Dealer Solutions Magazine September 2015 by Dealer Solutions Magazine

Vo l u m e 8

Issue 9

ALLIESor ENEMIES?

The

90 day

wonder?

M at t M a n e ro

clint burns

Social selling

Ways to Partner with

Panel

uber

Melissa Granke L au r a M a d i s o n c h a r l es ca n n o n pau l M o r a n pat r i c k & C o u rt n e y h e n n es s e y

Dav i d C r i b b s

Is Direct Mail Dead? The concept of Mailology

The Evolution of a Dinosaur

IPD

David Villa

Direct Mail in the Eyes of a Millennial Jordan Alfonso

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Database Equity Leads Equity Letters & Email Blasts Service Drive Equity Leads In-House B.D.C. Conquest Marketing Dealership & Departmental Analytics New & Used Inventory Control Live Financial Statement Daily

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5 WAYS FOR SALESPEOPLE & DEALERS TO PARTNER WITH UBER David Cribbs

DO YOU KNOW YOUR SERVICE CUSTOMER Jeff Cowan

IS DIRECT MAIL DEAD?

THE 90 DAY WONDER?

David Villa Jordan Alfonso

Clint Burns

SOCIAL SELLING PANEL Melissa Granke Laura Madison Charles Cannon Paul Moran Parrick & Courtney Hennessey

...ALLIES OR ENEMIES? Matt Manero

Did you know... Publisher Michael Oquendo Editor-in-Chief David Villa Creative Director Jerilyn Oquendo Marketing Assistant Jordan Alfonso Advertising Director Chris Fritcher Editor Josh Fontaine Editor Michael Cherup

Other Articles... 8 HANNIBAL PART II Don O’Neill

14 SHORT TERM HIGHWAY FUNDING EXTENSION Howard Samuels

EDITORS CHOICE

olvo made history 55 years ago when they delivered the world’s first car which came equipped with a standard three-point safety belt. The threepoint belt was revolutionary when it appeared back in August 13, 1959. It has saved millions of lives and remains as the most widely used safety innovation in automotive history. Every single car manufactured today uses three-point belts.The three-point belt was invented by a Volvo engineer (Nils Bohlin) who was looking for a better way of keeping people secure during a collision. At the time, there were cars that had two-point lap belts and a couple even had versions of a three-point belt but none seemed very effective, especially at high speeds.Bohlin was a former aviation engineer at Saab who worked on airplane catapult seats. He knew that in order for the safety belt to be effective he had to design a device that would absorb force across the pelvis and chest yet be so easy to use even a child could buckle up. He came up with an ingenious solution that combined a lap belt with a diagonal belt across the chest. Both Bohlin and Volvo saw the significance of what they created but they did not keep it to themselves. Volvo patented the design under what was called an “Open Patent” meaning it was available to anyone. Within five years, three-point belts appeared in cars throughout Europe and the United States. Of 49 states only 28 require that passengers in both the front and back seats be buckled up. According to Volvo, the simple act of buckling up, decreases your chances of suffering a fatal or serious injury during an auto accident by more than 50 percent. Buckle up, folks.

@deskingdeals

In the meantime, You are all welcome to use and abuse my Uber partner code:

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David Cribbs is a lead trainer at IPD. For specific questions contact him via twiiter @DeskingDeals or by email at davidc@dealersolutions.info

Revolutionizing

the Service Lane

WALKAROUND EXTERIOR

PACKAGES

INTERIOR

COMPLETE DRIVER (2)

SALLY JONES

HISTORY REAR (0)

‘08 FORD EXPLORER VIEW/EDIT DETAILS

PASS. (0)

FRONT (0)

TOP (2)

New Appointment 3G

RECORD DAMAGE

SCRATCH

DING

DENT

PAINT

OTHER

4:08 PM

Customer Name Customer Name

CRM Account Information Select Vehicle Enter Appointment Mileage Vehicle Information

Create NewCode Appointment Enter In-Dash Existing Appointment

Recommended Maintenance

Select Appointment Mileage Interval History 35K

40K

45K

40K Service (Good) Log Out

TIRE

WHEEL

WINDSHIELD

BACK

Hannibal The DMS Cannibal: Part II

WIPER

HEAD LIGHT

BRAKE/TAIL

Transmission Flush

ELEAD1ONE 2015

Provides 100 percent transparent communication - from the moment an appointment is made until the repair order is complete. Service1One helps dealers maximize efficiency, customer satisfaction and market share!

Don O’Neill

o you realized you may have your hand way too far in the DMS cookie jar. RDR’s are short, you pushed forward WAY too many clients in their trade cycle. Heck you probably pushed them twice by now, spiraling them into the “when will I see you again” category. Now you need to replace those customers, and fast. Ok great. Let me ask you this question first: If I were to come in, and tell you that I could guarantee on the last day of the month, I could bring 35 people on a bus, all of whom can buy a car and will, how much would you pay me? What would it be worth to you to have that type of shot in the arm to your monthly sales? Crazy thought right? You’d pay a lot, let’s all agree on that. So where is the Magic Bus? Well, it pulls into your service lane, every single day. How many service clients do you have that were not sold at your dealership? 40%? 50%? Higher? You just found the honey hole my friend. But don’t just jump in without a plan. You need a definitive plan to properly sell to those customers in the service lane. Let me start by saying this: STOP PITCHING THEM! A sales pitch can be heard a mile away. They know it when they hear, heck they bought that car right? So what do you do, what is the plan?

Step Three: Ditch the Pitch. You know it…. “Hi I’m Don from

ABC Toyota, and part of our VIP program is to evaluate your trade…. We really need that vehicle of yours”…. Insert your pitch here. Develop a value proposition. The engagement is inherently different, far more conducive to the sale, and will allow you not to ostracize a service customer. “Mr. _____, as part of our VIP program, we do a market value trade appraisal. Now this isn’t just to see if what your car is worth. What we are looking to see if we can save you money in payment, finance charges or often times both. Now Mr. _____ here is what we found.” Hit them with the proposition. This streamlined approach utilizing these three steps, will give you a robust sales engine in your service lane. Your closing ratio is higher, your cost of acquisition is lower, and your PVR averages 19.6% higher (NADA Statistics). More importantly, you can give that dynamic sales rep a clear path of who to approach first, in priority. Instead of wasting time seeing if they can buy, engage those you KNOW can buy first, and work your way down. So there it is, the secret sauce. Doesn’t seem so complicated, and sure does go down well with a nice Chianti!

· Search Feature that Uses the Device’s Camera to Scan VIN

· Fully Customized, Electronic Multi-point Inspection Sheet at the Technician’s Terminal

· Quickly View Vehicle Service History and Information

· Easy Photo Upload to Record Vehicle Damage

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· Pre-loaded Maintenance Packages Based on Mileage or Dash Codes

· Creates Detailed and Personalized Estimate with Photos and MPI Forms of Needed Repair

· Authorization of Services/Payment With Customer Signature on Device

· Good, Better, Best Pricing Strategy for Multiple Operations

· Consumer Viewing Optimized Across All Devices

AWARDS WINNER To contact Don O’Neill: don@dealersolutions.info or via twitter @creditminer

Multi-point Inspection

· Interactive Service Drive Capacity Management

2015

Step one: Find yourself a dynamic service lane sales tool. There are many out there, a few much better than most, but pick one and start using it. Step Two: Integrate some form of pre-screening to have the opportunity to identify trade loan balance, and more importantly if that customer you are about to approach has the ability to take advantage of what you are about to propose.

Lane Application

Online Scheduler

Diamond Winner Top-rated CRM

2014

AWARD WINNER CRM Provider

2011 2012 2013

888.356.5338 | eleadsales@eleadcrm.com | www.elead-crm.com © Data Software Services, L.L.C. 2015

This seems to be a hot topic in

and are more convenient. In more rural

areas that number may extend out 20 – the auto industry right now and I 40 miles. Traveling miles through open feel the best way to answer this farm land is nothing but a daily ritual to question is to look at the facts them. and let them speak for themselves. When it’s all said and In either scenario, the idea is that you done advertising dollars should NEED to identify your combe spent on what “Don’t spend merce circle (where 85% of generates rebusiness comes from) another dime your sults! If it works, it to ensure that you aren’t wasting advertising dollars. works, if it doesn’t on large Paying for huge numbers then stop it. First, marketing and huge exposure (you’ve let’s take a look at heard marketers touting what I call “Wastmedia their “reach”) sounds great, ed Distribution”.

advertising...”

The concept of wasted distribution is rather easy to understand but the fix is a harder problem. You are not alone in this struggle. 80% of retailers lose advertising dollars through wasted distribution and struggle to grasp what will fix the problem.

First, let’s understand wasted distribution. Every retail store owner and every auto dealer has a commerce circle. As an example, would you expect a customer to drive 450 miles to purchase a vehicle or product from your retail location? Obviously the answer is no. This person is not in your commerce circle, therefore if you spend advertising dollars on them it is wasted distribution. Now a harder question, where exactly does that radius stop? That is what EVERY retail operator needs to figure out. What is my commerce circle? A retailer’s commerce circle is simply the miles around their location where 85% of their business comes from, or can reasonably come from. This includes both single location and multiple location owners. In heavier populated areas that number is often around 3 – 10 miles. Any farther than that and they will be passing by 10 other stores just like yours that are closer to their home

but more than likely will have little effect on your day to day sales and traffic. WASTED DISTRIBUTION

Take a look at mass media coverage area. Your radio, TV and newspapers justify prices by showing you their wide coverage area and all the viewership/ readership numbers. If they cover a 65 mile circle, you are essentially paying for 70% of consumer exposure that will never even consider becoming your customer. Their reach can be wide, but what your business really needs is more depth with your customer. That is what the modern consumer wants, depth. Getting below the surface of just being another number shows you care about the individual’s business. So if you find your commerce circle is 10 miles out from your location, this is where you should put 85% of your advertising budget. Keep pounding and pounding that circle until every home, business, and person within it knows your name very well. Retail owners need to understand this VERY QUICKLY or they will spend themselves out of business. The answer: Don’t spend another dime on large market media advertising. Instead, buy only targeted advertising that is focused on your commerce circle (not an easy task).

Here is a great exercise for all retail stores and auto dealers. This can be done for all mass media such as TV, Radio and Newspapers. Go to your newspaper’s website and look at their published rate card.You will find on it the general circulation numbers for the paper. Now, look at a specific breakdown by area and city. (If they don’t publish it on the web, ask for a copy.) Look at the specific paid distribution to residential / homes in your commerce circle. The low numbers will probably shock you. Here is a specific example: We will call this newspaper “XPaper,” even though it is a real paper not far from us. Their circulation is stated as approximately 30,000. However, when you look at the actual town the paper is from, and you look at residential paid delivery, that number drops to 9400. Yes you heard us right. The number of home owners and residents in their own town that actually pay to have the paper show up at their door is only 9400. Out of this number not all of these consumers may be in your commerce circle. While a full-page ad sounds like a great price to get your message to 30,000 readers, when you breakdown the actually cost per home in YOUR commerce circle, it can often exceed more than $1.25 per day / per home. HOW DO YOU FIX THE PROBLEM? 1. Truly identify the 85% of your business’ commerce circle. Remember, it is 85%, not 100%. Find out where most of your business comes from. 2. Use only advertising that can guarantee 85% of their coverage in that area. WHAT IS THE TOP CHOICE FOR CAPTURING THAT EXACT MARKET?

DIRECT MAIL >>>

How can you target every homeowner/residence/ business within a 5–30 mile commerce circle and get your message to all of them? Look for the common factor. Each one of these homes/residences/businesses has one thing in common. They all have a mail box and the USPS has a list of them all. Mail to them and mail to them often. We have to chuckle a bit when we first take on a new client that is struggling with advertising. The reason we find it humorous is because they always answer our questions the exact same way. Q: How often do you use direct mail? A: We do a mailer about 3-4 times a year. Q: How often do you use newspaper ads? A: Every week, all the dealers around here do. Q: Have you ever had someone call 100 homes within 5 miles of your store and ask them if they subscribe to the paper? A: No, we just assume that most get it. Q: Have you ever had someone call back the same 100 people and ask them if they have a mailbox? A: That would be stupid, they all have one. Then we simply shut up and stare at them. If the light bulb doesn’t go off, we make them find someone to call. We actually make them hire someone to call 100 – 200 homes within 5 miles of their store and ask them if they subscribe to the paper. Dealers are shocked to learn the results. Most of time the results will fall between 15 and 35% of the people within a 10 mile radius of their store subscribe to the paper. Yet they are putting 85% of their budget there.

Dealers quickly learn from this exercise that more than 65% of the people in a 10 mile radius of their store never even get a chance to see their ads. Direct mail should be used heavily by all retailers as it is the most effective way to target an exact radius and get their message to that audience guaranteed. WHY GUARANTEED? Here is a great question we ask dealers when they ask us about response rates. Dealer: What response rate should I be getting to my direct mail? Us: A better response rate than your newspaper. What was your response rate to last week’s newspaper ad? Dealer: We don’t figure out response rates to newspaper ads. Us: Why not? Dealer: Because we don’t know exactly how many people actually got the paper or saw our ad. Us: Blank stare. (Waiting for light bulb to go off.) Direct mail is the only form of advertising that is held accountable for response rates / percentages. Why? Because it is the only form of advertising that allows the retailer to actually know exactly how many people got their message.The real and most important question they should be asking is: What is my TRUE cost per household in my commerce circle? How many times have we seen this happen…A dealer runs a 4 day, full-page ad and spends $10,000. He has 65 people respond to the ad and in his mind the ad worked. The next week he spends $10,000 on a mail drop and has 158 responses. “That was less than a 5% response rate, I was not happy with the mail.” Understand that response rates are important, but true commerce circle

exposure is the ultimate measure. Learning how to say “no” to wasted distribution is one of the first things you need to learn. You can do it in a polite way, but you must learn how to do it. Here is a great method that is a very nice and intelligent way of saying no. When approached by advertising sales people, simply use the ‘85% rule’ line. “We now put 85% of our advertising dollars in our commerce circle. This means that we only buy advertising that is limited to a 15 mile radius from our store. If your coverage is broader than that, we would not consider it.” Now remember, these are sales people. They are trained to accept a ‘no’ as the road to the sale. If they continue with pressure to buy, take them to this level. “Here’s what we will consider. Tell us what percentage our commerce circle makes up of your total distribution. We will pay that percentage. If our circle is only 20% of your coverage, we will pay 20% of your rate. The rest is wasted distribution.” Stick to your guns and tell them you are serious. Sooner or later they will get the point. Every day we hear the cry of retailers and auto dealers across the nation. “My advertising is not working.” Yet they keep repeating the same mistakes over and over. Remember what Benjamin Franklin said, “The definition of insanity is repeating the same action over and over, expecting different results.” Force yourself and your business to spend every dollar in the right place.

The Evolution of a Dinosaur –

From “Direct Mail” to I don’t believe direct mail is even close to dying, but it does need a facelift. Direct mail has been a staple in most dealerships monthly ad budgets for over four decades now. Matter of fact I have a copy of a mail piece framed in my office for a Ford dealer in NJ from 1926, and honestly with the exception of the vehicles and art work not much else has changed.

Direct Mail vs. the world

Direct mail works. The reason it has been used by so many dealers for so long is because of ROI. Statistics show that direct mail has outperformed all of its prehistoric competitors consistently for decades when comparing ROI. In a study for Advertising Age, Lightspeed Research determined 42% of marketing professionals said direct mail is the best advertising vehicle for providing ROI. Direct Mail beat out a second place internet and Digital Marketing who received 19%, with TV, cable, newspaper, and radio all coming in at anemic single digit numbers! Direct mail also won out when asking how consumers preferred to receive information weighing in at 31% with nearest competitor following at a distant 24%.

Facing Extinction

Though it boasts the top spot with more than double the percentage of its nearest competitor, direct mail faces the need to make a change very quickly. In an era where technology rules, “Direct Mail,” without change, would most certainly face extinction. We’ve seen it happen with many other prehistoric advertising vehicles such as television, radio, and newspaper. With the growing uses of DVR’s and Sirius XM radio, and now with vehicles becoming equipped with Pandora radio, TV and radio commercials have lost much of whatever little punch they had…but unfortunately they haven’t lost the cost (still weighing in at the most expensive). Then there is the newspaper that has an average reader age of 59, while most major domestic and import makes have an average buyer age of 39. So they’re not even hitting the majority of your buyers at all. If they happened to get lucky and hit a correct age buyer they would have to get even luckier to have that customer read the section where their ad is listed and then pick them from the lot of dealers in the same section. NOW THAT WOULD BE WHAT I CALL GETTING LUCKY!

So how does direct mail evolve?...

The birth of “Mailology”

When you have something that boasts the ROI that direct mail consistently does, it is hard to keep it down. Winners have a way of rising through the adversity and the ash heap of extinction. Just when you think it’s over and you’re looking at the end of an era…It evolves! It only makes sense right? You take a product that American’s pick as the number one way they prefer to receive advertising, you take the top ROI producer, and you give it a makeover. That’s right, you take “Direct Mail,” a prehistoric Dinosaur by itself, and you deliver it in a way that consumers wish to receive it. You give them the ability to respond using the conveniences that they are accustomed to using on a regular basis. There you have it…the birth of Mailology! Imagine receiving the mailer and then having the ability to choose your preferred method of response. Whether you want to walk-in, IVR phone (24/7), text, online, email, or even by using a QR code? It is revolutionary. Mailology even sends out a call 24 hours prior to the mailer arriving letting each customer know to look out for your mailer. This creates “Top of Mind” awareness that separates you from every other dealership (dinosaur) in the mailbox, and that’s just the start.

ROI in your PMA

So what is the result? Let’s just say that when you take the top ROI producer (direct mail) and add all of our “Smart Components”— turning it into a lean, mean, advertising ROI machine —the results are what you would expect. When you turn your direct mail into Mailology, response rates double, sales triple, and customer retention grows exponentially. So, if you’re asking yourself “IS DIRECT MAIL DEAD?” I say, don’t make assumptions and do your homework. Use real numbers and have someone help. Defining your commerce circle should be done immediately and your changes should be swift. The results of your work will save you HUGE amounts of wasted dollars, and MAKE HUGE ROI for your ad dollars.

For specific questions contact David Villa via Twitter @IPDmail or by email at DavidV@DealerSolutions.info

Jordan Alfonso

Direct Mail in the Eyes of a Millennial

(844) 415-1052 3104 Cherry Palm Dr. Tampa, Fl 33619

Mailology

[meyl-lol-uh-jee]

The art and science of Direct Mail

W e live in a digital world, point blank. I, being born in the early 1990’s, can hardly recall my

pre-digital life. I reminisce with nostalgia upon the days where I had to dial up on AOL so that I could check and see if I had any juicy emails or instant messages from my BFF’s. Now, I avoid my personal email like my aunt Jody’s fruit cake on Christmas Eve. I boldly venture into my email weekly to delete all of the recent “hot deals” and trends that are causing that little red icon on my phone to display some obnoxious number that I have an irrational hate for. Ask any millennial if they enjoy online advertisements and I bet they will tell you the same. I think that direct mail is more mo affective than digital mail simply because of the fact that online ads are overwhelming, generic, and frankly it is a little offensive how much the web knows about me and my habits. More than anything, digital ads are annoying; THEY ARE EVERYWHERE. You cannot even binge watch YouTube videos or stalk your old high school classmates on social media platforms these days without being served ads left and right, how sad. Statistics show that young adults 24 years old and under are most responsive to di direct mail, and I believe this is because they have to deal with so much digital mail that it has become nothing but noise. Digital ads have become obstacles standing in between us and whatever it is we are trying to do online that we are forced to watch/read/look at. If I click on an article that I think looks like a good read and then se BAM I get served an advertisement about some mobile video game (cough cough Game of War) that I couldn’t care less about, the first thing I do is look for the “x” that will escape me from the torture that has been thrust upon me. Sometimes the “x” is even disguised, but it can not hide from us Millennials. One of the many things that direct mail has going for it, is that it cannot be clicked away. It has a shelf life of sorts. Usually when mail is retrieved, it is set somewhere visible so that all of the members of the household can rummage through it at their leisure. Consumers spend on average 25 minutes with their direct mail before they act on it ( keep or throw away).

I know in my household my dad would set it on the counter top and then pester me until I opened all my mail because he did not want me to miss anything important. In his mind, mail that was directly sent to me had the potential of being important. If no one claims the mail then at the very least it is sitting out in the sta open getting stared at all day, much better than for a split second on a pesky internet ad.

I cannot say that I do not believe web ads are personal, because the internet knows more about me than I would like to think. However, direct mail is also personal but not in a creepy “I know everything about you” way. Digital ads are intrusive, direct mail is not. 70% of people say direct mail is more personal. There is something wistful about receiving a piece of tangible mail, and 59% of U.S. respondents say that they enjoy getting postal mail from brands about new products. With digital mail, all we are to them are numbers and statistics that could be a potential conversion. Most importantly to those in charge of ad campaigns, direct mail pays off. Reportedly 40% of customers try new businesses after receiving direct mail. Yes email blasts are inexpensive to create and it is as easy as clicking a button, but the people do not enjoy being constantly bombarded whilst trying to do their business online. So, the next time you are told that direct mail is dead, don't buy it! Direct mail still has a heartbeat and is still vital to an effective marketing plan that will help your business gain brand recognition and equity. If you don’t want to trust the opinion of an entitled, lazy, broke millennial, thats fine, but the statistics don’t lie, and they need to be brought to the attention of those21 seeking to improve their marketing mix.

T H E 9 0 DAY W O N D E R ? CLINT BURNS

Think about why you had to let your last employee go.

Were they lazy,too introverted or just couldn’t sell a car? All of these things may be true, but they are only valid reasons to terminate if you as a manager did everything in your power to help them succeed. The turnover rate in the automotive industry is among the highest, and the sad truth is that managers don’t have the desire to manage their team and create a culture that caters to success. An open ﬂoor sales process is an diicult environment to survive in for people who are new to the industry. Having a managed and deﬁned retail sales process can help new employees get started and develop the right way to sell.

showrooms are not welcoming to new employees by Most s throwing new hires on the floor with the seasoned sales representatives with bad habits. If you truly want your employees to be successful then you need to provide an culture/environment where they won’t be bullied by the other representatives and allow them the opportunity to be successful. As a manger, you are tasked with leading by example and creating a certain culture, by being an involved ex leader it nurtures positive behavior of your employees and ultimately leads to their success. With high employee turnover and an aggressive environment to work in it’s no wonder why our industry has a hard time attracting and retaining more professionals! There are tons of up and coming young talent that have the ability to be successful in the automotive industry; however, pure talent can’t stand alone. Managers have to take the time to train and do away with the cookie cutter approach to training if they want to see results. The industry is booming and the goal is to attract qualified people to work for your dealerships that will ultimately sell more cars. This can be done by leveling the playing field and creating a showroom where everyone has the opportunity to succeed. ev C l i n t B u r n s i s t h e C E O / C h a i r m a n o f t h e N e x t U p . Fo r s p e c i fi c questions contact him via twitter @TheNextUp or by email at clint@dealersolutions.info

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