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From Website to Showroom – Engaging Consumers to Sell Cars

17 Nov

contact_53015Guest Blogger: 
Scott Pechstein

They say information is power. But what happens with too much information, too many websites, and too many options for one very important vehicle purchase? A phenomenon called the “merry-go-round effect”. Today’s consumers spend an average of 17 hours visiting websites on the digital merry-go-round; researching 360 different makes and models. The information age has become the indecision age. How do you break through the clutter to stop the digital merry-go-round and get more consumers to your website and showroom to sell more cars? For the purpose of this short article, we offer these tips:

1) Get them on your dealership website. You need to own consideration before you can move consumers down the transaction funnel. Be sure to utilize SEM and SEO best practices, as well as vertical advertising, social media, referrals, dealer review sites, and other programs to get consumers to your site.
2) Keep them from leaving your website to do more research – to another dealer or brand. Be sure you offer a clean, easy-to-navigate website that features clear car buying information and advice; new, used, and CPO inventory that is clean and easy to find, and engagement tools such as co-browsing video chat or payment calculators that move consumers down the transaction funnel quickly and easily.
3) Optimize your sales process. It’s important to communicate the benefits of your brand and your dealership with clear information about the specific model of interest and other models for consideration in your inventory. If a new car was requested, provide clear information about comparable used cars and vice versa. As a new car lead ages, the propensity to buy used increases. Re-engage consumers after 30, 60, or even 90 days to see to showcase other comparable vehicles in your pre-owned inventory.

To hear more from Scott, attend his workshop:

Stop the Digital Merry-Go-Round and Go Sell
Thursday, Jan 26 1:00pm – 2:00pm Room 203-205
Thursday, Jan 26, 4:00pm – 5:00pm Room 211-213


What’s new at the 2014 NADA/ATD Convention & Expo

23 Jan

Every year, we try to bring our attendees and exhibitors something fresh and exciting, and this year is no different. Take a look at the new things we have in store for 2014:

  1.  Afternoon Delight: Dessert and Coffee bar, compliments of NADA  Monday, Jan 27th 1 -2:30whatsnewpm on the Expo Floor in the Neighborhood Eateries.
  2. Social Connection Zone– Genius Bar, Tech Clinicians and daily mini Tech Session
  3. Best in Show Exhibitor Contest – The booths with the best booth design; creativity and branding will take home this first time award.
  4. Scan-n-Go registration kiosks – scan your confirmation code (print out or right from your mobile device) and get your registration materials quickly and easy!
  5. Award Winning Lifestyle Experience with department store partner, Saks Fifth Avenue.
  6. 64 workshop topics and 174 workshop session with 50 new presenters!

Which one are you looking forward to?

Guest Blog Post: Is Age Just a Number?

11 Nov

By Guest Blogger – Jon Goldman, Brand Launcher, Baltimore, Md.


Businesses are encountering new challenges with today’s multi-generational workforce that brings together the Boomers (1946-1964), Generation X’ers (60s and 70s) and Generation Y’ers (1982-2000). For owners and managers, this means a greater understanding of the expectations and life differences of the different groups, as well as identifying the issues that your company faces because of the multi-generational team. This is vital because we’re not just talking about simple cultural differences (They call that music? What does LOL and IMHO mean?). Rather, your company – if it hasn’t already – can expect to encounter serious challenges both in the day-to-day operations and long-term because these groups have vastly different expectations of themselves, each other, and you.

There are easy-to-implement, cost-effective solutions that will help clarify assumptions about the different generations, enable you to avoid making the biggest mistakes in managing each age group, and offer strategies that work for the different generations.

  • Do you know why79% of people who quit their jobs do so because of the lack of one specific thing?*Learn real-life effective ways to praise your workers, rewarding them appropriately regardless of which generation they are from.
  • Do you know that a 5% increase in employee loyalty because of this one thing* can increase profits by 50%? Are you ready to learn how to reduce turnover and increase engagement?
  • Do you know that if companies had this one specific thing*, it could increase profitability by 600%? Are you doing this properly? Have you created a Path of Ascension for your employees?

This refreshingly practical session reveals solutions to “bridge the gap,” even between team members who are 40 years apart, and impart which counter-intuitive strategies have the biggest ROI when managing your team. You can’t afford to miss this workshop because age is not just a number; properly managing your team will help you improve your recruiting and hiring, profitability, sales, ability to compete and retention.

* The one thing is – Appreciation. Meaningful appreciation, in particular.

You can attend Jon Goldman’s NADA Workshop:
Manage a Multigenerational Dealership
1/26/2014       10:30am – 11:45am        Room 206 -207

NADA Workshop: A Multi-Point Inspection Process That Really Works!

7 Dec

NADA Workshop
Blog Entry by: Charlie Polston, BG Products, Inc.
Track: Service and Body Shop

Every service department has a multi-point inspection form, but few are actually making money with it! In this workshop, you’ll learn a proven process that will take pressure off of your advisors, keep your technicians happy, find approval with your customers, and increase your fixed ops revenue.

This workshop will focus on action points on how to implement the process, sustain the process, and, most importantly, create a lifetime annuity stream through selling technician-recommended maintenance.

Workshop attendees will learn how to:

  • Implement and sustain a multi-point inspection process
  • Recognize barriers to effective communication between techs and advisors
  • Understand what it means to “keep the door of opportunity” open at the time of write-up
  • Overcome the “fear of rejection” that keeps advisors from selling service
  • Formulate an action plan to motivate service personnel to work together for both the good of the vehicle owner and the dealership

Charlie Polston, a profitability and customer retention consultant with BG Products, Inc. will be presenting the workshop. Charlie is a 30-year veteran of the automotive industry, specializing in fixed operations personnel training  and service department growth.

One of the highlights of the workshop will be the case-studies Charlie presents to show attendees real-world applications and results from an effective multi-point inspection process.

Friday, February 8th 12:15- 1:30pm W305AB
Saturday, February 9th 10:30-11:45pm W308CD
Monday, February 11th 10:30am- 11:45pm W309

For our full workshop schedule click here.