COVERING THE INDUSTRY’S TOP EVENTS
CAR BIZ TODAY
see PAGE 28
For Ccmplete interviews with Elway, Painter, and Fields go to CBTNEWS.COM
MAY 2014
ISSUE 3
Entire contents ©2014 Car Biz Today. All Rights Reserved.
A SECOND CHANCE TO MAKE A FIRST IMPRESSION The weak economy might have kept people away from the dealerships for several years, but Jeff Cowan, an authority on fixed ops training, sees that as a unique opportunity for dealers. He reveals the silver lining behind the Great Recession and explains how dealerships have an unprecedented opportunity to change how a lot of consumers have viewed service departments in the past. His advice on reinventing the service lane is key to getting customers to rethink the service experience. In his article, Jeff gives five tips to ensure that a trip to the dealer’s service department is worth the customer’s time and effort.
JEFF COWAN President of Jeff Cowan’s Pro Talk Inc.
PRSRT STD US POSTAGE PAID Permit No. 915 Woodstock, IL
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KEEP CUSTOMERS FOR LIFE
by DAVID LEWIS Would you rather be walking the lot every day looking for new customers or sitting at your desk writing deals for previous loyal ones and the referrals they send your way? When you consider that repeat customers usually bring in higher grosses with less haggling over the price, it’s a no brainer, right? That’s one reason dealerships spend thousands of dollars on their customer relationship management tools - to manage their current and future customers. But even the most sophisticated CRM system can’t turn a customer into a loyal, repeat customer. What is really needed is the good old fashioned human touch. David Lewis, president of David Lewis and Associates has extensive experience in training dealership personnel on how to retain customers. He explains why selling is a relationship-based occupation and why it takes more than the occasional email to let them know their business is appreciated. Building a strong customer relationship depends on what you do when your customer is not in the market for a vehicle. It’s that extra touch that will keep them coming back to you when they are ready to buy. see PAGE 8
THREE KEYS TO MOBILE SUCESS AT YOUR DEALERSHIP
INSPIRING YOUR EMPLOYEES TO REACH THEIR PEAK PERFORMANCE
10 KEYS TO DEVELOPING AND RETAINING YOUR TOP EMPLOYEES
Is “failure” really a bad thing? It is if you don’t learn from your mistakes and correct them. Mitch Cummins president of Opportunity Max encourages readers to look closely at their digital footprint and fix the areas that aren’t working.
One of the most important aspects of your job as leader of your organization is to pass on your knowledge and skill to those who report to you. Brian Tracy, international speaker, trainer and consultant offers tips to inspire your employees to reach their full potential.
Once you’ve expended the effort to hire the very best employees for your team, what are you doing to keep them? Dave Anderson of Learn to Lead offers 10 tips to help you hold on to and develop the talent you have.
see PAGE 13
see PAGE 27
Mitch Cummins
CBT NEWS 5955 Shiloh Rd. East Alpharetta, GA 30005
President of Opportunity Max
Brian Tracy
see PAGE 16
Chairman and CEO of
Dave Anderson
Brian Tracy International
President of Learn to Lead