Trace Ordiway
  • Dallas, TX
  • United States
  • Ford Motor Co via ADP Dealer…
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Which best describes you?
Manufacturer
What company do you work for (or own)?
Ford Motor Co via ADP Dealer Services
What is your current position within your organization?
Technical Consultant III
What is your company website?
http://www.ordiway.com/BestPracticesBlog.html
What is your Facebook page/URL?
http://www.facebook.com/dmctrace.ordiway
What is your LinkedIn page/URL?
http://www.linkedin.com/in/traceordiway
How did you specifically hear about DealerELITE? If referred, who?
Jason Mitchell
Not everyone gets approved for DealerELITE. To maintain the integrity of DealerELITE, tell us what you will have to offer once a dealerELITE member?
Observations, commentary, best practices. I am not an independent for-profit consultant - I will NOT be using the site to shill my products or services.

Trace Ordiway's Blog

CONFESSIONS OF A MYSTERY SHOPPER - PT 10

Posted on August 7, 2011 at 3:08pm 0 Comments

They are tired of doing so much work.



After 250+ mystery shops I think I can safely speak for the group when I say that my mystery shoppers are exhausted.  Their eyes hurt and their heads ache.…



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CONFESSIONS OF A MYSTERY SHOPPER - PT 9

Posted on July 24, 2011 at 11:11am 0 Comments

They don’t trust you.

 

We both know it’s largely unfair, but they don’t trust you. 

 

You’ve seen all the polls where buyers say if they could bypass the dealership and buy directly from the manufacturer they would.  They trust the OEM, but they don’t trust you.

 

A couple weeks ago, I heard a Ford maven say this (I’ll paraphrase): “The more your outgoing emails resemble Tier 1 emails, the more prospects trust you.”   By gawd, he’s on to something.…

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CONFESSIONS OF A MYSTERY SHOPPER - PT 8

Posted on July 10, 2011 at 8:58pm 0 Comments

Our team’s official Ford Motor Company job title is Digital Marketing Consultant. Sounds cool. I like it.



But it’s actually a misnomer as it suggests that we want to sell you SEO/SAO, website development, lead generation and other services. And we don’t.



For some time now I’ve been telling people that our real title should be Best Practices Consultant: Internet-based Retail New Car Sales. But besides being too long, it’s also inadequate because it suggests (to me, anyway)… Continue

CONFESSIONS OF A MYSTERY SHOPPER - PT 7

Posted on June 26, 2011 at 12:30pm 0 Comments

Imagine that you run a restaurant.  



Out in the dining room it’s nothing but surprises: you open each day with no idea how many people are going to come through the doors, what they are going to order, whether you have too much or too little staff or food on hand, etc. etc. etc.  Anything goes, and that’s what makes it fun.

 

But back in the kitchen there must be order and process: if the kitchen is not systematically organized and operated the dishes will not make…

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