We’ve learned that negative reviews can cost your business customers before you even knew they were interested. Simply by searching your business’s name on Google, they’re able to see a rating that could define public perception of your dealership.
The cost of fixing things comes out of the gross profit as a “come back” so yes, the salesman probably lost money on it, as did the dealership. We usually don’t get paid until 2 to 3 weeks later. The service department doesn’t care, because they’re getting paid by the sales (imagine that the Front of House operates as a customer for the Back of House).
Stay current with what consumers are looking for. Just like a dealership needs the right inventory mix, your website must have the right blend of tools and information that today’s consumer is looking for.
Most importantly, we are automotive professionals. We know the industry because we are currently active in the automotive business and have the real world experience and knowledge to help you succeed. We want to teach others to thrive in this industry as well as enjoy it. We are here to help.
The marketing environment is making a hard shift. It’s moving away from fragmentation to consolidation in products. The winners? Dealers who can use technology differently within a newer operations model that combines different functional roles and simplifies time-wasting activities.
So let’s be nice and just say car dealers are practiced and aggressive negotiators. If they didn’t know how to maintain the upper hand, they’d be out of business. And a big part of keeping that upper hand isn’t about the details of the deal itself, so much as controlling the emotional balance of a negotiation. If they can pull your heartstrings and define the emotional context of a negotiation, the deal will fall into their hands.
You can’t sell here and there. You can’t pick up the phone when you have a minute. Sales requires a strategy, a process, a way to proceed that you can measure and monitor. Sales is something you have to commit to on an ongoing basis. You can’t just try it for 30 days! It takes persistence, energy and focus.
Hi Gerard. Might I suggest scheduling a complimentary 30 minute phone consultation between you and me? That way I could better understand what you have been doing so I could provide some suggestions. Sales can be a difficult thing to take on when you haven’t done anything like it before. I being new at sales. I do, however believe you can master it with a plan that works for you. If you’d like to schedule that call please email me at [email protected]
It’s not really “innovative” but we use Craigslist. Probably 80-90% of our sales. We use CL AutoPilot, it doesn’t cost a dime and we have about 25 vehicle ads going at once that pretty much stick because of how it works.
The average car salesperson’s salary in 2012 was just under $45,000. And it doesn’t come easy. Many salespeople work purely on commission, meaning they only make money if they sell a car. “We’re not paid anything for standing there 12 hours a day and not selling,” says McDonald. “And if I work a whole week and don’t sell a car that week, I make nothing. When I do finally sell a car, I might make a minimum commission, which at my dealership is $125. When you divide that by 60 to 90 hours a week, it’s nothing.” Smith agrees, citing an average success rate of about 20 percent. “We lose in this industry a whole lot more than we win.”
Pinpoint a point in life when a car is something to be considered. After an accident. Having children (where you need a bigger car). A new job. Those tactical spots would speak directly to a customer who then believes the right car for them in the right life situation is at hand.
Don’t send the same follow-up email to everybody saying, “I’d like to talk on the phone.” Send follow-up based on their activity. With a clear template, we can see which employees are doing best and which processes need to be changed or improved.
Tap into your existing data bases and bring inactive customers back into your service department with our service mailers designed with your pick of specials. Use these to get the customer into your showroom while waiting for service to be completed on their existing vehicle!