Anyone in retail car sales learned early on that you can’t judge a book by its cover. Most everyone has at least one story in which they did and lost a sale. If you look, many of today’s millionaires don’t dress like millionaires. Just take a look at Mark Zuckerberg who sports a t-shirt and jeans daily. That being said, in today’s digital world, first…

Digital retail has just had an unexpected growth spurt. While stay at home mandates disrupted worldwide economies, it has also forced many business and consumers to abandon technophobia and welcome digital retail solutions with open arms. Companies like…

Friday, February 21, 2020

9:00am PST / 12:00pm EST

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Google just launched its Dealer Guidebook 2.0!

It’s being unveiled at NADA 2020 in Las Vegas and shared with our viewers.

In this…

Repeat buyers account for an increasing share of new vehicle sales and now represent 31% of all new vehicles purchased at a dealership, compared to 29% a few years ago. This trend is good news for dealers due to the lower cost of retaining vs. acquiring customers.

Unfortunately, this trend is expected to decline due to a lack of improvement in…

Creating a Better Dealership Experience for All!

Thursday, January 23, 2020

9:00am PST / 12:00pm EST

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The one thing all car buyers and service customers…

10 Easy Ways to Use Video to Promote Your Dealership

Thursday, January 16, 2020

9:00am PST / 12:00pm EST

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72% of consumers prefer learning about a…

A recent Google search for “customer experience” produced around 1.49 billion results. And refining the search…

One of the biggest obstacles many dealership service departments encounter is contacting and communicating with their customers. This is not only a problem with recall customers, but with all service customers in general. And failure to communicate can easily…

Since Facebook has exploded, businesses have all rushed to capture their audience’s attention and leverage the platform’s marketing potential. In the beginning, gaining business exposure on Facebook’s platform was relatively inexpensive. As Facebook continued to modify its algorithm to appease its users and better monetize the platform when it went public, Facebook…

In 2014, due to safety concerns, Toyota issued a recall notice for a power inverter on its popular Toyota Prius. Nothing abnormal. But for the fact that, even after the recall was fixed, customers continued coming in with issues – hundreds of them – and that’s when Roger Hogan’s dealership decided enough was enough. According to…

Love him or hate him, Tesla’s Elon Musk is brilliant. As both a businessman and a marketer, he has created a loyal following of brand advocates – some of whom don’t even own the products he sells. There are consumers literally willing to wait years just to purchase a Tesla vehicle. He recently launched a car into orbit, which is now on its way to Mars -- the man continues to…

Video marketing is becoming more important as consumers increasingly choose this medium over others. That’s exactly why almost every platform has shifted to a video-centric algorithm.  

I’ve spoken many times about the types of video a dealership should produce outside of inventory videos to create an emotional connection to your brand, dealership and…

If you backtrack through the history of advertising and marketing, you’ll find it’s always been about pushing the message to the consumer. In the old days radio and television were the dominant media and consumers had little choice but to watch and listen.…

There are currently more than 63 million recalled vehicles still on US roads and highways, which is surprising when you consider that recall repairs are at no cost to the consumer. So, why are consumers so apprehensive about bringing you their recalled vehicles? Do consumers hate going to the dealership that much? 

A recent…

With women buying over 50% of the cars sold in America and influencing 85% of vehicle purchases, auto sales strategies should include certain factors that may contribute to why women choose to purchase from a particular…

Understanding the advantages of consumer leasing for your dealerships, sales team, and your customers if crucial for a successful and profitable increase in gross sales. While leasing is not for every customer, knowing when to confidently and professionally present consumer leasing as an option to customers will certainly maximize your selling potential.…

A recent article in Automotive News tells the story of Carlos Liriano, a car dealer from New Orleans who migrated his dealership to Texas and brought with him a passion – gumbo. Initially, it started as a way to show appreciation to and treat his employees every month. But, at his dealership’s 5-year anniversary, he decided to invite the community, and they came. And, not…

One of the advantages of Pre-Paid Maintenance Programs (PPM) is that they span the generational gaps. Regardless of which generation consumers happen to be in, none of them like surprise repairs, or other expenses. That’s why dealers focus on payments – and not price – when selling cars.

Consumers want fixed expenses. When it comes to millennials, they tend…

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…