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AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expensesAutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketingFor similar content visit http://www.autosuccesssocial.com/

Transcript of AutoSuccess .nov10

  • 2010NOVEMBER

  • SEARCH MARKETING | DEALER WEBSITES | LEAD MANAGEMENT | PERFORMANCE ANALYTICS

    888.785.5418 | www.dealer.com | sales@dealer.com

    2010 Top Rated Web Provider, DrivingSales.com

    Top Awards for Websites, SEO, and InternetLead Management

    2010 Net PromoterScore Survey

    Top customer service ranking in the nations software industry

    2010 Diamond AwardBest Website Provider

    Auto Dealer Monthly2010 DealersChoice Awards

    2010 Automotive Website Awards

    Pinnacle Platform AwardBest Online AdvertisingTool Award

    From technology, to innovation, to support, Ive had an extremely positive experience with Dealer.com. One of Dealer.coms greatest advantages is the reporting. The speed of the reporting tool, the ease of use and the timely, relevant data allow me to make changes on the fly.

    Andrew DiFeo, General Manager Hyundai of St. Augustine

    Theres a Reason Why More Dealers Choose Dealer.com...

  • 14pg

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    marketing solution

    sales & training solution

    leadership solution

    feature solution

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    AutoSuccess Magazine is published m

    onthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170. D

    irect all subscription and customer service inquiries to 877.818.6620 or info@

    autosuccessonline.com. Subscription rate is $69

    per year. AutoSuccess welcom

    es unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for gram

    mar, content and page length. AutoSuccess provides its contributing w

    riters latitude in expressing advice and solutions; view

    s expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party m

    aterial appearing in this magazine or in respect of the content of any other

    magazine to w

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    plementing changes in procedures.

    All contents copyrighted by AutoSuccess Magazine, a D

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    arketing, Inc. All rights reserved. Reproduction in

    whole or part is prohibited w

    ithout express written consent from

    AutoSuccess. AutoSuccess may occasionally m

    ake readers names available to other com

    panies whose products and/or services m

    ay be of interest; readers may request that nam

    es be removed by calling

    877.818.6620. Printed in the USA. Postm

    aster: Send address changes to AutoSuccess Magazine, 3834 Taylorsville R

    d., Building A, Ste. 1B Louisville, KY 40220.

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    three steps to building a dynamicworkforce in the dealership

    terrySheridan 26

    how to land a sale on a strip-lineturning customers into buyers through build-up and take-away

    mattBaker 24

    unfair? you bet it is...JimRadogna 18

    turning your reviews into a marketing machineyouve gathered those 100+ positive reviews, now put them in motion

    richardWinch 30

    howardLeavitt 28 empowering your sales staff

    susanGivens 08 penske revolutionizes online marketing with penskecars.com + penskesocial.com

    the death of the traditional dealership,part 5

    markTewart 22

    automotive dealership websitesand digital marketing

    seanv.Bradley 20

    tax season is growing againchipWiley 14

    whats your best price? im glad you askedmarshBuice 10

    scottJoseph 32 14 traits that exist in everysuccessful dealership, part 1

    an interview with davidWithnell

  • marketing solutionSusanGivens

    08 autosuccessonline.com

    By offering consumers a one-stop shopping portal to thousands of vehicles, a recently launched Website is bringing together dealers from across the United States and increasing their visibility to the car-buying public.

    Penske Automotive Group has launched PenskeCars.com, a national Website that makes it easy for consumers, employees and partners to research, shop and maintain their vehicles 24 hours a day, seven days a week. And, by combining traditional marketing with a social media component, Penske properties, their partners and thousands of employees are looking to build a national network by creating a fully integrated social media platform.

    We did a lot of testing and took our time before we did the launch, said Terri Mulcahey, Vice President of Business Development at Penske. Consumers wanted lots of photos, vehicle history reports and multiple search options. Now they can browse through our one-of-a-kind inventory 24 hours a day, seven days a week when it is convenient for them.

    PenskeCars.com allows consumers to view and compare nearly 25,000 new, certified and pre-owned vehicles, representing more than 40 brands located at 173 of its retailers across the country. The site also provides consumers a simple method to schedule maintenance and repair services at their local Penske Automotive dealership.

    The complete consumers experience includes extensive vehicle information including photos, videos and Carfax history reports for pre-owned vehicles and warranties. Not only can consumers browse the more than 25,000 new and used vehicles, but they can even schedule service appointments online, Mulcahey said.

    PenskeCars.com also is designed to integrate with social networks so consumers can interact and connect with each other while sharing news, events, photos, videos and promotions from all of the companys dealerships in the United States.

    By creating a contest that consumers can enter to win smart phones and VIP racing experiences, the company has created a viral social media event to spread the word about the portal in ways that traditional marketing cannot. The contest platform uses sophisticated technology that allows a contestant to increase their chances of winning by sharing the contest via Facebook, Twitter or e-mail.

    The Penske brand is perfect for social media because it is a name people trust, and that is the foundation of a successful social media strategy, said Sean Wolfington, owner of the marketing company that launched PenskeCars.com and Penskes Social strategy.

    penske revolutionizes online marketing with penskecars.com + penskesocial.com

    Susan Givens is the publisher of AutoSuccess. She can be contacted at 877.818.6620, or by e-mail at sgivens1@autosuccessonline.com.

  • sales & training solutionMarshBuice

    10 autosuccessonline.com

    Not a day goes by that a salesperson is not asked, Whats your best price? If this question is handled in an insincere way (if answered at all), it could send a customer in a rage with smoke billowing out of their ears ready to pummel the salesperson for not answering the question. Price has very little to do with making a sale. Dont believe me? If price had anything to do with purchasing a cup of coffee, why would anyone pay five times the amount for a cup of celebrity coffee when they could pay far less at the get-it-and-go gas station? Customers pay for two things: experience and value. When experience and value outweigh price, a purchase is made. An investor a.k.a. customer questions what the potential gain will be for the risk taken. Put another way, will the return exceed their investment? It is time to stop being defensive on price and begin to embrace the thinking behind P.R.I.C.E.

    p prepare:Henry Hartman said, Success always

    comes when preparation meets opportunity. Discipline will beat talent every time. Building the proper foundation of knowledge is critical toward becoming successful. As it is written, It is like a person building a house who digs deep and lays the foundation on solid rock. When the floodwaters rise and break against that house, it stands firm because it is well built. If you are disciplined to study not only everything about your product, but also the relevant information of your competitors product, you will beat the most talented, undisciplined salesperson. Talent is what you can do naturally; discip