It wasn’t that long ago that the idea of a digital dealership was laughable. Who would want to buy a car without a test drive or seeing it in person? But technology has dramatically changed the auto dealership industry.

3D imaging lets car shoppers view a vehicle from every angle. Review sites describe how a vehicle feels and performs. Software lets us conduct business transactions without ever meeting in person. AI and marketing automation can also make parts of the process hassle-free for dealers and customers alike. There are online dealerships, and some automakers are moving toward a direct-to-consumer business.

But you can’t be part of that movement without the right tools.

The digital dealership tools you need to roll into the future

1. An automotive CRM.

Yes, we are biased about the right CRM, but as you implement digital dealership practices into your routine, you need a central hub to help you stay organized. An automotive CRM can do everything from tracking inventory to automating texts and emails, scanning VINs, and managing the entire sales process.

2. A state-of-the-art website.

If your website looks like it’s from 2010, you aren’t going to have much luck going digital. In part, that’s an aesthetic issue. Your buyers expect a modern, eye-catching website. More importantly, though, it’s a functional issue. Your website needs to load quickly, be mobile-friendly, and be easy to use. In addition, every vehicle on your website should include plenty of interior and exterior photos, a 360-degree video, a complete list of features and specifications, and historical information. You may even consider adding a CARFAX link to each vehicle.

3. Transparent pricing.

Controversial? Perhaps. It certainly goes against the traditional dealership strategy of haggling. This also might not be the right move for every dealership. But when a certain very large and well-known digital dealership offers upfront pricing, it might be worth considering. Besides, a no-haggling approach might be a good marketing strategy. It would certainly set your dealership apart from almost any other dealership around.

4. Online financing options.

To succeed as a digital dealership, you need to give customers the ability to complete the entire car-buying process online. That includes financing. Whether you opt to finance in-house or use a third-party vendor is your choice. But you will need to make sure the tools are there for customers to enter their information and get a financing offer, preferably within just a few minutes. Be aware, however, that you’ll need to be upfront here, too, about credit checks and what impact that could have on your customers’ credit ratings.

5. Live chat.

Live chat is common, but much of it is based on chatbots. If you want to stand out, offer live chat on your website and have your dealership team respond to questions. Whether you run an in-person or digital dealership, customer service is still one of your most robust sales tools. And though a bot can do a lot, it can’t offer the same level of service and knowledge that your team can.

Ultimately, the secret to a successful digital dealership is to make the process as easy as possible for customers. The tools you use can help you achieve that goal. Add in some excellent customer service, fairly-priced vehicles, and modern technology, and you’ll be selling vehicles online in no time.

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If you sell Jeeps, you know it’s not just “another” vehicle brand — it’s a lifestyle for many proud Jeep owners. There are dedicated fan websites, forums, clubs, and accessories. Jeep lovers attend events and congregate for off-roading adventures around the country. They make fantastic modifications to their Jeep Wranglers and show off to each other, trying to figure out who customized their rides the best.

Needless to say, if you sell Jeeps at your auto dealership, you better brush up on your Jeep facts if you want to sell to devoted fans of the brand. In addition to knowing every Jeep on your lot inside and out, it’s good to have some exciting trivia in your back pocket that you can pull out when necessary. These little nuggets of knowledge show that you didn’t just read the owner’s manual — you have a real interest in Jeeps and the people who drive them.

Sharing some of these lesser known details can help you gain trust with potential buyers, get you “in” with the Jeep-buying crowd, convert customers into first-time Jeep owners, and maybe even close a deal for an individual who’s on the fence.

The top 20 Jeep facts every auto salesperson should know

1. The first Jeep was a byproduct of World War II.

In June 1940, the U.S. Army asked automakers to create a quarter ton “light reconnaissance vehicle” specifically for the Army’s unique needs. Of the 135 automakers solicited, only 3 responded — Bantam, Willys, and Ford. It took about a year, but contributions from each company ended up creating the template for the first Jeep vehicle. The prototype was finished in only 75 days and delivered to the U.S. Army on November 11, 1940, by Willys-Overland, who won the primary contract.

2. Ford gets the credit for the Jeep’s grill.

The iconic flat slotted grill with integrated headlights is a big part of the Jeep’s design, and Ford is responsible for it. The company’s Pilot Model GP-No.1 “Pygmy” started with 13 slots, then went to nine, and ended at seven in 1945.

3. The exact origin of the Jeep name is a mystery.

The first Jeeps used by the Army were Willys MA and Willys MB, but eventually, the name changed to Jeep. Some people believe it’s a play on General Purpose Vehicle (GP), while others say it’s the name of Ford’s version, GPW; G stood for “government,” P was the distance between the wheels, and W was Willys since Willys held the license. Other people say the name for any military prototypes was “jeep” and it just stuck.

4. A Jeep received a Purple Heart.

A Marine Corps Jeep that was the first to land on Guadalcanal and one of the first on Bougainville received a retirement order and a Purple Heart for bullet holes in its windshield.

5. Jeep isn’t a stand-alone company.

The Jeep brand has had eight different owners, with Fiat-Chrysler as the current company in charge. Before that, it belonged to Chrysler LLC, Daimler Chrysler, Chrysler Corporation, Renault, American Motor Corp., Kaiser Jeep, and Willys-Overland.

6. The first civilian Jeep was the CJ-2A.

It came out in the late-1940s and offered features the military versions didn’t have, like a tailgate, external fuel cap, and a side-mounted spare tire. The company was hoping it would appeal to farmers and construction workers.

7. The 1963 Jeep Wagoneer featured a lot of “firsts.”

The Wagoneer was the first “luxury SUV”, boasting the first independent front suspension and automatic transmission in a 4X4 vehicle, the first overhead-cam six-cylinder truck engine, and the first automatic full-time 4WD system.

8. The Jeep Wrangler has great resale value.

The 2016 Jeep Wrangler was named Best Resale Value in its class (Compact SUV Crossover) and one of the top 10 cars overall by Kelley Blue Book’s KBB.com.

9. You may save money on insurance if you drive a Jeep Wrangler.

In a nationwide comparison of auto insurance rates, Insure.com named the Jeep Wrangler one of the ten least expensive vehicles to insure.

10. The Jeep Grand Cherokee is popular.

The Jeep Grand Cherokee was named the 2016 Most Popular Traditional Midsize SUV on Edmunds.com. Their definition of “most popular” was the vehicle in its segment that attracted the most “car-shopper consideration” on the research and inventory pages.

If you’re like most car salespeople, you aren’t just selling one brand all the time. In addition to knowing plenty of Jeep facts, it’s also a good idea to read up on facts about other big auto companies like Honda and Ford. By sharing these fun facts, you’ll hopefully see an increase in commission that will impress your boss and maybe even put you in line for a promotion.

11. The Jeep Liberty was the first Jeep to offer two-wheel drive.

The Jeep Liberty, introduced in 2002, was the first Jeep vehicle to come with a two-wheel drive option, which was previously unheard of in the brand’s line-up. This was a bold step towards making Jeeps more accessible to a broader audience, not just off-road enthusiasts.

12. The Jeep Wrangler has roots in pop culture.

The Jeep Wrangler has been a staple in popular culture, famously featuring in the Jurassic Park movie franchise. This exposure helped cement the vehicle’s reputation as a versatile and rugged off-roader, ideal for any adventure – whether in a city or on a remote island.

13. The world’s longest parade of Jeeps.

In 2015, the world record for the longest parade of Jeeps was set in the United States. This record involved 2,420 Jeeps that gathered in Pennsylvania and drove in a single file line. The record reaffirmed the passion and dedication of the Jeep community.

14. The Jeep J8 was specifically designed for military use.

The J8 is a military-spec vehicle introduced in 2008, featuring heavy-duty rear leaf springs, a reinforced frame, and larger brakes. It is designed to be parachuted into action and can be configured as an ambulance, a troop carrier, and more.

15. The 1945 Jeep CJ-2A was the first to feature a seven-slot grille.

While Ford designed the first Jeep grille, it was the 1945 Jeep CJ-2A that introduced the iconic seven-slot grille. The company allegedly chose seven slots to represent Jeep as the first vehicle to be driven on all seven continents.

16. Jeep vehicles have served as popemobiles.

Jeep has a history of producing “popemobiles” – vehicles used by the Pope during public appearances. Both Pope Francis and Pope John Paul II have been seen in modified Jeep Wranglers.

17. The Jeep Wrangler and Cherokee have been recognized for their American origins.

Both the Jeep Wrangler and Cherokee have been recognized by Cars.com on its American-Made Index, which evaluates vehicles based on their domestic-parts content, country of engine and transmission origin, and U.S. manufacturing workforce.

18. Jeep has produced a vehicle with no doors and roof as standard.

The Jeep Wrangler model typically comes without doors and a roof as standard, underlining the brand’s ethos of freedom and open-air adventure. The doors and roof are optional extras and can be easily removed and reattached.

19. The ‘Easter Jeep Safari’ is a renowned event among Jeep enthusiasts.

Every year, Jeep enthusiasts gather in Moab, Utah, for the ‘Easter Jeep Safari.’ Jeep often unveils concept vehicles and new features at this event, which lasts for nine days and features trail rides for 4×4 vehicles.

20. Jeep vehicles are known for their hidden ‘Easter Eggs’.

An ‘Easter Egg’ in the automotive world refers to a hidden decorative design or feature, and Jeep vehicles are famous for them. These delightful surprises began with the 2011 Jeep Grand Cherokee, which featured a tiny imprint of a Jeep Wrangler climbing up the edge of the windshield. Since then, Easter Eggs have become a unique Jeep tradition, with enthusiasts enjoying the treasure hunt to find them all. They vary from vehicle to vehicle and can include designs like tiny Jeeps hidden in the headlights, a gecko imprinted on the windshield cowl, or a vintage Willys Jeep climbing a hill in the corner of the windshield. Each Easter Egg is a nod to Jeep’s history and its spirit of adventure. It’s another fun way that Jeep connects with its dedicated fan base, infusing their vehicles with a sense of playfulness and joy that complements their rugged durability.

End of the Trail: Jeep’s Rich Heritage and What It Means Today

The Jeep brand is more than just a vehicle producer – it’s a community builder and a provider of adventurous experiences. From its humble origins in the battlefield to its current status as a lifestyle choice for many, Jeep has always maintained its reputation for rugged durability and reliable performance. The commitment to staying true to its roots while continuously innovating can be seen in every Jeep vehicle, from the hidden ‘Easter Eggs’ to the continuously improving performance features.

Each model carries a piece of history and an aura of adventure, making it not just a car but a symbol of freedom and exploration. Jeep doesn’t just make vehicles; it creates stories and invites everyone to be a part of them. With Jeep, the journey is just as important, if not more so, than the destination. And as these facts show, there is always more to learn and discover about this iconic brand. So whether you’re a salesperson, a potential buyer, or a Jeep enthusiast, these bits of trivia can provide a deeper understanding and appreciation of what it truly means to ‘Go Anywhere, Do Anything’ with Jeep.

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Peter has a reputation around town as a savvy dealership business owner. He’s the top-selling auto dealer in his county, is known for his inventory of high-demand vehicles, and the customer service scores for his employees are off the charts. In addition to that, he spends a pretty penny on all types of advertising and has become a bit of a local legend for his one-of-a-kind television commercials.

From the outside, Peter appears to be doing everything right. He’s the envy of other local dealership owners; they all wonder what he’s doing to make so much money.

The truth? Peter’s profits are abysmal. He wants only the best for his dealership business—the best cars, employees, advertising—and he’s willing to spend big money to make that happen. Unfortunately, he’s spending too much, and his expenses aren’t in sync with his gross profits.

He likes to reason that, “You gotta spend money to make money!” but he has to get a grip on his expenses before his business implodes.

Your situation may not be as dire as Peter’s, but if you think there’s room to trim your dealership costs, you’re probably right. Even if you think your input versus output is a well-oiled machine, it’s certainly worth your time to look at your books and see where you may be able to reduce your expenses–you could be very surprised.

Where to start making your dealership business more profitable

“Someone in your organization has to get into the weeds with your expenses…if not, you are clearly leaving as much as 25% on the table day after day, week after week, month after month, and year after year,” writes Doug Austin, founder and President of StrategicSource, Inc.

First, look at a month-by-month income statement for the last year of business. This spreadsheet will allow you to compare your sales, cost of sales, gross profits, and expenses. Do you notice any trends?

Now, you’re going to want to start digging deep into your expenses. These costs should be separated into two different groups because not all expenses are created equal. You’ll have:

1. Variable expenses

Expenses directly related to sales and inventory carrying costs. These should change proportionately to your sales and gross profits.

Types of variable expenses may include floor plan interest, demo expense, delivery expense, advertising, personnel, employee benefits, absentee wages.

2. Fixed expenses

These expenses remain pretty consistent month after month.

Types of fixed expenses include office and shop supplies, credit card interest, legal, postage, repairs and maintenance, insurance, utilities.

Once you’ve narrowed down your expenses for the last year, don’t just skim over the numbers to see if everything “looks good.” You need to take each category, one by one, and evaluate the money that was spent and why. If you’ve never done this before, you’re probably going to find a lot of areas that you could easily reduce without affecting your normal flow of business.

Dealership business expense categories with room to trim

Where you ultimately choose to reduce costs will depend on your individual dealership, but here are some common areas where others may cut back:

1. Advertising

Advertising is essential when you’re running a dealership, but it needs strategic management. You can’t just throw money into commercials, print ads, and pay-per-click ads without also measuring results and ROI. You love producing your TV commercials, but you may find that the numbers aren’t adding up and they simply aren’t bringing in the amount of business they need to.

2. Personnel

Don’t go firing anyone, but an easy area to save money is by watching how much overtime your employees are clocking. Have management sign off on all overtime before it goes to payroll. Also, be smart about who you hire. Dealerships tend to have a lot of turnover, and that gets expensive–try to minimize that as much as possible by taking the time to hire the right people.

3. Office and shop supplies

How can you reduce the cost of supplies if you need them to do business? Two simple ways are to shop around for discounts and keep supplies locked up at all times–appoint specific employees to be keyholders. Employees can sometimes get sticky fingers, especially when it comes to office supplies–“who’s going to miss an envelope?!”–but the costs add up over time and can impact your bottom line.

4. Inventory

Those used cars sitting on your lot cost you money every single day. A 60-day rule on your lot could help (though it should preferably be 30 days) so your inventory keeps moving, but your money doesn’t.

You’re going to find that by taking the time to review your expenses and tightening the purse strings a little, your dealership business profits will vastly improve without too much effort.

5. Revising Vendor Contracts and Streamlining Business Processes

Another practical avenue to explore for cutting costs is to renegotiate your vendor contracts. Be it the IT support services, janitorial services, or vehicle maintenance equipment, there’s a good chance that you can find a more competitive rate than what you’re currently paying. By leveraging the prospect of a long-term relationship, you may be able to negotiate better terms with your current providers, or switch to a cheaper vendor that can deliver the same quality of services.

Streamlining your business processes is another great way to cut costs. By identifying inefficiencies and redundancies in your operations, you can devise methods to increase productivity while reducing overhead. For example, using dealership management software can automate a lot of tasks, minimizing errors and freeing up valuable time that can be better utilized. Digitalizing your documentation process, for instance, can help save costs on paper and printing, as well as make retrieving and sharing information more efficient.

6. Reevaluating Marketing Strategies

Digital marketing presents a cost-effective alternative to traditional advertising mediums like television commercials or print ads. According to Google, 95% of car buyers use digital as a source of information. Hence, shifting your marketing efforts towards channels like social media, search engine optimization (SEO), and email marketing could yield substantial savings.

Moreover, digital platforms offer advanced analytics tools, allowing you to track the performance of your campaigns and fine-tune your marketing strategies based on data-driven insights. By focusing on high-performing channels and eliminating underperforming ones, you can significantly reduce your advertising expenses while still reaching your target audience effectively.

7. Investing in Employee Training and Development

While this might seem counterintuitive, investing in your employees can lead to cost savings in the long run. Properly trained employees are more efficient, make fewer mistakes, and provide better customer service, leading to more sales and less waste. Additionally, providing opportunities for growth and development can increase employee loyalty and reduce turnover, which can save significant costs related to hiring and training new employees.

8. Reducing Energy Usage

Energy costs are another area where you can potentially save. Implementing energy-saving measures like using energy-efficient lighting, insulating your buildings, and encouraging employees to turn off equipment when not in use can lead to substantial savings over time. Investing in renewable energy sources like solar panels can also yield significant returns in the long run, and they’re beneficial for the environment too.

9. Implementing Preventive Maintenance

Preventive maintenance of your dealership’s equipment and infrastructure can save you from costly repairs and replacements in the future. Regular maintenance can prolong the lifespan of your assets and ensure they’re running at optimal efficiency. This can be as simple as regular oil changes and tire rotations for your demo vehicles, or timely servicing of your HVAC systems and other utilities.

Driving Profitability by Streamlining Car Dealership Expenses

Reducing dealership expenses isn’t just about cutting costs—it’s about optimizing your resources to achieve the best results. With careful analysis and strategic planning, you can significantly reduce your expenses without compromising on the quality of service you provide to your customers. This way, you not only improve your dealership’s profitability but also its sustainability in the long run. Remember, every penny saved is a penny added to your bottom line.

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You do everything you can to keep your inventory moving— no car sits on your lot for more than 60 days, and you always have a steady stream of in-demand used vehicles coming in. You like to have a variety of vehicles for customers to choose from, at all different price points. Not everyone wants a brand new car, and you want to make sure that anyone who sets foot in your dealership will find what they need.

Whether you’re buying at auction or accepting a trade-in, you’re not always going to get cars, trucks, or SUVs that have had the easiest lives. You may find after buying a used car that it’s been in a couple of accidents, used to roam the city streets as a taxi cab, or served as a government vehicle. Though it might be a little harder to sell this car, disclosure about its past is non-negotiable. You must be honest with the consumer about what they may be getting into because it isn’t just the right thing to do—it’s the law.

Why you need to disclose everything

To begin with, you need to follow the Federal Trade Commission’s (FTC) Used Car Rule, which requires you to display a Buyers Guide in the window of every used car on your lot. The Buyers Guide is a type of vehicle disclosure that tells the customer if the car is being sold “as is” and if there are any applicable warranties.

However, in addition to the Used Car Rule, you must fully disclose a vehicle’s known history. You can’t play dumb and insist you had no idea about a vehicle’s past or potential defects.

“Vehicle history information is a material fact and, therefore, must be disclosed under state unfair and deceptive acts and practices laws,” said the National Association of Attorneys General. “There are a number of sources where dealers can find this information, including vehicle titles, state motor vehicle record databases, NMVTIS, private services such as CarFax and AutoCheck, auction announcements, and manufacturer records. The information is there and dealers have greater access to it than do consumers. Whatever information the dealer can reasonably obtain should be disclosed.”

Vehicle disclosure requirements can vary from state to state, but when in doubt, overshare. You may feel like it will hurt your chances of making a sale—and truly, it might—but would you rather lose the sale or get a lawsuit filed against your dealership? Then you won’t just have lost the sale—you’ll lose your job, too.

Help customers see the positive side of vehicle disclosure listings

Disclosing a vehicle’s checkered past doesn’t have to be a deal breaker. It’s completely possible to sell imperfect vehicles and have a customer be happy with their purchase. You just need to try to sell those cars to the right customers when they step on your lot. A less-than-perfect vehicle could be just the ticket for someone who has an extreme need for a car but doesn’t have a lot to spend. Or, for an individual that just wants something basic for the five-mile roundtrip drive to work every day. There are plenty of people who just don’t want all the bells and whistles.

If you have a customer who’s on the fence, there can be some positives to highlight to help them make a decision in your favor.

1. Former rental vehicles

It’s impossible to know how many different people have driven a rental vehicle, but in general, they can be an excellent purchase. When people drive rental cars, they’re often overly cautious because they’re not driving their own vehicle and don’t want to deal with the repercussions of any fender benders. Rental car companies also usually have strict maintenance policies and keep up with oil changes, tire rotations, and any repairs.

2. Former government vehicles

The government leases fleet vehicles for three to five years, and then the dealer sells them at auction. They’re usually pretty good quality, have been well-maintained by the government, and have only had one owner. How they were used, however, can vary significantly.

3. A Lemon Law “buyback”

The term “Lemon Law” is enough to strike fear in the heart of a worthy buyer, but don’t let them run away too quickly. Try to explain that it means the vehicle was reacquired by the vehicle manufacturer because of a specific warranty defect or defects. When the manufacturer gets the car back, they will usually try to address the problems and repair them—meaning the car should be safe to drive now.

You never want to tell prospective buyers anything that isn’t true, but you also don’t have to be entirely negative about vehicle disclosures. It’s a service to your customers to be transparent so you can frame it that way. Be honest about the vehicle’s shortcomings, but be sure to talk up any positive points as well—top auto salespeople are experts at turning lemons into lemonade especially when the price reflects it.

Additional Considerations Regarding Used Car Disclosure Laws

While the federal Used Car Rule sets the foundation for used car disclosure practices, it’s essential to take note of the various state-specific regulations that further shape this landscape. Some states have disclosure laws that supplement federal regulations, ensuring a more transparent process for the consumer and additional responsibilities for the seller.

For instance, in many states, sellers are required to provide a detailed written statement about the car’s overall mechanical condition. This includes any known issues with the car’s major systems, like the engine or transmission. Some states have laws that specifically require the disclosure of flood damage, a factor that could significantly impact the vehicle’s lifespan and safety.

Furthermore, some state laws require sellers to disclose if the odometer has been altered or if there’s a difference between the actual and indicated mileage – a key factor for many used car buyers. Any discrepancies here could lead to fines and penalties.

Then there’s the case of ‘branded’ or ‘salvage’ titles. In many states, if a vehicle has been written off due to severe damage and then restored to a drivable condition, the title of the car must bear a ‘salvage’ or ‘rebuilt’ brand. This branding must be disclosed to potential buyers, as it can significantly impact the vehicle’s resale value and insurance costs.

How Used Car Disclosure Laws Benefit Dealers

It might seem like these laws add extra burdens to used car dealers, but there are potential advantages to fully embracing disclosure laws. Firstly, comprehensive disclosure can boost a dealership’s reputation. In the digital age, consumers have numerous platforms to share their experiences – good or bad. Transparent practices make customers feel respected and valued, increasing the chances of positive reviews and recommendations.

Secondly, it can lead to increased customer loyalty. Customers who have a positive buying experience, where they feel informed and treated fairly, are more likely to return for their next vehicle purchase or recommend the dealership to friends and family.

Finally, the rigorous adherence to used car disclosure laws can protect the dealership from potential legal action. By fully complying with all disclosure laws, dealerships protect themselves against lawsuits that can harm their reputation and result in significant financial penalties.

Full Disclosure is Key

Being completely transparent with customers when selling used cars is not just the ethical way to operate; it’s also legally necessary due to federal and state used car disclosure laws. By adhering to these regulations, dealerships can not only maintain compliance and avoid legal repercussions but also enhance their reputation, build customer trust, and ultimately, contribute to their long-term success.

Moreover, it is worth noting that educating the consumers about the legalities and the technicalities behind vehicle disclosures can also help facilitate the sales process. Many buyers are unaware of what these disclosures mean for them and the vehicle they’re considering. By walking them through the process, explaining the importance of each disclosure, and helping them understand how these disclosures ultimately protect their rights as consumers, dealers can establish a more meaningful connection with buyers. This not only aids in making an immediate sale but also fosters a relationship of trust and respect, likely leading to repeat business and referrals in the future. Ultimately, full transparency in vehicle disclosures is a win-win scenario for both the dealer and the customer.

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It’s not always easy to succeed in the automotive industry. If you want a long-lasting career as a sales manager, it’s essential to sharpen your team’s car sales appointment-setting skills to create a continual flow of leads. With so many products and methods out there, it’s difficult to know which is most beneficial for getting higher monthly sales totals. One thing is for sure, if you’ve spent too many months out of the year struggling, then it’s time for a new approach.

With the multitude of products and methods available, it can be overwhelming to determine the most effective approach for achieving higher monthly sales totals. The ever-changing market dynamics and evolving customer preferences further add to the challenge. However, one thing is certain: if you find yourself struggling to meet your targets and facing months of disappointments, it is an indication that a new approach is necessary.

Relying solely on traditional sales strategies is no longer sufficient in today’s competitive landscape. To stand out from the crowd, you must adopt innovative and effective techniques that resonate with modern customers. This requires a comprehensive understanding of the customer journey, leveraging technology to your advantage, and creating a customer-centric approach that goes beyond the transactional nature of car sales.

By investing time and effort in sharpening your team’s sales appointment-making skills, you can unlock a world of opportunities. It is about nurturing a proactive mindset that goes beyond just waiting for customers to walk through the door. Instead, it involves actively engaging with potential buyers, building relationships, and creating a memorable experience that differentiates your dealership from the rest.

6 Ways to boost your sales appointment making skills for long-term commission consistency

1. Embrace appointment culture.

It’s a given that you want your team to sell as many cars as possible, but instead of focusing only on monthly sales totals, work on creating a team that is driven by appointment culture. Pay particular attention to each team member’s ability to book appointments daily. Even with digital processes on the rise, the AutoTrader Car Buyer of the Future Study shows that 84% of shoppers still want to buy a car in person, and 73% will drive farther for a great salesperson. By cultivating a team that puts the customer experience first, it will be a lot easier to get enough completely satisfied ratings to give your overall lead consistency a push in the right direction.

2. Nurture leads.

While price is a significant factor in choosing a dealership, 54% of car buyers will pay more for an enhanced car buying experience. Encourage your team to respond to leads with efficiency and to be ready to help customers with any questions or problems they may have. According to McKinsey & Company, personalization can deliver five to eight times the ROI on marketing expenses and can increase sales by 10% or more. That’s a pretty significant increase for putting in a little extra effort when sending customer communications.

3. Depend on CRM software to increase efficiency.

Speaking of customer communications, how are you reaching out to your clients? A reliable, auto dealer-focused CRM tool can make all the difference in enhancing sales appointment-making skills. Call, text and email a large group of potential leads with saved customized templates, keep detailed notes, and have access to all of it from your desktop or mobile device. Mobile access to your CRM tool makes it easier to follow up from anyplace, at any time which takes dealer efficiency to the next level.

4. Work on timing.

Work with your team to make sure that they pay extra attention to follow-up with car buyers on Monday and Tuesday. 30% of online inventory views and 37% of leads occur on those days. However, that doesn’t mean you should ignore clients the rest of the week. Quick response times always increase your chances of selling more vehicles.

5. Ask better questions.

Once you’ve formulated a routine for your team that uses effective communication methods with a focus on appointment culture, it’s time to work on asking the right questions to seal the deal. Keeping the focus on the customer’s needs is essential.

• Do they know what kind of vehicle they are looking for?
• What kind of features are most important to them?
• What do they use their vehicle for primarily? Work or personal use?
• Do they have any concerns about the car-buying process?
• How can you improve the shopping process for your client?
• Is there a timeline? Do they need the car ASAP or do they have time to wait for the right fit?
• What did they like and dislike about their previous vehicle?
• What is their most preferred method of communication?
• What is the best time to reach out to them?

6. Continually improve sales appointment-making skills.

Car sales processes and procedures are always evolving. It’s important to maintain accountability by monitoring your team’s ability to book appointments consistently. Give them the tools they need to stay educated and take the time to make sales meetings a place to improve on how they nurture exceptional customer service.

The path to long-term commission consistency with car sales appointment setting

Mastering the art of sales appointment-making is crucial for long-term commission consistency in the automotive industry. By implementing the six strategies mentioned above, you can significantly boost your team’s skills and create a continual flow of leads.

Embracing appointment culture shifts the focus from just monthly sales totals to creating a team that prioritizes the customer experience. Nurturing leads and personalizing communications can make a significant difference in securing appointments and increasing sales. Dependence on CRM software enhances efficiency, allowing for effective communication and seamless follow-up. Timing plays a vital role, and focusing on Monday and Tuesday for follow-ups can yield positive results. Asking better questions helps identify customer needs and build a strong rapport.

Remember, success in car sales requires dedication, adaptability, and a customer-centric approach. By incorporating these strategies into your dealership’s practices, you can increase your chances of achieving higher monthly sales totals, ensuring a thriving and lasting career in the automotive industry. Take action now and start boosting your sales appointment-making skills for long-term commission consistency.

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Today’s car dealers know that digital communications, like emails or texts, are some of the best ways to sell cars, and yet a lot of them neglect to take full advantage of the car dealership BDC email templates and automated texting processes that make their CRM such a valuable tool. It can be tough to try new strategies when you’re busy, but the data doesn’t lie. If you fail to appeal to the modern car buyer, you stand to lose a lot of business. Digital communication is the key to selling more vehicles, and that’s not about to change any time soon.

Need more proof? Here are some highlights from a recent infographic about dealer communications:

• Over 90% of shoppers prefer to interact with a business through text.
• More than 77% of car buyers use a mobile device to shop for a vehicle.
• Email marketing continues to generate the most leads for auto dealers, at 39%, which is 27% more than direct mailers.

6 Ways to keep your customer communications running on all cylinders

Today’s car buyers are well-researched and quick to move on if you aren’t ready to help them. Want to make contact with a lead? If you respond to them within five minutes, you have a one hundred times greater chance of making contact than if you wait thirty minutes. If you plan to stay ahead of the competition, you can’t just schedule daily email and text blasts; you have to implement processes that maintain their success.

1. Oversee daily communication logs to see how many emails and texts are getting sent. Set goals to double that number by the end of the month. Next month, strive to double that number.
2. Stop wasting time sending messages that get overlooked; create content that car buyers will appreciate by customizing templates aimed towards distinct demographics.
3. Use CRM reporting to track which messages are getting the best responses, so you know if your approach is working, and which you can eliminate entirely.
4. Remember to delete the templates that have failed so they don’t accidentally get used again.
5. Don’t be afraid to customize unique templates, because customers prefer personalized messages over generic ones.
6. Schedule automated texts and/or emails for each of the following circumstances, but also come up with original content that may appeal to your particular customer base:
   • Welcome a customer and say thanks for stopping by.
   • Schedule a test drive with new or existing clients.
   • Send messages of customer appreciation.
   • Wish them well on their birthday or wedding anniversary.
   • Congratulate them on their vehicle purchase anniversary.
   • Remind them when their registration, license, or inspection is going to expire.
   • Send inventory snapshots to shoppers.
   • Share how-to videos and seasonal maintenance tips.
   • Schedules service appointment reminders.
   • Inform customers about fun dealership or community events.

15 Car Dealership BDC Email Templates for You to Snag!

1. New Car Model Announcement

Subject: Introducing [Car Model] at [Dealership]

Dear [Customer’s Name],

We are excited to announce the arrival of the new [Car Model] at our dealership. This innovative model offers [briefly describe features].

We would love to invite you to come in for a test drive. Please let us know when you are available.

Best,
[Your Name]

2. Service Reminder

Subject: Your Car Service Reminder

Dear [Customer’s Name],

This is a friendly reminder that your vehicle is due for service. Regular service is essential to keep your car running smoothly.

Book an appointment at your earliest convenience to ensure your vehicle stays in top shape.

Best,
[Your Name]

3. Follow-Up After a Visit

Subject: Thank You for Visiting [Dealership]

Dear [Customer’s Name],

It was a pleasure meeting you during your visit to our dealership. We hope you found the information helpful in your car buying journey.

If you have any questions or would like to schedule a test drive, feel free to reach out to us.

Best,
[Your Name]

4. Invitation to Sales Event

Subject: Exclusive Sales Event at [Dealership]

Dear [Customer’s Name],

We are excited to invite you to our upcoming sales event on [Date]. We will have exclusive deals on some of our top models.

Mark your calendar and we hope to see you there!

Best,
[Your Name]

5. Follow-Up After a Purchase

Subject: Congratulations on Your New Car!

Dear [Customer’s Name],

We want to congratulate you on the purchase of your new car. It was a pleasure helping you find the perfect vehicle.

Remember, we’re always here for any questions or service needs you may have.

Safe driving,
[Your Name]

6. Scheduled Maintenance Reminder

Subject: Scheduled Maintenance for Your [Car Model]

Dear [Customer’s Name],

Your [Car Model] is due for its scheduled maintenance. To ensure the longevity and safety of your vehicle, we recommend booking an appointment with us as soon as possible.

Please reach out to schedule your service.

Best,
[Your Name]

7. Post-Service Follow-Up

Subject: How Was Your Recent Service Experience?

Dear [Customer’s Name],

We hope you were satisfied with the recent service performed on your vehicle. Your feedback is important to us and helps us improve our service.

Please let us know about your experience.

Best,
[Your Name]

8. Trade-In Offer

Subject: Exclusive Trade-In Offer for Your [Car Model]

Dear [Customer’s Name],

We are currently offering exclusive trade-in values for your [Car Model]. Upgrade to a new model and enjoy the latest features and technologies.

Contact us to learn more about this offer.

Best,
[Your Name]

9. Seasonal Offers

Subject: Seasonal Offers at [Dealership]

Dear [Customer’s Name],

As the [season] approaches, we are excited to offer special discounts on select car models and services.

Please visit our dealership to explore these offers.

Best,
[Your Name]

10. Car Accessories Promotion

Subject: Enhance Your Driving Experience with Our Accessories

Dear [Customer’s Name],

We have a wide range of accessories designed to enhance your driving experience. From all-weather floor mats to advanced navigation systems, find the perfect addition to your vehicle.

Drop by our dealership or contact us for more information.

Best,
[Your Name]

11. Extended Warranty Offer

Subject: Protect Your Car with Our Extended Warranty

Dear [Customer’s Name],

Ensure peace of mind with our extended warranty. It covers a wide range of repairs and services, keeping your vehicle running smoothly for years to come.

Contact us to learn more about our extended warranty offer.

Best,
[Your Name]

12. Lease Expiry Reminder

Subject: Your Lease is Nearing Its End

Dear [Customer’s Name],

Your lease agreement on your [Car Model] is nearing its end. We would be delighted to assist you in exploring your end-of-lease options.

Contact us to discuss the next steps.

Best,
[Your Name]

13. Check-In After Test Drive

Subject: Checking in After Your Test Drive

Dear [Customer’s Name],

We hope you enjoyed test driving the [Car Model]. We’re here to answer any questions you may have or provide additional information.

We’re looking forward to helping you find your perfect vehicle.

Best,
[Your Name]

14. Invitation for a Test Drive

Subject: Test Drive Invitation for the New [Car Model]

Dear [Customer’s Name],

The new [Car Model] has arrived at our dealership. We would love to invite you for a test drive.

Please let us know when you are available.

Best,
[Your Name]

15. Birthday Greetings

Subject: Happy Birthday from [Dealership]

Dear [Customer’s Name],

We want to wish you a happy birthday! As a valued customer, we have a special gift waiting for you at our dealership.

Please stop by at your convenience to pick it up.

Best,
[Your Name]

These templates can help enhance your dealership’s customer service and engagement. Remember, personalization is key, and always try to customize the emails based on the customer’s specific needs and history with your dealership.

Everyone is responsible for dealership compliance.

Not only is it essential to use a CRM tool that takes auto dealer compliance seriously, but it’s also crucial that any team member who sends digital communications to clients fully understands TCPA Compliance regulations. Sending a message of the wrong type, at the wrong time, can lead to expensive fines and possible lawsuits. Any recipient has the right to Opt-Out or decline messages at any time, so be sure to have procedures in place that prevent them from getting contacted again.

It’s far too costly to ignore digital dealer tools that will increase efficiency.

Think about the days when there are so many deliveries that there’s hardly time to keep up with current prospects. The pressure is on to maintain existing customer satisfaction while simultaneously trying to attract fresh leads. On days like this, a digital assistant can be extremely beneficial. Besides organizing client and inventory information, a CRM tool can help maintain a consistent lead pipeline by assisting you with scheduling thoughtful text and email blasts in just a fraction of the time. Spend less time doing tedious clerical work and leave extra time to nurture client relationships as well as your career in car sales.

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Think about a typical day at your dealership. What’s it like? As a salesperson, you’re likely taking folks out on test drives, closing deals, prospecting, following up, and making calls. If you’re not the type to sit around and scroll through Facebook all day (and you’re not, right?), then your day is probably jam-packed and full of random surprises sprinkled in.

With all of that in mind, how long would you estimate that it takes you to respond to an email lead once it appears in your inbox? Are you the type to:

a) Prioritize answering the email as soon as humanly possible
b) Let it sit for a while if you have a ton of other stuff going on

If your car sales email responses aren’t going out within 20 minutes, you’re probably letting leads slip through your fingers all day long. We live in an age where if a web visitor contacts you, they expect that you’re sitting right there and ready to answer their question immediately. If you don’t get back to them in an extremely timely fashion, they will move on to the next dealership that does answer.

According to the 2016 Pied Piper PSI Internet Lead Effectiveness Benchmarking Study, dealers monitored by mystery shoppers responded to half of their customer inquiries within 30 minutes. One customer in 11 failed to receive a response of any type within 24 hours.

Be the dealership that’s known for your lightning-fast car sales email responses—even when you have a million other things happening at the same time.

5 things to remember when you’re responding to internet car leads

When responding to leads, there are a few key things to remember.

1. Respond in a timely and professional manner
2. Personalize your responses
3. Have an after-hours game plan so you know all customers are being responded to promptly
4. Follow up with leads regularly and make it easy for them to contact you
5. Manage your progress with your leads

10 car sales email responses to use when you have to make it quick

When you’re not overly busy and have time to respond to emails and nurture leads, using email templates through your CRM is an excellent way to communicate. You can be sure you’re saying everything you need to and feel confident that the template has already been proofread and is free from grammatical errors.

But other times? You don’t even have a minute to personalize an email template. Sometimes, car sales email responses have to be short and sweet because you’re so busy and only have two options:

1. Send a short email back to engage the customer quickly
2. Let the email sit too long and lose the customer

This is when you want to plan and have some car sales email responses already committed to memory—quick responses that get the job done professionally, but are easy to remember. The most important part? Always begin your response email with “Dear [Name].” You may be in a rush, but you should never sacrifice personalization for speed.

1. Type of customer email: Asking about the price of a vehicle

Your email response: “Thanks for your email, Andy. We work hard to price our cars fairly, but ultimately, it comes down to how satisfied our customers are with a vehicle’s condition in-person. Can I take you out for a test drive? Call me at XXX-XXX-XXXX to schedule an appointment.”

2. Type of customer email: Asking about availability of a specific vehicle

Your email response: “Jillian, it’s great to hear from you. The Honda CR-V you’re interested in is currently on our lot and available to test drive today. Give me a call at XXX-XXX-XXXX, and I’ll get an appointment on the books for you.”

3. Type of customer email: Wondering if their credit is good enough to get a car

Your email response: “Thanks for reaching out, Jessica. I’ve helped many different customers secure financing, but I prefer to discuss credit in person versus email due to the sensitive nature of the topic. Give me a call at XXX-XXX-XXXX, and we can schedule a time for you to come in and learn about your options.”

4. Type of customer email: Tons of different questions that require research and an in-depth answer

Your email response: In this situation, it may be best for you to ask a colleague if they’re available to answer the email immediately if you simply don’t have the time. It’s disappointing to lose a potential sale, but if your fellow salesperson can respond quickly and seal the deal, it benefits the entire dealership. Don’t sit on email leads just because you don’t have time to answer.

You can adjust any of these car sales email responses to fit your unique voice—you want to communicate your message effectively, but without sounding completely generic. Personality and customer service are so important, even when you’re having a crazy busy day. And, of course, each email you send should have a Call To Action (CTA) that encourages the customer to act. If you’re only going to email a few sentences, those words should encourage the customer to get on the phone with you and schedule a time to meet in person for a test drive.

5. Type of customer email: Asking about trade-in value for their current vehicle

Your email response: “Hello, Derek. Thanks for your interest in trading in your current vehicle. We certainly offer fair trade-in values but for a more accurate estimate, it’s best to bring the car in for an assessment. Could I schedule you for a time? Reach me at XXX-XXX-XXXX.”

6. Type of customer email: Interested in leasing options

Your email response: “Greetings, Susan. Leasing is a great choice for many people and we have various options to suit different needs. To discuss more about these options, let’s meet in person. Can I book you an appointment? Give me a call at XXX-XXX-XXXX.”

7. Type of customer email: Wants more details on a vehicle’s features

Your email response: “Hello, Bob. The vehicle you’re interested in comes with a host of features. However, I think it would be best if you experience these firsthand during a test drive. Can I schedule one for you? My number is XXX-XXX-XXXX.”

8. Type of customer email: Inquiring about warranty information

Your email response: “Hi, Linda. Thanks for asking about warranty information. Our dealership offers comprehensive warranties, but to go into specifics, it would be best if we could talk this over in person. Give me a call at XXX-XXX-XXXX to set up a time that works for you.”

9. Type of customer email: Asking about dealership’s hours and location

Your email response: “Hello, Jake. Our dealership is conveniently located at [address], and we are open from [hours]. Would you like me to set an appointment for you to come in and browse our inventory? Call me at XXX-XXX-XXXX.”

10. Type of customer email: Interested in financing options

Your email response: “Hi, Karen. I appreciate your interest in our financing options. It would be best to discuss these details in person due to their complexity. Please call me at XXX-XXX-XXXX to arrange a time to meet.”

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“Birds? Dogs? I work in car sales, not a pet store. What’s with all this animal talk?”

Those who are new to working in the auto industry or car sales may be confused if the subject of a bird dog program comes up in a car sales meeting. These programs are very common, though—you may have just heard them called by different names in the past.

A bird dog program is a type of referral incentive. It’s named for hunting dogs that are used to track down and retrieve birds. Yes, it’s awkward to think about certain customers as hunting dogs and others as birds — don’t reflect on that connection too hard. The main idea is that you want to have your dealership’s happy customers and brand ambassadors out in the real world trying to bring you qualified leads that will convert.

Some past customers don’t need any incentive to sing the praises of a business they’re happy with, but you can’t depend on these top clients to carry your dealership’s referrals. By investing a bit of time and money into creating a real bird dog program in your dealership, you’re putting your entire business in a better position for increased sales, retention, and overall customer satisfaction.

Why does your dealership need a Bird Dog program to help sales? Here are 5 reasons.

1. Past customers stay engaged while bringing in new customers.

Even when you’re using an automotive CRM software, it’s challenging to keep past customers engaged with your dealership, until they eventually need a new car or some service work done. By offering a bird dog program, these individuals think about you more than they normally would, and more likely to encourage new people to visit your business.

2. It can encourage competing dealerships to send you hot leads.

This practice is more common with BHPH dealerships, but your competitors aren’t always going to have what a prospect is looking for. They can let them walk away and buy from a competing dealership—or they can call you, send the prospect to your dealership, and make some quick money off the referral.

3. Paying a small bird dog fee could buy you a lifelong customer. 

Referral programs have lower customer acquisition costs and higher closing rates than other types of advertising.

4. A bird dog program can give you an edge in a competitive marketplace.

In today’s competitive world of auto sales, every little added benefit counts. If a customer finds the car they want at two different dealerships for the same price, someone involved in your bird dog program could be the tie-breaker that encourages them to give your dealership the sale.

5. Word-of-mouth marketing is the most effective form of advertising.

According to Nielsen, 92 percent of consumers believe recommendations from friends and family over all other forms of advertising. You can put all of your advertising dollars into flashy television commercials and billboards, or you can invest a fraction of that amount into leveraging your satisfied customers to get the word out.

Revamp an existing bird dog program or create another referral program

With most bird dog programs, the “dog” will get a flat fee—usually ranging from $50-$250—when the “bird” they’ve brought in buys a car. If you already have this type of program and it’s not bringing you a number of returns you’d like to see, consider these ideas:

1. Give your bird dog program a mini facelift.

Not sure why your current program isn’t successful? Do some small tests to see where the disconnect may be. If you’re only paying $50 per sale, increase the amount to $100 and see what happens. If you’re already paying a decent fee, look at how you’re marketing the program and make messaging adjustments.

2. Remember that walking away with money in-hand doesn’t motivate everyone.

You may want to create a referral program that appeals to different people in different ways. For example, let them choose from a VISA gift card, free oil changes for 3 months—or even pay their next car payment.

3. Always be tracking.

You can’t know for sure that a bird dog or referral program is successful if you aren’t tracking the results. Set up a system within your automotive CRM that allows you and your salespeople to track referrals, find top referring customers, and overall sales from referrals.

As you create a new bird dog program in your dealership, or just revamp an existing one, keep this thought in mind: bird dog programs are rarely the primary motivation for a referral. Your priority should be ensuring your customers have an exceptional experience in your dealership—once they’ve had that experience, they are far more likely to become ambassadors for your brand and top referral-drivers.

Interested in an Affordable, Full-Featured Auto Dealer CRM?

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Great car salesman skills start with active communication with your customers.

Think back to when you decided to become an automotive salesperson. Did any of the following thoughts pop into your mind?

a) “I love cars and know everything about them, so I’d obviously be great at selling them, too!”
b) “Everyone says I’m charming and talk a lot. Those are perfect traits for a salesperson.”
c) “I can talk anyone into doing anything, I’d be awesome at selling cars!”

If so, you may have discovered by now that those traits are salespeople stereotypes and don’t often translate to a successful, long career selling vehicles. What sets top dealership salespeople apart from the rest? Outstanding sales communication skills.

Good car salesman skills are more than talking, telling, or explaining. Good communication allows you to truly understand potential buyers and connect with them in an authentic way that, hopefully, translates into a sale that everyone is happy with. Communication has many sides—both verbal and nonverbal—and requires a variety of different skills to send the intended message.

How are your sales communication skills? Here are some of the most essential:

1. Active listening

Many salespeople are extroverts and love talking to people all day. That’s not a bad thing, but if you’re dominating every conversation you have with a prospective buyer in your dealership, you’re not communicating—you’re just talking too much.

You will gain far more valuable insight by letting your customer speak and actively listening to them. Active listening is not just nodding your head and zoning out; it involves occasionally repeating what the person has said to show you’re listening, summarizing what they’ve told you, and asking relevant questions to clarify your understanding.

2. Reading and managing body language

Your customer may be saying one thing, but if you can read their body language, it may be telling you a completely different story that reveals how they’re feeling. Likewise, watch your own body language. If you aren’t great at maintaining eye contact or cross your arms across your body a lot, you may unintentionally be coming across as shy, unsure, or closed-off.

3. Adjusting tone of voice 

Among the most important sales communication skills, watching your tone of voice is often forgotten. Pay attention to how your buyer speaks—their volume, pitch, word choice, and speed. Don’t imitate them, but try to adjust your own tone of voice to match theirs.

4. Communicating expertise without being condescending 

Your customer wants you to be an expert in your field, and they love your enthusiasm for the vehicle they’re about to test drive. There is a fine line, however, between sharing that expertise and sounding condescending. You have to learn to communicate that knowledge in a way that your customer can understand without having the background you do.

5. Curiosity 

Remember when you were a kid and you questioned and wondered about everything? Get back into that frame of mind when you meet a new customer. Resist the urge to start your whole sales schtick and instead, ask genuine, relevant questions that will help you get to the heart of what they need.

6. Total honesty 

One of the top sales communication skills any salesperson needs—but especially an auto salesperson—is to share information sincerely. That means if they ask you a question you don’t know the answer to, don’t make something up. Be honest, tell them you’re not sure, but you’re going to find out for them. It’s a simple way to build trust.

Tips for improving your sales communication skills

You’ve already taken the first step! You read the list of six sales communication skills every car salesperson should have—now, take a personal inventory of where you think you’re falling short. Choose one skill to work on during your work day and pay attention to how your customers react and how your conversations change (hopefully for the better).

If you’re serious about improving your sales communication skills, schedule a time to sit down and speak with your sales manager. Let your manager know that you’re interested in improving your communication skills, feel it’s something the whole team could benefit from, and ask if the topic could be covered in a few sales meetings, or if the dealership will pay to bring in an expert. It’s worth asking and shows your commitment to becoming a successful auto salesperson.

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Once upon a time, you worked in a busy, urban car dealership with tons of foot traffic. You were a successful salesperson, but you didn’t have to try too hard. Customers weren’t hard to come by, and your lot always seemed to have what people were looking for. You didn’t know anything about what was happening “behind the curtain” with the dealership management team, and you just focused on selling those cars.

Now, though? You moved to a different state in a suburban area because you were offered a great sales manager position at a new car dealership business. You were excited at first, but then you realized the truth: customers weren’t coming in—and you had no idea how to get them in.

News flash: A car dealership isn’t the type of “if you build it, they will come” business. Yes, that applies to some customers, but if you want a steady stream of prospects walking through your door, there’s much more work to do.

Position your car dealership business for success

The good news is that there are tons of profitable dealerships all over the country that you can learn from—no need to reinvent the wheel. You already know the basics of running a car dealership business, but the most successful businesses drill down to the nitty gritty to truly understand their markets.

1. Dig into your market

Running a car dealership in Fairfield, Connecticut, is different from owning one in Detroit, Michigan. They are completely different markets, so if you don’t know anything about your market, it’s time to find out. Research your area’s demographics and learn about your region’s car-buying seasons. If you live in a cold area, right before winter could be your prime time to stock up on trucks and sturdy 4-wheel-drive vehicles for a big sale.

2. Get very clear on your current sales goals

You may say, “My car dealership business does have goals! We want to make more money and sell more cars!” That’s not sufficient. Your goals should be S.M.A.R.T: specific, measurable, attainable, realistic, and time-based. For example, a S.M.A.R.T. goal could be, “Between May 1 to May 31, increase the number of up sheets completed in April by 5%.”

3. Be able to name the most popular makes and models you sell

You should always know what makes and models your customer base is buying because it will influence the cars you decide to place on your lot. If you want to move all your cars within 60 days, you better have what people want.

4. Know who is buying from your dealership

It’s one thing to understand the broader demographics of your dealership’s market, but you must also grasp who most of your customers are. Are your customers more often blue-collar or white-collar? Single people or families? Younger buyers or older?

The people currently buying from you can clue you into the types of vehicles you should sell, the services your dealership should offer, and how you should target these groups in your marketing efforts.

5. Learn which forms of advertising work for you

Advertising is essential, but don’t keep doing what you’ve always done just because it’s easy. Look at any and all current advertising efforts you have going on—TV, radio, print ads, pay-per-click advertising, Facebook ads—and see if you’re getting a decent return on your investment. Do you spend thousands of dollars on monthly print ads, but no one comes in to redeem your coupons or ask about offers you’ve advertised? It may be time to redirect your dollars to other forms of advertising.

6. Monitor sales rep performance

Pull numbers from your CRM every month to get the full picture on how your sales reps are performing. If you notice that one of your consistent performers had a bad month, you can use the opportunity to meet with them and nip any problems in the bud quickly. Conversely, if you have someone who is consistently underperforming, that may be your cue to boost your training program.

7. Implement formal talent management practices

McKinsey & Company took a close look at top auto dealerships in the U.S. and what was separating them from the rest of the pack. It turns out that consistent talent management practices, like structured recruiting, multiple interviews for each candidate, formal training, and long-term incentives, were significant differentiators in an industry where high turnover rates are common. The dealerships with better talent management had turnover rates that were 17 percent lower than dealers in the bottom quarter.

8. Prioritize service and customer loyalty

Once you work hard to win people over in your market, don’t let them go. Keep your customers engaged with e-newsletters, and coupons, and even offer tours of your service department to make them more comfortable.

The most important thing to remember is that conquering the market in which your car dealership business is located isn’t a one-off thing. If you want to stay on top, you must constantly integrate all of the steps above and change your strategy or approach as the market dictates.

The post 8 Tips on How to Run a Car Dealership Successfully appeared first on AutoRaptor CRM.