Category: Marketing

The Buzz From NADA100

Last weekend more than 23,000 auto executives and solutions providers gathered in New Orleans, Louisiana for the 2017 NADA Conference and Expo, bringing dealers and vendors from across the country together and kicking off the celebrations for the trade association’s 100th anniversary. With more than 68 workshops and the non-stop party of Bourbon Street, the event didn’t disappoint. Once again NADA put on an amazing show, with keynotes from industry bigwigs Jeff Carlson, Mark Fields, Mark Scarpelli, and Keith Crain, as well as special guests, comedian Jim Gaffigan and world-class adaptive snowboarder Amy Purdy. “It was a blast!” Chris...

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The Balance Between Value And Price

Last month in an interview with The Associated Press, Ford CEO Mark Fields said, “It always has to start with the customer. The customer demands a certain level of price and value.” And Fields is right. We must meet (and occasionally exceed) customers’ expectations in terms of values and price. But wait, are we changing our tune? Are we finally telling you that you must compete on price in order to remain competitive and attract new customers? ABSOLUTELY NOT! In fact, we believe that Fields’ statement is a resounding endorsement that you can and should balance the price you...

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Forecast Calls for Twice As Many Leads

As the year comes winding to a close, let’s talk sales. You track how many cars you sell, right? Everybody tracks their sales—both on an individual level and for your dealership as a whole. But that’s only part of the picture. Hopefully you also track how many leads you generate as well. Dividing your cars sold by your number of leads gives you an idea of how many leads you currently need to sell a car. Even through the number of leads and cars vary from month to month, you will often find a consistent percentage for conversion of...

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What Christmas Shopping Can Teach You About Selling Cars

Tis’ the season…And like many of you have probably been doing, I was recently trying to wrap up my Christmas shopping. That’s when it happened. I hit a huge roadblock. You see, I thought getting my nephew’s gift was going to be my easiest purchase. He only had one thing on his list—the newest video game system from Nintendo, the NES Classic. Shoulda been a cinch! But when I went to pick one up, I learned it wasn’t going to be as easy as I thought. You see, it would have been easy, if I had camped out the...

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Take a Walk in Your Customers’ Shoes

The other day, I was looking to get a new pair of sneakers. I visited a popular athletic brand’s website and started playing with their “create a customized shoe” application. I was able to customize everything about the shoe—I chose a custom color, picked unique laces, and added personalized text. There were so many options, and it was a fun experience, but I didn’t buy the shoes. Instead, I went down to my local store and bought a pair of shoes off the rack. No customizations. No add-ons. Just shoes. Why didn’t I order exactly what I wanted straight...

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