebie or discount. It’s that easy.

The web opens up new doors that we’ve never seen before. These doors have the potential to lead to huge successes or monumental losses. Those that are making the money are those that are willing to be different from their competitors in order to deliver a better product or service than those around them. Listen to your customers, respect them, and find ways to differentiate yourself from everyone else. Follow these rules and you’ll be counting your cash in no time.

Source: http://www.searchenginejournal.com/17-ways-stand-websites-competitors/67977/

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http://www.dealersynergy.com
Internet Director That Sold 150+ Units Per Month ONLINE Gets Promoted To General Manager
Joe Cala has 12 years Automotive Sales Experience, holding positions in:

* Showroom Sales

* New Car Sales Manager

* Used Car Manager

* Internet Sales Manager

* Internet / BDC Director

Joe Cala also worked for 1 year as an Autotrader Account Executive.

Joe is going to make an incredible General Manager of Dealer Synergy

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Prospecting Advice From A 30-Car Guy

 

Last year I wrote an article that I received literally HUNDREDS & HUNDREDS of emails, calls, social media messages from OEM reps, Dealer Principals, GMs, Sales Consultants, Automotive Professionals from all over the country.  The article was so popular that I created a webinar that over 500 dealers signed up for. I then uploaded that webinar to www.automotiveinternetsales.com  (Via YouTube) and that has almost 6,000 views. Because of the huge success of the article and the webinar I decided to create a curriculum for Associations such as the Detroit Auto Dealers Association (DADA) And the Greater New York Auto Dealers Association (GNYADA).  Here is part two of that article. I am going to go deeper on ideas of prospecting in 2013, 2014 and beyond.  

 

Remember the saying “Car Sales is like owning your own business”…? Then act like it! It is NOT 1983, its 2013. Don’t prospect like you did 30 years ago, like you did 20 years ago or even like you did 10 years ago! You need to get with the times and prospect with resources and strategies of this Millennium! 

 

First and foremost, 92-99 percent of Americans go online BEFORE they ever step foot into a dealership! So, if you were going to go fishing, would you go to the beach and cast your fishing line in the sand? No, of course not! Then why would you do it at the dealership? You need to fish, where the fish are. So, lets start there.

 

 

 

 

Here are the MOST powerful online (Not the ONLY, just the most powerful) places to prospect for an Automotive Sales Professional:

 

  • Google
  • LinkedIn
  • Facebook
  • Twitter
  • YouTube
  • Online Classifieds
  • Blog Sites

 

It is important to create a strategy for each of these areas and stick with it. It is counter productive to start initiatives in multiple areas without a strategy, without consistency.  In other words, either do it or don’t do it.

 

Lets start with the big (fishing) pond… GOOGLE!

 

If you know that almost every single person goes online BEFORE they step foot into the dealership, then you need to show up NUMEROUS times on the first page of Google. Think of your dealership, your OEM. They must have a Google strategy. So, if they have one and you believe “Car Sales Is Like Owning Your Own Business”. Then you too need to dominate Google.

 

Are you even showing up on Google? I am NOT talking about if someone types in your name into Google, do you show up. I am talking about if someone is searching for:

 

  • New Car Sales
  • Used Car Sales
  • Trade-In information
  • Aftermarket Sales
  • Bad Credit / No Credit Car Loans
  • Service Repairs, Oil Changes etc…
  • Car Buying Tips
  • Car Maintenance Tips
  • Car Reviews
  • Tips, Advice, Secrets
  • “How To Buy A Car”
  • The specific franchises you sell…

 

I can go on all day long but think about it PLEASE! Most people go online to research, find & surf, compared to people who go online to BUY. So, you should be coming up in Google (And other search engines) for the “Point Of Interest” shopper and for the “Point Of Purchase Buyer”.

 

Here are ways / strategies that you NEED to be enveloped in to dominate Google:

 

  • A Professional Website –Yes, that is right I suggest that ALL Sales “Professionals” have their OWN “Professional” website.
  • Search Engine Optimization – That website needs to have BOTH “onsite” and “offsite” SEO strategies. Just because you have build or purchased a professional website does NOT mean that site is optimized. Also,  websites need continuous optimization.
  • Video Search Engine Optimization (VSEO) -  VIDEO, VIDEO and MORE VIDEO! Sales Consultants can dominate Google with Video SEO. It is EASY and FREE!!
  • Online Reputation – Sales Consultants MUST have a POWERFUL online reputation strategy.  Reviews INDEX on Google! The more reviews that you have online, the more times you and your name can show up on the first page of Google. There are also numerous online reputation sites that you can focus on:
  •  
    • Google Reviews
    • Yelp Reviews
    • Dealer Rater Reviews
    • Yellow Page Reviews
    • Edmunds.com Reviews
    • You can create your own review site or review blog
    • Pictures – Believe it or not but images index very well on Google. They can be straight images or within an image sharing site or engine like:
      • Flickr.com
      • Pinterest.com
      • Photobucket.com

 

** Here is an AWESOME strategy:

 

  • Create an LLC (Legalzoom.com is CHEAP). The LLC can be something like “Philadelphia Car Sales” or “Cherry Hill Used Car Sales”
  • Make sure the “company” name is “Geo” (geographically targeted”)
  • Now that you have an OFFICIAL “LLC” or Corporation… you can create a BUSINESS page on Google!!
  • I would also create BUSINESS Social Media Accounts (rather than personal ones).

 

If you believe that car sales is “like having your own business”. Then you need to act like it! You need to seriously make it your own business. I do suggest that you ask your Dealer’s permission and or advice on anything you see in this article, before you just run and do it. These strategies are powerful and serious. 

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http://www.internetsales20group.com 

Gaining the Competitive Edge As A Member Of A 20 Group

 

Before I go into the “why”, let’s discuss the “what”. Specifically, what is a 20 group? A “20 Group” is a group of dealers in noncompeting markets that get together in exotic locations nationally and internationally, on a quarterly basis, to “synergize”. Although once required that a group consist of approximately 20 dealers (hence the name “20 Group”), this does not always hold true today. Some “20 groups” consist of 30 dealers while others may only consist of 15. Ultimately, the number of dealers in the group is not as relevant as the criteria by which the group itself is structured.

 

Today 20 Groups are structured a little differently, but it’s important to understand their origin in order to appreciate their evolution. Originally, the 20 group audience was composed of Dealer Principals, General Managers and/or senior executives of the dealership. It also originally focused on franchise dealerships. For example, in a “Toyota” 20 Group, you would find 20 different Toyota dealerships from 20 different markets, usually from all over the country. But even though the franchise was exactly the same, diversity still existed within the “Toyota” 20 group itself. For example, you could have dealerships that were small, large, part of a dealer group, part of a corporation, in a rural area, in the city, single point or part of a multi franchise point; all with different strengths, weaknesses, passions and fears. These dealers were intentionally diverse. This was imperative to the success of the 20 group to ensure impartial feedback.

 

Some of the most common areas of comparison, coverage and discussion in a traditional 20 group were:

 

  • Financial Composite
    • Expenses
    • Gross
    • Net
    • ROI
    • S.W.O.T.

 

 

  • Break Down of Different Departments
    • New Car Sales
    • Used Car Sales
    • Advertising / Marketing
    • Vendors / Suppliers
    • CSI / Customer Service
    • Human Resources
    • Legal
    • OEM Situations
    • Accounting / Floor Plan

 

  • And More…

 

How was the data collected? Each dealer within the 20 Group would be responsible for filling out their “input sheets”, which would become part of the overall 20 group composite. The input sheets worked as the core for analyzing all of the details, metrics and financials mentioned above. The sheer act of an individual dealership filling out an input sheet and tracking the proper metrics was worth the price of membership. Always remember, what isn’t being tracked, can’t be measured and what can’t be measured, cannot be improved upon. Surprisingly, a lot of dealerships today still simply “wing it”. The 20 group input sheets forces the dealers to hold themselves accountable because they have no choice but to fill them out. Lack of doing so could lead to the dealer being fined or worse yet, kicked out of the 20 group completely. After all, in order for the composite to hold its validity, the numbers must be true. Garbage in equates to garbage out.  Now with those completed input sheets, the 20 group, led by the 20 Group “Moderator”, was able to take the dealers individual metrics and consolidate all 20 dealerships’ input sheets into the group’s composite. Upon consolidation of the metrics, the moderator and each dealer within the 20 group, is able to see the entire 20 Group in one view and see which dealers are excelling and which individual category they are excelling in. On the opposite spectrum, the group could see which dealers are struggling, where and why.  From this data, the group could create “standards” or “benchmarks”. The group could see who is above, below or on track for 20 Group standards. But, this is only the beginning. Now that all of this “field intelligence” has been exposed, the real “SYNERGY” begins! Within each individual 20 Group session, dealers spend time discussing what is successful, what vendors are good and what strategies are successful. Also, what vendors are bad and what to do when bad things happen. In essence, the composite acts as a conversational starter. The true value is being part of a specific group of like minded people, at your level (or better) and the group works together for one sole goal…to evolve the entire group synergistically.

 

The core principals described above still remain constant and relevant for today’s 20 groups. People need cars today like they needed cars back then. That hasn’t changed. But what has changed, is the medium by which people are buying cars. With 97% of consumers going online prior to stepping foot into a dealership, the Internet Sales Department was created. As mentioned, 20 Groups originally were for franchised dealers and broken down by franchise. Soon after, Independent Dealership 20 Groups started popping up, followed by:

 

  • Used Car 20 Groups
  • Special Finance 20 Groups
  • GM 20 Groups
  • CFO 20 Groups
  • Internet Sales 20 Groups

 

20 Groups are essential for success in today’s market. Shakespeare said “Show me your friends and I will tell you who you are”.  If you are a Dealer Principal, GM, Internet Sales or BDC Director or any other senior executive within a dealership or dealer group, I suggest that you find a 20 Group that fits your dealership’s focus and needs.

 

Remember to find the RIGHT 20 Group for your unique needs and situation. You do not want to join a CFO 20 Group if you are looking for BDC information and clarity. Just like you wouldn’t hire a Service Writer Trainer to train your Internet Sales Department, you do not want to join a “traditional” 20 Group if you need information, strategy and clarity for Internet Sales. I also suggest that you are careful with 20 Groups that claim to do “everything”. Dr Stephen Covey, author of The 7 Habits of Highly Effective People, says “Put First Things First”. Meaning, you want to identify which area of the dealership you want to perfect first and concentrate solely on that department. Once you solidify the success of that specific department, you can move on to the next focus. For example, if you want to compare and synergize with other Porsche Dealerships, then join a Porsche 20 Group. But if you are looking for clarity on your Internet Sales Department, BDC or Digital Marketing initiative, then find a 20 group that specializes in that area. 

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http://www.internetsales20group.com
Make Money Mondays With Sean V. Bradley - "Voicemails" Are IMPERATIVE For Phone Sales Success

Automotive "Internet Sales" is predominantly a PHONE SALE. Thats right almost every single Internet lead / prospect escalates to a phone sale. Very few Internet leads stay sole "internet" or "email".

And everyone knows that the HARDEST part of Internet Sales or BDC success is simply getting the prospect on the phone. The majority of what Internet or Business Development departments do is phone call and leave voice mail messages. So, if that is the case, then dealers need to really get great at leaving voice mails. 

Please let me know if you have any questions. If you would like more awesome information, please go to www.automotivedigitaltraining.com 

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Dealer Principals & General Managers, When was the last time you…

 

When was the last time you actually went and listened to your Internet Sales Coordinators, BDC reps, appointment setters, sales consultants and sales managers’ phone calls? If you have a call monitoring system, do you log in yourself and listen to the MP3 calls, or do you delegate it to someone else? Do you ever “mystery shop” your employees? Or, if you have hired an outside company (training or consulting) and they conduct call monitoring and/or mystery shopping on your behalf, do you ever read the corresponding reports and assessments?  

 

When was the last time you went through your own website? I am not talking about a quick log on and review of the homepage. I am talking about you actually taking a deep dive into your entire website by clicking on EVERY single link, button, photo and drill down page. Pretend you are a customer. Is your website providing the type of experience you would hope for and expect if you were the shopper? After all, with consumers shopping an average of 5-8 different websites, will your website’s experience be enough to initiate a phone call?

 

When was the last time you reviewed all of your email templates?

 

When was the last time you listened to the way your people leave voice mail messages? Are they leaving the same mundane messages your competitor down the street is leaving, or are they leaving voice messages that will entice the customer to return your phone call and/or distinguish your dealership from the rest. Was a sense of urgency created?

 

When was the last time you reviewed your Social Media Strategy? You should know:

 

  • What are you Facebooking?
  • What are you Tweeting?
  • What are you posting to your Google + account?
  • What pictures are you uploading on Flickr or Pinterest?
  • What videos are you uploading on YouTube?
  • What are you saying to the public?

 

Have you investigated all of your review sites? For example:

 

  • Google Reviews
  • Yelp
  • Edmunds
  • Cars.com
  • Yahoo
  • Yellow Pages
  • Dealer Rater
  • Judy’s Book
  • City Search
  • Merchant Circle
  • BBB

 

Are you even responding to people that are leaving reviews about your dealership, positive or negative? And if your dealership is responding, is it with the right message? A negative review can turn into a positive review with the right response and action(s) taken.

 

How about the paradigm of the dealership? I travel all over the country and work with thousands of dealerships and what I have found astounds me! I sit with Dealer Principals and listen to their explanation of their organization. I listen to their:

 

  • Mission Statement
  • Vision Statement
  • Social Responsibility Statement
  • Core Values and Principles

 

I listen to how proud they are of their organization(s). I listen to the AMAZING things they do in their community. I hear about altruism, integrity, dedication, respect, love, honor, tenacity, success and more.  But what I SEE is usually COMPLETELY different from what I hear, and that is a problem! Perception is reality and what people “perceive” is their reality. Dealers might have a strong vision, mission, values and value package, but if it is NOT conveyed to the managers, sales consultants, service writers, technicians, BDC reps, receptionist etc… then it is LOST mission.  As a matter of fact, when I go onsite to dealerships, one of the first things that I ask managers and employees is “What is the organization’s mission statement”? “What is the vision”? And almost ALL of these people have no idea that a mission statement even exists in their organization.  And of the few people that knew that there was a mission statement, they had no idea what it actually was. Sadly enough, this is true for some General Mangers too. There are GMs that have no idea what the Mission Statement or The Vision Statement is. How in the world is the organization going to personify the “vision” of the Dealer Principal if no one is even aware what the vision is? How can the organization perpetuate the momentum of the Dealer? It is difficult to say the least, unless that is EVERYONE is on the same page.

 

The way it should work is:

 

  • Dealer Principal or GM states the Mission, Vision, Values / Principle, Value Package Proposition (Why Buy From Us).

 

  • THEN and only then does the dealership find vendors and employees that align with the dealership’s vision, mission and values.  A lot of times, dealers “Frankenstein” vendors, just trying to sell cars. They also hire people at random without consulting the blue print and guidelines set by the mission statement.

 

  • Make sure that EACH of the following communication mediums; website, email templates, voice mail templates, advertisements, social media etc, are all set up with the Dealer’s vision, mission and values clearly evident. Does the homepage of your website recite the mission?

 

  • You want it to be that when a prospect or a client engages your dealership in ANY way what so ever, it is crystal clear “Who” the dealership is and what the dealership’s unique value package proposition is.

 

Your brand is sacred, your word is your bond and your reputation is everything.

 

If you believe that statement, then you need to make sure your dealership not only knows and understands the organization’s statement, but it is also perpetuating the vision, value and mission of the Dealer Principal / GM through actions, not just words.

 

If you have any questions about this article or if you would like some free advice on how to create a Mission, Vision and Value Statement please email or call me.

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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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http://www.internetsales20group.com

The Alpha Dog, Jim Ziegler wants you to sign up now for the 4th National Internet Sales 20 Group, November 12, 13 and 14 in Los Angeles California BEFORE It Sells Out.

Jim even gives his personal phone number and invites Dealers to call him directly for details.

The Internet Sales 20 Group is going to be Epic!

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iMagic Lab, Dealer CRM | Martin Damato

Being in the automotive industry for some time now, nearly 8 years, I remembered back to the days when I first started. I was 20 years old, fresh out of college, trying to take over the world - one phone call at a time. The company I was with at the time, didn't have the luxury of having the finer things that other automotive companies had. We had a pad, paper, and IF our website company offered a FREE CRM, we had that too.   A few years went by, I saw myself begin to progressive and outgrow the store I was at, I was ready for a great challenge. I joined Pine Belt Automotive for a great opportunity and a chance to see my talents flourish with a company that was the top of their game. 

 

I can tell you from firsthand experience, a huge part in our success here is Dealer CRM | iMagicLab. And I can tell you why in one word.... Simplicity. Like many other dealerships in America, we still have managers, employees, and officers that have worked more time in the "old days" then they have in the "new days" and that's okay! The car business will always remain the same in which you still must execute the basics better than your competition in order the succeed month in and month out. What our CRM company does that brings us to another level, is adapt to OUR life, instead of us adapting to theirs. They are habit forming, they are easy, they do not complicate the situation, they do not try to do too much, they simply compliment our dealerships lifestyle and now has become a system in which we depend on. 

Now look, it did not start out like that all. There was a time where we as a dealer we just logging in deals. And then we eventually moved to deals and "should be a deal." Now, I can honestly say, we are at 95-98% every month. And listen, anyone who sits where and tells you they are at 100% and they never miss anything and any other talk like that is flat out lying. We are humans in a fast paced world, we are not perfect and will never be. DealerCRM did an unbelievable job with their updates and improvements to take an already great product and make it excellent. 

 

iMagicLab is a tool in which we lean on. It is a tool in which we need for our everyday business. It blends simplicity with necessity. It pays attention to detail, but not too much detail.  It will not consume you or overwhelm you. As an Internet Director, I can use and be successful with any CRM that you put in front of me, any Internet Director/Manager will be. Our learning curve is a lot sharper then everyone else in the dealership. It's the SALESMAN, the blood line of our dealership, that took the ball that is iMagicLab and ran with it. Why? Because it is not a second job for them. It complements the job that they already have. 

 

This blog entry is not intended to sell or promote in any manner. I just simply want to applaud Dealer CRM | iMagicLab, Ownership, Management, Support, and everyone else involved with the creation and every day activity of our system. 

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Happy Independence Day, America!! 

From all of us at Dealer Synergy, have a safe and enjoyable Fourth of July holiday!  

While you're at home today, spending time with your family and friends, take a moment to not only remember and honor our Founding Fathers, but also the brave men and women who have fought fearlessly to secure our freedom time and time again! 

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