AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing For similar content visit http://www.autosuccesssocial.com/

1. 2011
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6. THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL
AutoSuccess Magazine is published monthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69
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and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other
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Susan Givens, Publisher Thomas Williams, VP & Creative Director Dave Davis, Editor & Creative Strategist Brian Ankney, Account Manager Susie Horne, Account Manager
John Warner, Sales-Improvement Strategist
sgivens1@autosuccessonline.com design@autosuccessonline.com ddavis@autosuccessonline.com super6@autosuccessonline.com shorne@autosuccessonline.com
jwarner@autosuccessonline.com
feature solution
leadership solution
marketing solution
sales & training solution
what woulD happeN iF you prioritizeD your aDvertiSiNg
h.i.c.c.u.p your way paSt competitorS oN Facebook
you’re builDiNg eQuity with Social aND reputatioN
veNDor proFile: viNSolutioNS aND autotraDer:
the ‘how-to’s’ iN proSpectiNg – aND the reSultS
DollarS oN leaDS that are eaSieSt to cloSe?
harNeSSiNg the power oF perSoNality
SaleS SucceSS iN 10 SecoNDS or leSS
how to Quickly overcome objections and move Forward
iS your DealerShip aSymptomatic?
invest in mobile and be ready for your Shoppers
are you in the Fast lane or being passed by?
the making of a Digital marketing Juggernaut
mobile ShoppiNg iS a reality
aNother braNDiNg leSSoN
maNagemeNt...areN’t you?
Stop whiNiNg about price
the pSychology oF a t.o.
the Next Direction in Digital marketing
the truth about crms...
mobility iN marketiNg
the power iS Simple:
using the Softening Strategy
For your braND
.
by DalePollak
32
30
26
10
28
16
38
20
14
22
08
18
34
24
36
markTewart
ScottJoseph
marshBuice
SusanGivens
SkipMurphy
glennPasch
mattBaker
troySpring
chadPolk
genaeGirard
Seanv.Bradley
FranTaylor
tracyMyers
peterBond
markSpringer
12
8
6
22
1
2

8. SusanGivens marketing solution
veNDor proFile:
viNSolutioNS aND autotraDer:
the making of a Digital marketing Juggernaut
Publisher’s note: Although we don’t often with too many tools that didn’t talk to each 2001 and BZResults, which ADP bought in
cover automotive sales news, in favor of other, so we built one tool that could replace 2006) and his experience and advice has been
providing sales-improvement help to our the rest” said Dullea. Dullea worked with invaluable,” said Dullea.
readers, we believed there are enough Matt Watson, one of VinSolutions’ founders
professionals in the industry affected by these and CTO, to build an “all-in-one” sales and “Mike and Matt built an extraordinary team
events that it warranted coverage. service marketing system that is DMS agnostic. with talented guys like Kendall Billman
“If you can think it, Matt and his team can and Sean Stapleton, the best salesperson in
AutoTrader continued to surprise the build it,” Dullea said. “His team releases the industry,” said Wolfington. “Dullea is a
industry when they announced they were enhancements every other Tuesday based on relentless leader who has built a fantastic team
acquiring VinSolutions, an automotive digital requests they receive directly from the users.” and Watson built an extraordinary technology
marketing company that serves manufacturers As a result, VinSolutions users help them build platform.”
and retailers. “We are thrilled to acquire a platform that includes search marketing;
VinSolutions and add it to our best-in- online advertising; social media marketing VinSolutions digital marketing system has
class portfolio of dealer software solutions tools; Websites; Internet lead management; been widely recognized in the industry.
companies,” said Chip Perry, president and CRM (customer relationship management); Recently they won the DrivingSales award for
CEO of AutoTrader.com. “VinSolutions will sales force automation; sales management their Website, Internet lead management tool
further ramp up our dealer solutions product and desking; appraisal; finance; used vehicle and their new VinLens product, a customer
suite to provide dealers with a simpler, more market pricing; inventory management and information application that lets dealers see
functional one-stop-shop solution of Internet distribution; handheld inventory marketing who is on their site and what they are looking
marketing software tools accessible by the tools; window stickers; automated video at so they can deliver custom messages and
dealer through a single sign-on tool.” tours and targeted marketing with e-mail, promotions based on what’s important to the
text, mail and telemarketing services. Their customer. VinLens also lets the dealer see
VinSolutions software tools will be offered on “Dealership Marketing System” is one of the where the customer has been before visiting
a flexible a-la-carte basis with no long-term first companies to include complete mobile the Website so they can track their advertising
contracts, and dealers’ will have the flexibility integration so dealers can access reports better. VinSolutions also took the top prize at
to work with their other software vendors, from any mobile phone that has access to the the Automotive Website Awards for building
since AutoTrader promotes open platforms and Internet, including Blackberry, Android and the most complete digital marketing system in
integration across its software solutions and iPhone. Currently VinSolutions is certified by the industry.
other dealer software tools. all major OEMs and integrates with most DMS
companies, including certified integrations Consistent with AutoTrader.com’s approach to
VinSolutions.com evolved from a start- with ADP, Reynolds and Reynolds, AutoSoft their previous acquisitions, VinSolutions will
up inventory management company to the and Arkona. VinSolutions also has alliances be a subsidiary of AutoTrader.com, and the
33rd fastest growing software company in and integrations with CARFAX, Autodata, current management team will remain intact,
the United States according to the Inc 500. RouteOne and DealerTrack, as well as vAuto led by Mike Dullea (CEO) and Matt Watson
VinSolutions took off after the company and Kelley Blue Book, both of which are also (CTO) from their headquarters in Overland
released their all-in-one dealership marketing owned by AutoTrader.” Park, Kansas. “Our team is very excited to join
system a few years ago. forces with AutoTrader.com because we are
To launch the new all-in-one dealership both passionate about helping dealers use the
VinSolutions was founded by entrepreneurs marketing system, Dullea recruited the help Internet and innovative technology to grow
who had a vision of building one solution of a few industry veterans who had a proven their business,” Dullea said. “Together we will
that tied together all the technology a dealer track record of helping other companies grow. strive to constantly improve how we serve our
needs to market their dealership online. Led by Dullea recruited Sean Stapleton as their chief dealers and how we help them attract, serve
CEO Mike Dullea, the company experienced sales officer and Kendall Billman to lead their and retain their customers.”
growth of more than 100 percent a year over Web marketing initiatives. Stapleton was the
the last few years after releasing their new EVP of sales at Who’s Calling where he helped Both AutoTrader and VinSolutions are pioneers
solution. “I was spending too much money create a new category of call monitoring and in the industry, so it will be interesting to see
with 15 different companies that did not measurement, and Billman helped develop how they can leverage all the synergies to
integrate,” said Todd Crossley from Gary Web platforms for both Third Coast Media serve their dealers better. One thing is for sure:
Crossley Ford, the No. 1 Ford retailer in the (acquired by Reynolds and Reynolds) and Neither company has a reputation of standing
Kansas City Market. “Now I have one system AutoONE Media. still for long so it will be interesting to see
that does everything, from managing my how this new partnership helps dealers and the
Internet marketing to desking to service, in one Dullea also recruited Sean Wolfington to join industry move forward.
tool that is easy for my team to use. We are VinSolution as a mentor and advisor. “We
spending less for one system that does more brought Wolfington on board because he led
than the 15 it replaced.” two of the biggest digital marketing companies Susan Givens is the publisher of AutoSuccess.
in the industry, (CyberCar and Automark, She can be contacted at 877.818.6620, or by
“Dealers were complaining about working which Reynolds and Reynolds bought in e-mail at sgivens1@autosuccessonline.com.
08 autosuccessonline.com

10. TroySpring marketing solution
aNother braNDiNg
leSSoN
Last month we talked about de-branding messages and stereotypical advertising does
a store by the actions we take and by the not always provide direct results. For example,
advertising we do when it is inconsistent with say you launch a branding campaign with the
the culture — or the desired culture — of message “Hey public, we are in business 75
the dealership. This month, let’s talk about years and we love you!” You can’t expect to
“branding” versus “direct impact” advertising. sell a car on Saturday as a direct result of this
Let me state up front as a disclaimer that I am message.
in the direct mail business and may be a little
bit biased; however, the chicken came before So, if you can find a way to advertise with
“So, if you can find a way to advertise
the egg on this one. I firmly believe what I am a direct results message that you believe
about to preach — and I practice it. is consistent with the personality of your
with a direct results message that
dealership, you will see the long-term branding you believe is consistent with the
Many times, we have to make the decision results, as well as immediate results. A perfect personality of your dealership, you
inside the monthly advertising budget between example of this is a dealership with a small will see the long-term branding results,
a direct results (or “promo”) type of campaign, “branding” message buy on the radio. You may as well as immediate results.”
or to launch a branding message campaign. as well just keep the money because there is
When it comes to this decision, remember that a dealership with a large “direct results” buy for their trade than any of your competitors.
when using direct results advertising, it does completely dominating and dwarfing your The dealers who are advertising this way will
still in fact brand you by getting your name branding message. You must tell the customer be the ones who are remembered and, after all,
out in front of the public. It will brand you as something that they care about. They really isn’t that part of what branding is?
an aggressive dealership seeking the business do not care how long you have been around Troy Spring is the president of Dealer World.
and ready to make deals. However, it does (as long as it is more than a year). What they He can be contacted at 866.906.7884, or by
not work in the opposite direction. Branding care about is that you plan to give them more e-mail at tspring@autosuccessonline.com.
10 autosuccessonline.com

12. On October 15, 2010, I sold vAuto to AutoTrader Corporation. Few addition, we now know the price point at which they are most popular. With
experiences could be more gratifying than starting a business in your this information, the dealer’s used car buy lists will begin automatically
home with an idea and seven short years later, have it acquired by an populating with those winners that meet their stocking objectives.
industry leading media giant. To be sure, the sale of vAuto was the
realization of a dream, but not the fulfillment of a mission. I needed to Along with each vehicle on the buy list will be a dollar amount that
ensure that the sale was not just good for me, but also our employees, the dealer can justify paying for the vehicle. This amount will be
dealers and AutoTrader. Therefore, how everyone would win was a automatically calculated by subtracting from the optimal selling price, the
question that needed a clear answer. dealers profit objective, average reconditioning costs and transportation.
Fulfilling the mission Next, the system will automatically search the vast network of Manheim
For many years, I recognized an opportunity in the fact that Cox auctions to determine the location at which such vehicles will be sold in
Enterprises owned both AutoTrader.com and Manheim auctions, the the coming days. Once these auctions are identified, they’ll be ranked
preeminent retail and wholesale automotive marketplaces. In spite of their by the likelihood of being able to purchase the vehicle at or below the
common ownership, these two giants were run independently, and largely target amount. This ranking will be determined based on the prices of the
without strategic connection. To me, this appeared to be the greatest of all most recent identical vehicles sold at each location. Once the matches
opportunities for everyone. are found, a dealership representative will be notified with a request
for approval. The dealership representative can specify the minimal
Recognizing an opportunity and acting upon it, however, are two different acceptable condition grade and, with a single click, a proxy bid will be
things. The recognition of the opportunity was the justification for the submitted on their behalf. When the target vehicle is acquired, it will be
sale, what is ultimately to be unveiled will be its fulfillment. Therefore, immediately transported and instantly posted on the Internet with a price,
mapping a strategy was one of the first priorities to fulfill the promise photos and a complete description.
to the industry. To do so required a thoughtful analysis of both today’s
and tomorrow’s industry challenges. What follows is an overview of a New competitive edge
and insights to my thoughts about the future of the business, dealers and Traditionally, dealers have made profits by using strategies and tactics
technology solutions. to maximize transactional gross profits of new and used vehicles. Today,
a New Day however, it is both the wholesale and retail markets that largely determine
As the domestic auto manufacturers return to profitability and the transaction profit, rather than the persuasion of talented sales people.
employment rebounds, the optimism of the American automobile dealer Progressive dealers who have recognized this new reality have found
returns. Evidence of renewed confidence can be seen in growing numbers success in improved profitability with focus on velocity, rather than large
of dealership renovations, inventory expansion and dealer’s lifestyle gross margins. Although it has been extraordinarily difficult for dealers to
enhancements. To many, the current outlook appears to be a long- adopt this new strategy, it has proven to be effective.
anticipated rebound from the trough of an unusually harsh but all-too-
familiar industry cycle. The American car dealer has seen it all before and Dealers who joined the competitive price bandwagon early enjoyed
has once again persevered and emerged triumphant. success at the expense of their traditional higher-priced counterparts. Now
that more dealers are pricing aggressively, the challenge is to find the
With a broader perspective however, there are many new realities and next competitive edge. The good news is that there are new advantages
unfamiliar challenges awaiting dealers. One such new reality is a margin- to be found; however, they may not be easy for many dealers to adopt.
compressed used car market. With shortages of used cars and historically One such opportunity for competitive advantage is to modify the
high wholesale prices, dealers have found the sourcing of used vehicles at organizational structure and business process of the dealership to create
reasonable prices to be a complex task. higher efficiency and greater profitability. This is presently being achieved
at many dealerships by transitioning to little- or no-negotiation sales.
a New way These dealerships are able to employ fewer managers as well as lower-
As a result of the AutoTrader acquisition, vAuto will soon introduce a new priced and easier-to-find sales consultants. Some of these dealerships
game-changing solution for the sourcing, stocking and merchandising have even eliminated the expense of dedicated F&I personnel, as they’ve
of used vehicles. The new solution begins with the recognition that split this responsibility between sales consultants and the few remaining
AutoTrader.com is a giant voting machine. Millions of cars on this site are supervising managers. The results are a lower cost of sales, faster
voted on every day by car shoppers using their mouse. With the ability to transaction time and improved customer and employee satisfaction.
tabulate the votes on a weekly basis in each market, the winners can now
be declared — those cars that are most sought after by used car shoppers. In Key to the transition to little- or no-negotiation sales is an understanding

13. that documentation must replace negotiation. Systems like vAuto’s in favor of corporate consolidated enterprises. Many of these enterprises
RealDeal provide salespeople and consumers the ability to arrive will continue to be controlled by families, but operated in accordance
at consensus by documenting the prices of all identically equipped with standards of corporate governance and efficient markets.
competing vehicles in the market. In such cases, the dealer’s vehicle
does not need to be the lowest price, but rather the dealership only needs conclusion
to credibly demonstrate why lower-priced vehicles are not of the same While there continues to be great opportunity in the American automobile
value. The differences are automatically identified by mileage, equipment, industry, today’s dealers and solution providers must recognize that the
condition, number of previous owners, accident history and the selling emergence from the most recent sales cycle slump comes with a host of
dealer’s service and warranties. The result of using RealDeal is that new realities and challenges. The mission of AutoTrader, vAuto and its
both salespeople and shoppers derive satisfaction while the dealership growing collection of subsidiaries is to anticipate and meet the needs of
maintains the gross profit that it anticipated when the vehicle was priced. dealers in both the present and future. The mantra within the AutoTrader,
In fact, most dealerships today using the RealDeal system are negotiating vAuto and other subsidiary companies is to place the dealer’s interests
less than $200 per vehicle from their original asking price. first and create value for the company by anticipating and fulfilling
dealer’s needs.
Another opportunity for competitive advantage is a restructuring of
the dealership facility. Today, vehicle shopping occurs more in the Since the AutoTrader acquisition six months ago, I’ve been inspired by
virtual than physical realm. Large, expensive, high-profile facilities the aggressiveness, intelligence and competency of the management
are luxuries that most dealerships can no longer afford. Dealerships team. I’m also impressed by the genuine dedication of the field team to
of the future should be located in desirable and accessible commercial serve the interests of dealers and transform their roles into ones of trusted
areas, but not at the proverbial corner of Main and Grand. These new advisors. While there is still much work to be done, I am part of a team
dealerships should be positioned on one-and-a-half acre plots and be built that is positioned to be an industry leader of marketing, merchandising
vertically. The ground floor should be a modern corporate-compliant and sales solutions. With strategic vision, professional management and
showroom with an open-air parking structure above. Such structures financial strength, I am confident that our mission will be fulfilled. As
are low cost, relatively maintenance free and, with proper lighting, can said by Charles Darwin, “the future belongs not to the strongest, nor the
accommodate customer parking as well as new and used car display. smartest, but the ones most ready to adapt.”
Similarly, it is not economically efficient to perform mechanical repairs
on the most expensive real estate in the community. Service and parts Dale Pollak is the founder of vAuto and a best-selling author.
need to be located off-site in lower-cost commercial or industrial parks. He can be contacted at 866.274.1226, or by e-mail
These locations need only be accessible, safe and clean. Perhaps like- at dpollak@autosuccessonline.com.
minded dealerships will ultimately create service center parks as their
predecessors did decades earlier with their sales facilities.
Because it’s difficult for dealers to extricate themselves from present land
and buildings, this transition will require cooperation and partnership
among the dealer, their OEM and municipality; all three are key
stakeholders in the dealership’s continued viability.
the New breed of buyers
Another new reality facing dealers and one that also supports the physical
restructuring of the dealership is the fact that Gen Y buyers prefer less
human interaction in the car-buying process. With shrinking margins
and technological advances, progressive dealers are beginning to invest
in systems to facilitate true e-commerce automotive sales transactions.
Today, buyers can already research vehicles online, find them in dealer’s
inventory, get a price, dispose of the trade in and arrange financing
without ever visiting a dealership. Meeting the sales-process desires of the
Gen Y buyers while reducing selling costs through the use of technology
is, therefore, inevitable.
the New breed of Dealers
Scale and centralization of operations will also become a priority
for profitability in the years to come. The fact is that one CFO, one
operations manager and one used car director can and should perform
management oversight across multiple locations. Shrinking margins
and higher costs make it increasingly difficult to support profitability
with a self-contained operation under one roof. Such advantages will
become available to organizations that scale locally and/or regionally
as opposed to those with a national footprint but without geographic
concentration.
Further, single log-on technology systems will be used to facilitate
mission-critical functions across the enterprise. It will no longer be
cost effective or operationally efficient to support separate systems
at multiple locations. CRM, desking, new and used vehicle
inventory management and similar systems must be standardized
across all locations. Future dealerships will be more like sales
outlets rather than self-contained dealership operations.
The landscape of family-owned single dealerships will dissipate

14. ScottJoseph sales & training solution
what woulD happeN iF you
prioritizeD your aDvertiSiNg
DollarS oN leaDS that are
eaSieSt to cloSe?
There are a lot of options when choosing how Are you better off investing into third-party sure these types of leads are handled correctly?
to invest your advertising budget. Normally, leads that are distributed to dealers all over
you may think of dividing your budget town, or investing in pull-ahead programs Perhaps the most amazing benefit to this type
across channels such as TV, Internet, radio, right out of your own customer database? If of innovation is what can be done through
newspaper, direct mail, e-mail, social media, your goal is to sell more vehicles, what is the the Service Department. Imagine these same
etc. Why not look at it a different way? Why easiest way to get there? Are you going to have calculations being run every business day with
not put the priority on attracting leads that you a higher closing percentage with a third-party your dealership’s new service appointments,
have the highest probability to close? In other lead or a previous customer who can actually thereby matching your appointment customers
words, what if you divided your advertising upgrade his or her vehicle for no money down to vehicles currently in your inventory.
budget based on referrals, previous customers and actually lower his or her payment?
and conquest (new) business? If you prioritized Today, the tools to sell a vehicle have never
your ad spend based on the closing percentages With today’s innovations, dealers have more been more innovative. Are you prioritizing
of these segments, how would your advertising tools at their disposal than ever before. Like your advertising dollars in systems and
budget look different? anything, you’re only going to get what you processes that create the type of lead you have
put into a program. With used cars in demand, a better chance of actually closing?
There are multiple channels to target each of how important is it for you to acquire more
these segments. With referrals and previous trade-ins from your previous customers? How would I prioritize a budget? I would
customers you can use e-mail, direct mail, prioritize these segments in this order (of
the telephone, social media and texting, and Imagine marrying your dealership’s customer course only you can choose which programs
you can combine these with micro-sites. With database and vehicle inventory with current and channels work best per segment for your
conquest or new business, you have options manufacturer incentives and the specific profit store and personnel):
such as third-party leads, TV, radio, newspaper, level you would like to achieve. Then complex 1. Referrals (you must have a good referral
Internet, direct mail and e-mail (assuming your algorithms generate a list, pairing customers program and process)
prospects have opted in). So, out of all these with the vehicles in inventory that they are 2. Previous customer offers (both sales and
opportunities, which will give you the greatest eligible to trade into for lower payments. Using service)
return on your investment? the Black Book value of the customer’s current 3. Conquest
vehicle and his or her current payment and
Last month, I wrote an article on setting up a financing information, the customer is matched I look forward to hearing your thoughts.
referral process. Without question, referrals with a new or upgraded vehicle with no cash
will give you the greatest return, but you can’t down and often a lower monthly payment. Is
survive on referrals alone. So, based on your this lead easier to close compared to a third- Scott Joseph is the president of J&L
advertising budget, where do you invest most party lead? How much do you invest in a Marketing, Inc. He can be contacted at
of your money, and is it prioritized based on program like this compared to third-party leads? 888.835.1689, or by e-mail at
what gives you the greatest return? How much do you work with your staff to make sjoseph@autosuccessonline.com.
14 autosuccessonline.com

15. More Visibility.
More Clicks.
More Sales.
Increase your visibility with effective Pay-Per-Click
campaigns by optimizing your exposure to online
car shoppers. Our Search and Analytics team
takes a personalized approach to developing your
campaigns producing more clicks and traffic to
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to learn more, Call today at
877-834-2030
You can also scan the QR code below, or visit us
directly at www.dealerskins.com/auto-success
Connect with us:

16. MarkSpringer marketing solution
you’re builDiNg eQuity with
Social aND reputatioN
maNagemeNt...areN’t you?
Trying to find time to get the important things to your business and look for creative ways to technology and Website vendors are building
done along with selling cars and making a tie your audience to your brand and showroom applications designed to help dealers effectively
living is hard enough. For today’s dealership floor, such as having your used car manager and proactively manage social and online
personnel, adding social and reputation tweet about a hot trade in you just appraised. reputation. You can, however, manage this via
management to the daily work plan seems free apps on your smart phone, or with free
ludicrous. Who has time for that? The result is more business now. More browser plug-ins or for free in the back end
importantly, it cultivates more followers, fans of these social sites. Most important, these
This article is for those who are trying to find and engagement, equaling more social activity. applications may not answer the big questions
answers to those big questions surrounding asked earlier in this article.
social and reputation management: “How can reputation management
being proactive with social and reputation There are a number of techniques for managing Our advice to dealers reading this and looking
management actually result in a better bottom your dealership’s reputation online. Examples to answer those questions is to seek out an
line? ” and “If I invest the time, effort and include monitoring popular forums or blogs application that does indeed allow you to
resources to manage my online reputation and related to your brand or dealership name, more effectively and proactively manage both
social assets, how can I actually build tangible subscribing to RSS feeds that funnel up-to-the- social and online reputation, but one that also
equity in my business?” minute information via e-mail or a Web browser is architected in a way that delivers equity
and tracking your brand or dealership’s “buzz” that you can actually see and results that are
There are a few obvious intangibles. Being online with technology such as Google Alerts. tangible. Find a SRMS (social and reputation
courteous and responsive is good. Being positive management system) that harnesses your efforts
and talking up your brand and your dealership is By far, the method of reputation management and hard work, and delivers that content directly
smart. But aren’t these things we do naturally as that is given the most credence, and the one we to search results in the form of indexed pages in
salespeople when the opportunity arises? I am will pay close attention to, are online reviews. a slew of geo- and brand-search markets.
not talking about these obvious intangibles. I am As you know, Google has changed the way our
referring to tangibles that result in more sales, potential clients enter our digital dealerships by Imagine you are a Lexington, Kentucky Ford
higher profits and repeat customers. I want to providing an additional layer of consideration dealer. A local consumer searches for a Ford
offer a few tips on how to turn your social and for the consumer prior to the click through. F-150 near Lexington, Kentucky, and Google’s
reputation management into tangible equity for With a tug on the subconscious of the consumer, first page is saturated with positive reviews
your dealership. Google now displays those little yellow stars or Facebook posts left by your dealership’s
as a snap shot of your reputation right next to loyal customers — and you have 237 reviews
While reading this, remember a couple the link to your Website in search results. Most averaging 4.7 of those little yellow stars at the
important things: dealers are now scrambling to address this new same time. Wouldn’t that be great?
• Everything you do online should be centered reality with internal procedures to solicit new
around SEO. and consistent positive reviews from the happy bottom line
• With SEO, original content is king. customers hoping to offset and strengthen If your social and reputation management
their mediocre averages brought down by the investment does not yield tangible equity, it may
Social management previously buried reviews from upset customers. be time to adjust some priorities. Get engaged,
If you do not already have them, get your be proactive and make certain you are not
dealership clean, professional Twitter and If you are not taking this action, do it now. over-paying for SRMS applications that deliver
Facebook business pages created. Promote them Compiling positive reviews at every turn. Offer zero equity for their investment. In today’s car
aggressively. Run promotions to increase your discounts and promotions in exchange for business, it’s all about finding efficient, revenue-
fans and followers every chance you get. Do reviews for your dealership. Do it with urgency. positive ways to increase the bottom line.
this first and do it right away (Sounds obvious
right? Stay with me here because we are setting Seo If I can help you by answering questions or
the table for the tangible equity part). The importance of all of this is the content, providing additional information on how to
which you can leverage for high-powered SEO. turn your dealership’s social and reputation
Here is the hard part with social: You actually If a consumer writes a 200- to 500-word review management efforts into tangible equity, please
have to be social. or post about your dealership, the brand you contact me with the information below.
sell or the specific model they purchased, good Mark Springer is the president and COO
Download some apps on your smartphone. Set or bad, isn’t that 200 to 500 words of keyword- of BluSolutions Dealer Websites &
some alerts. Get engaged socially. And yes, dense content served up on a platter for you? Automotive SEO. He can be contacted
answer every question, reply to every comment, at 866.835.0921, or by e-mail at
and get involved in every conversation relevant Here’s the tangible equity part: Some automotive mspringer@autosuccessonline.com.
16 autosuccessonline.com

18. SkipMurphy marketing solution
the power iS Simple:
the Next Direction in Digital marketing
One thing most used vehicle and Internet through the online vehicle merchandising and Internet managers the ability to update vehicle
managers don’t want or need in their lives sales processes. inventory descriptions and prices any time of
is complication. The industry has equipped the day or night — across most of the online
dealers with all kinds of technologies designed Not only is all this effort time consuming for sites in which you list inventory — so they can
to make these managers’ lives easier, but has already-busy Internet managers and staff, be sure to have the freshest, most appealing
that been the true outcome? but the effort often results in less-than-ideal online inventory possible.
online vehicle presentations prone to listing
For example, the industry has given them tools and pricing confusion, out-of-date listings and killer apps to Sell more cars
of all kinds to help them merchandise vehicles prices and other errors. Seamless integration of your key digital
online and respond to Internet leads originating marketing components — your Website, CRM
from those online showrooms. As useful as If you want to sell more cars on-line, your and online inventory management software —
these technologies can be, they can require online listings must be compelling, current and means comprehensive digital marketing results
more staff effort than should be necessary. consistently merchandised across all online from one source.
sites in which you list inventory, especially
In fact, dealing with various systems for listing the dealership Website — potentially the In addition, other exciting online marketing
and managing online inventory, comparing dealership’s most powerful inventory sales tool. apps will make it a cinch for dealers to
online prices with competitors’ and driving build powerful and affordable online selling
shoppers to the dealership Website inventory Furthermore, all this activity must be as juggernauts. Some of these exciting apps
pages — the most “ready to buy” end of the automated and hands-off as possible so staff include those that deliver:
sales funnel — can be frustrating. can concentrate on closing leads — not on
merchandising inventory. Improved lead processing: Leads from
It can be frustrating because orchestrating all third-party sites, craigslist and the dealership
these disconnected processes requires work. Most online buyers visit a dealership Website Website will now flow directly into the CRM,
when they’re close to making a final vehicle
It requires staff to log into each system and so leads don’t drop through the cracks and
and dealership decision. Nothing will send
then flip from one screen to the other to move so you then convert more of your digital
them scurrying marketing investment into vehicle sales.
off your Website
faster than Website Improved vehicle listings: Solutions that help
inventory that’s you create and manage the most compelling
Introducing – Your Buyers. presented, described and comprehensive vehicle inventory listings
and/or priced and descriptions on the Internet.
differently from
IMN Spotlight™ reports enable you to create the other listing Improved vehicle merchandising: Enriched
lists of your most engaged subscribers sites where your online content to attract more eyeballs and sell
and target those ready to buy dealership also lists your listings. These tools include human voice-
from your dealership. inventory. over video, ad writer and custom comment
Ready to sell? generators, YouTube and craigslist easy listing
a Digital leap tools and direct-to-auction (OpenLane and
Forward Smart Auction) tools.
Apps are currently
being developed in Improved dynamic content: New tools will
the marketplace, upload “live” walk-around videos to YouTube
however, that will and to the dealership’s inventory pages, as well
soon make possible as to sites like AutoTrader, Cars.com and many
multiple, real-time other sites.
daily data extraction,
compilation Improved social media tools: Jumpstart and
and distribution ensure ongoing involvement in your Facebook
from your dealer and Twitter efforts.
Drive customers in for sales, for life. management system
to your dealership’s These are exciting times in auto retail digital
Visit www.loyaltydriver.com Website inventory, marketing. The “power of simple” — integrated
key online car- CRM, Web and inventory management — is
shopping sites and simplifying how easy it is to use and benefit
Innovative Enewsletter Solutions
the resulting leads from modern online inventory sales and
loyaltydriver.com | 1-800-818-4071 right into your management tools, while improving how dealers
CRM. capture, merchandise and sell vehicles online.
This new integration Skip Murphy is sales director with Trinity Suite.
technology will He can be contacted at 866.295.9491, or by
give used car and e-mail at smurphy@autosuccessonline.com.
18 autosuccessonline.com
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20. TracyMyers marketing solution
harNeSSiNg the
power oF perSoNality
For your braND
Last month, I shared with you that the fastest, advice. So, you’ve got to let them in. old, but I actually started to live my dream
best and easiest way of creating a successful, pretty quickly. When I was eight, my brother
highly profitable business or career in the And yes, that does mean you need to show and I got a couple of the neighborhood kids
automotive industry was to position yourself as them your quirks and idiosyncrasies. together to put on a play in my backyard. We
a celebrity expert. practiced every day for two weeks after school.
Now, there may be things you don’t want to
Over the next few issues, I’m going to share get into — such as politics and religion — but I made posters by hand advertising the
the key steps and strategies you need to follow you should be aware that the more polarizing play — remember, this was before PCs, and
in order to build a powerful celebrity expert you are, the more magnetic you will become to there was no Kinko’s. We made copies using
brand. If you follow these steps, you’ll stand those who are like you. carbon paper and put them in the neighbors’
out way ahead of your competition. mailboxes.
polarizing for Success
However, in this section, I want to share one The more you let people know who you really We didn’t charge admission, but I did pass
secret that will take you to a completely new are, the more they’ll either see themselves in the plate. We may not have had an audience
level. That secret is the power of your own you or they’ll see they’re not like you. of thousands, but I did manage to get $55 in
personality. donations —that’s not too bad when you’re
So, it’s also true that the more polarizing you only eight.
Overcoming the dull, corporate approach are, the more you’ll push some people away. But
every day in my work, I meet people who have the benefit of that is that the people who identify I gave my two friends and my brother $5 each,
amazing personalities. Then I go and check out with you will be even more attracted to you. which left me a hefty profit of $40.
their blogs, their articles, videos and books —
any of the ways they represent themselves in You can probably think of personalities right So, I was lucky enough to learn three very
their business world. I often discover that they now — whether in business or in entertainment important lessons early on in life:
are totally flat and stale — they have a dull, — that you cannot stand. You just can’t figure • I loved being on a stage in front of people.
corporate feeling. out how they have such a big following. Well, I loved the applause, the accolades and the
it’s because of this rule. There are people who celebrity! (The money wasn’t bad either!)
I have to tell you that if you truly want to be feel like them, and the more polarizing they
the celebrity expert in your market, you have are, the more they’re drawn to them. • Marketing something — in fact, anything —
to do the exact opposite. This dull, corporate came naturally to me.
approach is not what your clients and prospects I’m going to show you exactly how to position
want. They want to know who you really are. yourself so that the right potential customers • If you were creative and didn’t mind a little
The fact is that we connect best with people we are attracted to you. But let me start by sharing hard work, you didn’t have to spend a lot of
can relate to; who are like us in some way — a little about me and how I started my journey. money marketing to get great results.
whether it’s the way they think, their lifestyle,
their age, their background...whatever. my celebrity expert I’ve learned lots of valuable lessons that I’m
branding Story - part 1 going to share with you over the next few
So, if you want to build your celebrity expert My story dates back more than 82 years — and issues, plus, next month, I’ll teach you the
brand, your expertise has to align with your no, I’m not that old! That’s when my great- secrets of matching your expertise to your
personality and who you’re trying to connect grandfather opened the first Frank Myers store. perfect market.
with. This may seem scary at first, but you And, to most people, it seemed obvious that I
have to let people in on who you truly are. would follow in the family footsteps.
You’ve probably heard it said that success is However, I had other plans. I wanted no part
10 percent what you know and 90 percent the of the car business. I wanted to be in the
rest. I’m not sure if these numbers are correct, entertainment industry. From the age of five or Tracy Myers, C.M.D. is a noted small
business marketing and branding solutions
but I am sure the message is spot-on. In short, six, I only wanted to be a rock star, radio DJ, specialist, best-selling author, speaker, car
people have to know you before they’ll listen or an actor. dealership owner and entrepreneur. He can
to you. If they don’t know who you are, then be contacted at 866.860.0029, or by e-mail at
they don’t know if they should take your I guess that’s not too unusual for a five-year- tmyers@autosuccessonline.com.
20 autosuccessonline.com