Turn On-The-Fence Shoppers Into Sales

You need to use Dynamic Retargeting to reach indecisive shoppers. I’ll explain how Dynamic Retargeting delivers highly targeted ads and offers to hesitating shoppers. It worked on me and will help you sell more cars this month!

Viral content has been the subject of constant attention. Business, marketers, and the media are fascinated by videos and other types of content that spread like wildfire and generate attention (and business) for the creators.

And while viral content sounds great when thinking only about the success, you also need to understand the pitfalls. It's easy to get caught up in the planning and production of potential viral content, which will hurt your ability to view things realistically.

In this post, we'll go over five hard truths about viral content that will introduce you to the other (dark) side to this popular form of marketing.

It Rarely Works the Way You Expect

The problem with viral marketing is a lot of business owners and marketers think they can catch fire if they just follow a formula or put a lot of money into a specific campaign. Unfortunately, there's no viral content formula for business. Even if you have a great product or service, a passionate audience/customer base, and an incredible campaign, that doesn't mean you'll see the level of success that took Dollar Shave Club from an idea to a business valued at $615 million in just a few years.

Think about it like Super Bowl Ads. Each featured company is vying for the country's attention, but only a few really stand out enough to be remembered the next morning. And those are ads with massive budgets behind them (not to mention the cost to air).

There's merit in trying to do something different or innovative in order to grab your target audience's attention. However, the goal should be concentrated solely on that mission instead of creating the next "viral" sensation.

Won't Make Your Products/Services or Other Marketing Better

I think of viral content as an act of desperation to some extent. A lot of businesses really suck, or fail with other marketing initiatives, so they devise viral content plans as a way of "standing out" or "going rogue."

But if your existing marketing isn't working, focus on what you can do to improve upon that instead of looking for a win with viral content. Maybe your website sucks. Maybe you need a new logo or slogan.

Or maybe your products/services suck.

You need to really examine your business now. Are you really better than your competition? What makes you better? Is your quality better? What about your prices?

Some people will tell you that marketing can make up for a crappy product, and I tend to agree, but only if you're an established brand and your prices are amazing. Otherwise, you need a better product in order to succeed.

Your Business is too Niche

The biggest problem most businesses face when trying to tackle viral content or marketing is that their products or services are simply too niche.

Going back to the Dollar Shave Club example: their business has a huge potential customer base in men and women who shave. Euromonitor estimates the razor and blade business takes in $2.8 billion (based on 2013 numbers).

Is your business in an industry with that much cash up for grabs? If not, it's unlikely you'll ever see the benefits of a viral content campaign. I'm going to guess this rules out the majority of you out there, as you're likely local businesses, B2B operations, or are just trying to innovate in a small market.

It Takes Focus Away from Other Efforts

While this is simply an assumption, the money and manpower that goes into creating a single viral content campaign would likely be better served in other departments. You could use that to do A/B testing on more traditional campaigns, beef up your PPC spend, experiment with social media, or seek professional SEO services.

It may only be $4,500, which is what it cost to produce Dollar Shave Club's video, but what if it was $50,000 or more? (In fact, that was the more reasonable estimate from the company that helped produce the popular Dollar Shave Club video.)

In order to achieve high production values in video, and high quality standards in other types of content, you'll need a budget. And unless you have a ton of money to burn, it's always safer and more beneficial to put that money into more secure efforts.

Viral Content Tends to Fade Quickly

Most viral content has an expiration date, so don't expect to see a lot of residual business from these campaigns (unless you pay/continue to pay for large-scale promotions). Here's a play-by-play of what typically happens:

• Content is created
• Promoted by creator
• Promoted by blogs/media
• Shared by target audience/fans
• Popularity lingers for a few days
• Hype dies down once new shares fade
• New shiny thing is released and all is forgotten

Once it's over, it's over. Hopefully you picked up a lot of new business, or at least collected a lot of emails!

This may come off as a fairly negative post, and that's because it is. If you have a great idea, I don't want this to dissuade you into thinking you can't succeed. I just want you to lower your expectations and think about your marketing efforts critically before investing in creating viral content.

Originally Published to Wikimotive.com on August 31, 2015. 

Content marketing is not a set it and forget it strategy. By definition, new content must constantly be developed and blasted out to the world through various channels to build up a business' online presence. Marketers are constantly pressured to expand brands into new areas, many times before those areas are fully established. However, every business should have a narrative and this marketing message can get muddled when optimizing for SEO and social engagement.

A company needs to maintain a constant identity with a story that helps drive their business and tactics. This marketing message allows a consistent story to be told that can then be matched up to channels and platforms where it will resonate best, and adapted to fit others as needed. Without this consistent content marketing message, a business' identity can become fractured across all the different channels, resulting in empty posts purely designed to get engagement rather than build a true following. To shoppers, a company without a consistent message may not seem to have anything to offer.

Businesses should ask themselves if their marketing message is clear, defined and consistent. Short attention spans on most shoppers mean that a company cannot afford to send vague or mixed messages. Thus, in order to succeed at social, an organization needs to define their overall narrative.

Having engaging posts and consistent content can often be at odds with existing strategies for building an online presence. What are some ways you all maintain a consistent marketing message?

Why You Need To Be Charming

How does your personality increase sales? On this week's Think Tank Tuesday, learn the four steps to be personable (instead of creepy). Understand what being charming truly means, build connections that lead to sales, make more people know who you are, and learn what actions ruin your sales. 

I sat down recently with one of our Digital Performance Managers, Kelly, to get an inside look an inside look at her daily life and best practices.

Kelly was asked what she feels as the most important aspects of her job, which she stated, “I think the most important part of my job is helping our clients. We play a role in generating leads for them. It's just as important to follow through and help them with their processes so they can close the deal. At the end of the day, leads won't do much if the dealership doesn't handle them correctly.” 

In order to properly help our clients Kelly and our other Digital Performance Managers have instilled best practices, which they follow on a daily basis. “The big picture of best practices for digital is to have an understanding of what's important for each platform and how to implement an appropriate strategy for each. What works on Facebook doesn't necessarily work for AdWords. It is also key to differentiate clients. Much like the different platforms, what works for one may not work for another. Attention to detail is also critical. There are so many moving pieces in what we do and it's critical to not lost track of any of them.”

During their day they are faced with challenges, highs and lows, as well as misconceptions. Kelly let me know that the biggest high for her is “Making conversions and seeing successes. It's gratifying to notice a trend and capitalize on it to get more conversions. Seeing a strategy pay off is a good feeling. At the same time, seeing a successful campaign that a client wants to pull the plug on is a bit of a low.” Although it is a low for us, we move forward with what the customer wants, giving our suggestions and feedback along the way. Retargeting is great for our clients and us, we understand that it can be slightly creepy for someone who is shopping online and then they see an ad on their Facebook page for the car they were just looking at. It isn’t meant to feel like Big Brother watching you, simply a way to stay in the forefront to keep from being forgotten about. Customers are retargeted, or followed, so that the chance of making a conversion becomes higher.

The next time you are shopping online, then later see ads following you around the Internet, keep Kelly in mind and all the hard work she and her team members put into building these campaigns.If you would like to hear more about the campaigns Kelly puts into place, contact us today!

http://dealersynergy.com/Internet-Director-Development - 856-546-2440 

http://www.BradleyOnDemand.com 

Internet Director Development Training Workshop - October 13-14, Cherry Hill - New Jersey 

Local SEO has become one of the most important focuses in the digital marketing community. This means it's only natural for everyone to take notice and rethink strategy when Google makes an update to its local Map Pack results.

In its latest update, which occurred around August 6, 2015, Google redesigned the Map Pack to fit with its mobile design scheme and reduced the maximum number of results from 7 to 3.

A lot of business owners went to sleep seeing their business on page one, but woke up completely pushed off. As SEOs and business owners, what are you supposed to take away from this change?

In this post, we'll explore five of the most important thoughts and takeaways from the latest Google Map Pack update:

Local Rankings Matter Even More

While it's always been important to rank #1, it's more important than ever to ensure your business actually shows up within the map pack, as there are now only 3 positions available on the initial SERP. (In order for users to see more results, they'll have to click through to Google Maps.)

This means more businesses will likely begin focusing on local SEO and the top 3 may beef up their efforts in order to stay on top. There's no more coasting by in the bottom 4. It's time to invest in local.

Google's Focus is on Improving Mobile Experience

In May 2015, Google officially stated that it's receiving more search queries from mobile devices than desktop devices in ten different countries, including the U.S. and Japan. (This actually contradicts data from comScore, which showed that smartphone and tablet searches accounted for only 29 percent of the market at the end of 2014.)

We don't know more than that, but it's obvious Google is focusing on improving its core search experience
more than on desktop.

In recent years, the company has been preparing us for the mobile takeover by suggesting responsive web design, which allows a site to conform to various screen sizes, is best practice moving forward.

With this change, it's clear Google wants to blend the desktop and mobile experience, and this update is just another step in making that happen.

Too Many Choices

Many experts believe that Google reduced the number of businesses in the local pack because CTR among the bottom results was extremely low. This does make sense, as Google's job is to quickly provide users with the best results in order to better connect users with information.

It's also possible that Google provided too many irrelevant results for many search requests. Not on purpose, but just by design of the previous Map Pack. With the new design, they're able to keep the results as relevant as possible.

In a recent Moz post, Casey Meraz displayed user tests in which everyday people interacted with Google's new Map Pack. None of the users were taken aback from the lack of 7-pack results, but were confident in making a decision based on reviews and ranking.

Less Website Traffic

Because of the new Map Pack design, it's likely most businesses will receive less traffic, despite there being less competition.

Why?

Because of the design change. Instead of the business name appearing as a clickable link, most of the listing displays as clickable.

But unlike the previous Map Pack design, it does not direct the user to the business's website. Users are now directed to a new SERP that brings up the local map and prominently displays the business's full information.

There are buttons on the Map Pack that link to business websites and provide directions, but users are accustomed to clicking on a business's name or title in order to get the website.

In fact, Casey Merez also did a heatmap test with the new Map Pack, which showed users click more on the business name than on the website. With this data in mind, it's possible this new design could be cause less traffic to funnel to business websites.

Google+ Deprioritized

By now, we all know that Google+ has been a failed experiment. The search engine company's social network showed a lot of promise when it was first released, but failed to catch on with everyday users.

In the past couple of years, Google has slowly been moving as far away from Google+ as possible without completely shutting down the service.

First, Google shut down its authorship program, which allowed journalists and bloggers to claim content and appear in search engine results. Next, the company removed the requirement of a Google+ account with YouTube.

Now, with the latest Map Pack update, Google has removed the link Google+ (My Business) page link from local results. It's actually impossible to now navigate to a Google My Business page from SERPs.

And while some experts believe Google+ votes are a local ranking factor, I believe it's likely that posting content to a Google+ page is a waste of time.

At the end of the day, Google is going to make the changes it wants, regardless of what the SEO community thinks. So whether you're an SEO or a small business owner, take this information and use it to provide your clients with better results or better prioritize business marketing for the future.

Originally published to Wikimotive.com on October 5, 2015.

Here's How To Autoresponders into a Powerful Sales Tool!

Too many dealerships are guilty of having poor e-mail autoresponders. You’re missing an amazing sales opportunity if your autoresponder is lacking. Watch now to generate more sales, build more trust, and skyrocket engagement with these simple steps.

Even if you can't interact face-to-face with web customers, you still can demonstrate old-fashioned salesmanship. Here are some simple, straight forward ways to turn your website into a revenue producer.

Fully test as a customer - This might sound obvious but if you've got the visitor traffic levels and nobody's calling or buying, then there could be a problem with your site. Put yourself in the shoes of the customer and run through every process that they would, ensuring that everything is fully functional and working as expected.

Is everything simple and easy to use? - With websites, you want to keep it simple. If you offer too many choices and options, then you risk distracting your customer from the most important aspect - actually becoming a customer. Too many sites have confusing text and distracting elements that take the customer's attention away. It is a good usability and web development practice to remove every unnecessary distraction and just keep it simple.

Credibility is everything. Many people are still a bit wary of purchasing from dealership that they haven't used before. You need to inspire confidence in your site and in the service you provide. Many aspects influence the perception of credibility, such as having a professional website design, ensuring you list an actual phone number on the site, clearly displaying address and contact information and displaying customer testimonials.

If your first thought is to direct website visitors to a homepage when they click through an ad on Google, you’re missing out on a huge opportunity. Success is in the design. There needs to be serious thought and care put into the development of a successful landing page:

• When considering a title, make sure it is relevant to your call to action
• Put all of the content "above the fold" on the page
• Keep content short and sweet; leave the opening and closing paragraphs to around three to five sentences.
• Use bullet points to direct the visitor’s eye to the most important value propositions
• Include an image that is relevant to your offer to draw in visitors
• Leave off the navigation bar of your site while visitors are on the landing page, as it can increase your conversion rate by upwards of 100%

Another great way to gain customers is to start a contest or promotion. An online contest or promotion can help attract attention in social media channels and lure potential customers to your site. Giving away a high value item can stir up the most attention but frequent, simple contests with smaller perks can also be effective. It can also be an excellent way to capture consumer information.

Speaking of gathering visitor information…

When people visit your website, it should be set up to bring them to a targeted landing page that can capture the information necessary to stay in contact with these potential buyers. The pertinent information you should cultivate from their interaction with your landing page would be their name, email address, and possibly even their phone number. This way if the visitor leaves before becoming a customer, you have a way to continue the conversation with them!

Many businesses have avoided social interaction for fear that an existing bad reputation, or possible negative comments will come back to bite them. These ideas may be true if the issues are left 

unchecked, but for a business that is highly active on social media, negative comments can turn into a positive experience.

Legitimate customer comments around a product or service will definitely start to pop up when a business decides to start regularly using social media to promote their business. Many of these could
be negative comments which may cause some alarm to those not well-versed in the ways of social media marketing. However, there is one simple solution - use social media as a platform to address
customer issues head-on and allow customer service to shine.

Rather than hiding legitimate concerns or negative comments, a business should provide a thoughtful response with options to further assist a customer via phone or email. Also, someone should
follow up internally to ensure that these concerns are addressed before they spread to other customers. The more these issues are professionally handled, the more brand evangelists will emerge to
come to a businesses' aid to fend off the negative comments and critiques!

While it can be tough to see negative comments and feedback, a business should view it as an opportunity to show that they can turn a positive into a negative. How do you all handle less-than-positive feedback on social media?

          My generation was fortunate to grow up during an era of emerging technologies and we were able to experiment with them as they came to the surface. The most prominent of these technologies, without a shadow of a doubt, would be computers and the Internet.

            While growing up and advancing through school, most of what I learned came from textbooks. Then, we were given computers and the Internet, which turned into a phenomenon of ‘how did I live without this?’ It was an explosion of technology; people across the globe had access to just about any information. It was limitless what we could do, and what did I want to do? I wanted to make light sabers for the short films I created with my friends.

            Thanks to the Internet, after a not so short period of time, I was able to teach myself Adobe After Effects and then turn that knowledge into fun features for my short films. They featured a lot more lasers, explosions and light sabers. Every good film needs explosions, right? Kind of, depending on the look and effect of the explosion it could very well be pointless. I was not alone in my aspirations and being self-taught with Adobe After Effects. People the world over were doing the same as me, teaching themselves and seeing what came of it. This became noticeable when YouTube became so prominent. However, no matter how much experience you had with the program, the effects almost always felt amateur and flat. I don’t want to use the word “boring”, it’s such a terrible word, plus how can an explosion be boring? The fact of the matter is, some of the effects and animations kind of were.

            The reason the effects were flat, fake looking, and boring was because everyone had learned After Effects the same as I had. We were animating things without knowing the proper way. Adobe had unintentionally bred an army of animators with no background on animation. Behind a computer screen, you think to yourself I want an object to move from point A to B within a 1-second timespan. The computer will do as it is told and move the object from A to B in that 1-second and that’s it. In life, things do not simply move from one point to another, they flow, wiggle, bounce, jump, run and creep. In life, there is expression and emotion in movement. This is the first thing many cartoon animators learn while in animation school. However, when you are self-taught, you don’t have someone to tell you these things and correct your errors. Humans relate to emotions and sense it in so many ways. Seeing someone walk slowly, shoulders slumped and their head lowered you would get the sense that they’re sad or upset. While in the inverse, if you see someone strolling upright with their head held high, you will get the sense of their confidence or happiness.

            We are still a ways away from being able to tell a computer to create exactly what we’re looking for with our animations. For now, I continue to look every day for new ways to add life to my animations. I look for ways to add expression, exaggeration to every movement, to make something as simple as moving from one point to another relatable and attractive to the eye. It is my goal everyday to put life into my work, so my question to you is; what can you do to add life to your work?

If you would to like to hear more Best Practices from our Design Team, contact us today!

Today’s news is full of articles about the buying power and habits of the “millennials”, which has an estimated population of 78 million. This Women’s Wednesday is part of a multi-part series we are exploring about women buyers within this segment. Of millennial buyers, 53% are female. Understanding the nuances of selling to this new generation of women can put your dealership in a position to leverage the newest car buyers and truly increase your market share in today’s ever competitive industry.

Our latest study tracked 620 reviewers and sheds light on the similarities and differences between millennial and non-millennial women that will help you create age-specific sales techniques. Both millennial and non-millennial women ranked their satisfaction level with dealerships as very high.

1. While “excited/excitement” is the #1 emotion the buyer felt while shopping for a car, millennials report “relaxed” as being number two, versus “apprehensive” for non-millennials.

Why it Matters and How to Leverage: The newest generation of women reports they are more relaxed and confident when buying a car than previous generations. Why? According to a study by Ameriprise Financial (June 2014), millennial women are more in control of their finances and enjoy making these decisions. Six in ten millennial women (vs. 43% of non-millenial women) reported they learned about finances from their parents.

Additionally, younger women are more comfortable using technology to arm themselves with the information they need to make car buying decisions. Astute sales advisors who understand and respect this confidence will quickly gain the trust of their potential car buyer. A good sales approach is to ask questions, respond truthfully, and guide car shoppers through the remaining information needed to make a decision. Above all, assume these women are smart, and have spent a lot of time learning about what they want. While they may have less experience buying cars than older generations, they have a wealth of information at their fingertips that has not been readily available in the past. They are prepared and fully capable of accessing that information while inside your dealership.

2. “Trustworthiness” and “respect” are ranked #1 and #2 for millennials’ reason to buy from a sales advisor. “Understanding” replaces “knowledgeable” as #3. Millennials visit slightly more dealerships to look for a car.

Why it Matters and How to Leverage: Millennial women hold trust and respect as the top qualities they insist on for a sales advisor. They expect their sales advisor to understand them and what they want in a new car. Many millennials are first time buyers and combined with the knowledge and confidence described above, want to feel they are making a comfortable choice. Trust and respect comes from realizing millennial women have done their homework about what is available to them.

Sales advisors will benefit from listening carefully to what their millennial shopper is saying and provide honest answers to her questions. A prepared buyer doesn’t need help with all of the decisions. Learning to perceive where the grey areas are can help accelerate a sales decision. Be there to help, not coerce. And listen, don’t lead.

Get The Full Millennial Women Buyers Report Now!

How to Turn a PR Nightmare into a Sales Dream 

Right now, the automotive industry is buzzing about Volkswagen and emissions testing. You may think this is a bad time to own a VW dealership, or you may be looking to jump on the bandwagon and grab some marketshare. Just stop and watch this week’s Think Tank Tuesday and I will show you why there is no such thing as bad PR!

While businesses may feel justified in believing that a digital marketing agency should be 100% responsible for the success of a marketing campaign, this is an error that can ruin a marketing plan and hurt relationships with perfectly good vendors. Businesses should realize that while they may be paying good money to have a digital marketing agency handle the technical and optimization side of online advertising, a majority of a campaign's success still resides with them.

While digital marketing agencies have an important role to play, the idea that they will take care of every part of a campaign from beginning to end, basically guaranteeing a business completed sales, is one of the reasons for high failure rate of agency-client relationships. Even large companies can still run into this issue if they often outsource marketing. Business owners should be concerned with taking the leads and data provided by the marketing agency and having a system in place to properly monetize it for maximum ROI. Without handling the incoming traffic on their end properly, the campaign will fail and the blame may wrongly be put on the agency. The danger here is that these same businesses will hire a new agency and begin the cycle of failure all over again.

Another issue is hiring a digital marketing agency without having an idea of what they are going to be doing and how they fit into the overall marketing plan of the business. Executives and managers should have some idea of what they are buying from an agency, why it is important, and how the leads and traffic should best be taken advantage of for maximum ROI and customer satisfaction. Blindly allowing a company to market without giving input and feedback to help keep the marketing in alignment with the business' goals can lead to disaster.

Finally, many businesses trying a new agency often expect overnight success from their digital marketing efforts. Most successful campaigns actually take time to build, and hopefully strengthen the brand while bringing in new leads. Many times the effects of successful digital marketing will not be felt immediately, but incrementally over time.

All in all, businesses should expect top notch quality and knowhow from their digital marketing agencies, but they should also be ready to take what they get from their campaigns and put to use, with a clear idea of how it all fits with their business model. What are some ways businesses can view marketing that helps it to be at its most effective?

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Your marketing needs to be consistent to make a sale. With every new offer, sale, and promotion, your marketing must feel the same throughout. Get all the details this week on Hard Facts.

You’ve invested in a website and you’re running a successful dealership. You’ve heard about PPC Advertising, but might be a little bit skeptical. It can be a bit scary to see the dollars start to pileup after as searchers click on your ads. Here are 7 key reasons your dealership simply cannot live without PPC.

You MUST be on Page 1

Studies have found that 93% of consumers begin on a search engine when looking for a vehicle. That’s HUGE. But what’s even more important is that 95% of people never scroll past the first page of search results. This means that in order to get that 95% of business, your site must fall on page one for all of the vehicles that you offer.

Immediate Exposure

Your ads can appear on page one of Google, Yahoo! and bing within minutes! Unlike Search Engine Optimization, it doesn’t take months of content generation and link building to show up on page one. PPC is immediate, and can get that website you invested thousands of dollars on in front of your potential customers as soon as it is turned on.

Increased Visitors

PPC ads provide 50% incremental visitors EVEN when your dealership is first in the organic search results. That’s 50% more opportunities to get a searcher to your site to buy a car from you. Of these visitors, 91% say that they found what they were looking. Simply put, your dealership needs these additional visitors in order to increase revenue.

Track-ability

If done with a professional PPC group, like ReachLocal, your online program will provide 100% track-ability. This means that you will know where each and every one of your dollars is going. We do this by tracking every search term down to the conversion – a phone call, email, form submission, booked appointment, live chat, etc. So unlike traditional advertising like print and radio, you will know exactly what your return-on-investment is.

Scalability

PPC is highly scalable. Once you find the right approach, you can open the flood gates for new leads and sales opportunities that you wouldn’t otherwise have had before. Your keywords and ads can, and will, become the blueprint to your dealership's success.

Geographical Targeting

So what if you only want to target a certain area? PPC has the ability to reach only your ideal geographical market, making your campaigns super targeted. Let’s say you own a dealership in Charlotte, but you also do work in cities in the Metropolitan area of Huntersville. PPC allows you to only show your ad only in the areas where you service, making each dollar you spend on PPC count.

Your Competition is Doing PPC

Dealerships are now spending more of their advertising budget online. It’s predicted that in 2015, online advertising will grow to be a 35 Billion dollar industry, up 14 Billion from 2011. And in 2012, online advertising surpassed all forms of print advertising. What does this mean for you? More and more of your competitors are spending their advertising budget on the search engines. Unless you shift your dealership's marketing to PPC, you’ll be missing out on that 93% of consumers who search online for a vechicle. What’s worse – your competitors will be getting their business.

Ready to learn more? Contact me today!

nicole.jobes@reachlocal.com

704.989.3710

With access to ever more precise PPC optimization tools, it can be tough to resist tweaking every minute detail. Like a child let loose in a candy store, refraining from touching and trying everything can take serious willpower. Most of the available tweaks are great ideas individually, but as a whole they can possibly impair performance.

Typically, data needs to accumulate in order to make decisions. On a large PPC budget, a lot of data can be gained quickly, however making daily or even weekly tweaks can derail an account's success when over-optimization occurs. Google has actually suggested 2-4 weeks worth of data be collected before considering data optimizing on a particular area of an account. While 3 or even 7 days might seem like enough time, many times this is still too small a window to actually have any actionable data.

Most PPC accounts have more than one ad group, so just because a marketer or business is letting data accumulate in one area of an account does not mean they are not doing anything towards the betterment of their campaigns overall. While an A/B test occurs in one area of an account, other things can usually be tweaked elsewhere that will not contribute to over-optimization.

The capability exists to make big changes fast, and sometimes those changes are obvious and need to happen immediately. However, sometimes something good might be changed before it has a chance to prove itself. What are your thoughts on how much data is enough to make a decision for PPC?

There's No Such Thing as Easy Money (But Here's How to Make Money)

Making money: it's easy when times are good. But what do you do when times are tough? I've helped many dealer principals pull out ahead when times look tough. This week on Think Tank Tuesday, here's the 6 principles to make money.