In Challenges for the Successful Auto Dealership Part 1, I addressed Staff Management and Customer Service Issues. In this post I will discuss sales and marketing and operational issues.
Sales and Marketing Issues
What are you all doing to get people to either call or come into your showroom? Are you still sending off jumbo sized postcards and hoping whatever you throw against the wall will stick? I have someone who could help get more people inside.
I have known Dan Kommeth for several years. He has run dealerships for almost twenty years and is highly regarded. Dan decided to get out of his comfort zone and has recently joined forces with Dealermade Photo Studios. Better photos get more clicks. Dan and his team can assist in the following:
1. They build a studio/Photo Booth on the dealer’s property with no upfront costs.
2. Automate the process – consistent, quality HD photos.
3. Great photos no matter what the weather outside is.
4. Their dealers get more clicks and leads after they switch over, netting more opportunities to sell!
If you are not connected with Dan, here is his contact information.
https://www.linkedin.com/in/dankommeth/
Cell: (505) 280-0221
I have visited numerous auto dealership websites and have found most of them to be dealership focused rather than customer focused. Only one dealership website I saw would have compelled me to come in. Their website was focused on what steps a first-time buyer would take before and after purchasing a new car.
How do you invest your marketing budget to capture new customers while maintaining existing ones? I read a great book called “How to Sell Anything to Anybody” by Joe Girard. Joe held the record for the most car sales during his career. He used “old school” techniques that are as successful today as they have always been that typical salespeople won’t take the time to perform. For example, he took the time to send birthday and anniversary cards to his new and potential customers. These days, we tend to take short cuts and send off a text message or an email to prospective customers, but they don’t have the same impact as a handwritten note or card.
Operational Issues
Finally, your fixed and variable operations that you oversee are critical to your success. Fixed operations oversee parts and services departments. A great way to provide customer loyalty is essential, along with providing additional sales for your after-market service.
Variable operations tend to change daily. With staffing shortages and eliminating cashiers, do your customers have to wait in line to pay their bills or could your service advisors handle both? How does your department handle customers’ complaints to create a win-win for everyone? Do you ask your customers to call an 800 number, or do you have a private one-on-one conversation to come up with viable solutions?
Dealers need to be open minded and embrace changes when it comes to marketing and sales techniques. You’ve heard the definition of insanity? Doing the something over again and expecting different results.
Your fixed and variable operations professionals can really help in daily operations. Customer focus and add on sales to ensure customer loyalty should be your number one priority.
To learn more about how Michael Herman and PayJunction can save you time and money, please contact us or call us at 847-231-0231
