The Customer Journey matters – Lately, I’ve had some fun with the folks who don’t seem to place much credibility in the importance of the ‘Customer Journey’. They seem to concentrate on the last the click – the lead (when there is one). Not that the lead (when there is one) doesn’t matter, because it surely does. But leads are just a small part of a much bigger picture. I agree with the folks on his side of the argument, that the folks handling leads and calls need to pay attention to the task at hand, but I’d submit to them, gaining a little insight into what happens before the last click may be very beneficial. The big picture needs to be paid attention to by the Dealer Principal, the General Manager, and the Marketing Manager. We are well past the point in time when we should believe that the analysis of the Consumer Journey and caring about sales and profits are mutually exclusive ideas.
The Customer Journey matters – Lately, I’ve had some fun with the folks who don’t seem to place much credibility in the importance of the ‘Customer Journey’. They seem to concentrate on the last the click – the lead (when there is one). Not that the lead (when there is one) doesn’t matter, because it surely does. But leads are just a small part of a much bigger picture. I agree with the folks on his side of the argument, that the folks handling leads and calls need to pay attention to the task at hand, but I’d submit to them, gaining a little insight into what happens before the last click may be very beneficial. The big picture needs to be paid attention to by the Dealer Principal, the General Manager, and the Marketing Manager. We are well past the point in time when we should believe that the analysis of the Consumer Journey and caring about sales and profits are mutually exclusive ideas.
Best PracticesDealership Communication ToolsDealership Marketing

We are being beaten by socks. SOCKS!

I was reading a great article about attribution on MarketingLand.com when it struck me, “Why are we so far behind other segments?” We are being beaten by socks. SOCKS! Socks and cars are as different as can be Socks are what’s called a low-involvement purchase; limited thought goes into the purchase and there’s very little …

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Back to the Dealership
Back to the Dealership
Best PracticesDealership MarketingIndustry News & TrendsOther Stuff

Kershner’s – Back to the Dealer Diary

It’s been a bit over 10 years since I’ve been on ground level (day to day operations) at the dealership. Since then, was on the “corporate” level for one of the more larger groups in the US, director of marketing for a smaller group in my hometown, helped build and get AutoHook off the ground and consulted with …

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Becoming a Better Sales LEADER / Manager
Becoming a Better Sales LEADER / Manager
Best PracticesDealership Operations & Processes

The Manager Who Doesn’t: A Guide to Better Sales Management

There are many people in our industry with the title of “Manager”, but very few who deserve it. This happens for countless reasons in sales management. Some feel entitled by this newfound title and don’t believe they need to. Others claim they’re too busy. Surely some have been promoted to the point of incompetence and …

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Best PracticesDealership Communication ToolsDealership MarketingDealership Operations & Processes

Between 30 Seconds and 2 Minutes – Makes ALL the Difference

Car shoppers prefer videos between 30 seconds and 2 minutes. Recording and sending personalized walkaround videos to potential customers is a new strategy for many dealerships, therefore best practices have only recently emerged. As a result, dealers and their sales consultants often struggle with incorporating video into the sales process while also improving video engagement to conversion performance. And as you know once one starts …

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