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November 24, 2009Click Here to Subscribe to This Newsletter
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INTERNET MARKETING SOLUTIONS Increase Consumer Confidence with Trusted Automotive Information Alex Schoeneberger Most car buyers walk into the purchase experience fearing that they’ll be ripped off. To combat this, shoppers do a lot of research on the car they want to buy, its ability to meet their needs, price, what they should get for their trade-in, and much more until they’re fully armed with information prior to visiting the dealership.
Where are consumers gathering this information? Frequently, it’s kbb.com. According to C.A. Walker Research Solutions—2009 Summer Automotive Web Site Usefulness Study, kbb.com is the most visited automotive information website and nearly half of online vehicle shoppers visit kbb.com, as reflected in kbb.com’s 14 million monthly visitors. From Los Angeles, CA (430,210 visitors in October 2009) to New York, NY (417,702 monthly visitors), American car shoppers use kbb.com heavily to help make informed purchase decisions... |
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USED CAR SOLUTIONS Five Proven Best Practices to Make Sure Al Babbington It has become an automotive cliché to talk about today’s ‘challenging times,’ but for car dealers, it has certainly started to feel that around every corner is a new industry development designed to test a dealer’s metal.
For dealers in both the new and used car market, the post-Cash for Clunkers weeks produced a bumper crop of nasty contradictions: the big upswing in new sales meant depleted new inventory and plunging consumer demand; the ongoing, recession-generated upswing in consumer demand for used vehicles was now coupled with a massively depleted used inventory (thanks again to C4C); and a scarcity of trade-ins put huge pricing pressure on used vehicles at auction (the Manheim Index rose 6.9% in September to a record 118.5). All of which added up to major October headaches for dealers on the new and used fronts. ... |
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PRE-OWNED SOLUTIONS Marketing Repurchase Quotes to Your Chip King An automobile dealer who asks his sales management team to produce an exact repurchase quote for every customer who purchased a vehicle from their dealership in the last 72 months…let’s say the last 72 hours…will probably hear back that they can’t do it (in even the next 72 days) with their current DMS software.
Thankfully this problem has been addressed by a few external vendor applications that combine the details of a customer’s previous purchase with their current service history data, trade value, applicable payoff, new vehicle pricing, plus current rebates and incentives to produce the repurchase quotes. Yet to date only a fraction of dealers are utilizing this type of technology in their current marketing effor... |
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SALES SOLUTIONS Training: Expense or Investment? Jan Kelly Training is often viewed as an expense rather than an investment in the people who produce for the dealership. To those who say, I m not sure if I am going to retain this person long enough to get them trained. I reply, Why would you hire someone in whom you have so little confidence?
The F&I process protects the dealership. Proper disclosures are not optional- they are mandatory. The legal liability alone should be sufficient motivation to prepare F&I professionals to represent the dealership and the products it offers to customers.
With this mandate in mind, let s review the two types of training that are common within the industry: Product Training and Process Training. Both kinds of training are as necessary as they are different... |
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ADVERTISING SOLUTIONS Organic Free-Range Leads Are Healthier For You Bryan Anderson Many dealers struggle as their sales and Internet departments battle for leads and split deals. Unfortunately, they typically work from two different pages in the dealership playbook and they hardly see eye-to-eye. Why not add a process to your playbook allowing you to drive unsold phone-ups and unsold floor-ups intentionally back in as Internet leads? I know it may sound like blasphemy to a strong desk manager, but remember the key word in this process is intentionally. Lets face it: Because of disjointed databases and processes, this often happens without us even knowing about it, so why not plan for it? Many stores have great processes and talented people in the Internet department who knock the cover off the ball... READ MORE... |
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