DealerRefresh

Obstacles, Observations and Opinions of an Automotive Internet Sales & Marketing Manager

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Stop Wasting Your Money on Phone Training!

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Stop Wasting Your Money on Phone Training!

Wait… what? Did I just read what I think I read? 

Yep. One of the biggest wastes of money I see for most dealers today is the $1,000 to $5,000 every month they shell out for outsourced phone training. Whether the budget is used for interactive online phone training videos or phone mystery shops or some outdated DVDs, most dealers are just throwing their money away. Given this, if you’re looking for ways to save money in the face of market softness, I honestly recommend (for most of you) that you eliminate your outsourced phone training expenses before you cut a dime from your marketing budget. While it’s true that I am in the business of training and consulting with dealerships, groups and even OEMs on everything from digital marketing to (you guessed it) how to dominate on the phones, I am indeed advocating that most of you eliminate the expense of phone training.

Why?

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How Ricky Bobby Will Fix Your Service Retention Problem

You may be wondering what the movie Talladega Nights has to do with running an excellent Service BDC. The connection goes a little deeper than NASCAR.   

I am about to make some of your heads spin. I am not a HUGE fan of NASCAR. I feel like that is slightly sacrilegious in this industry, but it is the truth.

I get that it’s exciting for the first lap or so, but then…eh. They are driving in circles.

Now, ask me about Talladega Nights, and I could talk all day about the symbolism of the cars and colors, the metaphors ensconced in Ricky and Cal’s odd, but endearing friendship, and the religious aspects of their obsession with the newborn baby Jesus.

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This One Simple Tip WILL Increase Your Sales – Tomorrow!

Do your salespeople need to be a little more….BUELLER?

Immortalized for living one of the most id-centric, free-wheeling days on film, Ferris Bueller is an icon of ‘living the dream’.

Matthew Broderick inhabited the role with a rebel-with-a-clue bravado that made us feel he was destined for greatness. And he was.  Ferris would live an amazing life because he always took that next step toward greatness that others don’t.

It all started with his… phone skills.  Ask yourself, do your salespeople need to be a little bit more Bueller?

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Handling the “Best Price” Question Over the Phone

Man on Phone for Beat Price

Can You Handle the BEST Price Question?

As I travel the country training automotive sales professionals on the proper techniques for handling phone shoppers, I am often asked the price question. “Jerry, how do you handle the customer who just wants the best price over the phone?”

Well, that’s a great question and I address it in this article.

I’ll start off by saying that the price question is one of the most feared question in the business and is often fresh on the minds of sales people. It is not the customer they fear, they fear having to go ask the manager for a price. Most managers don’t like to give pricing over the phone and will inform sales people to just try and make the appointment.

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