Christmas is over and New Years just passed. They say the New Year brings positive change and opportunity. Since the big celebration, 2 days have passed and there are 363 days left in the year. So I ask the magic question, “Is your dealership prepared for…
Automotive Phone Training – Traditional vs. Progressive
When is the last time your dealership had a progressive training solution?
Is your dealership…
Technology Assisted Objection Handling
Does your dealership have tools that should help your sales and business development people be…
Inspect What You Expect
Do you spot check your employees?
Do you spot check your customers?
If you are confused about what…
Do you know what kind of population is in your area?
What is the crime rate where your dealership is located?
What is the percentage of households with college grads?
What areas have a high average household income and what areas have a low average income?
Right now, as you are reading this you are asking yourself “what the point to these questions is”.
Before we go any further, let me start out by saying that this is in no way meant to teach you to prejudge your customers. Please do not judge a book by its cover. However, consider using data to help you improve your field intelligence in terms of investing money in your adverting.
I have been spending some time working with a small dealer group over the last two months. This dealership is located in an interesting part of the state. On one hand you have a high crime rate area which is also the state capital while other parts of the county have towns with upper class households in some of the most prestigious areas in the country. While working with the OEM to consider lead quality and quantity we had discovered this interesting website called ZipSkinny.com. I had a chance to play around with it and compare zip codes. Based on the brands that this store sells and on the fact that there is a special finance department I was able to pinpoint where I want to put a heavy focus on special finance opportunities and where I wanted to place a heavy focus on customers with great credit who can buy the products that the store is selling.
This site is great for me as a consultant because when I start to build out a plan for every dealership that I consult I like to examine all data and analytics from closing ratios (OEM leads, third party, websites, etc) as well as how many leads come in. I also examine the quality of the sales staff and management to measure why deals are being missed in the dealership. A resource like zipskinny.com can help a dealer strategically plan out their spending to either cut or increase their budget strategically. This will also help to create customized processes for lead management. A customized book of word tracks, phone scripts, and business practices needs to be created to handle all of the situations that can be encountered in the dealership. This will upgrade the way your team performs and ultimately increase business opportunities.
Dealers and managers that are looking to learn about these and other similar strategies for managing and evolving their business development operations need to attend my workshop next week at the upcoming Digital Marketing Strategies Conference in Orlando, FL on January 5-7, 2013.
Stan Sher Reviews Dealer eTraining Auto Response Email at GNYADA (Greater New York Automobile Dealers Association).
Stan Sher of Dealer eTraining Talks about Auto Response Email at GNYADA
Dealers who are looking to measure the ROI of their digital marketing investments need to master the basics of Google Analytics. Dealers need to know how to customize reports that will give them ACTIONABLE data to increase the profits at the dealership. Since a dealership website is the new “storefront”, does it make sense to ignore the rich insights and reports that Google offers car dealers for free? Absolutely not!
Brian Pasch will lead dealers through three workshops on Google Analytics. Check out thefull listing of workshops at DMSC this year. Each Google Analytics session will also feature a leading industry expert showing attendees how to practically apply Google Analytics for car dealership management. Taking a general Google Analytics workshop will not give the same impact of a customize series of classes designed for car dealership websites.
Three Part Workshop Series
The three workshops that will be lead by Brian Pasch on February 6th are:
- “Part I – Segmenting Your Data For Better Marketing Analysis” 9:00 am
- “Part II – How To Attribute Influence To Website Traffic Using Napkin Math” 1:30 pm
- “Part III – Creating Custom Reports To Guide Your Business” 4:00 pm
Brian Pasch will introduce the power of measuring “In Market Shopper Activity” (IMSA), a concept first defined by Thomas Gage of Autotrader. Attending these workshops will allow you to measure the In Market Shopper Activity on your website.
Attendees will learn which advertising sources and strategies are INCREASING In Market Shopper Activity. As a special bonus, Thomas Gage will join Brian Pasch in Part II of the series to share his work with dealers and Google Analytics.
Learn how to diagnose your website for problems as well as comparing the impact of new advertising investments, merchandising choices, and website design changes. This is a must attend set of workshops for dealership staff responsible for website conversion, marketing budgets, and car sales.
Dealers that attend all three Google Analytics workshops will receive $1,000 in merchandise credits from PCG Consulting that will automate Google Analytics reporting as well as reporting on all their marketing investments.
That’s right, attendees can gain access to a customized marketing dashboard to view the most critical elements of their website data for six months, free. The dashboard has dozens of widgets to show you things about your marketing strategy and website that you never knew!
This software bonus covers the cost of attending DMSC and will help dealers master their marketing budgets and website traffic in 2013.
Stan Sher of Dealer eTraining kicking off the Internet Lead Management workshop at the Greater New York Automobile Dealers Association. This is was a three hour workshop with strategies on how to handle automotive internet sales leads properly. Stan Sher is available to train this workshop for any dealer, dealer group, and dealer association. Contact Stan Sher of Dealer eTraining for more information.