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The Dealership Environment: Inspired By Everything, Motivated By Nothing

Face it: You’re whipped. Which way is up? Which way is down? Is flat the new growth? Is the shiny object the new thing keeping you from the golf course of from your sales course? Fact: the dealership environment is as fragile and unsteady as it’s ever been. Yet there are more opportunities than ever.

Look around for a little while at any dealership and on the surface it looks functionally no different than it did just a few years ago. Dig a little bit and everything changes. But you already know this. You’re obviously more progressive or being informed by someone who is because you won’t find the sports score ticker or a reality show recap here. It’s all business. But is it new business?

With more advice than ever, including a massive dose of simply republished (or regurgitated) articles and data, and more tools than ever, including predominantly recreated, re-skinned and relicensed  products, it easy to get inspired by everything while ultimately motivated by nothing. So how do you stop the regression and inevitable redirection?

Have a plan. Plan your work. Work your plan.

More than ever, and especially with the speed of all things “new”, it is critical to write everything down, have a plan (including accountability for yourself), build support and see things through. Anything less is simply “blocking and tackling”, which is crap. Is this advice sage? Not at all!

In order to succeed you’re likely doing a number of the things listed above anyway. But are you doing it for everything, every day and do you have a plan of action? Can you get uncomfortable long enough to become perpetually motivated? Can you create the buy-in needed for at least a year? Two?

With the level of community support available, on DrivingSales for example, it’s easier than ever to get the motivation necessary. Remember, the platforms are for sharing and doing. DrivingSales and the other networks are some of the most underused resources! They are not supposed to be selling platforms. Simply reading and not sharing is akin to watching an accident unfold in front of you and not helping. Considering most dealerships are not the most positive environments around why, aside from the ego and time excuses, would you not go to where you can participate, learn, ask and excel?

While there are some great people sharing and answering questions, the purpose of the forums is to engage. The challenge ahead of us is not the economy (national or fuel) or the products. Our collective Achilles heel is not process or response times or the OEMs enforcing programs they don’t understand. Our greatest faults are relaxing, waiting for things to automatically happen for us and not participating. Not asking more questions and letting go of our egos. Not taking more responsibility for our staffs, interactions and brands. Being in the store but not being aware or active. Like most dealers in social media, we might be inspired but by not listening, involving and really trying, we are limiting our success. All of us.

1,000 people at the largest events for dealers, vendors and the OEMs? If those in attendance were just dealer staff, that would represent only 0.0005% of the retail industry. 50 people involved in a community with 50,000+ that touch the content? That’s a slightly better 0.001% involvement.

How can we motivate an industry? It’s not a CRM. It’s not going to happen with a DMS. And it’s surely not going to be spurred by a dealership website (have you actually looked at yours? Really?!) We must be motivated by what can move or change things for the better. We must be motivated by those things that last longer than 30 days. We must be motivated by how much more we can do. We must be motivated and then validate those that did the motivating, then motivate others.

Our industry does have more leaders than are presently obvious. It’s just not obvious. Not for now.

Businesses, already challenged, are going to be challenged more in the foreseeable future. Do you want to go into that future armed with only a pea shooter? Why not an arsenal? Why not a team? We are better than that. An industry that represents the largest part of our (shrinking) GDP deserves to be better, not lethargic!

Take the challenge and get a plan together with solid fundamentals and a road map. Let your inspiration without action turn into something greater.  What would happen if 2,000 people were active on communities? What if 3,000 showed up at the best events? We don’t know.

Best practices: Professional Insight, Powerful Results

 

August 9, 2011 by Gary May 0
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
How And When Do You Generate Your Traffic? Your Own Program Or Someone Else’s This-For-That?

Whether or not the money lasts in the government's C.A.R.S./Cash For Clunkers program, one thing is clear: automotive retail still waits for someone or something outside of the dealer to drive the traffic. With few (and great) exceptions, people started hitting lots hard over the weekend.The question remains: what happens that's entirely up to you before and after programs?

A couple of OEMs started a little early by creating buzz around doubling or even advancing dealers money. Dealers even sent out email and direct marketing (along with radio and newspaper….aaaaarrggggh!) to promote the fact that they'd have the CARS program at their dealership! Folks, that's just not enough. Remember that people what to know what's in it for them! If they can get $3,500 or $4,500 (or more) for their car ANYWHERE, why are you yelling that you simply have the program? Is your banner bigger? Big (something) deal!

Why not detail how you understand the program's details, that you have a special team at the dealership to promptly handle customers, that you have a 'Clunkiest of Clunkers' competition for a prize or that your staff's outfits are "older than your trade!' and have them come in powder blue ruffled suits? Now, I'm not saying that you need to look like your favorite scene for The Wedding Singer or a bit part in one of my favorite industry guy's videos…what I am saying is that you have to get your head out of the "same place, same thing" mentality and start thinking about how YOU drive traffic.

No consumer typically wakes up in the morning and says "I've got to make it by some dealerships today and spend some time at each one!". That should not be news to anyone. What differentiates you (or doesn't) is the special events, programs and 'why-to-buy-here' calls to action that invite people in. Why continue to fight over the same piece of pie when you can make yours bigger? And with the current economic issues, simply take a bigger piece of a smaller pie! But your way of doing business can't stay in "wait and see", "hold on for 90 more days", "not going to do anything just now" or "watching how effective (fill in the blank)'s promotion goes before we do anything" mode.

Look at your numbers, especially your regional/area performance. Losing sales in your PMA? Why? Asked your customers why lately? How many times have you blind shopped the competition? Did you optimize your website in the last 30 days (or simply put up a C.A.R.S page and/or compete for the same keywords)?

To expect business you need to plan for business:

  • Listen to everyone (yes, your staff is part of everyone)
  • Understand trends and performance
  • Track and adjust in real time
  • Communicate and set expectations
  • Brand, brand, brand, brand, brand, brand, brand

And remember, you can't live on someone else's brand (including the government's). It is also important to be real. If you don't understand something, say so! Ask questions or your vendors, partners, consultants and industry resources (as long as you are actually using them). If they can't do something, ask them to it and if they can't/won't: drop 'em like they're hot.

See the traffic on the highway? They are all going somewhere. They either have to or want to go where they're going. You might just end up being more people's destination if you play your cards right, plan to be successful and don't reply on ANYTHING outside your place of business to bring in the business.

Be a 'traffic-generating' leader, not a 'take what's left' follower…

Best Practices: Professional Insight, Powerful Results

July 31, 2009 by Gary May 0
OK, It’s Time To Get It…Follow Up Is The Key!

It doesn't matter who you are, what you sell or where you sell. Further, it doesn't matter if you're actively selling or making sales happen away from the front lines. There are a number of things that make business tick:

  1. Passion about what you're doing and/or representing
  2. Solid fundamentals; especially process
  3. Understanding and belief in your business' mission and/or goals

Some still count on their manufacturer's brand or their 'book of business' to bring in customers.  If you can still enjoy that luxury today, count yourself as extremely fortunate. For most businesses, that's not the case. But, it's not as difficult as many make it.

A few things are paramount and undeniable:

  1. People want to know what's in it for them
  2. People don't care how much you know until they know how much you care
  3. People want to understand value, advantage or benefit

Simply put, consumers want a reason to connect. The number one active failure is follow up, bar none. When you tell someone that you'll call them back in 30 minutes, keep your word. When you say that a customer will be taken care of, it's your job to ensure that (and be careful because their understanding of what that means may be dramatically different than yours!). If a person understands that something will be replaced, delivered or set aside, do it!

More and more, I find that follow up is atrocious. You'd figure with fewer sales, dramatically less people visiting businesses and more time to do the proper things, we'd be getting it right. It comes down to driving effective results, which comes from setting expectations and delivering! If you don't have good follow up you're dead. And not just an alert in your CRM…really do it!

Many time, follow up is the job of a customer service department or a BDC. No matter what, whoever handles follow up represents the whole company. I've heard it many times that a salesperson will excuse a customer's opinion or experience because "customer service did the follow up, not me". News flash: you're deaf, dumb and blind if you believe that.

Yes, first impressions are lasting ones. But the last impressions may be all for many consumers today and that could severely impact your business. If you don't leverage software or other technology, have reminders and build a plan (and cushion) into your day every day, you are in for a rude awakening.

Think about these things:

  • Time effectiveness = results / time
  • The principal of stewardship is taking responsibility over what you have
  • Success is the progressive realization of a worthwhile dream or goal
  • Change is made when you:
    1. Decide to make business happen
    2. Make a commitment to follow up
    3. Put action into decision and commitment

Make follow up a critical part of your business plan and do it right. It's not someone else's responsibility, it's yours. Or else it's someone else's business! And have a purpose to succeed.

No purpose –> No goals        Know purpose –> Know goals

Best practices: Professional Insight, Powerful Results

February 15, 2009 by Gary May 0