Did you know the customer data sitting in your DMS is the most valuable asset you own—even more valuable than your real estate and inventory combined? Yet I don’t know any dealers that have a budget or defined strategic objective to invest in, increase and maintain the value of this asset.

When you have comprehensive customer data, you know something…

Dealerships spend a lot of money on leads. The bigger the store, the more money spent. And, added to that expense are staffing costs and the time and effort involved in trying to engage with consumers who submit the leads.

In the car shopping process consumers conduct a considerable amount of research and visit many different touch points. A major goal of any…

Communication is vital to business, that’s a given. In retail, businesses must be responsive, provide a great customer experience and stand by their products or services. But what happens when businesses fail at that? They get complaints.

A customer ordered some copper from a business that promised it to be of the highest…

Somewhere in the North Pacific Ocean, there lives a whale that cannot communicate with other whales. You see, whales communicate via sub-sonic vocal sounds. Most whales communicate in the 15-25 hertz (Hz) range. Whales, for the…

Staying connected with your dealership’s customers is strongly desirable. If you can communicate everything, things get done – fast. Especially today when time is money and customers are often impatient to get everything completed as soon as possible and as expected – or else they will switch to your closest competitor.

Data…

As you know, email is a vital part of your marketing. But if your specially-crafted email campaigns don’t make it to your customers’ inboxes, your ROI will fall short. Following email deliverability best practices is more than making sure your customers receive your emails—it’s making sure that your emails aren’t marked as spam.

To keep your domain or IP…

Pick a number and live it every day, with every deal. The target could be a volume number, gross number or both. Sure, you will have other targets such as CSI or occasional targets set by the manufacturer for incentive purposes, but I’m talking about a number that simplifies your expectations and your agreement with all…

In our fast-paced society, some of the things done just a short time ago to impress and retain customers no longer work. Today, business owners can’t always keep on top of the latest and greatest ways to keep their customers loyal.  However, there is one thing that hasn’t changed much over the years – personal interaction without expecting immediate returns: a friendship of…

For some people, it’s family. For others, it’s pets. Others will maintain it’s their career, and some will point to their favorite pastime. Regardless of what anyone chooses, there is a common denominator used to keep up with their passion -- one that has become the center of the Universe for many people -- and that is a smart…

Recall Masters’ Christopher Miller warns auto dealers they could be easy targets for aggressive plaintiffs’ lawyers; offers advice to keep them safe

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