Digital Dealer - March 2018 - 11

what is forthcoming in the
new data technology and
how to get it before your
competitors do.
As a business owner
or manager, you are not
looking for data, you are
seeking accurate data,
live intelligence and
knowledge. With knowledge comes the power
and confidence to make
better decisions than
your competitor across
the street, which then
equals more money in
your pocket. The good
news is as a business
owner you don't really
care about all that data,
you care about results.
Results move the profit
needle. But you have to
have timely correct data
in order to empower your
people to make decisions,
talk about data things in
manager and sales meetings, openly requesting
ideas and strategies. Most
Fortune companies do it
this way and do ok with it.
Some will refuse to bust
through their paradigms of
secrecy but I will tell you
that a consensus style of
management will beat any
old-school bureaucratic
style hands down most
days of the week. Again,
Ben Franklin said, "half
of knowledge is knowing
where to find it." Your people have good information
so go about getting it in
an open conversation
meeting or two. The other
half of knowledge is doing
something with it.
.
CHUCK BARKER is
President & Founder of Impact Marketing & Consulting
Group, located in Virginia.
EMAIL: Chuck@impactgroupcrm.com

CHART 1

"Totally Accurate Real Time"
Data 24/7/365 Scenario
Think about the following scenario for a second that my research has recently discovered;
What if you had a technology utilizing cell phone beacon signals from anyone on your dealership property that could do the following in providing you with "Totally Accurate Real Time"
data 24/7/365 and would require zero margin of error because it eliminates human input. And,
it would all be organized visually on a dashboard on your computer or smart device:
1. Company-Wide View of Your Network
and Traffic Identified by Customer Type
Improved, Accurate and Automated Traffic
Counts
A. Identify first-time guests - alert sales
manager

3. Dealership Security
1. Report and identify After Hours Lot
activity movements
4. Automated Guest and Employee
Communication - Alert Manager
1. Send SMS/email notifications to
guests to enhance guest experience
and sales opportunities

1. relationship development
enhancement increased sales
B. Identify be-back customers - alert sales
manager

2. Send automated advertisement &
accurate follow up!

1. Stronger sales opportunity +
relationship development

5. Generate Ad Revenue for the Dealership
by Selling Ads to Surrounding Retailers

C. Identify owner base customers - alert sales
manager
1. Reselling owners + relationship
development
D. Identify service customers - alert service
manager/service advisor
1. Knowing guests saves time
and builds relationship
2. Identify your most valuable
customers
E. Identify staffing requirements and busy
times/days - Alert General Manager
1. Track when staff enters, leaves
and dwell times on property alert managers

6. Vehicle Location - Inventory and Service
Vehicles Are Located With Geo-Fencing
7. Hotspot Probes at Salesman's Desk
to Identify Who Is Working With What
Customer
8. Service Experience - Text Notify Guest
When Car Is Completed (Time Savings =
money)
9. Service Lane Acquisition - Pull CVR Info
for Trade-In Status (New Opportunity =
Money)
10. Marketing to Guests via Ads in
Browser Telling Them About the 10%
Sale Going on in Parts Department.
11. Push-Targeted Marketing to Social
Media Sites

2. Acts as time clock and workers
compensation injury verification
3. Tracks staff counts - savings on
employee staffing time and motion
F. Track guests with detailed traffic patterns/
dwell times - alert manager
1. Identifying most popular inventory
vehicles and customer's highest
vehicle interest assists in selling and
relationship development
2. Automated Data Mining of Your WIFI
Associated Users - Alert Managers
1. Push photos and personal information
of guests from Facebook and other
public sites and send notifications to
staff to enhance and develop rapport
and...
2. CRM integration with push and pull
capabilities
a. Receive guest information/history
and verification of CRM data

12. Control and Schedule Digital Display
Content
13. Immediate Recognition of Loyal Guests!
14. Automated Retrieval of Social Media
Profiles!
15. Real Time Actionable Information!
16. Sales Efficiency Gain - Know Everyone
That Arrives on Lot (Eliminate Missed
Opportunities = Money)
17. Marketing Efficiency Gain - Increased
Information on Every Guest (Reduce
Lead Campaigns = Money)
18. Marketing/Service Sales Enhancement -
via Real-Time Ad Campaigns
(Advertise Direct to Guest = Money)
19. Sales Gain - Knowledge of Competitive
Cars/Parts Web Shopping (Increased
New Sales = Money)
20. Marketing to Guests via Ads in Browser

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

MARCH 2018

http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - March 2018