CALL US AT 1.866.756.2620

Tag Archive: internet

Jessica Kain

BDC Bad Habits: Automation & Templates

Old Habits - New Habits signpost in a desert road background

I am lucky enough to spend each week traveling across the United States helping dealers improve their internet operation and, therefore, their overall success.

Prior to each of my visits, I analyze the current processes and communication tactics leveraged by each dealership. After years of review, I’ve discovered an eye-opening truth: Unfortunately, no matter the market, unique background or size of the store, they all seem to share the same bad habits!

Over the next few months, I’m going to review these “BDC Bad Habits.” Keep an eye on the NCM blog to learn what common BDC tactics you should avoid—and why you should replace them—to improve your internet sales department!

Automation is great, but it can’t succeed on its own

Automation and templates can be great tools for small businesses. In fact, they’ve been so successful for the automotive industry, that we’ve become extremely dependent on them.

So, what’s the problem? Well, this trend becomes a bad habit when you pair it with the automotive industry’s rarely changing processes. Unless your templates and automated marketing address current customer needs and pain points, it’s not going to help you close sales. And, if your messaging is too far off the mark, it can be a recipe for low close rates, ROI and morale.

Four steps to fix the automation BDC bad habit

Knowing how to repair the automation problem can sometimes be the most confusing part. Here’s what I recommend: We are going into the summer selling season, which means this is the perfect time to do some spring-cleaning!

First, go through your CRM. Clean out any old templates that are not engaging and have reached their expiration date.

Next, replace your first two days of customer follow-up with personalized responses. Personalization is key to standing out from your competition that is sending template after template to fill a follow-up task. The only way to convince someone to come into the store and buy a car is to get a response, so make it a good one.

Personal sounds easier than it really is, so make sure your team is equipped to do a good job. Here are some great examples from Hubspot to get you started.

Third: call. I continue to see that we have an overwhelming bad habit of not calling the customer and this can play to be extremely dangerous. According to a BIA/Kelsey study, mobile searches will generate 73 billion phone calls in 2018; so phones clearly aren’t dead! In fact, I’d argue that our customers are tired of waiting for us to answer their questions, so they are reaching out directly now. We have to make sure that we are prepared to pick up the phone when that lead hits our system and have a productive conversation with our customer.

Lastly, bring your procedures out of the Dark Ages. If you are not using a proven BDC process, start right now. Every method should be based on 100% task completion but also 100% quality. And you must ensure that your team knows that the process is the connection plan.

Need help breaking your BDC bad habits? Join Jessica Kain for her NCM Institute class, Mastering Internet Sales, for even more insights on how you can improve your dealership’s BDC processes and lead generation.

Permanent link to this article: http://blog.ncm20.com/2016/04/bdc-bad-habits-automation-templates/

Jody DeVere

Marketing to Women in the Dealer World: She Loves Her Mobile Device

Snip20140610_1

Diamonds may have been a girl’s best friend, but today’s women prefer ringtones to rings.

In a recent study, Time, Inc. and Nuance Digital Marketing discovered that women are increasingly attached to their mobile devices. In fact, the study called “Women + Mobile: The Unbreakable Bond,” found that 60% of women say their smartphone is the most important device they own, and 88% of women say their phones give them something to do during their “empty” time every day. What does that mean for you and your dealership? Well, if you’re not fully engaging the mobile space in your marketing to women efforts, you’re missing out.

Text Reminders and Alerts

If you’re not taking steps to go paperless at your dealership, you’re in danger of being left behind by dealers who are. Not only is paper becoming increasingly cost-prohibitive (if you don’t believe us, just take a look at how much you spend each year on printing alone), but women are very responsive to auto dealers who have green practices – and going paperless is a major step in that direction.

Using paperless agreements, email, web, and mobile advertising, online appointment scheduling and finance qualification, and even utilizing text messaging to keep in touch with your customers after the sale are great ways to make sure your dealership remains front-of-mind for your women customers.  Service reminders, 30k, 60k, and 90k maintenance notices, recall information and more can all be transmitted wirelessly straight to the conduit via which she gets all her other important updates: her mobile phone.

The Mobile Web

Of course, you also want to use the mobile space to reach women who aren’t already your customers, and the mobile web is where you do that.  Smartphone and tablet users are threatening to overtake the population of desktop PC users on the web, so if your dealership is still using a website designed for desktop viewing, it’s time to give that site a face-lift and retrofit to fit inside the mobile space. It’ll make your site cleaner, simpler, and easier to navigate from a smaller screen, with some added benefits on the back-end as well: mobile SEO.

Giving your website a mobile makeover is a great time to revisit your SEO practices, ensure your entire website is “crawlable,” that you’re still targeting the right keywords, and most importantly, that you’re capitalizing on SEO geared at the mobile user. Mobile searchers are on the go, which means she’s actively looking for a business like yours if they’re searching for a car dealer on her phone – so if you’re not taking steps to make sure she finds you first, you’re going to miss out on important sales opportunities.

The Pitfalls

When it comes to advertising on the web, mobile or otherwise, most women don’t mind ads as long as they can control the experience. Location-based offers are very effective right now, as 41% of women saying they prefer ads that are relevant to where they’re searching from. While 52% say they prefer ads that are relevant to what they’re currently doing on the web. And the number one negative? Intrusive ads – 91% of women say they hate ads that pop up, take over, or otherwise distract from her browsing experience, so stay away from that! Simply make yourself visible, mobile friendly, and allow your business to become part of her mobile web space, and when she finds herself ready to shop for a new car, she’ll find you!


Jody Devere is the CEO of AskPatty.com and a new guest contributor to the Up To Speed blog.  Through AskPatty.com, Jody provides automotive education to women consumers and certification and training for automotive retailers on how to attract, sell, retain and market to women. She is also a featured subject matter expert on NCM OnDemand, NCM Associates’ new virtual training and communications platform.

generalmgmt

Permanent link to this article: http://blog.ncm20.com/2014/06/marketing-to-women-in-the-dealer-world-she-loves-her-mobile-device/