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Posts with process tag.
The More Things Stay The Same, The More They Stay The Same

We're considering making a big alarm clock. No, a BIG %^&*#$@ alarm clock. That way instead of waking up 10-100 dealers at a time, we can wake up 10,000. And folks, we all should know how big that clock has to be. 14 years of the automotive Internet, over 6 years for most OEM website programs and CRMs, over 3 years of SEO chatter, social media, landing pages, microsites, email marketing and nearly 2 years of mobile, geo-location, widgets and integration. What do we have to show for it? The alarm clock is not big enough.

Two percent leadership and a bunch of blank stares. The season of automotive industry digital marketing events is upon us. It's time to move the needle. Even before massive fees, niclkle-and-diming- new widget this and new fandagled that. And it's not "back to basics" or "blocking and tackling". If you want to stick to blocking, the customers are going to be walking. The alarm clock is not big enough.

Many folks talk about how the people that have been moving the industry's training and messaging programs are right there in the comfort zone, what they like, the heart of the 20 Group, the flame to the cigar so-to-speak. Many dealers around the country are still FourSquaring and we're not talking about the social media game. Many dealers don't have photos up on inventory for a week or two (or longer) after receiving the units. Many dealers don't know the first thing about where, what, how and why there are reviews on the web (or, in some cases, all over it) about the poor experiences at their dealership. The alarm clock is not big enough.

We're talking about dealers having to buy leads since their own inventory doesn't display correctly, generating their own leads. We're talking about the leads that are received not being handled right nearly 70% of the time. We're talking about dealers struggling with finding the right people to handle the leads right, yet hiring the wrong people in the first place. The alarm clock is not big enough.

Consider the volume of content that is available to every dealership with an Internet connection*. Consider the wealth of knowledge that exists at the other end of the phone at nearly any time. Consider the amount of information available in one day with the right person. Consider how much consumers, us, are changing the rules. The alarm clock is not big enough.

*Blocking computers from accessing most of the web? Does the industry emply adults? The alarm clock is not anywhere close to big enough for people with that much control. My fricking gosh, lighten up.

Think about how much less the franchise matters today and how much more the dealer brand matters. Think about how your HTML website* won't load on a cell phone nicely but your United, Delta and American boarding passes do. Think about how much more you want your customers to spend at your store but they don't even open your emails (because hopefully you're actually looking at that). The alarm clock is not big enough.

*And the fact that your website company is using Flash-laden pages, can't deploy a PHP-coded application and won't be able to resize and deploy a widget or give real analytics? No alarm clock can wake that up.

Really, the more things stay the same, the more they stay the same. It's not that we believe there are people intentionally not doing what they should to move the industry forward or that they can't do it. No. It's that whatever has been done has honestly moved the ball forward about a yard but it's 4th down and 28 yards to go. This round of events in Las Vegas needs to get as much fire about them as profits because of them.

Not the same data. Not the same repackaged presentation. Not even the same presenter. Not the same expectation. Not the same end game. Not the same focus. Not the same anything. We all know dealers that are afraid today. Isn't fear supposed to promote change?

Here's a challenge: Every speaker. Every presenter. Every vendor. Follow up your sessions with a call or onlne meeting within two weeks of the event for everyone that wants it. And promote it. For Free. Answer every question. Refer other companies if you don't offer something that's being asked for. Give something away at your session. Really give it away. No strings attached.

Maybe it's a start. Maybe it's about time. Maybe it's about the dealer. Maybe it's about selling and servicing cars. What do you think?

Best Practices: Professional Insight, Powerful Results

October 6, 2010 by Gary May 0
Getting Ready For Digital Dealer And DrivingSales Executive Summit? Here’s Some Tips

Tickets? Check. Hotel? Check. Registration? Check. FlipCam? Check. SmartPhone? Check. A plan to make what you take back with you work? Ummmm. Not checked!

Digital Dealer 9, DrivingSales Excecutive Summit and JD Power Internet Roundtable are right around the corner. Have you mapped out your sessions? Have you made a commitment to have executable items upon your return? Some alerady have planned for success.

So, here some ideas to get ready before you head to Las Vegas in a couple weeks. It might make the investment worth it!


 

October 1, 2010 by Gary May 0
Death By Response: You Lost Me At Hello!

Let's take a moment to ignore the store front, avoid the showroom,
shed technology and just get back to being human. Do you know how to
talk and carry a conversation? Well, if you judge that by much of the
email and phone communication going on at automotive retail, you'd be
left with more questions than answers.

Face it, we have a lot
of room to grow when it comes to 'inviting' the public to car
dealerships. Oh sure, they'll continue to come when they have to buy.
They will find somewhere and someone to buy from. But the fact that most
of you had an easier time asking your first date out, shows we still
have issues when it comes to how to engage a person that wants to
buy!

Many people shrug off their verbal and written skills
when they can deliver a fair amount of cars each month. When lean times
come, they'll blame everything but the water cooler (maybe some will
actually blame the Sparkletts man) rather than look at their own
communication.

So here's a 4-step recovery program that should
help you (who needs 12 steps anyway?):

1. Know what you
want to say before you touch the phone or start typing

At least
with an email you can proof it before sending but most salespeople
aren't in the habit of doing that. The biggest hint that a salesperson
isn't ready for the call? Uh, um, er, ah, eh, well, gee, ayyyyyyye (the
long 'I' as they reach for something to say) and other stalling tactics
tell the customer on the other end of the phone clearly that there might
be a more professional person in the building.

2. It's about the
customer, silly

I did this. I did that. I'll talk with my
manager, I usually tell people that ask me that. I, I, I, I, I. Stop it!
It's about them, always has been, always will be. Go to a nice
restaurant for dinner, the waiter or waitress doesn't say "I have some
specials tonight"…do they?!?!?! No!! What you'll usually hear is
something like "would you like to hear what your choices are for
specials tonight?" or "Would you like to start with a drink or
appetizer?". Go to fast food and they say "can I take your order?". Are
you selling a hamburger value meal or a choice steak? (or Gorgonzola
salad for our vegetarian readers!). Change your focus to the customer
and you'll be amazed at how different your interaction goes.

3.
Questions are like water. Go without and you die.

You've get
them qualified. You walk them. You drive them. You sit them down. You
pencil them. You close them. If you stop asking questions, you likely
lose somewhere along the process. When the questions end, the
conversation ends. Sure, they can pick it up again. Our job? Keep them
talking. About the car, themselves, their family, their likes, anything.
Stop asking, you're on your own because you've lost control. Questions
(as well as answering theirs) are the lifeline of communication along
with emotion and everything else the expensive consultants and sales
coaches tell you is important (that you already knew).

4.
Validation and excitement. Oh, and courtesy!

Who can be excited
about calling you back if your message sounds like it was made in a
monotone machine? Ten messages down and ready for call 11? Get pumped up
again! Nobody wants to call a boring sales person back about what is
exciting for then. And how about validation? Can you relate to your
customers, even the ones with challenged credit? Don't kid yourself
because people can see through fake. And remember, especially in today's
social age (sorry, had to go there for a moment), their experience with
the 'less than exciting, not quite interested in me buying a car from
him/her' now translates to dozens, if not hundreds or thousands, more
people who may not shop at your store now.

And with regard to
courtesy, if you're not asking if the person you are calling is
available for you in a way that doesn't completely let them off the hook
from talking with you (because they must, must, must buy the perfect
car for them from you), you don't deserve to be selling cars. Don't ask,
don't tell. If you don't ask if they're available, they'll likely never
tell you they're buying from you.

In today's age with
complete transparency on the web, don't kid yourself into doing a less
than a complete, exciting job with your customers will work. We're not
saying to be something your not, but if you're in automotive sales and
expect to do well, just do it. It may not be fair that a book is still
judged by its cover but don't treat anyone trying to do business with
your store any differently than what you expect when you go into someone
else's.

Welcome back to the business about people. You can now
return to your technology-laden existence.

Best Practices:
Professional Insight, Powerful Results

June 17, 2010 by Gary May 2
When You Hit The Wall…Again. And Again.

From time to time, even with the best plans, strategy, resources and more, it becomes painfully clear that you're not going to make it. Unfortunately, some people experience this state of being for far too long. In automotive retail, there are even those that are paralyzed by it for, well, eons. In sports if you have two false starts you're gone. Why does 1,479 false starts constitute holding on to a process or salesperson at a dealership?

One of the many benefits of calling on dealers all over the country is the face time with some great people. Hearing many clearly defined business and action plans is inspiring and creates hope that things continue to look up. Having dealerships that used to track leads in archaic software, or even Excel, switching to advanced CRMs is inspiring. Chopping off the top salespeople or totally turning your sales department upside down and starting over? Now that can make even the greatest skeptic smile!

There is no question that times are changing for our retailers. About five years late. Some of the areas of greatest discussion recently (not counting social media) are how we keep the best and brightest, or attract them, and compensate them, how to incorporate tools that should help us but ultimately cost too much or don't do what they are supposed to, how to cut costs and how to stop giving up gross.

We don't claim to have the answers but have some thoughts to mitigate the typical course of (1) I can't change things so I won't even try, (2) I don't know where/how to start, (3) I tried before and failed, or (4) fill in the excuse you use: take risks in small doses in the right direction, ask for help because there is a lot of good, free advice (especially in the online automotive forums), start creating more buy-in with top management before you try to 'sell it' and simply convince yourself that the goals you envision are worth achieving!

Many times turning heads and making waves is actually less of a risk that doing the same things over and over and expecting a different result. We've all seen or known people who were burned out that we had pegged as being a superstar.

For most of us, the greatest help we can receive in avoiding 'hitting the wall' is common sense, some outside counsel and a firm dedication to what we know will work. Remember, we're here to (clap) pump…you up!

Best Practices: Professional Insight, Powerful Results

April 4, 2010 by Gary May 0
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
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
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
Cars.com Webinar: Cashing in on Web 2.0, Using Social Media Sites to Drive Sales

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As online communities grow in ever-increasing numbers, are you a part of the conversation or standing on the sidelines? Social media sites such as Facebook, MySpace and Twitter allow you to engage your customers outside the store and develop relationships that drive repeat and referral business. This webinar examines the rules of engagement on these sites to help you understand the channels and how you can capitalize on them.
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In this session led by Kathy Kimmel, Cars.com director of automotive consulting and dealer training, you'll learn how to:

  • Identify which social media sites connect your store with in-market shoppers
  • Incorporate social media sites into your sales process
  • Develop site-specific tactics that help you engage car buyers and encourage open communication
  • Determine who should manage your social media presence

Friday, August 14, 2009 12:00 pm EDT / 9:00 am PDT

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August 7, 2009 by Gary May 0