Bing for keywords. Many dealers do not consider it a success until they're ranked #1.
If the heatmap to the right is an indicator, the debate should be an easy one to settle. According to both the statistics that I've heard and the heatmap, being "above the fold" organically, in maps, and in PPC ads is the base-level indicator of success. That doesn't mean that dealers shouldn't expect more from their vendors, but it does mean that vendors cannot claim victory with first-page rankings alone.
It definitely depends on the keywords, of course, but in general what do you consider a keyword success? Is it "#1 or bust" for you? Is being in the top 3 or the top 5 where many of the clicks happen your realistic expectation for most keywords as long as there are some where you're ranked #1? I'd love to hear your thoughts, both dealers and vendors, on this issue.…
rs when posed with this question.
1) I refer them to our written policies and procedures manual, their job description and a relevant memo and after two written warnings I terminate them for cause. (Frankly, most dealerships don't actually have anything in writing to refer to but even if they do they still wind up losing what might have been a good employee.)
2) I accept that there is only so much that I can expect from them so I do it myself.
3) I write a memo and warn them not to do it again, and repeat as needed.
4) I fire them and hire the next applicant who walks in the door, and repeat as needed.
All of the above are reactions vs. actions and my experience suggests that the only long term solution is to hire self motivated employees. Follow that with realistic expectations and processes clearly defined and accept the need to inspect what you expect while recognizing your own responsibility to know what to do and what to delegate.
Obviously I recognize that reality trumps theory in this problem/solution post so any real world solutions that have developed superior employee satisfaction, retention and performance would be appreciated.
After all, what are friends and ADM for!…
esearch program. (Its a multi million dollar annual study, now in its 11th year). They proved to me what even I didn't believe.
I argued that only looking for "start-to-finish" Internet buyers was not helpful. I suggested that they should look for Internet buyers that start online, then go do a demo and then eventualy go back online to negotiate the best deal. That to me is a much more realistic expectation of buyers who want to buy online.
Now this is the jaw-dropper. They proved to me that over 40% of people surveyed right around the world don't want to go near a dealership, NOT EVEN FOR A DEMO. They want to shop 100% online "start-to-finish". So if 40% of buyers are that extreme we can only imagine how many want to do it the way I suggested. The less extreme multi channel approach, just making the final deal online. That number is going to come in well over 50%. Bet on it.
You can read the full results at http://macdax.com/cg.pdf or http://macdax.com/cg10.pdf. Its all there in black and white. As you probably know Capgemini is a $10 billion dollars market consultantancy employing nearly 100,000 people. They serve 14 of the 15 largest automotive OEM's in the world. They better be able to prove their numbers. These are some heavyweight opinions with NO vested interest in online sales.
I would be interested to see what you think of this.…
YouTube, Tumblr, Slideshare, and other sites that can be had, but the four listed consolidate into a realistic strategy for the average dealer. There are always exceptions to any rule; I know a dealer that gets more traffic from Google than Bing but I wouldn't recommend to dealers that they should focus on Bing first based upon an isolated case. Marketing on Slideshare is an investment of time that few can master, as you know. Regarding blogs, I've written on multiple occasions the importance of blogs in both search and social as well as direct promotions. Not including them on the list wasn't an omission of their importance but a difference in classification. Pinterest is, for certain, a stronger platform than many realize.Kathleen, Richard, and Alexander - Yes, yes, and yes. Agree across the board.Brent, it was simply an choice on wording. I didn't want to say "If You Focus on 4 Social Media Sites, You have 99% of Your Social Media Marketing Covered" - hate doubling up on the words "Social Media". As a result, my choices were "If You Focus on 4 Social Media Sites, You have 99% of Your Marketing Covered" or "If You Focus on 4 Sites, You have 99% of Your Social Media Marketing Covered". I assumed the community would know that you cannot cover 99% of all of your marketing with the internet, let alone social media, but in retrospect the second wording choice would have been preferably. Either way, I wouldn't worry about ADM dealers. They understood the point.…
miss a lot and gain a little proposal realistically. If I was sitting working a deal, e-leads would come in and I would answer them way to late, in my opinion. This was how I cut my teeth in the Internet Department.
The next set up I joined, was almost identical to the one ALVIN described. We switched from handing it right over to the Sales Person, to greeting them ourselves, to setting them for the Management team. We all had to be INTERNET CERTIFIED and Product Certified. I had been on the floor of many of a Dealership well before I dove into the BDC format and I believe that it gave me the leg up strongly. My statistics showed this. I was killing everyone with my stats. Main reason I realized, was that I set everyone of my appointments up and landed them on a vehicle before they hit my show room.
I worked in two different BDC's that were staffed mainly with Phone Reps. Not Sales People and it showed. They would constantly have to put the Customer on hold and ask me questions and at that time I wasn't the Manager. Needless to say, when I did take it over, I made everyone get Certified on Product and part of their training included Sales Training. The results were night and day.
So, I believe that you need to at least Certify your Team on Product knowledge, Internet Certification, and give them the basics of selling to have a really results driven department.
As far as your pay, you absolutely get what you pay for. I was earning from $48,000-$55,000 a year from selling 45-70 cars a month. Most of which were not of the mini variety!! LOL!…
m the French, literally means "Taker of the Opportunity".
I have encouraged and helped many get started, it's a big world and no need to fear competition. My admonition is to be realistic, do you have the "Testicular Fortitude" to weather every storm. Right now, it's not pretty out here...Dealers are hunkered down and NOT spending money on anything.
Me, I'm comfortable knowing we've been here before and it will pass. I know how to "Rope-a-Dope" when I get a couple of hard body shots. We've had to scramble hard in recent months. AND, are you prepared to continually re-invent yourself as the industry changes. I've seen so many fail because they were mentally locked in to what they used to do. That's what www.ZieglerTV.com is all about...changing with the times and trends of the industry.
Just because you know how to consult and train...do you know how to market to dealerships? It's all about relationships in the end... In 1967 one of the greatest philosophers of the last century, Mr. Ringo Starr, said those immortal words... "I get by with a little help from my friends."
When I started SuperSystems in 1986, I had stacks of legal pads with "Business Plans"...you see... I had been planning it two years before I jumped out there. Anyone who is serious, I'll be glad to have a conversation and share what I've experienced.
You can become a powerhouse consultant and trainer in this industry only if you ensure success before you start. The only thing you can be sure of is that nothing ever goes as planned. (John Lennon)
Welcome to Automotive Digital Marketing
Please use the "Sign Up" link above to complete your registration form and become a member of the industry's leading Automotive Marketing and Internet Sales Professional Community. ADM members have access to resources, connections and private events that provide them with a competitive advantage.