Digital Dealer - November 2017 - 34

C O V E R S TO RY

Continued from pg. 33

WE ESPECIALLY LIKE TO KNOW WHO IS OVERPERFORMING, BECAUSE SOMETIMES WE CALL AND
WE ARE JUST BLOWN AWAY BY A PARTICULAR
SITUATION THAT WAS POSITIVE."
sales people who are a lot younger
than me and I have sales people
who are twice my age, as well. Some
of the people who have been there
the longest know me like family.
One thing we try to do is make
everyone feel part of the team. For
example, I took our top sales people
and their managers and spouses to
Las Vegas and we generally do this
twice a year. The camaraderie when
competing for the contest is a real
fun one, because it's not just who
sells the most or who makes the
most money. It's based on a point
structure, so certain vehicles get
more points than others. It makes it
fair, so that everybody has a chance.
We do a similar thing for advisers and technicians but obviously
on a smaller scale, because of the
margins.
Sales people can totally be taught
how to take care of a customer and
the nine steps of a sale. Service
is probably the hardest job in the
business, because everybody coming
in for service already has a problem.
It can be like working at an airline
counter and you only have delayed
flights. Everybody that's coming in
to that high-traffic area is probably
not happy about something. It's up
to us to make them happy again.

COULD YOU DESCRIBE THE
STEPS OR PROCESSES YOUR
STORES TAKE TO ENSURE
CUSTOMER SATISFACTION?

Every service customer and
sales customer gets a phone call
from a customer service manager
after their visit. We especially like
to know who is over-performing,
because sometimes we call and we
are just blown away by a particular
situation that was positive. That
could be because their last service
was at another dealership where

34

NOVEMBER 2017

they didn't have a good experience.
We follow up with everybody in
that way and we also tie it to their
pay. As much as you don't want
to do that, you do want to do that
as an incentive. We're not taking
anything away from you, but if you
take great care of a customer, you're
going to earn this much more. In
Sales, that might be an additional
5%. Again, we don't want to punish,
but we want to reward those people
with the best CSI and do the same
for service. The factories obviously
judge us. They're surveying us. Everybody gets surveyed. You go to a
Taco Bell and they give you a survey
card. I think as a culture, we are
totally over-surveyed. You check out
of your hotel and you get a survey.
Nobody has enough time to fill out
all these surveys. Unfortunately,
what does happen is the people who
do answer are the ones who are sort
of upset and they do want to voice
all their concerns.

WHAT IS YOUR DIGITAL
MARKETING STRATEGY?

Dealership dollars have shifted
more and more to digital. I think
probably next year we will be 100%
on digital. It's trackable. You can
create small campaigns, inexpensive campaigns. We do that with
Facebook. We do it with Google.
We don't do campaigns on Twitter,
but we'll see what other people are
saying on Twitter. We can see what
people are saying about our competitors just as much as they say about
us. One thing you can do is you can
target your ads on Facebook based
on where somebody works. We've
had success in hiring people by this
kind of targeting. If you're trying to
hire a technician, you can basically
advertise your employment ads to
other technicians, people who have

D I G I TA L D E A L E R . C O M

it listed as their job on Facebook.
It doesn't have to be in our market.
It can be a market that's forty-five
minutes away and maybe they have
family here. It costs so little to do
highly, highly targeted campaigns
that we keep at least a couple dozen
running at any given time. In the
summers, during the last weekend
of the month, we do a "Summer
Midnight Madness Sale," where
we're open to midnight on Friday
and Saturday. So, there might be
a 3-day campaign to get in front of
somebody for not even hundreds of
dollars but literally tens of dollars.
Reaching the entire city was
much easier back in the day when
you could just buy a newspaper
ad or you could buy the six o'clock
news and that was your advertising
strategy. Now, it is totally different
in that you are targeting specific
people and you've got retargeting
ads. We have a pixel on our website
that will follow you around throughout the internet and also ties back
into Facebook so if you're logged
into Facebook and you come into
our website we know who you are.
We can target you with a branded
or specific message or if you're on a
vehicle page, we can pitch back to
you about the vehicle. I could spend
80 hours a week just doing that.
Clearly, I am not able to do that. But
I feel that's the direction we're going
in: really targeted stuff. We've had
some success on Instagram, too,
maybe with a picture of a vehicle we
just got in and people will comment
and share and Like.

DO YOU USE A THIRD-PARTY
VENDOR TO ASSIST IN YOUR
ONLINE CAMPAIGNS?

We do some of this kind of
marketing in-house. I do a lot of the
individual campaigns myself. But


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - November 2017

Digital Dealer - November 2017
Contents
A Letter from the Show Director
Don’t Be a “Management Jerk” and Steps for Handling Them!
Attempting a No-Huddle Offense? How’s That Working for You?
Is a Financial Partnership in Your Future?
Fallacy
You Can't Take a Train 500 Miles on 400 Miles of Track
4 Tech Tools That Decrease Employee Turnover
Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Retail Warranty Reimbursement: Leveling the Playing Field
Cracking the Car Code on Selling to the #1 Buyer: Women
Professional Voice-Over Secrets!
CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
When It Comes to Social Media... Don't Step on a Rake
The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
The New Car Manager's Modern Guide to Merchandising
Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - Digital Dealer - November 2017
Digital Dealer - November 2017 - Cover2
Digital Dealer - November 2017 - Contents
Digital Dealer - November 2017 - A Letter from the Show Director
Digital Dealer - November 2017 - 3
Digital Dealer - November 2017 - Don’t Be a “Management Jerk” and Steps for Handling Them!
Digital Dealer - November 2017 - 5
Digital Dealer - November 2017 - Attempting a No-Huddle Offense? How’s That Working for You?
Digital Dealer - November 2017 - 7
Digital Dealer - November 2017 - 8
Digital Dealer - November 2017 - Is a Financial Partnership in Your Future?
Digital Dealer - November 2017 - 10
Digital Dealer - November 2017 - 11
Digital Dealer - November 2017 - 12
Digital Dealer - November 2017 - Fallacy
Digital Dealer - November 2017 - 14
Digital Dealer - November 2017 - 15
Digital Dealer - November 2017 - You Can't Take a Train 500 Miles on 400 Miles of Track
Digital Dealer - November 2017 - 17
Digital Dealer - November 2017 - 18
Digital Dealer - November 2017 - 19
Digital Dealer - November 2017 - 4 Tech Tools That Decrease Employee Turnover
Digital Dealer - November 2017 - 21
Digital Dealer - November 2017 - Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Digital Dealer - November 2017 - 23
Digital Dealer - November 2017 - 24
Digital Dealer - November 2017 - Retail Warranty Reimbursement: Leveling the Playing Field
Digital Dealer - November 2017 - Cracking the Car Code on Selling to the #1 Buyer: Women
Digital Dealer - November 2017 - 27
Digital Dealer - November 2017 - Professional Voice-Over Secrets!
Digital Dealer - November 2017 - 29
Digital Dealer - November 2017 - CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
Digital Dealer - November 2017 - 31
Digital Dealer - November 2017 - 32
Digital Dealer - November 2017 - 33
Digital Dealer - November 2017 - 34
Digital Dealer - November 2017 - 35
Digital Dealer - November 2017 - When It Comes to Social Media... Don't Step on a Rake
Digital Dealer - November 2017 - 37
Digital Dealer - November 2017 - The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
Digital Dealer - November 2017 - 39
Digital Dealer - November 2017 - The New Car Manager's Modern Guide to Merchandising
Digital Dealer - November 2017 - 41
Digital Dealer - November 2017 - Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
Digital Dealer - November 2017 - 43
Digital Dealer - November 2017 - That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Digital Dealer - November 2017 - 45
Digital Dealer - November 2017 - Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - 47
Digital Dealer - November 2017 - 48
Digital Dealer - November 2017 - Cover3
Digital Dealer - November 2017 - Cover4
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