Make Money Mondays with Sean V. Bradley - "Increase Appointment Shows" - Video Confirmations
Using social media in a business setting is important. Social media allows you to reach certain audiences, gain a following, and bring traffic to your websites. It’s necessary that you know just how to use social media, and how to improve it as well. If you’re having trouble understanding social media, and struggling with ways to see if your social media platforms are successfully reaching your target audiences, there’s a few things you can look into.
There are a handful of free resources for you to acquire your social media data from. For example, “Twitonomy” allows Twitter users to see how often they tweet, how many links they tweet, how many replies they receive, how many re-tweets they get, and how many favorites. This resource also allows users to see what hash tag is most popularly used. Knowing this information can help you figure out whom your tweets are reaching, what you can do to reach other audiences, and which hashtags seem to be getting you the most attention. This information can be used strategically to ensure that your social media skills improve.
If your business uses multiple social media platforms, you can link all of them to “SumAll” and receive emails containing information about all of your social media statistics. This is a good tool because it groups everything together, allowing you to obtain information on all of your social media platforms in one place.
25 Things Veteran Managers Need to Hear
(But don’t want to…)
In life, we all need someone to just tell us the hard truth. Even when it’s something we really don’t want to know. Call it tough love, a reality check, or the ugly truth.. It is what it is.
My wife is talented beyond measure in this department. For example, if it is apparent that I need a Kleenex (I think you know what I mean) my wife will give me a subtle elbow to the ribs and say, “Hey Batman, you have a bat in the cave.” She finds this un-naturally entertaining, I might add. The next exchange goes a little like this.
But even though I am a little embarrassed, I’m glad I didn’t walk around the party for two hours with an uninvited guest hanging out of my nostril like a baby kangaroo.
The bottom line is this. The longer that you have been in the car business, the more you need this list. You are guaranteed to disagree with me on some or all of this list. It’s just my opinion. Remember, I’m the guy who can’t even keep his nose clean…
- Quit worrying about the number of leads you’re getting and worry about HOW your handling the leads you currently have. There’s a good chance you’ve got this backwards.
- Trust me, you’re not spending enough time or money on training. How about consistently spending wasted, untracked advertising dollars on good training?
- Quit worrying so much about Average Gross Profit per unit and start measuring Spread. (Published Internet Price minus What you actually ended up selling it for, including under/over allowance.) You’ll find out who your strong ones are.
- There is practically no such thing as a “Walk-In” or “Drive By”. Assume all of your customers are from the internet. You’ll only be wrong 1 out of 10 times.
- You don’t HAVE to use 900lbGorilla.com. I think we all know the providers I’m talking about. You have the ability to create more of your own leads, you know.
- Stop generalizing about advertising. (“XYZ never works” or “ABC always works”) It’s all in the offer.
- Stop using clichés: “This is the way we’ve always done it.” “We tried that once and it didn’t work.” “If it ain’t broke don’t fix it.” I don’t care if they’re true, I’m just sick of hearing them.
- Stop only looking at your desktop when thinking about your website. Wake up, we live in a handheld world. The average person looks at their mobile device 104 times a day.
- Quit procrastinating on using video to communicate with customers. Start creating a video culture, now.
- You DON’T need more inventory. You DO need better inventory. This IS a net profit thing, right?
- Shut up about having to give cars away on the internet. It’s getting old and it’s making you look silly. No matter how loud you cry, the internet is not going away. Just make sure your customers don’t.
- Stop managing petty things and start managing your people’s habits and expectation levels. People produce exactly what they expect to produce.
- Stop saying that Facebook doesn’t sell cars. Read “Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk. He is smarter than you.
- Start treating your employees better. Get them involved. We all want to feel like a part of something bigger.
- Quit being lazy and implement a strict aging policy and a turn policy on your vehicles. Quit managing cars and start managing parking spaces and ROI on your inventory dollars. Does the term “Holding Cost” mean anything to you?
- Get your cars cleaned and online within 48 hours of getting them. If your vehicle is not online with pictures, thoughtful pricing, and good descriptions, it’s invisible to EVERYONE but you. (and your floorplan company)
- Stop talking so much about units. Start talking about net profit. This goes for vendors, too.
- Your pay-plans probably suck. I just said probably. I have seen poorly constructed pay plans derail good intentions.
- Start treating your Internet/BDC Department like a REAL Department. If 90% of your customers are online, why are you spending 10% of your time thinking about this department. The Internet Manager needs to be treated and paid like the rest of your managers.
- Take off your bib and put on an apron. Practice servant management. Serve, serve, listen, listen. Cook your damn employees a hamburger, for goodness sake!
- Start paying more attention to retention. Quit ignoring your OWN dealership’s owner base. Your sitting on a treasure chest. Get off your butt and open it.
- Start listening to your incoming phone calls. Just make sure there are no sharp objects nearby. Then hold your vendors accountable for REAL number of leads.
- There’s a sales GOLDMINE on your service drive right now. Next time you’re bored, count the number of ROs in your service department versus the amount of showroom traffic for the month. Where’s the opportunities?
- Stop teaching the “Silent Appraisal”. While you’re at it, stop using VHS tapes, Sony Walkmans, and rotary dial phones.
- Stop getting upset when someone hires the superstar you developed. It’s the ultimate compliment. When people leave you better than they came, you’re doing your job and your company is getting better.
I hope I didn’t ruffle your feathers. I just don’t want you walking around with a bat in the cave.
Who’s your Danny?
Okay, check it out.
In my last article I wrote about how most dealerships come across a little conceited online, but say that they are a customer-centric organization.
I mentioned that it's alright to talk about yourself, but ONLY in a way that demonstrates maximum benefit to your customers.
Well now I'm going to reveal how to kick your website up a notch and dominate the web, (and your market).
Like I was saying, people don't care about you nearly as much as they care about themselves.
That means that the name of the game is presenting information on your website that people care about.
But how can you produce content and information that EVERYONE will find interesting?
It's more simple than you think.
Unlike traditional media, your website has the power to cover a wide array of topics that address the needs and wants of different customer segments AT THE SAME TIME.
How do you get started? Fhugetaboudit, it's easy peasy.
1.) Look at your current customer portfolio and identify the variety of customer segments that you already serve.
These could include Seniors, Young Families, Bachelors, Bachelorettes, College Students, Union Workers, Military/Veterans etc.
2.) Create a list of topics that those various segments would find interest. Use logic and common sense.
What I mean by that is this:
If you want to create content topics geared toward Seniors, think about the things that they are interested in.
a.) Vehicles that are easy to get in and out of (maybe just had a knee surgery or something)
b.) Vehicles that can tow a travel trailer
c.) Vehicles with a little more luxury (they're done raising children and have a little more money to keep for themselves etc.)
Do you see where I'm going with this?
Once you've identified the topics for each segment do this:
3.) Identify the objectives for each piece of content that you want to create.
If it's a video, figure out what the call-to-action will be so that you can track the effectiveness of it.
If it's a blog, think of the path you want that customer segment to take and what action you want them to complete.
Here's why this is important:
Everyday, millions of automotive shoppers around the globe go online to find information that addresses their concerns or answers their questions.
Right now, there aren't really any dealer websites that provide the content that automotive consumers are looking for.
You're giving the OEMs and other third party websites the power to scoop up qualified vehicle shoppers and distribute them how they please. Most of the time, to your competitors.
By segmenting your content, you're empowered to reach various people with the topics that they care most about.
In my next article, I'm going to reveal why this strategy works so extremely well and why you HAVE to start doing it.
Want help identifying your customer segments? Send me a friend request and we can set up a time to get connected.
Success is a fascinating thing because every individual on the planet has their own definition of the word.
The dictionary defines success as a “favorable or desired outcome”
This is SO genius because it means that, not only can everyone have their own definition, but that THERE IS ENOUGH SUCCESS TO GO AROUND!
For some people, success is having the necessities…
For others, it’s making loads upon loads of money…
BUT, no matter what your definition of the word is, there is something that so many people miss out on when pursuing success.
Any idea what it is?
Have you ever heard that saying, “Success Breeds Success”?
Believe it or not, there is something so powerful about rubbing shoulders with highly successful people.
How do you know who's truly successful though? The best way for you to know if they’re successful is to ask yourself two simple questions:
1.) Are they the type of person that you hope to be (character traits, qualities etc.) and,
2.) Do they have the things that you want to have? (Could be material objects, status, expertise etc.)
When you find someone that you can answer ‘yes’ to those two questions, do whatever you can to be apart of their circle.
You see, when you rub shoulders with successful people (the people that are who you aim to become), there are natural born opportunities that arise from your mere association with them.
One of the best ways that I know of to be in the presence of successful people is to attend as many workshops and conferences as you can. Where else do you get the opportunity to be in the same room with these successful people, have lunch with them and ask them questions?
There are approximately 17,000+ dealerships in the United States today. Including every employee, how many people work in the retail car business? LOTS! …
Yet, there are very few who attend conferences.
There is no question that these conferences come with a price tag, but you absolutely, 100% CANNOT let the price of success, cost you your success.
Listen, I am not involved with any particular conference for financial gain. I have just come to learn that if you want to be successful, you need to get connected with other like-minded, successful individuals and I don’t know any other better place than at the plethora of workshops and conferences going around.
One of the next ones you can see me at will be the Internet Sales 20 Group in Boston this coming September.
Supercharge the achievement of your personal definition of success. Start rubbing shoulders with successful people.
Have questions? Hook me up in the comments below.
If you haven't attended an Internet Sales 20 Group conference yet, you're missing out on information that could help you and your dealership!
Grab your tickets here, before the price jumps 40%! - http://ow.ly/wQG3u
Sean V. Bradley Interviews Subi Ghosh - Automotive Internet Sales - Automotive Sales - Car Sales
Automotive Internet Sales Version 3.0 is Coming - Automotive Sales - Car Sales - Internet Sales
#Selfie - Internet Sales 20 Group - Atlantic City, NJ - Subi Ghosh & Dealer Synergy
From today forward we have 7 total selling days left. Push hard all the way through till the end. Revisit customers that came in and didn't buy. Relook at their trades. Check all other possibilities. What if they were on another vehicle? What about longer term? Used? Certified? New? Lease? One Pay Lease? More Down? Co-Signer? Turn up the heat! T.O everybody. Stay focused. Be happy.
Karen Bradley Will be Co-Hosting the Internet Sales 20 Group - April 8-10, 2014 - Atlantic City, NJ
Sean V. Bradley & Dr. Willie Jolley Discuss The Internet Sales 20 Group - Atlantic City, NJ