In this issue of the Dealer Report:
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 Events:
Automotive Internet Sales 20 Group
by Sean V. Bradley of Dealer Synergy
A 20 Group is a group of dealers who DO NOT compete, usually
of the same franchise or interest (Like Special Finance or Fixed
Ops). The group gets together about three times a year and
is provided a composite of the entire group to go over benchmarks
and assist in SWOT (strength, weaknesses, opportunities and threats)
analysis. The group is carefully selected to ensure that no
one will compete with each other. Usually the group is made up of
dealers in different regions of the country so there is diverse
experience. The objective is SYNERGY! To be able to speak
with your peers, other dealers, and GMs that want to get better.
Putting egos aside, they look into each others’ businesses
and seriously dissect them and work together as a group to evolve
each other. The other aspect of a Dealer 20 Group is to
have an experienced moderator that facilitates the meetings, usually
a non-dealer like the association’s representative.
NADA and NCM have made the traditional Dealer 20 Groups
popular. I have spoken to over 47 NADA and NCM Dealer 20 Groups
in the last 17 months, which translates into over 1,400 Dealers,
GMs and other specially invited senior executives. I also
created the Internet Sales Bootcamp. I learned so much from working
with all of those dealers and association moderators. The biggest
lesson I learned was that there was a DIRE need for an Internet
Sales 20 Group. None of the traditional 20 Group services
had the information, experience or solutions for their groups.
The Internet Sales 20 Group was launched about a year
ago. I have a column in AutoSuccess Magazine also titled
Internet Sales 20 Group. I was amazed at how many readers
would email me with wanting to join and be apart of the Synergy.
The next evolution was the Internet 20 Group’s Internet Director
Immersion Program. It is an intensive 3-5 day workshop focused on
EVERYTHING that an Internet Sales Manager, Internet Director or
BDC Director will need to know and understand. Here is a list
of subjects that will be talked about, analyzed and dissected at
the next Internet Sales 20 Group:
- Technology – computer software for ISMs / Directors that
will make their life easier, Call Monitoring, Websites, ILM /
CRM, Rewards programs
- Human Resources – Hiring, Pay Plans, Training, Organization,
and Motivation
- Process, Process, Process – what to do, when to do it,
how to do it and why to do it
- Marketing and Advertising – 3rd Party providers, online
auctions, OEM sites, SEO, VSEO, vertical search, SEM / Pay Per
Click, conventional advertising, focus sites, pseudo sites, newsletters,
blogs, social networking, behavioral marketing, mobile marketing,
and video.
www.internetsales20group.com
is the first and ONLY Internet Sales 20 Group. The goal
is simple… to show dealers how to sell more cars more often
and more profitably… by utilizing the power of the Internet.
Internet Sales 20 Group’s next session is going
to be in Philadelphia December 8th – 12th. There will be a
special guest speaker. NFL Superstar Keith Byars, Keith Played for
the Miami Dolphins as well as The Philadelphia Eagles. For
more details please go to www.internetsales20group.com
All CarsDirect Dealer Report Readers
will receive a $500 discount by using Registration code CD1208.
For more information on the Internet Sales 20 Group click
here.
For more information on Dealer Synergy click
here.
Visit Dealer Synergy at NADA
2009 in booth 1310. |
How Dealers Can Overcome
These Tough Economic Times
We've all certainly felt the impact of high gas prices, shrinking
financing, and the overall health of our economy. However, there
is still car-buying taking place, albeit at a smaller level.
So the question begs to be asked: what exactly are consumers looking
for these days? Based on consumer behavior across our automotive
network of 90+ community and e-commerce sites, we have verified
that consumers are still heavily concerned with getting the best
price. Sure, this is nothing new, but what is new is the amount
of time we’ve found that consumers are taking to do their
research. Consumers are putting in a lot of time and energy
into researching their purchases.
On CarsDirect.com, we see many consumers clicking from the new
car research pages to the used pages and vice-versa. In the past
we saw consumers making quick decisions; we now see them taking
the time to ensure their purchase truly meets their needs while
exploring, if not exhausting, all of the options available to them.
What does this mean to the dealer? Customers who come through
as leads now are more prepared to purchase. They have done
their research and know what they want. In our broker model
we ask every customer 1) why they came to our site, and 2) what
is driving their buying needs. It isn’t about us as the seller
putting the customer into our process anymore- it is how we can
put ourselves into the customer’s process.
Customers who have the ability to buy now, or can secure the financing
they need are at a premium and should be treated as such. Understanding
their needs is more important than ever before. That can only happen
by asking relevant questions and listening. As this tough period
continues and inventories bloat, the customer becomes more in control
of the process. We should not fight it, but rather we should
join-in our customer’s process. It’s what has
kept CarsDirect selling cars and could very well be the answer you
are looking for.
Best Regards,
Ken Potter
Vice President of Sales
310.280.4282
kpotter@carsdirect.com
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like to learn more about CarsDirect? Send us your name and phone
number in the form
at the top of this newsletter and one of our reps will contact
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Did You Know?
That 42% of all Honda Odyssey shoppers also reviewed the Toyota Sienna and 18% reviewed the Honda Accord on CarsDirect? Want more insight into the buying habits of your customers?
Contact Ken Potter today at 310-280-4282.
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CarsDirect's Sister Company Autodata Solutions in the News
"As more consumers research and purchase products online, expecting what we see on the screen to match reality has become the norm. So it's no surprise car buyers are frustrated when they discover their online perceptions of a desired vehicle don't match the real thing.
When consumers configure a vehicle online, they typically only scratch the surface of what’s involved in negotiating the price of the vehicle. Often, freight costs, taxes, incentives and rebates are missing, which lead to a misperception of the actual pricing in the consumers’ mind.
By providing more online transparency about your inventory and pricing, you can create an entirely different, and more positive, shopping experience for your customers."
Creating Inventory Transparency: Build Client Trust & Sales By Michael Lefteris, Autodata Solutions and Published in Automotive Dealers Network
October 27 , 2008
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Internet Brands Web Sites in the News
LinkedIn has taken hold as the standard for most professionals, but also consider spending time on sites catering to your own industry or profession. Keep up with the trade press in your field to figure out where your peers are congregating online. Specialized communities exist for just about any industry or interest group — like NurseLink.com (for nursing professionals), Model Mayhem (for models and photographers), Mediabistro.com (for media professionals) or Lawyrs.net (for lawyers).
"Taking the Socila Networking Plunge" By Marci Alboher
New York Times
October 27, 2008
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