Professional Community for Car Dealers, Automotive Marketers and Sales Managers
How does your dealership acquire its most desirable pre-owned inventory? Aren’t the vehicles you previously sold your best candidates…aren’t they the vehicles your market wants most and that hold their gross best?
Sure they are. Trouble is, given the increasing buy cycle gap, most dealers aren’t seeing the trade opportunities for such models as they’d like. …Continue
Added by Jeff Cotton on August 26, 2014 at 9:00am — No Comments
If you’re up on your Spanish, you know the headline is an exciting invitation. It says, in English, There’s gold in your database. In fact, there’s lots of gold there, given recent research into Hispanic automobile shoppers.Continue
Added by Jeff Cotton on June 23, 2014 at 9:50am — No Comments
Direct mail response rates depend on a combination of strategic targeting, credibility of message, impactful offers, timeliness of delivery and personalization.
Yet even the best targeting capabilities and the best-of-breed direct mail strategies cannot deliver the results and return on investment that highly personalized, micro-targeted, direct mail marketing can achieve.
What advertising or marketing…Continue
According to AutoMD.com, more than three-quarters of respondents to a 2012 car-buying attitude survey found that “78% now say that 10+ years (or until it dies) is the appropriate vehicle lifespan. Most telling is that over half say that a better economy would not change their habit of holding onto their vehicle longer.”
You may feel shackled by this reality, but in fact you have much control over how the buy cycle influences your dealership. I can make such a statement because this…Continue
Added by Jeff Cotton on March 4, 2014 at 8:30pm — No Comments
Believe me, please, when I confess that I understand the psychology and emotions that drive the highs and lows of showroom sales. Your soul hangs in a valley on slow days yet soars into heaven the moment a fresh up drives onto the lot.
I’ve been there. I’ve lived that, and after all these years I still breathe car sales.
Since those days, however, I’ve learned a few new ideas about selling cars. One of the best tips I can pass along is this: Focus on the hot 40 if you want to…Continue
Added by Jeff Cotton on February 24, 2014 at 11:17am — No Comments
In case you missed the article, “Mining for Advantage at NADA,” in the December issue of Dealer Marketing Magazine, it reminds us that much of what auto industry attendees will experience at NADA in New Orleans is outside the…Continue
Added by Jeff Cotton on January 8, 2014 at 11:22am — No Comments
If a sales presentation hits a customer’s most compelling need, chances are the vehicle’s sold and frequently with a stronger gross profit than a typical sale. When the sales associate can find the prospect’s hot button and works the deal to meet that need, shoppers turn into profitable buyers.
A case in point is Draper Chevrolet and Draper Toyota, both of Saginaw, MI. These stores use of database analysis tools helps to identify existing customers whose situations present unique…Continue
Added by Jeff Cotton on December 3, 2013 at 8:29am — No Comments
Like you, I still go to my home’s mailbox every day to retrieve whatever has been delivered there. Like you, I shuffle through it and end up dropping much of it into the nearest round file.
What I really want when I go to the mailbox is answers to the question I think we all have: is anyone thinking about me? Now I know such a question can sound selfish, but isn’t it natural? I mean, as we go to the mailbox don’t we hope a friend or family member has dropped us a note or card – or…Continue
Added by Jeff Cotton on November 15, 2013 at 1:05pm — No Comments
In this era of tweets, texts and Likes, the wise sales associate still recognizes and practices good phone.
Good phone means knowing how to engage others using the telephone. For sales associates, good phone means having learned how to sell by phone, practiced those skills and worked to overcome it unfamiliarity.
Most any sales associate who makes up their mind to excel at using the phone to drive business can be a success.
Yet for many, the…Continue
It took a ripe apple dropping on Sir Isaac Newton’s head for gravity to shoot to stardom. Sales to existing customers are waiting to drop on your head, if you’ll simply look up, maybe propelling you to stardom yourself.
In every dealer’s existing customer database are bushels of ripe apples ready for picking, if you can present them with the right offer at the right time. Will you pick them -- or will they fall under another dealer’s tree?
I want them to fall under…Continue
Added by Jeff Cotton on October 10, 2013 at 8:56am — No Comments
How’s your attitude towards shoppers who walk without buying?
The right first response should be, with curiosity: Why didn’t the customer buy? A range of reasons might answer the question – from wrong inventory and price to poor presentation or dislike of the sales associate.
For whatever reason a shopper leaves the showroom without buying, the productive attitude is one that focuses on opportunity.…Continue
Added by Jeff Cotton on September 26, 2013 at 8:03am — No Comments
As a technology provider, AutoAlert has the weighty obligation to deliver great service and support to its customers, North America’s franchised automobile retailers.
As a dealer, do you entertain great service expectations from the vendors with which you do business? If not, you should – and you should hold them accountable for meeting those expectations.
This is an important issue. Because a recent article in…Continue
Added by Jeff Cotton on September 9, 2013 at 10:00am — No Comments
By Boyd Warner, AutoAlert
Sometimes, in our multitask-focused world, simplicity gets lost. New bells and whistles add zip as well as complexity, but often achieve the same results available from a simpler, easier approach. Such innovation might even put progress in reverse. Consider the following:
Added by Jim Leman on July 18, 2013 at 12:30pm — No Comments
Here is what came to mind one recent afternoon flying at 10,000 feet off the coast of Southern…Continue
Added by Jeff Cotton on April 29, 2013 at 9:37am — No Comments
I made a very prosperous living selling highline automobiles. My sales strategy made happy customers happier and because my sales were MSRP or better they made my boss quite happy too.
My strategy? I rarely took a showroom up.
Taking ups, as much as we love the rush of that pursuit, results in closing rates under 20%. You could be closing half or more if you prospect the right opportunities.
This kind of progressive selling is the future of…Continue
Added by Jeff Cotton on April 15, 2013 at 2:30pm — No Comments
The service drive is the new showroom! In a given day, more car-sales opportunities drive into your service lane than will walk through your traditional showroom doors.
Putting a dedicated sales associate equipped with the right knowledge in hand in the service drive can consistently close 30-35% of service drive customers. The best your showroom team does is selling about 20 percent.
Service drive vehicle selling is powerful because you probably have all the tools at hand to…Continue
Added by Jeff Cotton on April 3, 2013 at 10:50am — No Comments