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Mike Gorun's Blog Posts Tagged 'sales' (43)

Is Digital Retailing Really a Good Thing for Dealers?

The buzz today among vendors in the automotive industry is all about making the car buying transaction faster and more convenient for the consumer. I get it. Consumers think it takes too long to buy a car, so technology companies are inventing ways to trim down that transaction time. Sure, it may make car buying an easier and more convenient experience for consumers which,…

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Added by Mike Gorun on March 27, 2018 at 6:07am — No Comments

Being Real: The Fastest Way to Earn Customer Loyalty

Today’s consumers are fickle beings. It’s much harder to keep their loyalty than ever before. And, while it may take years to earn loyalty from a single customer, it could take only minutes to lose it. Your dealership can do everything in its power to earn and keep a customer – from loyalty programs, to amazing customer service and luxury amenities. But, there is one basic…

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Added by Mike Gorun on March 6, 2018 at 6:44am — No Comments

It’s 2018. Now What?

If you work in a dealership, my bet is that you are either celebrating because you exceeded your goals, are breathing a sigh of relief that you met them, or are extremely nervous because you didn’t.

This time of year is generally crammed with reports, RDRs, OEM…

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Added by Mike Gorun on January 9, 2018 at 6:00am — 1 Comment

You’re Not Going to Create Brand Loyalty with Urgency

For many marketers, most consumer messages have long been based on some sort of sense of urgency

Take dealerships, for…

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Added by Mike Gorun on December 12, 2017 at 6:00am — 1 Comment

The Fight Club: Why Your Dealership Should Have One

I know that in writing this article, Im completely violating the first rule of the fight club. 

However, my guess is…

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Added by Mike Gorun on December 4, 2017 at 7:30am — No Comments

The Essential Ingredient to Customer Loyalty

When it comes to customer loyalty, …

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Added by Mike Gorun on November 28, 2017 at 6:00am — No Comments

The Customer Experience That Wasn’t

Customer experience has become an industry “buzz term” of late when talking about customer acquisition and building loyalty. Most of the time, the focus is on the small things that turn a customer off -- attitudes, inefficient processes, or other such actions. But what happens when, well, everything goes wrong?

 

Imagine if a couple visited a showroom where they…

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Added by Mike Gorun on March 15, 2017 at 6:29am — No Comments

Transparency: The Key to Customer Loyalty

An associate of mine recently told me an interesting story about their 75-year-old father, who purchased an import, rather than a domestic vehicle, for the first time in over 60 years. This was sometime around 2010.

When it was time to replace his domestic minivan, the first thing my associate’s father did was to check the Sunday paper to see in any big sales were…

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Added by Mike Gorun on March 7, 2017 at 6:32am — No Comments

Loyalty: It’s Not ALL About Millennials

A recent McKinsey podcast shared that when it comes to loyalty programs, a large part of the population is being ignored: elderly customers.

 

The podcast featured Jaana Remes, partner of the McKinsey Global Institute, and coauthor of the…

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Added by Mike Gorun on February 7, 2017 at 5:44am — No Comments

Compensation Can Affect Employee Loyalty & Satisfaction

Dealerships have forever tweaked pay plans to satisfy bottom lines and keep employees happy. Many employees in the sales department can make more money from a single sales commission than any technician can make in a day. There are even some salespeople that are so productive that their paychecks can exceed those of their sales managers – and sometimes that leads to friction…

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Added by Mike Gorun on January 24, 2017 at 5:19am — No Comments

Why Worry: Disrupting the Disrupters

The customer experience at your dealership is more important than ever before.

With start-ups aiming to take away sales by luring customers with promises of a hassle-free buying experience, customers are starting to realize that they no longer have to sit at a dealership for hours. In fact Amazon France…

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Added by Mike Gorun on January 3, 2017 at 5:30am — No Comments

Lack of Time Can Be Costlier Than You Think

Working retail in the auto industry can certainly be taxing. Salespeople work 60-70 hour weeks to make a paycheck. Sales managers do so while also having to manage the sales team, create multiple reports and handle a multitude of tasks -- and the service department is just as overloaded.

 

Not surprisingly, frequently the excuse, “there’s not enough time,” comes…

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Added by Mike Gorun on October 11, 2016 at 5:51am — No Comments

Now Is the Time to Be Selling Pre-Paid Maintenance

With the major shift into leasing certified pre-owned vehicles by several OEMs and major financial institutions, many dealers have predicted a decline in service contract sales. However, according to an article in Automotive News, they would be wrong…

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Added by Mike Gorun on September 20, 2016 at 5:55am — No Comments

One Dealership’s Killer Community Support Program

Tom Hawkins, Dealer Principal of Hawkins Chevrolet in Fairmont, MN, a cornerstone of his local community, was searching for a way to provide even more support to his local area. He reached out and identified an area that had both a need and a raving group of supporters -- animal lovers. Being a big animal lover himself, he…

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Added by Mike Gorun on September 13, 2016 at 6:34am — No Comments

Turning the “Perfect” Opportunity into Goodwill and Car Sales

While car dealerships aren’t necessarily held in high regards by consumers, there are many dealers out there that are pillars of their community. Big hearted philanthropists who understand the sense of community and the importance of being involved. A great example of this – and the impact it has had on the community – is the story of a dealership in Victorville, CA, featured…

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Added by Mike Gorun on June 14, 2016 at 5:27am — No Comments

Redefining Employee Engagement

There have been countless studies about employee engagement and how, when engaged, employees tend to be happier, more productive and deliver a better customer experience. With a 70 percent annual turnover rate in sales, this is an area that the auto industry – at least on the sales side – has a problem with. Don’t think the auto industry is alone, however. According to…

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Added by Mike Gorun on May 31, 2016 at 5:04am — No Comments

How Mazda’s New Recipe for Customer Loyalty Can Translate to Dealers

In a recent interview with Automotive News, Masahiro Moro, head of Mazda North American Operations, detailed Mazda’s plan to increase customer loyalty for both the OEM and its dealers. While his plan mostly revolves around vehicle quality and diversity, as…

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Added by Mike Gorun on May 10, 2016 at 5:32am — No Comments

Loyalty Is Much More Than a Transaction

According to a study by Colloquy, there are 3.3 billion loyalty program memberships in the United States, which averages 29 per household. Yes, loyalty programs are everywhere. From grocery stores, to gas stations and fast food restaurants, chances are high that a store you’re about to enter for the first time has a loyalty program. And the one thing that most of these…

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Added by Mike Gorun on April 12, 2016 at 4:57am — 1 Comment

Are Your Salespeople Evergreen or Shedding Customers?

An excellent article on Customer Experience Insight shared an analogy that resonated with me as it can be applied to automotive salespeople. The article compares salespeople to trees and states that only 10 percent of salespeople are considered evergreen; are strong and productive no…

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Added by Mike Gorun on March 8, 2016 at 5:53am — No Comments

Win Customer Loyalty One Customer at a Time

In today’s environment, consumers demand more personal attention and expect tangible appreciation for their business. Loyalty programs, great customer experiences and expedient solutions to problems are no longer luxuries, but expectations.

 

Every loyal customer seems to have a different reason for why they’ve chosen to be loyal. Perhaps one had a memorable…

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Added by Mike Gorun on February 23, 2016 at 6:01am — No Comments

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