Pre-Sell Customers Before the Service Lane

Pre-Sell Customers Before the Service Lane

Proactive marketing of factory-recommended services as well as dealership recommendations prior to the customer arriving in the drive not only pre-sells your service business, but displays your expertise at keeping their vehicle in top performance.

To accomplish this, you will need a plan of action and some automation to make such pre-selling practical, largely hands-off, and effective. Your audience must include new and used vehicle customers, current service customers, those you haven't serviced in a while, and those which declined some of your recommended services. Today, most dealers attempt to do this with a "blast" direct mail or email offering one-time service specials like a lube oil filter or brake special hoping customers will see a coupon that is applicable to the service they feel their vehicles need. Although this plan does result in a spike in service, it is only temporary.

A more assertive, retention-building approach practiced by many of today's successful dealers is to proactively inform customers of their vehicle's service needs, based on service intervals, previously declined services, and other factors, before they arrive on the service lane. This strategy builds their service business using a planned, continuous program designed to pre-sell customers on using their dealership for these services.

Technology available today makes this straightforward by automatically creating messages and offers specific to the customer's vehicle make, model, mileage, and individual needs. Each communication is then delivered to the customer in their desired format (e.g. phone, text, email, etc.) with an appropriate link to details about the recommended services.

Here are the basics for getting started:

Put into place an automated service reminder program that sends service-due notification based on the vehicle's service history within the dealer management system (DMS) and factory/dealer recommendations.

Link each communication (i.e. email) to a recommended service menu, based on vehicle make, model, and mileage.

Include a link into an automated service appointment system. Some systems will automatically log the customer into your appointment system with preloaded customer and vehicle information. The customer then simply needs to confirm the date and time. The idea is to make it easy for your customer to do business with you.

Communicate periodically other recommendations based on vehicle history within your DMS, such as previously declined services, recall notifications, seasonal services, etc.· Review recommended services at write up if the customer did not respond to your proactive recommendations. Consider placing a video terminal in the customer lounge so customers can again review the recommended services and "why" explanations.

Thank you,

Thomas Ieracitano

Thomas@Ieracitano.com

www.DigitalCarGuy.com

(229) 251-2462

Successful Salespeople Are Made, Not Born

Successful Salespeople Are Made, Not Born

Ask yourself this question: Have you definitively chosen automotive sales as your career?
In many cases, it is unfortunately a job that some folks are doing until they find something better. This is one of the biggest reasons there is so much salesperson turnover in our industry. The other major reason for the high turnover is that far too many salespeople are constantly shopping for the proverbial greener grass. The percentage of gross paid out in commissions, the salespeople incentives, a demo, but most of all, the amount of walk-in traffic is better 'over there' are some of the main reasons for those 'hopper' salespeople.

In order to become a successful salesperson, the key is to put down roots.

Any salesperson will be more successful if they stay with one dealership, regardless of the product, than one who hops around. The reason being, you become a fixture, you become associated with the dealership you work for and the products you sell. You will also become, in a short time, the only salesperson with any tenure in the dealership, as there will continue to be plenty of hoppers that come and go. Think for a moment about how many vehicles are sold each month and year, and you'll realize that after only a few years you are the only salesperson who was selling in that dealership only a few years ago. So what does this mean?

Well, simply put, customers who purchased a vehicle from another salesperson three years ago don't have a salesperson representative anymore, and when the time comes for them to purchase another vehicle, yours will be the face that they recognize and, in turn, will be more inclined to do business with you over other salespeople. By virtue of time alone, you will meet a lot of the customers in the dealership, those who bought from you, those who bought from other salespeople that are no longer there and those who bought at other dealerships who service their vehicle at your dealership. Being the salesperson that is always there will ultimately result in all of those customers knowing who you are as well, and when they are referring customers to the dealership, again, you are the one they know. All of the suppliers to your company, neighboring companies, and the community at large all associate you with the dealership and the dealership with you, and when they have referrals or need vehicles themselves, who will they turn to?

There are additional advantages to staying in one place as well. The staff of the entire dealership becomes more familiar with you, and when their family and friends ask them about a new or pre-owned vehicle, they will be more apt to refer those customers to you.

So, you reach a point where most of the customers know you and prefer to deal with you, the staff is referring customers to you and when the owner/dealer/general manager needs a salesperson to take care of a customer, who do you think they will choose?

All of the factors mentioned here are, in fact, by-products of putting down roots. There are a lot of ways to become a successful salesperson; proper prospecting, proper follow-up and by following an effective sales process. Imagine how many sales you would generate if you followed all of these guidelines AND you did so all in one dealership. You would build a sales portfolio that dealerships would kill for, but remember, it's not only you, it's the support that you get from the dealership and the products you sell.

Good selling!

Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462

2010 DETROIT AUTO SHOW

Reskinned Lincoln MKX crossover has more luxury, leg room

Jamie LaReau
Automotive News -- January 12, 2010 - 12:01 am ET

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The MKX features Ford's new driver connect technology, which uses two liquid crystal display screens showing the speedometer, gasoline gauge and other information.

DETROIT -- The reskinned 2011 Lincoln MKX crossover has a newly sculpted tailgate and new exhaust tips but still uses the split-front waterfall grille and basic body design.

The MKX, unveiled today at the Detroit auto show, comes with a 3.7-liter V-6 engine with 305 hp, a 15 percent boost over the previous generation. It will get an estimated 25 mpg on the highway, Ford Motor Co. says.

Ford has retuned the springs and shocks on the MKX for an improved ride.

The new interior is more luxurious with hand-stitched seams. The second row of seats has more leg room.

The MKX will also feature Ford's new driver connect technology, which uses two liquid crystal display screens showing the speedometer, gasoline gauge and other information. There is an 8-inch touch screen to control audio, navigation, climate control and phone.

All future Lincoln vehicles will have the technology, called "MyLincoln Touch," as standard equipment.

The technology will be featured in MKX advertising. Ford's Jason Mase, product marketing manager for CUV's, says Ford will launch the advertising for the MKX during the 52nd Annual Grammy Awards on Jan. 31.

Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462

2010 DETROIT AUTO SHOW Ford Fusion Hybrid, Transit Connect win Car and Truck of the Year awards Shawn Wright Automotive News | January 11, 2010 - 8:00 am EST

DETROIT -- The Ford Fusion Hybrid was named the North American Car of the Year today while Ford's Transit Connect picked up Truck of the Year accolades in a poll of journalists. The Fusion Hybrid topped car finalists Buick LaCrosse and Volkswagen Golf. The Transit Connect came out on top over the Chevrolet Equinox and Subaru Outback. In the 17 years for the awards, U.S.-based automakers have taken home the car trophy nine times. European companies have won four times, Japanese three and South Korea's Hyundai once. In the truck category, domestics have claimed the crown 11 times, followed by four for Japanese makes and two for Europeans. Last year, the Hyundai Genesis won car of the year, and the Ford F-150 pickup was honored as the top truck. Hybrids, which have been becoming increasingly more popular, now have won five honors. More than 50 vehicles were considered this year. Automotive News is represented on the 49-member voting panel by Executive Editor Edward Lapham. Previous winners -- North American Car and Truck of the Year North American Car of the Year 2009 -- Hyundai Genesis 2008 -- Chevrolet Malibu 2007 -- Saturn Aura 2006 -- Honda Civic 2005 -- Chrysler 300/300C 2004 -- Toyota Prius 2003 -- Mini Cooper/Cooper S 2002 -- Nissan Altima 2001 -- Chrysler PT Cruiser 2000 -- Ford Focus 1999 -- Volkswagen Beetle 1988 -- Chevrolet Corvette 1997 -- Mercedes-Benz SLK 1996 -- Chrysler Minivan 1995 -- Chrysler Cirrus 1994 -- Mercedes C-Class North American Truck of the Year 2009 -- Ford F-150 2008 -- Mazda CX-9 2007 -- Chevrolet Silverado 2006 -- Honda Ridgeline 2005 -- Ford Escape Hybrid 2004 -- Ford F-150 2003 -- Volvo XC90 2002 -- Chevrolet Trailblazer 2001 -- Acura MDX 2000 -- Nissan Xterra 1999 -- Jeep Grand Cherokee 1998 -- Mercedes-Benz ML 320 1997 -- Ford Expedition 1996 -- Ford F-150 1995 -- Chevrolet Blazer 1994 -- Dodge Ram

ENLARGE Ford sweeps the Car and Truck of the Year honors with the Transit Connect (left) and Ford Fusion.

PRINTED FROM: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100111/OEM/100119988/1115&template=printart

Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462

Tech Tips of the week

Once in a while I will come across a few items to make our busy lives a little less heck-tic.

http://www.idrivelite.com - this is a Free Service to back your phone contacts on your BlackBerry, iPhone or iTouch wireless with just a touch of a button.

iDrive also can backup your computer files remotely and securely!

https://www.idrive.com/p=digitalcarguycom

I am sure like me to do not have the occasion to send a fax but now and then it is the only method so........ how about a Free Service

http://www.gotfreefax.com/

That's all for now and be productive, be a good person, do the right thing!

Thank you,
Thomas Ieracitano
Thomas@Ieracitano.com
www.DigitalCarGuy.com
(229) 251-2462