Archives For Sales Management

Lifting Service Revenue With Showroom Demos – Automotive Digital Marketing Professional Community.

Recently passing my hometown fire station, a new billboard caught my attention. “Car Seat Demos” illuminated the dark sky.

My childhood fire station is reaching out to the community to educate drivers about car seats, and dealerships can too!

Winter is an especially critical time for hosting safety demos. Maintenance needs to change as driving conditions and temperatures worsen – and demos give fixed operations staff opportunities to engage with buyers in your area. While these buyers may not need a new car today, if they attend a helpful “how to” session in your showroom, you begin to build brand recognition for upcoming automotive purchases and expand your reach to attract repeat business.

 

In addition to contacting your nearest fire station to run a car seat installation class, here are two other time sensitive ideas to capitalize on during winter months.

 

 

  • The U.S. Department of Transportation recommends that car owners check their tire pressure once per month. Have your service manager instruct on how to gauge tire pressure and make sure gauges are available to purchase from your service counter. You can increase the reach of your demo by filming it and uploading to your store’s YouTube channel and website.

 

  • The nights are getting longer, and according to Weather.com, traffic deaths are three times more likely at night. The site also argues that depth perception and color recognition are impaired in the dark.  Your service team can compile a PowerPoint deck to present regarding night driving tips.

 

During my driver’s education course, my instructor emphasized the importance of functioning taillights and head lights, looking to the fog line of the road when an oncoming car is blasting its high beams, keeping a safe following distance, and signaling with plenty of yardage to spare. Other prudent night driving recommendations can be found via AAA and Department of Motor Vehicles. Consider personalizing your presentation by including local gas stations where drivers can go to seek help if needed.

 

Earlier this year, one of the dealerships that I work with in Ohio placed a link to tips for driving in the fall and at night. My Business Development Coordinator has stated that buyers are viewing and have appreciated the information. Take this idea and make it even more powerful by inviting buyers into your store for a formal demo, and then post the content in your digital channels (e.g. website, social media, e-blasts).

 

As stated in our eBook, Multichannel Marketing: Coordinating Existing Media for Maximum Con…, “Aberdeen’s “July 2012 Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight” research, businesses who engaged in multichannel marketing saw growth in key performance improvements across the board, such as: a 6.8% increase in customer retention, a 5.1% increase in customer lifetime value, and a 4.0% increase in customer satisfaction.”

Not only will running a service demo this season get new buyers into your store, but you’ll show them the value of your desire to educate while boosting your service bottom line. Schedule an event today!

Featured Webinar

Featured Webinar

How can you turn MultiChannel Marketing into car sales? Auburn Volkswagen’s General Manager & Principal Matthew Welch will reveal 5 best practices for incorporating MultiChannel Marketing into your dealership’s strategy.

 

Watch on Demand

 

 

About the Author

Marissa Dogeagle Smith, Cobalt Account Advocate Marissa Dogeagle Smith is an Account Advocate at Cobalt, working primarily with Hyundai and General Motors stores. Marissa and her teammates provide and implement ongoing website optimization strategies that help dealerships distinguish themselves and drive qualified showroom traffic. Marissa is extremely passionate about the value of using website data to formulate and employ powerful strategies. Like many Toyota owners, Marissa learned to drive in a Camry and now owns a Corolla. Marissa holds a Business Administration degree and Marketing Management Certificate from the University of Washington. Feel free to reach out to Marissa directly at msmith@cobalt.com.

Finding Your Style- Commission Sales – Automotive Digital Marketing Professional Community

Finding Your Style – Commission Sales

I cut my teeth selling at an early age selling door to door. From delivering newspapers to Fuller Brush to Cash is Best, for which Ted Turner was a fugitive from the US holding offshore on his yacht in international waters for purporting a pyramid scheme, to selling the original wind up fire and burglar alarms for the home.
After having had my foot caught in the door many times I eventually found my way into Automobile sales. I was so excited to have this opportunity because here were people coming to me looking to buy what I had to sell.
I felt like a kid is a candy store and never looked back. This business allowed me to experience owning my own businesses but I always came back to what I always loved.
When I think of all the advice available to train a good salesperson I think of why salespeople would not all be superstars. After years of being around commissioned sales and salespeople both in and out of the Automotive industry it is apparent to me that the art of selling (and it is an art) is a talent that few people ever master.
I have seen so many techniques that salespeople use to make a sale that works very well for them but would never work for me. As a matter of fact, Some I could not even fathom how they even made so many sales with their “Style” of selling but it worked for them.
What worked for them would never work for me or you.. You can only observe and take those observations and find a “Style” that works for you and make it your own.
This “Style” for the fortunate ones something that comes naturally making selling for them almost effortless. Sales must be looked at as a challenge- the more difficult the sales is to make, the more satisfaction you get from the experience.
That challenge is something that the truly gifted crave, need and look forward to each and every day in every aspect of their lives. It is like a game of chess that is played and each move determines an eventual outcome that a true salesperson is driven to win by reading each move of the opponent before it is even made.
We are all actors on a stage in our journey through this wonderful life but only a few can mold and manipulate the parts they play.
There is and always has been a misunderstanding or maybe even a lack of respect for these truly gifted people. Only a secure, talented and gifted manager who driven to hit that next level knows that he must let these salespeople work their craft using their own “style” to make the relationship rewarding and successful.
These are the type of people that one needs to make a business truly successful. The ones who are in it not just for the money but because they are driven to succeed. Don’t settle for mediocrity. Constantly be looking for the people that will take, maintain and always be looking for that next rush that only these people get from their work.
If you have all the tools and have not found your “Style” as an owner, manager or salesperson unfortunately you probably never will. But if you know all this and never stop looking to surround yourself with these truly talented people you will have your battle plan and will eventually win the war.