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Branding, Communication and Process For Dummies (AKA All Of Us) In Time For NADA

If education, reinforcement, results and transparency are the benchmarks of success why are we all not more successful than we are right now? More often than not, in our beloved industry, what has been around for a long time is considered as accepted or the norm and what is new is rejected with rare exception. At the end of the day we're branders and communicators entirely and inextricably linked to the success or failure of process. Well, we need a wake up call.

Recently there has been a barrage of articles on everything from social media must do's for car dealers to self-indulgent bantering among dealership consultants, from incessantly republishing authoritative sources to fill pages and drive traffic to kicking dead horses and old ghosts. And who are we kidding? The whole industry has to wake up to new ways of doing business, engaging consumers that control content, delivering more value than flash to dealerships, learning more than preaching and finally…wait for it…stop talking about what you don't understand.

So what's the difference between ignoring technology because management says "you can sell without it", the Barracuda firewall encasing your dealership is controlled by a corporate yes man who thinks that every 10 minutes on Facebook is one unit lost and your so-called vendors swear they're "all over it" and getting passed by like a 911 GT3 in 6th gear? Not much unless you truly desire to be in business and profitable over the next 24 months.

Every piece of real data out there shows the same thing: brand, communication and process control your path. Not advertising. Not high-pressure salesmanship. Not displacing your cranium under the warm sand. Brand is shared. Communication is shared. Process doesn't need to be shared but without it you won't remember where the brand and communication go (even if you've got really good hair, a tan and bling to win over GMs and dealer principals with).

So, when's the last time you went through your website (and saw keyword stuffing and out-of-date optimization)? Checked out your templates (and saw that they didn't have links in your signature block)? Really customized your 'newsletter' (that is the same as everyone else's)? Checked, double-checked and then triple-checked your third-party lead sources (unless you have no issue with them showing 80 leads and 315 phone calls when you're positive that the real number is half that)? Do you truly know what your site analytics show? How are those inbound links working for you? And your press releases? When was the last blog post you did?

Today I overheard a salesperson getting educated at a dealership. Rather than say trained, we'll go with that. He was asked not to say "welcome to (name of dealership), my name is (his name), how can I help you?". It was explained that by putting the showroom guest in the position of being 'helped' that they will feel put off or less empowered and it was better to offer assistance by saying "how can I assist you?".

Let's not kid ourselves any more. Many in automotive retail need HELP and those that ask will get it from the best sources the industry has to offer, as long as they're willing to go with the new. As you check out all that has to be offered in Orlando this weekend, where is your help going to come from?

Best Practices: Professional Insight, Powerful Results

February 10, 2010 by Gary May 0
The Square Peg, The Round Hole and Public Opinion. How Can The Dealer Win?

The factory, the product, the media coverage, the recalls, the blitz of lacking and half-cooked information. When does the dealer get the coverage? When they're closing, exposed as corrupt or so-called environmentalists torch their lots. Welcome to the square peg and the round hole in the automotive industry, if not the perfect storm.

And who's to blame for the lopsided ego-train? Yes, the factory is guilty: plain as day. More than not, they treat the dealer like a flea on the 800-pound gorilla. But so is the dealer base. For the last couple decades, the dealers have waited for the new models, created mediocre-at-best, self-indulgent print and radio ads, greeted fearful (or at least resentful) customers in less-than-desirable locations and then wondered why they have the (earned) reputations they do.

With exception to the leaders in the industry, dealers have not done much to truly brand and distinguish themselves. Don't get 'yer panties in a wad yet: We're not saying that you don't impact your communities, gainfully employ many or that you don't feed tax revenue into your city's coffers. What we are saying is that the dealer brands have not matched, let alone eclipsed, the nameplate and that is sad. Today would be one of those days if you happen to sell one of two import brands…and we all know that the domestics have had their days as well.

There has not been a better time ever to build a sustainable brand aside from what the factory does. And wouldn't you want to do something different?!?!?! Have you paid attention to most car ads? Have you seen the POPs that are created for showrooms? You're better off putting one of those 40-foot high lizards or cylindrical men with billowing arms on your roof! Actually, please don't do that, 1986 called and they want their marketing back.

How does the dealer win today?  Start competing with the factory by becoming your own media. On the web it's more achievable for less money than you'd ever imagine, if you do it right. You might even start working with your customers and actually source, communicate and retain them successfully. There are some OEMs that actually want to take over your CRM and relationships but it's not because they can do it any better than the dealer can. Truth is it's not happening correctly at retail. This evening I was talking to a successful local dealer group that has one of their import stores source nearly every walk-up the same way in their CRM: simply click the first drop down choice. CRAP!

The foundation for winning is simple, it's just not easy: unbreakable processes, management from the top down, complete comprehension of systems and support and a die-hard commitment to the customer. If we don't do that, it's all for naught.

These are still very trying times in automotive (special mention to the banks!). Maybe we can all start by simply trying to keep ourselves from making it any harder. Start internally. Then make sure your 'home' is in great shape. Then concentrate on the customers. Then, alas, take care of the factory.

Best Practices: Professional Insight, Powerful Results

February 2, 2010 by Gary May 0
Dealeritis or Vendoritis? Has The Game Changed At All?

There seems to be a perpetual struggle in the dealer world between the client needing services, needing to change/improve, needing to stay in front of the competition and the vendors needing new places to hock their wares, prove their value, bang the 'we're the leader' drum and pay back their investors. They're both right while not typically paying attention to each other.

In the course of recommending vendors, after assessing the needs of the client, it is sometimes difficult to pinpoint what services will be beneficial. This is more the case today with some providers offering truly integrated, real-time solutions. There are times when, over the course of an engagement, fitting vendors are brought in to do their jobs, but in hindsight it's realized that one larger provider could have done the work. And likely at a lower price while providing a more streamlined experience.

It is always appropriate to push for the larger picture and achieve more but automotive retail has been hit hard over the years with less-than-promised services at outrageous prices and lackluster support. This has been painfully evident with DMS and CRM systems. Many dealers are numb to the pitch today. But have they turned a deaf ear and a blind eye when now is the right time to hear them out again?

Many consultants have the benefit of working with leading-edge and/or forward thinking dealerships and it is a pleasure. In providing best practice recommendations (i.e. the suggestions are honest and the vendor doesn't pay anyone a finder's or recurring fee) it is always necessary to keep goals in mind while ensuring the possibility of exceeding them. Too often the client feels it's the vendors job to 'perform' and the vendor feels it's the client's job to do so as well.

Getting over this 'dealeritis' and 'vendoritis' type of game is essential. and many think it's not happening fast enough. One event started changing things last year and we need more change.

What suggestions do you have to get vendors and dealers together in not-simply-for-large-profits-for-the-promoter forums around the country? Can it be sponsored so the cost is free-to-low for everyone and vendors pitch or should it be a pay-your-way-and-bring-a-sack-lunch event? This is the year of the automotive community: pitch in so you'll win!

Best Practices: Professional Insight, Powerful Results

January 15, 2010 by Gary May 0
Why 2010 Is The Year For The Dealer In The Automotive Communities

You've seen them. You've registered. You've looked a couple times. You've even mentioned them at some of the events you attend to be in the 'know' . But the most you've been involved with what is likely the greatest area of information and opportunity for quicker growth ends with exactly that: not much. Post a comment on a forum? Nonsense. Ask a tough question of your peers? Waster of time. But your processes, results and even poorly rated vendors don't change and the answers are staring at you, through that nice flat screen you convinced your general manager you had to have.

So what will it take to propel dealership involvement in the communities? If we don't change retail, as great as the products have gotten, the fact that new cars are now launched on the web or mobile devices exclusively rather than traditional advertising (about stinking time), the fact that you read reviews of hotels and restaurants on review/forum sites and a list of other valid reasons, the dealer voice online is about as frequent as (fill in your least favorite 80's or 90's pop star here, mine's Cher) appearing on the Billboard Chart's number one spot today.

We can all agree, or let's just say we can, that a lot has had to change in automotive retail. And some are doing it with rewarding results. Even with 'better' results, it's not enough to drop your marketing expense by $50,000 a month compared to a couple years from now, redesign your website and expect cars to fly off the showroom floor. We must share and help each other.

Considering how many have chopped expenses including travel and 20 groups, stopped attending most events and don't even see their reps as much as before, how can you not leverage the online automotive industry communities? That is a rhetorical question considering how many dealers still step over a dollar to pick up a penny.

And let's have real involvement rather the same old list of suspects. A changing of the guard is totally needed, appropriate and refreshing. Does your favorite publication use the same contributors every month? (yawn) Boring! It's no different online.

Dealers, here is the challenge: write down your two or three biggest challenges. Everyone posts them starting tomorrow, for the next 50 weeks. Stupid questions? No such thing! Someone already asked the same or close question? See who else can answer it. What are you afraid of? This is your opportunity to learn while everyone else does. No two people will execute exactly the same so make sure you've got your spin on it.

As an example, after last October's DrivingSales Executive Summit, the comments were consistent not only about the value of the event but the content was more in line with what dealers needed. It was dynamic. The speakers were fresh. The subjects impacted attendees. Then, crickets on the website.

Folks, this is THE year for the automotive online community. Our future success depends on what we do today and for the next 354 days. We have one of the best industries out there, we should treat it as such.

Best Practices: Profession Insight, Powerful Results

January 10, 2010 by Gary May 0
This Is What Happens When You Do It Right

It's not every day that you come across as example of what you're preaching, especially when it's in the automotive world. To be brutally honest, it almost never happens around social media, blogging, websites and the like. And then, just like in the movies, a kid gives you hope. This is not a typical post at all for us but this much-needed fresh air deserves credit.

A jaunt down dealership social media lane today will reveal about 85% plus of franchises screaming "buy here" and all sorts of offers, incentives, links to inventory and other huge no-no's. Finding stores that are actually talking with the public is so rare you'd think that, even considering the poor reputation car dealerships have, all hope of being real humans was gone.

Enter Scott Mitchell and his online brand: www.IAmAudi.com, or @I_Am_Audi on Twitter. After following his social media moniker for a while, I ventured to his site/blog and was even more impressed. Not being a client (nor his Audi store in Oregon) and never having met, his content comes across purely and without a drop of pretentiousness. This is interesting considering the Audi history, massive brand awareness of late and knowing how aggressive they're being in (old school) offline marketing and (new school) online marketing, Scott's property could have screamed "Audi Is King'.

Rather you get taken along on a ride (drive) through Audi's past, present and future. The articles are engaging and have purpose. With a fair balance of statistics, news, photos and '4 ring' passion, there's not a list of current incentives or begging you to come in to the store.

Have a question about Audi? Find this site or his Twitterperson and you feel like you're going to get an answer without having to sit around a showroom for 20 minutes, let alone have a salesperson hounding you for the 'best deal of the year'.

And outside of the link to and map location of the dealership employing him (kudos to that general manager!) there's not an ad, money generating link or anything else that hints at outside-interest-ladened affect. Folks this might be the wholly grail. Look, listen and learn because there's a new resource around.

Great job Scott, welcome to the 'gets it' club…oh, are you on Facebook?

Best Practices: Professional Insight, Powerful Results

January 5, 2010 by Gary May 0
Resolutions? Who Needs Resolutions? We’ve Got WORK To Do!

It's no coincidence that by using the term 'resolutions' as
temporary markers, we're able to miss our goals and targets. In an industry
that's usually more comfortable with what worked 10 years ago, why waste time
with "I wish"? Fact is, by resolving to do something it means that
you're going to do it.

If you're lacking resolve, find someone that can help you with it. This is not
a plea for you to run out and get a shrink, not at all. Rather being resolute
about how you manage your business, as a GM or a sales person or a porter, is entirely up
to how well you plan your work. And when you think about the work involved with
your entire online presence, business and infrastructure, it's not about being
the 'do it all person'. That method will lead to disaster.

2010 will be a dividing and defining year, but not by the forces
of government intervention, the factory guillotine, lack of the 'perfect' new model or even that location you've been eyeing for years. It will be a year of the haves and have nots: either your 3 P's (plan, people and partners) will provide you with the better option or not. Here is the best starting point that we can recommend rather than spitting out another list of vendors, processes or simple recommendations that can be easily duplicated next door:

1. Where are you? Why are you there? Think about this in terms of where your greatest opportunities are for growth. Some things are completely transparent, like Google rank results, conversion rates and revenue per PO (just as examples) and some are not, like sourcing, third-party expenses and advertising in untracked media.

2. Who's with you and who's not? If you've not weeded out your staff in a while, you're lying to yourself. There is some huge talent out there that can not only move the needle forward, they can likely add some sorely needed spark and sizzle to the rest of the people that claim to love coming to work. 'Stick In The Mud' and 'On The Bubble' are not a fun games to play for two years in a row…

3. What changed that you ignored or missed? Usually a massive change in results comes from more than the other franchise having a stellar month while you tanked. If something big shifted, start with asking your customers, your prospects and those that opted to go somewhere else. The insight will do more for you that pulling the wool over your eyes. This is not a 'social media play', this is a 'get yourself dirty play'.

4. Do you have buy in? Another thing to consider is who's behind you. If it's not a majority or all of your staff voting on how things get done, it's time to be open. Not humor, Not simply listen. It's do or die time and if people don't think you care about them , they won't care about you. (hey, customers think the same way. wow!) The 1976 way of handling sales and staff meetings should be 86'd.

We could go with 'finely tuned engine' or something cheesy like 'firing on all cylinders' but you have to do the things that will really impact your business. Aside from that you MUST fire vendors that don't do their job and stop excusing poor performance.

Today a dealer talked about taking the bold step of letting a vendor go that was so far from doing their job. At a rediculously low price. For something the store didn't really think about. Tomorrow, they're going to take it in-house, spend more money, get the job done right and will likely see the results from their efforts…two to three months from now. What are you doing that, if you'd take five minnutes to think about it, doesn't make sense.

If you can't find anything that's broken, here's another recommendation: Walk into a non-automotive business and whatever you notice that absolutely bothers the $#&^ out of you, ask your employees to stop doing it and take suggestions from them to improve. Why? Because there's a 95% chance that your business is doing the same thing.

2010 is full of promise. There will be those dealerships that hit the ball out of the park. There will be those that barely get on base consistently. There will be those that can't even get the batting helmet on. There will be those that aren't even in the game.

Your chance is to own the whole frickin game…

Best Practices: Professional Insight, Powerful Results

December 31, 2009 by Gary May 0
So Much Good Stuff…Does It Make You Want To Ignore It All?

It's no secret that over the past few months things have really been taking off in the online automotive space for dealers and a lot of attention is being paid to the more leading edge, innovative companies (and some not-so-leading-edge ones).  It really seems that retail is starting to embrace, at a minimum, the 'change' in mindset.  At the same time it's not too hard to see that it may be overload.

When you consider the amount of good information, new technology, availability of tools (especially those that are free or inexpensive), vast selection of downloads/blogs/webinars and more, it really seems like a heyday for flipping the switch and going forward like a gleaming new Boeing 787,  But just like the impressive 'Dreamliner", you can't get off the ground if your resources aren't trained for the flight.

We still seem to be hamstrung by our best resource: staff, desire, goal-setting, application, training and simple commitment.  In a recent meeting, a general manager was talking about how he'd like to offload the lead handling to a staff member.  Yes…a GM wanted to have someone else take up the task of correctly touching, responding to and managing the leads.  Huh?!?!?!?!?

All of this made me flash back to the AM/PM radio spots with their campaign "Too Much Good Stuff".  We can SEO/PPC/CRM/DMS/PMA/CPO/RO/MICKEYMOUSE a dealer to death.  By the same token, you've got to be able to execute on all of those lovely acronyms.  Start with the leads.

Don't have the right person(s)?  You had better look at all of your sales staff.  Don't apply any excuses to any one of them.  Can't type an effective email?  Chances are you can't communicate very effectively on the floor.  Sorry, you must not ignore one and not the other.  They go hand-in-hand.  Can't turn on a monitor or CPU?  Just imagine that all of the 'old dogs' on your sales floor had to learn something about navigation/Bluetooth/OnStar/Sync/back up assist/iDrive and more on new cars over the past few years.  And chances are your 40-50 plus year-old techs in the back have had to learn something (actually a heck of a lot) that's new under the hood.  Again, stop excusing lack and ignoring ignorance.

Don't have someone that can lead efforts on your website, integration, social media, templates, vendor management and more?  You need one.  Don't hire a salesperson to do it…and don't hire an IT person either.  Hire someone with a balance of skills covering all the aspects: communication, technology, customer service and ensure that it's someone that can conjugate what they'll do for you, not what they did for someone else.

Understand, staff, educate, execute and then lead with some consistent effort and passion.  Every dealer that wants to thrive, let alone survive, must be able to assess and improve on ALL aspects of their presence, brand and sales, especially online.  To get better results you've got to think and do things differently.  And that doesn't mean thinking differently by keeping the person on that has been selling 3-6 cars a month for months just to have them post in social media networks (by the way, that's a mistake!).

Here's a challenge: Make your business plans by December 31, target your staff and online needs, plot your strategy, write everything down, stick to it all year long and (here's the hard part) do everything that you're in control of and ignore the rest.

The difference this coming year between you making online work for you and not making it work can be devastating.  Make "Too Much Good Stuff" work for you and then take it all…

Best Practices: Professional Insight, Powerful Results

December 19, 2009 by Gary May 1
It Doesn’t Matter How Much, You Can’t Afford Not Going All Out On The Web

With the end of the year quickly approaching and a focus on getting as many cars sold as possible, it''s also the only time you have to make sure your plan is right for your web presence in 2010.  We're talking about a plan.  If you don't have one, it's time do something that will really move the needle for you.

It's a bit of Branding 101, Internet 102, Process 201 (we'll say that since you've likely hired a more traditional "get them excited to do more of the same thing after the excitement of yelling at them wears off in 3 days" trainer although not in a while) and a number of other 'class' sounding names.  The long and short of it everything you're successful at will depend on your virtual existence.

So, when you decide to spend $X,XXX to $XX,XXX per month online, and stick with it for the long haul, start with:

WEBSITE: A thorough review of your websites via a true outside SEO review (we use @Grader at http://websitegrader.com), SEO keyword report from a third party (we use AutoFusion at http://www.autofusion.com) and a true review of best practices will have to open to change considering what most website companies offer.  If you're website is 6 years old, has 100-400 indexed pages, less than 100 inbound links and a page rank under 4, it's time to say hello to a more competent provider.

We're not going to list website vendors here this time.  Just start by knowing what you are paying for and (likely) not getting.  The most important part is how dynamic your site(s) and content are.  Yes, SEO is here to stay along with usability and design.

CRM/EMAIL MARKETING: While there has been a lot of focus on social media, email is still an effective tool for engagement.  That is as long as you make it relevant and compelling.  How do you do that?  Start really looking at who is in your database, not just deeming them as customers!  Without getting into the details here, start thinking about your message and what you would want act on instead of not thinking and leaving companies that know nothing about your business communicate for you.  Do yourself a huge favor and read what you're sending out before you simply spend money on someone to spread *&$! out there faster and more efficiently.

When you've got that done, we think that these represent some best-practice partners: VIN Solutions (http://www.vinsolutions.com), Dealer Socket (http://www.dealersocket.com)  and DealerUps (http://www.dealerups.com), which has been going though retooling since acquisition can really help you do your job more effectively with way less effort.

Using an email marketing company is important if you want to have more transparency and control (including scrubbing, deduping, targeting and more), remember to focus on content. Emma (http://www.myemma.com), Ratepoint (http://www.ratepoint.com) and Constant Contact (http://www.constantcontact.com) are leaders in their field in addition to the more auto-industry pervasive IMN (http://www.imakenews.com) in addition to surveys made easy by Survey Monkey (http://www.surveymonkey.com).  the investments made in the services is minimal compared to the results.  Again, your content must be timely, compelling and relevant or your just advertising and most people say 'no thanks' to that.

REPUTATION MANAGEMENT: What are other people reading before they ever talk to or visit you?  It's how a majority of people are deciding on where they spend their hard-earned money!  Will you spend $150 a night at a hotel with a 2-star ranking from guests?  Why spend $30,000 on a dealer that does?  Start by checking Yelp, DealerRater, Google and more.  Then set up Google, Twitter and other alerts to monitor your business' name for free is a great start.  Then there are services for a fee (in and out of the industry providers) from eXteres Auto (http://www.exteresauto.com) to Radian6 (http://www.radiansix.com) that know and understand online reputation and how to stay up on what's being said about you AND your competition.

SOCIAL MEDIA: It's all the buzz.  And for most dealers, It's another avenue to scream "BUY HERE". Start with trying to understand that it starts with social.  Think about how you're social.  If you're selling all the time, you're likely not effective.  And neither is selling all the time on networks.  Be different, unique, compelling (there it is again!) and someone that people want to talk with rather than ignore.  Here's a hint: if you get between 30 and 70% open rate on your emails but no clicks and/or your website visits crash two days later, and you're going to send the same kind of messages out via social media. there's one word for you: don't.

These are merely starting points and things to consider in your online branding.  One thing to keep in mind as well: when you do promote and advertise, make sure that your message is contiguous.  If you're a Toyota store and taking part in the Tent Event, everything you put on the web should be intertwined and you should have your store benefits and unique aspects promoted in addition to proper promotion.

If the above is already a stretch for your current resources and knowledge, get help.  There are dozens of consultants out there.  Don't hire an advertising agency to do this.  Don't take the word of your current providers.  Find out for yourself, ignore reps and figure out what you want from your money.

Get going, your competition already is or will be next.  And don't pay the Internet any more lip service about what you're going to do, start and do it so you can have the Internet paying you.

Best Practices: Professional Insight, Powerful Results

November 29, 2009 by Gary May 0
On Your Mark, Get Set, Think, Plan, Then Go! And Then Review.

You hear it all the time: "this isn't rocket science", "a monkey can do this" and "you're kidding me, that's easier than chewing gum".  Yet process seems to be as rare as a walk-up customer these days when it comes to the Internet side of the business. Not necessarily the sales process, although there are still many that struggle with that, but the part that deals with planning, accountability, results and reviewing.

Based on the non-scientific data at the recent round of automotive industry events, many are surprised that the majority of leads from dealer (and OEM) websites still are not responded to well, timely, with engagement or even at all.  Most people from the consulting and coaching side of the business are not surprised.  While there is definitely more attention and dollars flowing toward the online part of retail, more opportunities are slipping away as software and solutions are expected to run the business.

CRMs, as great as some are today, websites, as well as they take visitors 'through the process',even social media, as poorly as most dealerships handle it, are not stand-alone solutions that take your store from zero to hero.  Your customers won't rank your vendors, they'll rank you.

Planning, visualization, tracking and accountability (yes, to someone else that can call 'bullshit') are all tools of the sales trade.  Not printing your queue every day or starting off with a priority list when you first sit down?  You will not experience success at the level you should.  Fact is your database, no matter how clean, can't sell cars.  It may be a goldmine, but it's covered up until you have a work plan that actually takes prospects and changes them into completely satisfied clients.

While it may seem that the top producrs always have things 'go their way', it's due to working smart, prioritization (that doesn't mean you chose which customers to respond to effectively), visualizing positive results ahead of time (not just saying 'yup, this one's mine and they're taking chromes! and window etching') and being consistent in what you do.

The 'best' location, dynamic website with strong SEO, a bulletproof CRM, well-written templates, intriguing videos and a mission statement that is generations-old with a mediocre staff to back it up will be out-gunned by a competitor with less-than-perfect technology but an eager, process-oriented, customer-connecting, motivated and excited group of individuals working as a team.

Not to take anything away from some great companies in our business, including many that IM@CS recommends, but we must remember that we're in the people business and the badge on the sheet metal is not more important than the person buying it, nor is the voucher more more important than the techniques to achieve it.  Think about that the next time you skip asking the next guest how you can improve their experience , what would excceed their expectations or simply how they see things happening to earn their recommendation.  Yes, asking and truly listening are on the path to perfection!

Ready, shoot, aim does work…as long as you understand how to improve every time and have had the chance to review where you are at and why.  Go get 'em tiger!

Best Practices: Professional Insight, Powerful Results

November 12, 2009 by Gary May 0
Customer Relationship Management: It’s The Message, Not Software That Sells

Three vendors, multiple pitches, agonizing internal conversations, budget decisions, integration, contract, training and the big fat check (every month). Now: simply turn it on and have it send messages for you and you win! Right? Wrong!

How in the world are we continually convinced that a solution 'in the box' is the right one for our multi-million dollar businesses?  Are most dealers now buying software and technology the same way that we've bought DMS for the past 20 years?  We have Dell build our own laptops down the finest detail, change the covers on our cell phones so they're more 'us', put 20's on our otherwise stock cars, and wear clothes that says 'me'. But we send out messages to everyone that's the same and expect them to respond, let alone come in, buy and refer? What a joke!

Here's a clue: if it takes more work and you don't see the results immediately, you're probably heading in the right direction. Why would you send a message (email, text, direct mail, etc) to someone that has a F-150 XLT from your store an offer for a $29 oil change that has small print disclaiming the offer is for 4-cylinder cars? How about sending someone that just leased a new Lexus IS250 from your dealership three months ago an offer that's $40 less per month or that has $1,000 less drive off for the same payment?

If you want to use CRM, treat it like a CRM tool by segmenting your customers in your database, updating regularly, creating different campaigns (start with something difficult, let's say like whether they're male or female) and start with unique messages and offers. It might even work!

Do you use your CRM, an eNewsletter and a company that markets specifically for declined service follow ups (if not more vendors)? Since you've created your own mess, at least hold each vendor responsible to running consistent (non-concurrent) uniquely-branded content that offers readers something that they won't likely want to ignore. What's meant by ignore? If you statistics show supposedly great open and click rates and you don't see a relative increase in traffic, people are likely ignoring your messages.

Have you started using social media as a CRM avenue? Think about it this way: do you believe that you have more customers opening your newsletter (with the same content as everyone else in your PMA) or using Facebook regularly? Don't answer out loud, but why don't you put your current, and archived, newsletters with a link on your Facebook Fan Page and every time you update, all of your followers get it in their feed and emai?

Instead of spending $10,000 a month on direct mail with a 2-6% open rate, send them via Twitter, Facebook and Plaxo for practically $0 and schedule the offers to be sent on specific dates, specific hours and with exact details. Considering that likely under 5% of direct mail is actually integrated into all marketing, your social media CRM efforts will pay huge dividends with less effort. Remember not to forget the most important part, the message.

If you believe that Customer Relationship Management is still about advertising, be prepared to have your (rear end) handed to you by more dynamic, engaged dealerships that have embraced the digital CRM revolution in addition to their CRM software. If the emails you send out to leads don't even have a link to your favorite reputation management site, links to your social media profiles and at least a 'why to buy' item like an intro video or photos of the car they will likely buy, you need to stop and really think over your CRM plan.

Treat Customer Relationship Management as its name implies rather than the 'other' CRM: customer-regardless mumble-jumble. Oh, and one more point: never stop asking questions. It's what you do when you stop talking and start listening.

Best Practices: Professional Insight, Powerful Results

November 1, 2009 by Gary May 1