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Tag Archive: Mark Shackelford

Mark Shackelford

How Well Do You Understand the Internet Process in Your Dealership?

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As e-Commerce continues to play an ever increasingly-significant role in your dealership’s operations, how well do you understand the tools your potential clients are using in the purchase of and subsequent maintenance for their new or pre-owned vehicles?

More and more information tells us that your customers have already moved towards buying and paying online. Today, and more importantly, tomorrow’s millennial consumers are sourcing their purchases via the Internet where products are now shipped directly to their homes. These transactions are mostly generated as a result of reviews found online or through a Google search where reviews are part of the results.

What if, after doing an Internet survey of more than 200 dealership customers recently, I was to inform you that over 50 percent of the customers shopped on the Internet, the dealership did not ask the online consumers for an appointment, and over 60 percent of the shoppers did not even receive a price! Are you shaking your head in disbelief, or is this what customers are experiencing with your dealership, too?

Simply put, there are high-value customers out there looking on the Internet for products and services and they are willing to use your services, even if you’re not the cheapest price in the marketplace. That’s right…the lowest price doesn’t always get the deal. What these millennial customers are looking for is engagement from your business!

Your presence on the web is vital to that engagement (as well as to your future success in the automotive industry). Your image and reputation are a big part of that engagement strategy; so, too, is your ability to be found by the shoppers you most want to attract.

What is your marketing strategy relative to the markets around you?

Some consumers shop online within a 20-30 mile radius while others are going out as far as 500-1,000 miles out, depending on what they are looking for. Focusing on certain geographical areas for targeting your message and directing your marketing, such as Equity Alerts, have been found by many dealers in NCM 20 Groups to be very successful and quite possibly the key to your continued and future success!

Although buying third party leads may have resulted in delivering a vehicle to a consumer, many of NCM’s 20 Group member dealers are finding that by analyzing Google Analytics and having the right SEO (Search Engine Optimization), SRP (Search Results Page) and VDP (Vehicle Display Page) plan for their websites, they are able to drive more organic searches, thus minimizing or even eliminating the need to buy these types of leads.

Most of you have probably figured out that these leads are in your market already, or in your current database. Doing a better job of mining your own customer database, both in sales and service, will yield many opportunities in those departments, and the Internet can and will play an important role in helping you accomplish just that.

As business owners, we need to fine-tune our people and processes to ensure we are giving the consumers what they’re looking for. Make sure your e-Commerce strategy is incorporating those Internet management best practices that will drive the engagement your online customers want – and your dealership needs!

KAIN

Permanent link to this article: http://blog.ncm20.com/2015/08/how-well-do-you-understand-the-internet-process-in-your-dealership/

Mark Shackelford

Have You Tracked Your Employee Turnover Lately?

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Do you find yourself constantly concerned about retaining your employees and trying to hire the right people to take care of your customers?

There has been an awful lot of discussion about this topic and how to become better at your hiring process and pay plans. I believe the issue starts with identifying the right personality for the job and then having the right training process and accountability in place in order to retain good employees.

This starts with the dealer doing the right thing and having managers do things right!

We come in contact with salespeople in our everyday life and when we do, we recognize talent and we also recognize when we are treated poorly. Today’s workplace is becoming more and more challenging to find someone who wants to work the hours needed to operate our business effectively and is motivated by money. That being said, maybe we need to look at our pay plans and how they motivate our employees, while at the same time allowing them to balance their work schedule with time off.

We know that our industry has been challenged by vendors as well as manufactures in finding ways to change or eliminate our sales process, however, one thing will never change: people sell cars. So we need to hire the best at it and keep them.

The first thing we need to change is how we look at the work schedule.

Then, through our interview process, we need to identify what motivates the new potential hire financially as well as how we can assist them in achieving their goals in order to succeed in their new career. Our pay plan should be tied to performance, as well as effort. Along this line, how often do you monitor their training and evaluate their performance? Do they align with each other?

Don’t forget that most people like to be held accountable and be led by a leader.

How often do you have an accountability meeting with your employees to discuss what obstacles may stand in the way of them hitting their objectives?

Let me give you an example of what I’m talking about: A new salesperson was hired that had performed quite well at their previous store, but after two months of struggling with their sales performance, they began talking about leaving. The sales manager and the HR manager held a meeting with the employee. During this meeting it was discovered that the sales person was struggling with getting leads and opportunities to work with customers.

After reviewing the salesperson’s closing ratio and the number of opportunities, they discovered the statement to be true. In fact, the salesperson with the most sales had a lower closing ratio and burned through more ups than the person being reviewed. What if this salesperson had been given the same number of opportunities? It would be a win for everyone.

Many times we lose good employees and never know the real reason for their departure. Dealers who are doing the right things and managers who do things right will make the right hire, train weekly, and have a performance review with all employees at least twice a month.

 

Permanent link to this article: http://blog.ncm20.com/2015/06/have-you-tracked-your-employee-turnover-lately/