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Is RELEVANCE a part of your dealership's internet lead management (ILM) process?

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2020 was a year wrought with upheaval and change. In the automotive industry, all that we knew about dealership traffic patterns and buying patterns no longer hold true. With regard to internet lead process and management, there are almost as many "insights" and opinions as to how things should change as there are people offering said insights and recommendations. Before you turn your process on end and completely "reinvent the wheel," take a good look at some of the things that have remained constant, but you simply had not implemented pre or post-pandemic. The better part of the following was written in March 2020. I was about ready to submit it for publication and the pandemic happened. Now, as the dust is settling somewhat, I want to share with you what I still see as one of the most important parts of the Customer Service Experience in the dealership, or any industry, really. The initial inquiry and the first steps on the road to the appointment and, ultimately, to the sale. Internet lead management, whether you are in internet sales or business development, is best done using a combination of a number of tools that we have at our fingertips. Many new technologies are just coming out, with only the most progressive of teams already implementing the use of apps, AI, and new software. Many of the basic tools needed we already have in our toolbox. In addition to our word tracks, scripts, and phone skills are email, text, video, and ringless voicemail, not necessarily in that order. Each of those has(have?) extreme value when used properly and strategically. There is a certain skill involved for each one individually, and when used together they are an unstoppable force and direct path to optimal performance in your department by way of a streamlined, transparent process that results in a pleasant, quality experience for your customers. However, if not used strategically, your customers will feel as though you had not even paid attention to what sparked their interest in your dealership or what they are trying to accomplish. Are they credit challenged, vehicle specific, or a new driver in the household? Figure out what it is. When trying to establish contact AND after making contact, make your efforts relevant and consistent toward providing a streamlined solution for your shoppers, whether online or via telephone. It is more important now than ever, when we must step up our game with regard to the customer service experience from the initial inquiry through to sale and delivery. We must no longer take advantage of the opportunities before us, and realize that each and every inquiry or potential customer is a person waiting for us to help with their automotive needs. How we respond, how we serve them, will blaze a trail toward customer loyalty and a place for our dealerships in our local communities and beyond. Who is this? Where are you calling from? What car was it? How many times has this been said to a business development representative (BDR) or an internet representative making outbound calls?! Are you reading the comments and the source of each and every lead BEFORE you reach out to the customer? Following are some tips to earn the right to a green light to schedule an appointment for a dealership visit. GREEN LIGHT to an appointment GREET the customer with excitement! You are someone he/she wants to talk to! You have four seconds to get their attention. RELEVANCE is this a vehicle specific lead? Credit application or trade inquiry from the dealer website? Third-party leads - CarGurus, CarFax, Facebook Messenger? Use ad-specific/relevant script/verbiage, text snippet, and email... EXCITEMENT this is the MOST important call of the day! Use your voice inflection and tonality to "bring it" each and every time, whether a live engagement or a voicemail. EMAIL address? Text opt-in? Correct spelling of first and last name? NOW .....have you established rapport? Or do you need to ask a few fact finding questions to be sure that you are setting up the right experience for THIS customer or situation? By the way, Mr. Customer, where are you coming from? What's your zip code? Are you trading a vehicle? Are you Interested in our finance programs for people with all types of credit? When you know all of this, THEN you can ask...what's the best time to come in? NOW or later today? Go for the appointment. CREATE URGENCY! Today, tomorrow, next day. It will GREATLY affect your show rate! LISTEN to what the customer is telling you. INFORM the customer, answer any questions he/she has. GO for the appointment AGAIN if you have not already! HANDLE all objections, control the conversation. Ask, Answer, Ask. The customer asks a question, you answer. Then YOU ask a closed-ended question. "Isn't that great?" Customer agrees. You ask for the appointment with two options. Morning or afternoon? Today or tomorrow? TOO much information (TMI) will KILL your appointment. Don't answer questions that are NOT asked. Sell the Appointment, Not the Car With the '4 W's' WHEN? Is the appointment? WHERE? Is the dealership? USE landmarks! WHO? Are they asking for? Your name, spell it! Give a phone number. WHAT? Do they need to bring with them? Stips? Make sure you have the opt-in to text and the email address. If not, do not end the call or text volley without them. Schedule the Appointment in the CRM Send email confirmation AND text confirmation of appointment. In EVERY call...............name, number, email address, zip code/where is a customer coming from? The protocol you use to drive them to your showroom or work them virtually first will depend upon their distance from the dealership. If it is NOT in the CRM, it did not happen. Work with your team, leave notes in the CRM. A lot has changed in the aftermath of 2020 and CoVid, but a lot has remained constant. The main difference between then and now as far as phone skills and the customer experience pre-visit is that we can no longer "get them it, get them in" and do that without ensuring a quality customer experience complete with active listening and empathy. Although those are things that should have always been in the road to the appointment, we were lacking in that respect. We must implement it and be consistent about it. In the end, we are, after all, people helping people. Not trying to shove a hurried, non-transparent process down their throats. We are all consumers at some point. Take a moment and ask yourself, if you were on the receiving end of your internet process would you be satisfied and eager to purchase a vehicle from your team and establishment? If the answer is no, then you already know where to begin.
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Harnessing the Power of Pre-qualified Sales Leads

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The idea that car researching, shopping, and purchasing is moving online is not a new story, but Covid-19 accelerated that trend in a significant way. As the retail environment returns to a more normal state, one change that is likely to stick around is consumers' increasing preference for completing financing pre-qualification online. That means connecting with those pre-qualified shoppers is an essential skill for today's dealers. Changing preference due to Covid  During the Covid crisis, prospective buyers increasingly turned to digital tools and resources for safer car shopping. According to CarGurus' most recent Consumer Sentiment Study from November 2020, a fully digital auto purchase has become a more palatable option to many buyers, but it's still not the preference for most. 60% of shoppers say they're open to the idea, vs. 32% before the pandemic, but only 37% say they  prefer  buying online. 1   On the other hand, the same study showed that more than half of car shoppers (52%) say that they now prefer financing online (compared to only 36% pre-pandemic). It's true that the safety concerns that contributed to these changes are likely to fade, but shoppers' increased openness to financing online is also a result of their desire to save time and feel more financially prepared – and those factors do not seem to be going anywhere.  The idea of online financing can feel threatening to some dealers: financing is a crucial profit center. While shifting the process online can feel uncomfortable, providing shoppers with remote financing solutions and pre-qualification resources can improve your overall lead quality and in-store efficiency while also ensuring that you maintain control and profitability within those critical financing operations.  The key takeaway is that pre-qualified leads are 60% more likely to purchase and close faster 2 . When this is combined with a pre-qualified process that incorporates lenders you already work with, it means these leads can actually be more profitable and efficient than others.  Here are three key best practices to help close more pre-qualified leads faster 1) Offer more transparency to appeal to financially prepared shoppers According to our recent Consumer Financing Study ,  69% of those who will be purchasing a car in the next year reported a high likelihood to pursue pre-qualification . The leading barriers to pre-qualification come from consumer fears of rates not being "real" or changing. So – make sure your shoppers have access to your most accurate offers and rates during the pre-qualification process to help set the right expectations and minimize shopper objections during the sale.  2) Identify and prioritize pre-qualified leads 66% of shoppers find value in completing more of the car shopping process before they step foot in the dealership, which indicates that many are eager to speed up the car buying process. 3 This means these pre-qualified shoppers should be met with the same level of urgency that they're putting in by making sure you get those leads in front of your sales team as quickly as possible and that the sales team jumps on them. That last part shouldn't be hard, given that they are more likely to close and close more quickly! 3) Create a seamless online to in-store experience Another potential barrier to pre-qualification among shoppers is the fear that they will have to repeat their work and it's understandable since having to re-do an application in person is incredibly frustrating. Save time for your staff and the shopper by making sure they won't have to repeat pre-qualification process in-store by pulling the customer's information in advance and making it easily accessible by your team. And unless you can really offer them better financing, don't try to switch them to other loans or lenders, even if your take is slightly more.  While they may not be a significant chunk of your leads yet, indications are that the share will continue to increase. At CarGurus, we saw a 78% increase in pre-qualified leads between January and September 2020. 4 If handled right, pre-qualified leads can provide quicker closes and consistent back-end profit. 1  CarGurus Consumer Financing Study, November 2020 [N=754] All survey respondents were considered in-market car-shopper that either financed or are at least considering financing their purchase.4 CarGurus email leads submitted by pre-qualified shoppers to financing-enabled paying and Restricted dealers from January – September 2020. Includes content supplied by IHS Markit; Copyright © IHS Markit 2021. All rights reserved. Lead analysis based on IHS Markit 2019 & 202 Registration Data.
Using “Search” for Car Dealers

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It’s no secret that every car buyer is different. They have specific tastes. Some look for a particular model and make, and some prefer buying their vehicles from local car dealers. The list of preferences each buyer has is quite vast. However, these buyers have one thing in common, and that is, most of them search for their preferred vehicles on the internet. With technology becoming easily accessible to almost everyone, potential vehicle buyers resort to search engines to find vehicle dealers. The car businesses that they come across online are the ones that utilize search engine marketing for car dealerships. Are You a Digital Focused Dealer? Otherwise, your marketing campaign will be fruitless. It is precisely why car dealerships can utilize SEO in their favor. Automotive SEO – What is it? Automotive Search Engine Optimization is an excellent digital marketing strategy for a car dealership. It incorporates off-page and on-page optimizations to improve your service’s website ranking in SERPs (Search Engine Result Pages). With these optimizations, you can significantly increase your website’s online conversions, traffic, and, most importantly, sales. Why You Should Take Advantage of SEO No one has the time to go through an endless list of websites to find a car dealer that suits them. Most likely, they will look at four or five links and ignore the other sites. According to research, more than seventy-five percent of the clicks on various search engines do not go beyond the first two or three results. It highlights why you should give SEO a chance. If this was not enough to convince you to try this online marketing strategy, here are some significant reasons that could change your mind: It Provides You with Targeted Leads Incorporating broad keywords such as “car dealerships” does not work anymore. You have to use a more detailed strategy to improve your rankings on top search engines. Try adding keywords that are pertinent to your inventory and location. It is an excellent way to enhance your vehicle dealership’s overall ranking, especially for local searches. It helps to achieve targeted traffic after some time, which results in higher conversion rates. SEO assists you in targeting specific audiences with the help of long-haul keywords. They are quite distinct and help you get your desired leads. Some examples of these keywords are: “white Toyota corolla” or “2009 used Jeep.” Of course, far fewer people will search for terms like these. However, the ones that do will be ready to buy. You Get the Upper Hand over Your Competition Using the right keywords can significantly improve your website’s ranking and make your dealership more searchable in comparison to your competitors. Of course, it leads to better leads and improved sales. If you are serious about improving footfall in your car dealership, automotive SEO is arguably the best way to achieve that goal. You Gain More Authority People view high-ranking websites more favorably. Why? They appear to be more authoritative and respectable than the rest. Once your car dealership website starts to rank higher, its online authority will improve as well, making sure that it becomes the go-to online destination for people searching for vehicle dealers. People see higher-ranked websites as industry leaders that can provide them beneficial information, which gives you all the more reason to try car dealer SEO. Helpful Tips for Your SEO Strategy If you are new to this online marketing technique, Automotive SEO will probably seem like a complicated procedure. Sure, the beginning will be slightly challenging, but if you work with an experienced team, you will ease into it in no time. The experts can walk you through the procedure, giving you a more detailed understanding of how SEO for car dealers works. With that said, here are some tried and tested tips that can help you execute your strategy with extra finesse: Focus on Content Quality Search engines love quality content as much as we do. Potential buyers will likely want to read about what your dealership offers after they come across the content you posted online. One of the best ways to increase traffic through content is by creating a blog. Create blogs that address various topics about your industry, and it will attract interest and increase conversions. Track your SEO Results Sure, you took the time to choose keywords, but are they working? You must have a tactical plan to monitor and track the SEO efforts of your car dealership. Once you determine your rate of progress, you can develop a plan to make the necessary adjustments. Be Consistent with SEO  SEO is an ongoing process. You cannot ignore this strategy after implementing your keywords. Search engine requirements and people’s interests change very quickly, and you must be able to incorporate new keywords accordingly. Making search engine optimization a regular plan of your marketing strategy is the only way to succeed in the online car dealing industry. Success is a Step Away Successful car dealers do not get to the top of SERPs by accident. They have some of the best SEO experts on their side, optimizing their blogs and other online content. You can do the same and improve your automotive dealership’s ranking tenfold.
Three Digital Ways to Convert After-Hours Leads Into Sales

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Your dealership hours might be 9-to-5, but your customers’ lives are 24/7. Car shopping happens everywhere — in line at the grocery store, sitting at the kitchen counter after the kids have gone to bed, or on the phone over lunch. According to the 2019 CarGurus Buyer Insight Report , 73% of car shoppers research and compare exhaustively to find the right vehicle for them. And they’re contacting dealers directly in the process — 65% of car buyers reached out before visiting the dealership they eventually bought from. If you don’t respond satisfactorily, because someone contacts your dealership when it’s closed, it’s your sale to lose. The worst thing you can do with any customer lead is let it sit, but handling off-hours leads doesn’t have to be complicated — automation is your best friend. Here are three ways to capture and convert leads that come in after-hours without having to staff the phone lines. 1. Chatbots While online chat is often viewed as a convenient way to connect with a retailer, it can’t provide the 24/7 service that today’s buyers expect; chatbots help fill that gap. These bots use artificial intelligence to understand common questions and allow you to personalize the response. Customers get answers right on your site, without filling out another form or waiting for an email response. Today’s consumers even prefer using chatbots over forms. According to a recent Drift and SurveyMonkey Audience report on the state of chatbots in 2019, only 14% of people prefer to fill out a website form over using a chatbot. In addition to answering common questions, you can use a chatbot in many different ways — to broadcast a new model offer or dealership discount, help customers book service appointments, or provide detailed summaries of a specific car on your lot. 2. Email Automation Consumers are conditioned to expect a response no matter what time or day it is, so even off-hours email leads should get an immediate response. Smart email marketing automation can fill this gap in service. A simple way to start is to build email responses mapped to the options in the ‘contact us’ form on your website. Based on a customer’s inquiry (questions about a specific vehicle, the service center, or pricing), a different automatic response email is immediately sent with information that assists them in the moment. You can then send them down custom email nurture paths based on their actions.  For instance, if someone asks a question about a specific vehicle via a contact form, the automatic response email could include a link to your sales calendar, which allows them to schedule a test drive with just a couple of clicks. Without doing anything, you’ve already moved a lead to the next stage of the sales funnel. 3. Social Media Social media doesn’t have office hours — it’s  always  on. The constantly connected nature of social media makes it more likely that customers favor Facebook Messenger and direct messages via Twitter or Instagram above more traditional contact methods. When customers contact you on social media, there are two ways you can approach a response plan: manual monitoring or automated responses via chatbots. Manual Monitoring Before your team starts manually responding to comments after-hours, take the time to create a handbook of your dealership’s social media guidelines. This formal document should include information about your dealership’s social media voice, rules around what posts you will like, share, or comment on, and an outline of your response strategy. Also, set rules for how you will handle negative comments. Will you respond via a direct message or reply directly to the comment? When it comes time to implement your response plan, create a rotating schedule for select team members to watch your social channels and direct messages for any incoming questions so that they’re answered in the moment.  Automation When it comes to social media automation, Facebook Messenger is a giant. The messaging app has grown into a giant consumer-to-business platform with over 1.3 billion users each month, as announced at the 2019 F8 conference. In 2019, over 20 billion messages were sent between people and businesses on Messenger each month. With that kind of audience, Messenger is a free and easy way to connect directly with your customers and capture leads. Facebook Messenger allows you to customize an automated response to any messages you receive during off-hours or set up an instant response for new messages. If you’ve chosen not to respond to messages manually after-hours, customize your away message with instructions on how customers can contact you another way, like through email, phone, or website form. No matter your process, follow up on those leads The most important part of any customer communication, whether it’s during or outside of normal business hours, is that you follow up on all those leads. Given that 44% of shoppers only visit one dealership before buying a car, a fast, automated lead response process can help you be that one dealership for your next buyer. 
The Sales Funnel & The Shape of Water

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Between a busy career and a larger than average family, I don’t get much time to indulge in a good movie. As it so happens, one of my best friends is a self-confessed cinephile. So when he demanded me seeing Guillermo del Toro’s The Shape of Water when it came out, I thought I had to make the time sacrifice. In a word, the movie was weird. But, do you know what’s even weirder? Our convenient use of the phrase “sales funnel,” and the complete ignorance of the shape water. The chances are that if you’ve read any of my work (thank you!), you know I tend to stray into the neat and organized land of science. If you visit this sacred space very often, you’ve learned that water cannot be compressed under normal circumstances. It’s one of the reasons why it carves canyons over time or can be used as a jet to cut the hardest steel. If you don’t believe me, take a kitchen funnel and put it under your faucet running wide-open, the bottom of the funnel with constricting the water to controlled flow. If the top of the funnel is filling faster than the bottom of the funnel can flow, water will overflow over the top of the funnel. Cue Bill Nye’s outro music.  Now imagine your inbound sales opportunities (leads, chats, calls, and even walk-in traffic) are that water and your sales personnel (sales/BDC/hybrid/janitor/whatever) is the funnel. The only way to increase the pressure is to increase the volume of investment at Tier 1, 2, and 3 levels. Without increasing the throughput of the bottom of the funnel, spending on more opportunities at the top just creates spillage that’s mopped up by the competition. That’s right: the fire hydrant flow of advertising money you’re pumping into increasing traffic can end up in a competitor’s pocket.  That said, this analogy doesn’t fully tell the tale. When we’re introduced to the sales funnel, it’s often courtesy of a CRM vendor, sales trainer, or agency. They present a hypothetical situation that conveniently assumes there is empty space around the sales funnel. From the same void that opportunities pour in, the flow of sales miraculously flows out into infinity. Except it doesn’t.  An accurate way to look at a sales funnel is to take your kitchen funnel and submerge it underwater. The water and hamburger particles surrounding the funnel is not comprised of a magical infinite space, but nearly all of the people outside of your target audience. Those people who have recently purchased a vehicle, aren’t interested in buying a vehicle, cannot afford a vehicle, along with those who aren’t tuned into your advertisements, are all interspersed with actual buyers. Don’t forget the Amish. If the faucet is placed properly, water will still flow through the funnel. It just takes much more pressure to make it do so.   Now, it might feel like the sales funnel parallel should just be washed down the drain. We have opportunities spraying over the top, and the flipping funnel is underwater anyway. Maybe it should. But, there are three different ways we can modify the sales funnel to make it work more efficiently.  Balance the Upper Flow The first, and arguably the easiest way, is to balance the flow at the top of the funnel to minimize overflow. There are a multitude of ways to accomplish the objective, making this a sensible solution. Any combination of trimming back on SEM and retargeting, right-sizing the inventory, moving to zip codes and away from distance radii, reducing third-party lead duplication, optimizing advertising channels, streamlining calls to action, and much more, can all minimize overflow. Equally as important, it’s a far more efficient use of an increasingly scarce profit margin. Which leads to the second solution. Increase the Flow at the Bottom If the flow is to remain strong at the top, the next solution is to increase the flow at the bottom. This is tricky because the bottom of the funnel is largely comprised of people. That’s right. Those guys and gals who have been around for 20 years, or just five minutes. The ones who can’t turn on a computer or stop texting their significant other. The biological entities that get sick and need time to sleep. If you’re relying on a sales funnel, you’re also relying on a bucket brigade of people to make it flow. So how do we address that? Investing in human capital.  Relying on human capital to increase flow requires many things. Before anything, it means having AND  retaining staff that is trainable. I’m sure you guessed that the next element is training. But, it’s not just training, it’s the right training. Training that’s congruent with the needs of the staff and management, as well as that which can also resonate with the markets those people serve. Finally, it means a commitment to ongoing training to follow the ebbs & flows of the market, available inventory, technology, and consumer behavior. When a business can consistently control the bottom of a funnel, it can effectively control the top.  The Semi-Closed Loop (or the Sales French Horn) Controlling the top of the funnel isn’t just about reducing empty opportunities or increasing throughput. The third solution is to quit relying on the funnel altogether. By understanding the sales funnel doesn’t exist in a vacuum, but is submerged under a largely ambivalent audience, creating a semi-closed loop is the most effective way of reducing waste. By capturing the customers leaving the bottom of the funnel, and gradually redirecting them to the top, the need to overspend on acquiring opportunities isn’t as necessary. Moreover, the cost incurred acquiring customers is reduced to a bare minimum.  It’s a semi-closed loop because there’s always ways to increase incremental sales. If we follow the steps above, we can control the flow of highly targeted opportunities to mix into the top of our funnel. We can increase the throughput of those opportunities with dedicated processes or skilled personnel to properly convert those incremental opportunities into retained customers that are nurtured back into the loop. A sales french horn doesn’t have the same ring to it, but it might help you get the picture.  While the sales funnel may be an overly simplified path to purchase, understanding the flow of opportunities is crucial to understanding both sales and marketing efficiency. If too many opportunities are spilling over the sides, and into the competitions funnel, consider cutting the flow. If the personnel responsible for converting the top of the funnel into revenue, maybe it’s time to reinvest some of that wasted spend into increasing the abilities of that staff. In order to make the most of captured opportunities, examine ways to retain and redirect the flow of sold customers into the top of the sales pipeline. The shape of water doesn’t have to be weird. With controlling the flow, and a little bit of plumbing, you can shape it to your advantage. 
7 Ways to Get Your Team On Board When Implementing New Technology

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The digital transformation has had a major impact on customers’ experience online, offering personalization and convenience like never before. It has also transformed the way we do marketing — the way we strategize, implement, and track results. And with transformations come growing pains: Every new tool or process impacts workflows in ways big and small. This is certainly true at your dealership. A new lead-capture tool might require the BDC to read and follow up with leads differently. A new data source likely requires setting up processes for tracking and integration. Change takes time and effort — and is not always welcome. Research shows that changes in companies fail 70% of the time , and it’s not hard to understand why. Aside from the fact that we all get used to our routines, change is often not implemented well. The need for new technology is not explained well enough, training and support are lacking, or changes are introduced too often, causing people to stop taking them seriously. But staying ahead of the curve with digital means change is necessary — and can truly be great for your dealership. That’s why getting your team on board is essential. The good news is it’s also completely doable. Here are some strategies to make implementing new technology at your dealership a success. 1. Clarify company goals One of the most crucial steps to getting buy-in from your team happens long before onboarding: determining what your dealership’s specific goals are. Maybe you need to increase ROI on ad spend. Or perhaps you need to improve your lead-to-appointment ratio. Whatever your dealership’s needs, having clear goals means that you can choose the tools that are the best fit for your dealership — and that makes explaining the change and getting the team on board much easier. 2. Get input in selecting tools Part of clarifying your goals means taking into account not only the larger company goals, but also specific needs of your employees. Get input from your entire team on how its workflow is going, and where there are gaps to fill. Maybe your team needs a solution to make lead follow-up easier or to find ways to streamline data more efficiently — or maybe it’s looking for ways to make communication between departments easier. Understanding the specific needs of your team not only massively lifts buy-in, it also helps you select technology that will actually solve your problems. 3. Communicate early and often When you decide to make a change, communicate to everyone what the change will be, why it’s being made, and how it will affect each department. Set a clear timeline and process for implementation, and let everyone know how they can get support during the transition. If everyone understands the what, how, and why of the change that’s about to happen, buy-in will improve, and so will the actual implementation. 4. Be transparent about goals, successes, and failures It’s crucial to make sure everyone understands what the goals of the new technology are. But the follow-up should be clear as well: Schedule regular check-ins to make sure everyone knows whether these goals are being met. Celebrate successes and be transparent about setbacks, but if it turns out results are not as strong as expected, explain the plan for improvement to maintain your team’s confidence that its efforts were worthwhile. Continue to incorporate team feedback into the dealership’s new process so people become invested in it. 5. Actually train Many of us have had the experience of a new product or process being introduced with grand plans, only for there to be no real training or concrete plan for implementation, so people don’t know how to actually integrate it into their routine. It’s crucial to follow up on the big ideas with clear steps for the transition. One way to do this is to select a few people (such as employees who will be using it the most) to become experts at your new technology, set aside time for them to truly master it, and then have them run workshops for others. This process encourages mastery, buy-in, and camaraderie. Another key is to use all the resources you receive from your vendor: how-to guides, manuals, videos, or even better, in-person training sessions. 6. Set up clear channels for feedback, and then welcome it Your team needs a place to submit its feedback, and it needs to be taken seriously. Set up a process for addressing concerns, bugs, or any other issues. You should always have your finger on the pulse of whether the solution is really working for your team — and if it’s not, you’ll be able to optimize or make a different choice. 7. Encourage continued use and learning Implementing a change can be difficult, so be sure to reinforce it. Offer praise for using the new technology, and highlight team members’ successes that were impacted by it. If someone figures out a way to optimize the technology or some component of it, encourage them to present it to others. Continually show people that this new technology benefits them. Taking all these steps won’t happen overnight, so pick a few to start with, and implement them fully. The point is to make it as easy as possible for your team to optimize new technologies so you don’t have to start the process over in a few months. There’s also an added benefit to using great buy-in methods: It fosters a dealership culture of innovation and creativity. Adaptability is a key component to business success, and when your dealership team is empowered to voice feedback and implement the tools for change, staying ahead of the curve becomes second nature.  As content marketing manager at AutoLeadStar , Devorah Wolf works to extract actionable tips from the latest in AI, marketing technology, and customer experience. Devorah is always open to industry interviews and reports, so please reach out to collaborate: devorah@autoleadstar.com .