Digital Dealer - August 2019 - 13

can understand what new
data technology is available
and how to get it before your
competitors.
As a business owner or
manager, you are not looking for more data, instead,
you are seeking accurate
actionable and usable data,
real-time intelligence and
knowledge. With knowledge comes the power and
confidence to make better
decisions than your competitor across the street, which
equals more money in your
pocket.
The good news is, as a
business owner, you don't
care about all that data, you
care about results. Results
move the profit needle. But
you must have timely, accurate data to empower your
people to make decisions
and talk openly about data-related items in manager/
sales meetings to gain ideas
and strategies. Most Fortune
companies do it this way
and do very well with it.
Some will refuse to bust
through their paradigms, 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."
The other half of knowledge
is doing something with it.
Your people must have good
information if you want them
to grow the store.
CHUCK BARKER is
president and founder of
Impact Marketing & Consulting
Group in Virginia. EMAIL:
Chuck@impactgroupcrm.com

CHART 1

SITUATIONAL AWARENESS

Simply by targeting anyone's cell phone who enters your lot, you can enhance guest experience,
increase profitability (sales & service), and provide operational management enhancement.

1. Company-Wide View of Your Traffic Identified
by Customer Type
Improved, Accurate and Automated Traffic Counts
i. Identify first time guests - alert sales
manager guests just arrived
1. Relationship development
enhancement increased sales

1. Report, notify (management/law enforcement)
and identify any after-hours lot activity
movements
4. Automated Guest and Employee
Communication - Alerts Manager
1. Send SMS/Email notifications to guests to
enhance guest experience and sales
opportunities (10% off parts today)

ii. Identify be-back customers - alert sales
manager be-backs are back
1. Stronger sales opportunity +
relationship development

2. Send automated advertisement & accurate
follow up!

iii. Identify owner base customers - alert
sales manager the owner is on campus
1. Reselling owners + relationship
development

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

iv. Identify service customers - alert service
manager/service advisor
1. Knowing guests saves time
and builds relationship
2. Identify your most valuable
customers
i. Identify staffing requirements and busy times/
days - Alert GM on staff and their locations
1. Track when staff enter, leave, and dwell
(how much time spent in an area) times
on property - alert managers
2. Act as employee time clock and
workers' compensation injury location
verification
3. Track staff counts - savings on
employee staffing time and motion
. How many people you need at given
days/times
v. Track guests with detailed traffic patterns/dwell
times - Alert manager as to guest locations
(back 40?)
1. Identify most popular inventory vehicles
and a customer's highest vehicle interest assists in selling and relationship
development based on vehicle dwell
time

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% Tire Sale Going on
11. Push Targeted Marketing to Social Media Sites
12. Control and Schedule Customizable Digital
Display Content to All Televisions
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)

2. Automated Data Mining of Your Wi-Fi
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 with guests and
2. CRM Integration with push and pull
capabilities
Receive guest information/history and
verification of CRM data

3. Dealership Security

19. Sales Gain - Knowledge of Competitive Cars/
Parts Web Shopping (Increased New Sales =
Money)
20. Marketing to Guests via Ads in Browser
21. All of the Above Are Customizable and Each
Can Send a "Notification" to Any Manager via SMS
and/or Email Informing of Visitor's Presence

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

AUGUST 2019

13


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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