We live in a world of empowered consumers.  They say when, where, and how they’ll buy the products they’re interested in, and businesses everywhere are working to meet their needs and win out over the competition.  Today’s consumers are connected online—to businesses and each other—and your dealership stands to gain quite a bit based on how you interact…

Chapter 2: What to Know Before You Go

So you’re all signed up to go to NADA100 and you’re counting down to January 26?  (If you missed that whole registration thing, go…

Chapter 1: Get Prepared

It’s time to get ready for NADA100!  For the automotive industry, this is one of the BIGGEST, BADDEST events around, and that means you need to be on your toes.  A convention this big isn’t for the faint of heart—and it’s not for the unprepared.  Here’s what you need to know…

Dealerships that are winning in today’s marketplace have one thing in common.  They embrace innovation with enthusiasm.

Why?  Because they know that to edge out the competition and capture the attention of modern consumers, they need to consistently be a step ahead.  A step ahead of those who resist change.  A step ahead of those who insist on doing it…

You already know your customers are online learning about the products and services they’re considering.  And you’re probably ready to jump in the ring and share some of your own dealership content to hook them on your brand—which is awesome.  But before you start throwing articles, pics, and videos online, there are a few things to remember. …

Today’s automotive consumers are more educated than ever, and that plays an enormous role in how they interact with your dealership.  Shoppers expect even more from your team, and it’s important everyone is prepared to interact with the newest consumer generations—savvy, connected individuals with access to endless information that…

Just about everything we buy now has some sort of smart technology—and as soon as new products are created, safeguards must be put in place to protect consumers and their purchases.  While we’re excited when new technology is introduced, we’re wary of those who wait on the sidelines and try to sneak their way in.  When it comes to automotive,…

Great brands differentiate themselves through storytelling.  Not the “once upon a time” kind, but rather the kind that gives consumers an inside view of what the brands are really all about.  Instead of simply telling shoppers what they do or what they sell, the secret behind their successful brand strategies lies in telling their stories—who they are,…

©2016 By John Fuhrman, Director of Training OptionSoft Technologies

     Everyone’s talking about the cost of health care these days.  What does that have to do with an article in a magazine for successful dealers?  Bear with me for a moment.  Most dealers are of an age where it would benefit them to get an annual checkup.  Suppose you wanted only the best and most accurate information and bypassed your regular doctor.

     You visited an…

Dealerships are no strangers to change, especially now with all the vehicle innovation that’s being introduced, as well as the flexibility consumers now have with shopping and buying.  Professionals in the automotive industry have learned that, to be successful, they need to be able to turn on a dime and adjust to whatever comes their way—and even better, those leading change and setting the…

With a marketplace full of choices, technology, and customization, today’s consumers are more empowered than ever.  They’ve taken control when it comes to shopping, making their preferences known, and ensuring they get exactly what they want.  Whatever the product, there’s no shortage of options and…

Ride sharing.  Corporate fleets.  Short-term rentals.  Mass transit.  Ride subscription plans.  The list continues to grow—and traditional dealerships are rethinking how they’re going to position themselves to win with consumers who are approaching personal transportation in a whole new way.  Brand-new drivers are no longer forming lines at the DMV the second they…

One of the biggest challenges facing the automotive industry is the way consumers feel about buying cars.  Their overall dispositions have changed, the reasons they purchase and lease have shifted, and the ways in which they want to buy are moving from the showroom floor to the digital world.  All these things are causing a major shift in the way…

You’ve know employees can cost your company a significant amount—much more than most companies want to think about paying.  But what do you stand to gain when you put in the time and effort to truly engage your employees and establish a positive culture throughout your business?

The connection your employees have with your customers is…

Consumers are looking for an authentic brand experience, and for your dealership, this means it’s time to get real.  What does it mean to ensure authenticity in your brand?  How do you convey your dealership’s genuine ideals, the ways in which you deliver on your promises to consumers?  For many businesses, it can be a tricky concept, but when you come up with the perfect recipe,…

Picture yourself walking on a crowded New York City street.  Everyone blends in…except for those who don’t.  Those who stand out have one or more characteristics that usually get them noticed—no matter how many people are around.

Now think about all the automotive dealerships out there and about all the vehicles sold.  In 2015,…

Change is necessary for businesses to grow.  That’s true for the salon down the street, for the local grocery store, and for your dealership.  In order to keep up with consumer wants and needs in the marketplace, it’s important to keep your eyes open and focus on trends that are inspiring shoppers to buy.  Although change is necessary, most people…

Smartphones are responsible—in a BIG way—for how the automotive market is changing. Not only are consumers more mobile, they’re also empowered to access more information than ever before while on the go.  They have the power of Google in their pockets, and they aren’t afraid to use it.  Everything from vehicle comparisons to consumer reviews to feedback about specific…

Part II: Generation Z, the Mobile-First Generation

In Part I of this series, The Millennial Mindset, the focus was on millennials and their impact on the marketplace—and not without reason.  The fact that they are over 75 million strong in the U.S. alone gives them…