ELEAD1ONE BLOG

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Recently I was waiting in line at an airport, along with hundreds of other travelers. A couple appeared out of nowhere, shoving their way to the front of the line and complaining loudly as if they were the only people affected by the long wait. When another traveler told them to get in line, the pair acted shocked, as if they had never seen all of us standing there.

I call this syndrome “Only Person in the World” disease, and unfortunately, it seems to be spreading in our society.

Apparently, this disease gives people the ability to block out the existence of everyone around them as they travel around in little bubbles of self-absorption. The scary part is, most people with the disease don’t even realize they have it! Read More

Customer Expectations and the Crazy professor

One of my college professors was famous for a crazy stunt that he pulled every semester. On the first day of class, he would introduce himself, take off his shirt and jump out the window. A few minutes later he returned to the classroom, calmly put on his shirt and asked, “Do I have your attention?”

He certainly did.

It turns out this guy wasn’t crazy at all. Do you know how hard it is to capture the attention of a bunch of jaded students? I would guess it’s almost as difficult as capturing the attention of a bunch of jaded car shoppers.

Many car dealers have mastered the art of getting attention. Think of the inflatable gorillas, wavy tube men and thousands of balloons that adorn lots everywhere. Think of the dealers that don 10-gallon hats and scream at the camera that this is the best deal of all time.

It’s one thing to be able to get attention. But the real question is, once you have that attention, can you deliver an experience that meets customer expectations?

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guy making calls

At its core, sales is a numbers game. It always has been and always will be. If you’re selling the same product that others are selling, you can only expect to close a percentage of customers that come into your store. In our industry, top performers close 50 to 60 percent of their appointments.

Therefore, logic dictates the only way to increase sales is to make more appointments. We all know you can’t rely on “ups” alone. So, how do you get more appointments? It’s pretty simple. You make more phone calls.

The person who makes the most phone calls makes the most connections. Those who make the most connections, make the most appointments and ultimately close the most sales. Makes sense, doesn’t it?

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If you haven’t cleaned your Automotive CRM customer database recently, it could be costing you as much as 12% in lost revenue according to a recent Experian study. With automotive consumers increasing demand for faster, more convenient car buying and servicing experiences, dealers are turning to new digital technologies which all gather more customer data from online sources.

That’s great news for the industry, right? But with the increased power of technology comes the increased responsibility for dealers to maintain accurate customer data or risk squandering precious advertising and operating dollars.

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Name a business, any business. The best leaders in that business clearly define a process for their team. They cement the team to the point that everyone’s actions consistently reflect a cohesive commitment to the process. This ability to sell and deliver process consistency certainly applies to leadership in automotive fixed operations.

I’ve been asked more than once lately, “How can two service departments, of the same franchise, in the same market, roughly the same size, implement the same scheduler, lane and shop service CRM processes, using the same trainers, with opposite results?”

The answer most often lies in the approach of the manager to whom the advisor and technician users report. Read More

As an industry, we have pretty much perfected the process of following up on Internet leads, but we are far from perfect when it comes to handling inbound phone leads. According to CallSource and IHS/Polk research, 84 percent of consumers purchase vehicles from a different dealership than the one they originally called.

The good news is, there’s a huge opportunity to improve. Consumers are using cell phones more than ever for research during the car-buying process. In recent years, this has led to a significant increase in the volume of inbound calls to dealerships, compared with the number of email and Internet leads which have stayed the same or even declined.

When a customer calls your dealership, most times you’ve got one shot to get it right. Which is why converting inbound calls to sales opportunities should be your number one priority. To ensure you don’t drive customers away, follow these tips. Read More