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CAR BIZ TODAY CBTNews.com
JULY 2014
ISSUE 5
Entire contents ©2014 Car Biz Today. All Rights Reserved.
GOAL SETTING IS THE FIRST STEP TO SUCCESS
How many times have you loaded the family in the car for a vacation with no inkling of an idea of where you’re going? Never. So why would you attempt to increase your dealership’s volume without a clear plan on how to do it? Saying you’re going to increase sales is not the same as setting a goal. It’s more like a wish. Without a specific figure that you’re shooting for and a well-thought-out road map to reach that number, you might as well toss some pennies into a fountain. You’ll have the same outcome. On page 26, Joe Verde offers very practical advice for setting and reaching dealership sales goals. see PAGE 26
Joe Verde
BE A LEADER WORTH FOLLOWING DAVE ANDERSON see PAGE 8
5 WAYS LEADERS CREATE THE BEST WORK PLACES BRIAN TRACY
PRSRT STD US POSTAGE PAID Permit No. 915 Woodstock, IL
see PAGE 10
WITH THE OPENING OF TWO NEW DEALERSHIPS IN STUART, FLA., AND THE THRIVING BRICKELL Motors in Miami, Fla., Mario Murgado and his partners are looking at a bright future. His is a true American success story that began long before he entered the car business in 1981. As a Cuban immigrant who came to the U.S. on the Freedom Flights of the ‘60s, Murgado was taught from a young age not to squander opportunities available to him in this country. He began his auto career as a full-time salesperson while also attending college full-time. He moved quickly through the ranks at Braman Imports, becoming president of the group by the age of 31 and eventually one of Norman Braman’s first managing partners. Murgado is a true American patriot who loves his country and loves the car business. Read how he and his partners, Alex Andreus and Rick see PAGE 20 Barraza, are building one of the fastest-growing dealer groups in Florida.
STOP THE ARGUMENT BEFORE IT STARTS
ARE YOUR SOCIAL MEDIA EFFORTS WORKING?
You would expect that service appointments and reservations would increase your customer satisfaction index. After all, there’s a specific time that has been set aside just for that customer. The problem arises however, when there is a misunderstanding of what that specific time is designed for. Jeff Cowan explains how reservations and appointments can, in fact, destroy the very things your dealership is after: customer retention, positive reviews and upsells.
By now, everybody knows that social media is the go-to platform for consumers when shopping for a new vehicle. If your dealership isn’t utilizing social media to reach your potential customers, you could be missing out on countless opportunities. Even if social media is a large part of your marketing efforts, is it really positioned to bring in the leads and sales?
See PAGE 22
CBT NEWS 5 Concourse Parkway Suite 100 Atlanta, GA 30328
Jeff Cowan
With Protective Asset Protection, you protect your best asset your reputation. Learn more at protectiveassetprotection.com or call 888.326.2545
see PAGE 14
Kathi Kruse
IS YOUR DEALERSHIP WEBISTE READY FOR BUSINESS A dealer’s website is by far the most important digital asset – virtually every consumer visits a dealer’s site before setting foot in the showroom. But is your website designed to handle the explosive growth in mobile marketing? According to Ali Amirrezvani, most dealers are unaware of what type of website platform they are using. Knowing the difference between the three options available is crucial to providing your customers with a great mobile experience. see PAGE 24
Ali Amirrezvani