Category: Marketing

The Experts Are Wrong (Part 1 of 2)

Owning and running your dealership puts a lot on your plate. At any given time, you are thinking about inventory, staff, expenses, and of course, advertising. It’s difficult being an expert at everything, so it would be nice to rely on the knowledge of professionals out there, particularly when planning and executing your advertising. But be careful! Some of those experts are pushing you into cookie-cutter solutions that they think will work no matter what you sell—from insurance through televisions and shoes. They don’t understand that buying a car is fundamentally different than those other products, and their oversimplified...

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Don’t Blend In—Make Sure Your Customers Can Spot You

I never understood the Where’s Waldo? books growing up. It might have been fun to pick out Waldo in his blended environment, but really, who wants to blend in? Isn’t it better to stand out? I thought that then, and when I consider business now, standing out is a must. When you are looking to sell anything (particularly cars), you need to do everything you can to reach your customers in a crowded marketplace. The hard truth is that customers do most of their shopping and decision-making before they set foot in a dealership. So your mission should be...

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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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