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I stayed home from NADA and made $100,000

Well you did it. You made the trip to New Orleans. You partied hard. You had fun. You walked those aisles of vendors. You sat through seminars on many different topics. Tell me you learned something. If you tell me yours, ill tell you mine. Ill tell you about my weekend at The Auto Gallery.

We held a good ole fashion service clinic. We said to all our customers “Spend 30 Minutes with the Car Doctor”. And on Saturday they did. The dealership with some help put on an event that is nearly unprecedented. Let me share a few statistics.

2650 Invitations
125 Completed Reservations
15 Walk Ins
140 Completed Inspections

10 Cars Left in the Dealership
15 Appointments Made
$1,000 Average Repair Order Estimate

$25,000 Generated and sitting on my lot by Monday night

$6,500 Mailer and Food and Gifts
$3,000 Reimbursed by sponsoring vendors attending the event
$3,500 Net Cost

Lets talk about these statistics. I sent out 2650 invitations to my current customers. We used James Kennedy and AIM Productions for mailers. They have a custom piece that has proven itself over and over to drive traffic to this type of even. Each piece was hand addressed to the customers. AMAZING!

125 customers called in for reservations. 15 additional customers walked in through out the day. That gives me 140 total inspections. My technicians had one appointment every half hour. The customer response was tremendous. Customers loved getting under the car and seeing their vehicle in the air and spending 30 minutes with my mechanics. It was fun for everyone. During the recap and beer session I had with my mechanics at the end of the day, they loved it too.

The customers could see the car; see the oil leaks and the other issues on the vehicle. They could feel them too. It was quite an event. And I submit the customer satisfaction that we will derive will be off the hook as well. My general manager mingled all day with the owners. We generated $25,000 worth of revenue for Monday and a priceless amount of goodwill.

We also provided gift bags with our company t-shirts and gave away free Nitrogen caps. This is another call to action for our customers. When they return for the services that we noted, they will receive free nitrogen for their tires. I make my own nitrogen.

And I sold spots to the event to my vendors. They paid for one half of the event. And they helped entertain the customers during the paperwork process. They were required to give away gifts and prizes too. This was a win for everyone.

My service advisors have over 100 customers to call early next week to schedule appointments for work that they know about and want to have completed.


Overall, I expect to generate $100,000 in parts and labor sales from my event. How did NADA work out for you?

Steve Shaw,

Views: 80

Tags: Auto, Gallery, MyDealerCoach, NADA, The


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Comment by VJ on February 3, 2009 at 3:18pm
Back to Basics...great idea Steve, and I complement you during these "tough times" to spend some money before you make "some money". I think that is what is missing in a lot of dealerships across America, the keen Explorere mentality, also when really nothing was to explore or better "to try out" here. I will suggest your great example to my dealership group Service Directors, and I hope they see this huge opportunity to make some additonal business happen.
Comment by Todd Vowell on February 3, 2009 at 11:41am
Steve, congratulations on a great weekend. I have been to 23 of the past 25 NADA’s and I can assure you that NADA is not about parties and vendors. Dealers have only one opportunity a year to come together at one location. The NADA is the “event of the year”. Most dealers don’t have time to research, buy, sell, learn, and more through out the year. NADA gives dealers the opportunity to hit it all over 3 or 4 days.

This year more than ever, it was important for the association to come together and show unity. Dealers are losing everything. Some dealers are 3, 4 generations deep and may have to close the doors. In my area up here in Sacramento, we have lost 14 dealers in 10 months.

I know what it likes to work 14 years on building a company and lose it. It hurts. Let’s hope that this NADA was filled with more support, ideas, and solutions than parties, vendors and all that “Jazz”.

Again, congrats on a good weekend and hope 2009 is good to you and the dealership.

Comment by nancy slauson on February 3, 2009 at 9:56am
Awesome idea. Like you said: "Good ole fashioned." Using the traditional methods that drive business fills in the gaps... and you didn't even have to use the Internet to make this work. Brilliant!
Comment by Frank Davis on January 30, 2009 at 6:59pm
Now thats some good stuff

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