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Facebook becomes No. 3 ad-selling company in US

More than two-thirds of US online ad spending will go to just five companies in 2011, eMarketer estimates, up from 63% in 2009 and expected to increase further next year.

The consolidation of the ad market is uneven, though, with Google taking nearly 41% of all ad dollars and Yahoo! and AOL losing share. Facebook, boosted by display advertising, will get 7% of US online ad spending this year, pushing past Microsoft to become the third-largest ad-selling company in the country.

Google’s gains are being driven largely by search. Search revenues will be up 23.6% at the site this year, and Microsoft’s revenues will grow even more quickly. Search dollars at Yahoo! and AOL will continue their downward trend.

“Microsoft’s solid growth rates are due to the overall efficiency of the Bing search engine in delivering relevant results to searchers, as well as the company’s marketing of Bing to encourage more usage,” said David Hallerman, eMarketer principal analyst. “But Google’s lesser growth represents a more than $2 billion increase this year, compared to only an estimated $322 million increase for Microsoft.”

This growth will mean Google takes more than three in every four search ad dollars spent in the US this year—a proportion that will rise further next year. Microsoft’s gains put it at only 8% of the market. Overall, the four largest search engines account for nearly 94% of the $14.38 billion search ad market.

“Search has become a duopoly dominated by Google, with Microsoft’s Bing and Bing-powered engines (Yahoo!) in a strong but distant second position,” said Hallerman. “The network effect keeps Google on top—the more users a search engine has, the more advertisers it attracts, which in turn can attract more users, and so on. But Microsoft is gaining both search query and market share.”

“Further, Microsoft’s deal with Yahoo! has not yet helped the latter company,” Hallerman added. “Google has benefited from the delayed fruition of the search alliance, steadily gaining market share as the alliance’s combined share has remained relatively flat.”

As you know or if you’re not already aware, Edmunds.com is going direct to dealers. They’re cutting out the middle man (AutoUSA, Dealix and Autobytel) and coming after our business with a newly hired sales team.

Dealers, WE/YOU have a very important choice to make that WILL help determine change (good or bad) to our industry. Keep in mind, Edmunds.com has never been one to treat the dealer fairly.

I’ve been watching this for a while, and it’s not rocket science, but follow me…

A few years ago, Zag is re-selling leads to dealers per lead basis. Zag changes their subscription model and starts charging dealers on a per sold basis.

“So I don’t pay unless I sell a car?” – nope. That is music to a dealer’s ears!

However, in order to determine what to charge you, Zag needs access to your DMS in order to match-up customer sold data (dare they say “transactional data to the dealer”) with the leads they’ve sent you over the last few months.

Dealers don’t think twice about signing up for the new Zag subscription model. But not thinking twice is the potential issue. You just signed an agreement allowing a 3rd party company to proudly scrub your DMS for YOUR transactional data! Only to use this data to power a CONSUMER facing price analysis tool – TrueCar!

TrueCar Inc. is an automotive solutions provider focused on changing how cars are sold by providing a significantly better customer experience while helping qualified dealer partners to gain incremental market share and reduce costs. TrueCar.com is a transparent, visual publisher of new car transaction data.

How much more transparency does our business need? Perhaps this is nothing more than the evolution of our business.

I’ve spoken to several higher-ups at TrueCar and trust me, this is a determined company. They “want to change the way cars are sold and bought”. Yeah, we’ve heard this before, but this time we dealers need to listen and pay attention.

The challenge; how does TrueCar turn TrueCar to be a household brand?

Let’s review the top visited online automotive research sites …

In order for TrueCar to become a household name, they need a platform to brand themselves. Edmunds.com fits the bill.

Before I go any further, allow me to inform you the following is pure speculation on my part…

TrueCar’s people speak to Edmunds people about a possible synergy between the two. They consider a deal UNTIL Edmunds.com say “Whoooaa – wait a second, we already have a TrueCar piece and it’s over a decade old”. TMV – True Market Value.

For sure you haven’t forgotten about TMV have you?

Edmunds.com quickly figures out exactly what they need to do. Sell direct to the dealers. And in return suckering dealers into allowing them to pull their transactional data.

Click here for a copy of the Edmunds.com Dealer Agreement For Dealers.

TrueCar already claims to have over 40% of all transactional data In the United States. Dealers allowed this to happen due to our ignorance and oversight.

Are you going to allow Edmunds.com to have YOUR data as well?

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

Cost-effectiveness and ease of use boost adoption

Social media has quickly moved up the ranks of top marketing tactics among small and medium-sized business (SMBs). April 2011 research from Pitney Bowes indicates that by some measures of desirability, it’s in close competition with email.

When asked why they used several marketing tactics, US SMBs were most likely to say they chose social media marketing for its cost-effectiveness (54%) and ease of use (53%).

Respondents were still more likely to rate email as cost-effective and easy to use, but the older online marketing channel was ahead by less than 10 percentage points. No format besides social media approached it in these dimensions.

SMBs also tended to feel nearly as comfortable and knowledgeable with social media as they did with email, ahead of other channels.

Social media fell behind two other marketing tactics—direct mail and advertising—in “proven effectiveness,” however.

Still, its value for money spent has helped social media adoption rise quickly among small businesses. Pitney Bowes found that social media was used more frequently than direct mail, though still behind email and advertising overall. And it was the marketing tactic most likely to have been adopted in the past year, with 20% of respondents having taken it up in that time.

Email marketing software firm Constant Contact also found in April 2011 that usage of social media marketing was more popular among small businesses than direct mail, and behind only email marketing, a company website and print advertising. Four out of five respondents to that survey said they had increased their use of social media marketing in the past year.

Within the social realm, respondents were most likely to use Facebook, and rated it most effective of any venue.

Sequels, in film usually do not live up to expectation.  But this isn’t film or TV or just some form of entertainment.  My goal is to bring at least a tiny bit of educational value to my articles…so this is a continuation of my:

Ten Tailored Training Tools To Take iT To The Top.

Lets Recap.

1. Commit to excellence in your chosen field
2. Develop your unique talents and abilities
3. Develop a clear sense of direction
4. Refuse to consider the possibility of failure
5. Dedicate yourself to life long learning
6. Develop a workaholic mentality
   1. Who are the leaders/what are some of the well paid positions of our industry?...Internet directors, general managers, dealer principals.  Have any of you ever noticed how internet directors, general managers and Dealer Principals are always accessible?  Leaders/successful people always do more than what they’re paid for.  On they’re day off, they call in and check on the coordinators.  They’re fully aware of the numbers at all times.  (This is a perfect world I’m talking about.:)  Just know that: “If you never do more than what your paid for, you can never get paid more for what you do.”
7. Get around the right people
   1. You know, the key to this training tool “get around the right people”…is to make sure you’re the right person.  You always have to be around yourself, so be the positive being we all need in our lives.  Tell yourself positive things…design an affirmation and recite/write it down every day.  Say things like “I can! sell thirty cars monthly.”
   2. Be an encourager.  Tell your teammates “We can each sell thirty cars monthly” if we believe it we can achieve it.  Some of these may seem like cheesy quotes, but here is the most powerful one of all and it’s from Confucius.  He said “He who says he can, and he who says he can’t; are both usually right.”
8. Be prepared to climb from peek to peek
   1. Some days your going to set twelve appointments, other days only three.  It’s very important to understand that this business is a series of Hills and valleys, your job is as simple as ABC…always be climbing.
9. Develop resilience and bounce back
   1. How many of us have talked to an A**hole on the phone?  How many of us have set thirty appointments in a week and only nine keep…or what if twenty keep and fifteen of them can’t get financing?  Do we allow that to suck the life out of us?  NO No and no!  We have to take that gut punch, take a sip of water, and come right back and do it again.  That’s just the numbers attempting to knock us into one of those valleys, so we just gotta keep coming back like roac***never mind…like a song.
10. Unlock your in-born creativity
    1. We gotta have fun!  As a potential customer it’s nothing worse than hearing the same boring message from nine different dealerships on your voicemail…so what are you going to do differently?  Each one of us has a wonderful right side of our brains that I encourage us all to use.  Now I’m not saying go crazy off the wall (have your dealer Principals angry with me), but tweaking some things slightly to make them fit your personality…could be the most valuable tool in your arsenal to sell more cars…more profitably…more often.

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.

Hello,

I'm Will Michaelson, and I'm fairly new to the automotive industry. I was recently hired by the re:member group as a sales associate, and am loving it. I've been here just over three weeks now, and just thought I'd introduce myself. I was initially intimidated by speaking to dealers over the phone, but am enjoying telling them about our benefits, and also connecting with them. 

I wanted to post a link here as well. Yesterday we found an article in the newest Auto Dealer Monthly digital magazine, titled "Ken Shaw Automotive Implements Rewards Program to Boost Customer Loyalty". In it, Paul Shaw talks about the process he went through to create a loyalty program that benefits the dealership group and its customers.

I attached the link here: Auto Dealer Monthly Dealership Spotlight: Ken Shaw Automotive

Looking forward to posting here once I learn more about auto dealers, and what you're looking for to boost sales and keep customers!

Will

I recently saw a vehicle advertised on a dealer website that caught my attention. This pre-owned car was advertised as a “CarFax One Owner”.  Upon further investigation, I discovered that the “one owner” was a rental car company.

Even though the “one owner” statement may have been technically true, the description of the vehicle blew my mind: “With just one previous owner, who treated this vehicle like a member of the family, you'll really hit the jackpot when you drive home with this terrific car”.  (Now I know that Enterprise has been advertising lately that they are a “family company”, but I’m not sure that this is what they had in mind…).

I was intrigued by this statement, so I kept sniffing around. It turns out that the dealership is part of a large dealer group and I noticed that similar statements were advertised on prior rental vehicles in some of their other stores as well. For example:

“This 2010 Elantra is for Hyundai fans that are searching for that babied, one-owner creampuff.”

“From the looks of it, I'd say this car has been garage kept and babied regularly. If only my wife treated me as nice!!!”

So, are these statements just harmless puffery that is intended to make the vehicles stand out?  Perhaps, but I can’t help but speculate that representing that a rental car has been treated like a “member of the family”, “babied”, and “garage-kept” might not go over too well with an attorney general, judge or a customer who understandably thinks that “one owner” means one private owner.

Depending on the dealership, online advertising may be handled by any number of people such as a used car manager, internet manager, or perhaps an outside vendor. I realize that whoever wrote these ads may not have knowingly tried to deceive anyone. Perhaps they weren’t aware that the cars were rentals and just relied on the fact that CarFax identified the vehicles as “One Owner”. However, if an ad is deemed to be deceptive or misleading, an advertiser will likely have liability regardless of whether there was intent to deceive.  A dealer has the legal duty to investigate the accuracy of any statements made in advertising; therefore it is vital that anyone who is responsible for writing advertisements be well aware of advertising regulations.

Bear in mind that even though the dealerships will likely disclose the vehicles’ previous histories at some point, the dealer may still not be off the hook. Some advertising regulations indicate that if the first contact with a consumer is secured by deception, a violation may occur even though the true facts are made known to the buyer before he enters into the contract of purchase or lease.

It’s important to keep these concepts in mind when preparing an advertisement:

• Advertising is considered deceptive or misleading if “members of the public are likely to be deceived” or the advertisement has a “tendency or capacity to mislead the public”.

• Since statements and representations in advertisements are evaluated based on their tendency to deceive, no actual harm to consumers may need to occur for there to be a violation.

• The fact that others were, are, or will be engaged in like practices will not be considered a defense.

• Statements susceptible to both a misleading and a truthful interpretation will likely be construed to be deceptive.

• Puffery is defined as an advertising or sales presentation relying on exaggerations, opinions, and superlatives, with little or no credible evidence to support its vague claims. Puffery may be tolerated to an extent so long as it does not amount to misrepresentation (false claim of possessing certain positive attributes or of not possessing certain negative attributes).

The rules for good advertising are mostly common sense. Make sure your message is clear, truthful, easy to understand, and not subject to multiple interpretations. It’s not just about staying within legal guidelines either. Show your customers that you play by the rules – chances are they’ll thank you for it.

Marketers must look beyond fan count to find real success

Having a branded Facebook page has become near-essential for many businesses. As such, companies should give as much thought and energy into planning and managing their Facebook page as they do a traditional website.

“The rapid adoption of the ‘like’ button and the rise of the Facebook ‘homepage’ are indications that marketing on Facebook has become a necessity for businesses large and small,” said Kimberly Maul, eMarketer writer/analyst and co-author of the new report, “Facebook Marketing: Strategies for Turning ‘Likes’ into Loyalty.” “Yet the fact that some companies have made Facebook the primary way they engage with consumers online raises serious questions about the risks and rewards of marketing within another company’s structure and rules.”

Most Fortune 100 companies now use Facebook for marketing. And HubSpot’s “The 2011 State of Inbound Marketing” report found that 44% of companies in North America see Facebook as critical or important, up from 24% in 2009.

A study from WONGDOODY (now Wong, Doody, Crandall, Wiener) provided a set of benchmarks for Facebook marketers. Among the 84 Facebook brand pages examined, 88% of their operators said they posted video content, 82% solicited fan stories or comments, 79% had their wall open for fan comments and 66% actively replied to fan posts and comments.

These are just some of the tools in marketers’ arsenal to build engagement on Facebook, keep it high, and turn it into something that benefits the bottom line—loyalty.

“‘Like’ is only the beginning,” said Debra Aho Williamson, eMarketer principal analyst and co-author of the report. “It is much harder to sustain the relationship post-click than it is to get consumers to make that first click. A brand’s Facebook fan base is only as strong as the effort put into managing it.”

The full report, “Facebook Marketing: Strategies for Turning ‘Likes’ into Loyalty” also answers these key questions:

• How are marketers using their Facebook pages?
• How do consumers interact with brands on Facebook?
• What can marketers do to encourage ongoing involvement once a consumer has “liked” a brand or page?
• How do brands such as Adobe, Chef Boyardee, Clarisonic and Discovery use Facebook?

Begin With The IN In Mind

“If you want to change the outer image of any noun, know that your task should start from the center.”  Think about it, if you want to get fat, act on eating fatty foods…if you want to get better, act on thinking better thoughts.  What does this have to do with phone training?...Everything!  Last time I shared with you my physical background, now for my return readers, I’d really like to show you where the perception of super powers originated.  I’m going to do this by sharing with you what I call my “Ten Tailored Training Tools To Take iT To The Top”.  Each of these tools were implemented in the first quarter century of my life, and here they are:

1. Commit to excellence in your chosen field
   1. The desire to be the best at something is a thought process that not enough of us have subscribed to.  [THOUGHT BUBBLE: Why are there ICs in our industry who have thirty deliveries monthly when I only have fifteen?]  I could never live with that question in my head.  Even I, as your phone trainer seek out training EVERY SINGLE DAY.  I seek coaching and training from top industry executives.  Not only do I have weekly meetings with Sean Bradley, I’ve forged relationships with the likes of Denis Waitley and Darren Hardy…who always point me in the right direction on my quest to be the best.
2. Develop your unique talents and abilities
   1. I believe that I am a one of a kind listener, and I work every day to make that truth.  Oh how I work on this.  Dr. Covey calls it “empathic listening.”  If we as Internet Coordinators really follow/use this tool, we would be unstoppable.
3. Develop a clear sense of direction
   1. I ask ICs what is their #1 goal on the phones on an incoming call.  They usually answer “To get an appointment.”  I contest that’s the #2 goal.  The #1 goal on any incoming call should be to secure the lead…get the information.  My analysts and I hear calls where the asking of the potential customer’s name is all the way at the end of the phone call.  Even boyz n the hood answer the phone “Who Dis?” :) If we know exactly what we want, it greatly increases our chances of getting it.
4. Refuse to consider the possibility of failure
   1. Too many times ICs are scared to ask for the appointment.  They say it’s easier to T/O the call, or suggest they go back online, or suggest that we call the customer back…ETC.  NO!  I don’t want more unnecessary work.  I’m gonna ask for the appointment now, and if I don’t get it, I’m going to address any concerns and then…ask for it again...and I’m going to expect to get it.<<<
   2. &What is this I hear from my struggling coordinators about “People don’t really wanna come into the dealership…That’s why they’re going online.”  I say “That’s why they’re struggling.”  They’ve already given up.
5. Dedicate yourself to life long learning
   1. Can you believe that not all of the ICs I work with listen to the things we teach?  Not many, but I work with a few who waist their dealer’s money by hiring a company like Dealer Synergy to train them, and then continue to ignore all our coaching.  The smartest person keeps attempting to learn.
   2. This article is going to continue next week.  Only those who are committed to this particular principle will benefit…again, The smartest person is continuously learning.

Talk to you all next week, when I learn five more training tools. :)

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

Marketers must be aware of blogger expectations to foster good relationships

Blog community provider BlogFrog surveyed female bloggers in the US to discover what kinds of partnerships with brands were more desirable and how women bloggers thought brand relationships should work. About three-quarters of those surveyed were moms; eMarketer estimates 4 million mothers in the US will write a blog at least monthly this year.

According to the bloggers surveyed, long-term relationships with brands were key. Nearly six in 10 preferred to work over a long period with just a few favored brands, while 23% would follow a more casual model with many brands. Relationships with tech, health and beauty, and food and beverage marketers were the most sought-after.

Less than half of all female bloggers had ever been approached by a brand, but many receive dozens of pitches each year to work on projects ranging from affiliate programs and direct advertising to guest posts and Twitter parties.

Overall, however, BlogFrog found that about two-thirds of women bloggers reject at least half of the pitches they receive. Bloggers most often accepted brand campaigns that involved posting a product review on their blog, and campaigns for food and beverage and health and beauty companies were most common.

Brands typically reach out to bloggers via word-of-mouth and social media, with email and online communities also popular. The report suggested that in-person relationships could be leveraged further to create blog campaign opportunities.

The takeaway for marketers that want to get involved with blogs is to know their potential campaign partner. The product categories and types of brands favored by a blogger are typically a personal choice, and can often be determined by a familiarity with the blog’s content. Ultimately, bloggers simply demand respect for the time and effort they put into their publication. Long-term relationships that involve fair compensation and editorial freedom will be the most fruitful.

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!!