Monday, December 31, 2012

Google Analytics for Car Dealers - Preceding NADA in Orlando

DIGITAL MARKETING STRATEGIES CONFERENCE 
Produced by First Class Educators
Register online at: 

 Dealers who are looking to measure the ROI of their digital marketing investments need to master the basics of Google Analytics.  Dealers need to know how to customize reports that will give them ACTIONABLE data to increase the profits at the dealership.  Since a dealership website is the new “storefront”, does it make sense to ignore the rich insights and reports that Google offers car dealers for free?  Absolutely not!

Brian Pasch will lead dealers through three workshops on Google Analytics. Check out thefull listing of workshops at DMSC this year.   Each Google Analytics session will also feature a leading industry expert showing attendees how to practically apply Google Analytics for car dealership management.  Taking a general Google Analytics workshop will not give the same impact of a customize series of classes designed for car dealership websites.

Three Part Workshop Series

The three workshops that will be lead by Brian Pasch on February 6th are:

  1. “Part I – Segmenting Your Data For Better Marketing Analysis”  9:00 am
  2. “Part II – How To Attribute Influence To Website Traffic Using Napkin Math”  1:30 pm
  3. “Part III – Creating Custom Reports To Guide Your Business” 4:00 pm

Brian Pasch will introduce the power of measuring “In Market Shopper Activity” (IMSA), a concept first defined by Thomas Gage of Autotrader. Attending these workshops will allow you to measure the In Market Shopper Activity on your website.

Attendees will learn which advertising sources and strategies are INCREASING In Market Shopper Activity.  As a special bonus, Thomas Gage will join Brian Pasch in Part II of the series to share his work with dealers and Google Analytics.

Learn how to diagnose your website for problems as well as comparing the impact of new advertising investments, merchandising choices, and website design changes.  This is a must attend set of workshops for dealership staff responsible for website conversion, marketing budgets, and car sales.

Special Bonus

Dealers that attend all three Google Analytics workshops will receive $1,000 in merchandise credits from PCG Consulting that will automate Google Analytics reporting as well as reporting on all their marketing investments.

That’s right,  attendees can gain access to  a customized marketing dashboard to view the most critical elements of their website data for six months, free.  The dashboard has dozens of widgets to show you things about your marketing strategy and website that you never knew!

This software bonus covers the cost of attending DMSC and will help dealers master their marketing budgets and website traffic in 2013.

[Sent from Ralph Paglia's iPhone]

Google Analytics for Car Dealers - Preceding NADA in Orlando

DIGITAL MARKETING STRATEGIES CONFERENCE 
Produced by First Class Educators
Register online at: 

 Dealers who are looking to measure the ROI of their digital marketing investments need to master the basics of Google Analytics.  Dealers need to know how to customize reports that will give them ACTIONABLE data to increase the profits at the dealership.  Since a dealership website is the new “storefront”, does it make sense to ignore the rich insights and reports that Google offers car dealers for free?  Absolutely not!

Brian Pasch will lead dealers through three workshops on Google Analytics. Check out thefull listing of workshops at DMSC this year.   Each Google Analytics session will also feature a leading industry expert showing attendees how to practically apply Google Analytics for car dealership management.  Taking a general Google Analytics workshop will not give the same impact of a customize series of classes designed for car dealership websites.

Three Part Workshop Series

The three workshops that will be lead by Brian Pasch on February 6th are:

  1. “Part I – Segmenting Your Data For Better Marketing Analysis”  9:00 am
  2. “Part II – How To Attribute Influence To Website Traffic Using Napkin Math”  1:30 pm
  3. “Part III – Creating Custom Reports To Guide Your Business” 4:00 pm

Brian Pasch will introduce the power of measuring “In Market Shopper Activity” (IMSA), a concept first defined by Thomas Gage of Autotrader. Attending these workshops will allow you to measure the In Market Shopper Activity on your website.

Attendees will learn which advertising sources and strategies are INCREASING In Market Shopper Activity.  As a special bonus, Thomas Gage will join Brian Pasch in Part II of the series to share his work with dealers and Google Analytics.

Learn how to diagnose your website for problems as well as comparing the impact of new advertising investments, merchandising choices, and website design changes.  This is a must attend set of workshops for dealership staff responsible for website conversion, marketing budgets, and car sales.

Special Bonus

Dealers that attend all three Google Analytics workshops will receive $1,000 in merchandise credits from PCG Consulting that will automate Google Analytics reporting as well as reporting on all their marketing investments.

That’s right,  attendees can gain access to  a customized marketing dashboard to view the most critical elements of their website data for six months, free.  The dashboard has dozens of widgets to show you things about your marketing strategy and website that you never knew!

This software bonus covers the cost of attending DMSC and will help dealers master their marketing budgets and website traffic in 2013.

[Sent from Ralph Paglia's iPhone]

Stan Sher of Dealer eTraining Talks about Auto Response Email at GNYADA

Stan Sher of Dealer eTraining Talks about Auto Response Email at GNYADA

Automotive Internet Sales and BDC Expert Stan Sher To Speak at Internet Battle Plan XII

http://www.prlog.org/12050998-automotive-internet-sales-and-bdc-expert-stan-sher-to-speak-at-internet-battle-plan-xii.html

Automotive Industry legend, Jim Ziegler returns with his highly successful Internet Battle Plan XII to the Crowne Plaza Ravinia in Atlanta on January 16th-17th, 2013 with a powerful line up of automotive industry experts.

 

FOR IMMEDIATE RELEASE
PRLog (Press Release) - Dec. 31, 2012 - Jim Ziegler also known as the “Alpha Dawg” will be bringing back his highly successful Internet Battle Plan XII (http://www.internetbattleplan.com/) to the Crowne Plaza Ravinia in Atlanta on January 16th-17th, 2013.  A Certified Speaking Professional with the National Speakers Association and a recognized automotive industry leader, Ziegler has over 35 years experience and has continuously helped automotive dealerships move the needle.  He has assembled a lineup of fourteen leading automotive executives that will be discussing strategies involving sales, digital marketing, and technology for attendees to bring back to their dealerships and implement right away.  The all star line up of presenters includes experts that will break down step by step what the dealers need to be doing in order to continue growing in their digital sales and marketing success.

Jim Ziegler  has selected this panel because of the recent success that these experts have been providing to automotive dealerships around the nation.  The panel of experts are automotive industry leaders in their fields and will teach strategies that take dealerships to the next level. Ziegler says, "This event promises to deliver high quality information by some of the most respected automotive industry executives that I have had the pleasure of working with."

This Internet Battle Plan will be sponsored by DealerTrack, Car Woo!, Contact At Once!, Dealer e-Process, Mouthful Social Media, POTRATZ, and Stream Companies, This will be Ziegler's twelfth Internet Battle Plan seminar where he continues to  bring together quality information from some of the most successful professionals in the automotive industry:

One of the presenters at Internet Battle Plan XII is Stan Sher, Internet Sales and Marketing expert, BDC expert, President of Dealer eTraining, a straight forward real deal automobile dealership consulting and training firm located in Voorhees, New Jersey.  He is also the original Co-Creator and former editor of www.automotiveinternetsales.com. Sher is a regular speaker and trainer for the Greater New York Automobile Dealers Association and NJCar.  Most recently, he helped Co-found the Internet Sales 20 Group where he was a subject matter expert on dealership Call Monitoring solutions.  Stan Sher will be presenting a highly engaging session on BDC Management Strategies in order to evolve the dealership.

Additional Automotive Industry leading experts that will be speaking at Internet Battle Plan XII January 16th & 17th will include:

Rachel Haro , Partner & Social Media Strategist at Mouthful Social Media
Amit Maheshwari is Vice President and General Manager of Digital Retailing Solutions for Dealertrack Technologies
Cory Mosley , Founder and Principal of Mosley Automotive Training
Ryan Lucia is the Southeast Regional Sales Manager for Contact At Once.
Paul Potratz is an authority on Automotive Internet Advertising, sales and internet marketing, and he is COO of Potratz Advertising
Myril Shaw , COO of CarWoo!
Matt Redden VP of Sales and Marketing for DealerSocket
Jerry Thibeau is President of the Phone Ninjas
Andrew Myers of What's Next Media
Dave Page, Owner of Dealer e-Process
Bill Parlaman,
Digital Marketing Director for Stream Companies

About Us:

Ziegler SuperSystems is an automotive training and consulting organization based in the Atlanta, GA area. President Jim Ziegler , CSP is an industry celebrity speaker, trainer and published author. He has been a keynote speaker at National and State Dealer conventions, and has trained over 100,000 Dealers, Managers, and Industry Manufacturer Executives. Besides producing this event, Jim will be presenting 'Guerilla marketing Strategies using Facebook, YouTube and Twitter.

For more information about Jim Ziegler 's Internet Battle Plan, Speakers, Sponsors, Ziegler SuperSystems, or to request information on discounted group rates, please call Jim Ziegler at 1-800-726-0510 or visit InternetBattlePlan.com.


--- End ---

Automotive Internet Sales and BDC Expert Stan Sher To Speak at Internet Battle Plan XII

http://www.prlog.org/12050998-automotive-internet-sales-and-bdc-expert-stan-sher-to-speak-at-internet-battle-plan-xii.html

Automotive Industry legend, Jim Ziegler returns with his highly successful Internet Battle Plan XII to the Crowne Plaza Ravinia in Atlanta on January 16th-17th, 2013 with a powerful line up of automotive industry experts.

 

FOR IMMEDIATE RELEASE
PRLog (Press Release) - Dec. 31, 2012 - Jim Ziegler also known as the “Alpha Dawg” will be bringing back his highly successful Internet Battle Plan XII (http://www.internetbattleplan.com/) to the Crowne Plaza Ravinia in Atlanta on January 16th-17th, 2013.  A Certified Speaking Professional with the National Speakers Association and a recognized automotive industry leader, Ziegler has over 35 years experience and has continuously helped automotive dealerships move the needle.  He has assembled a lineup of fourteen leading automotive executives that will be discussing strategies involving sales, digital marketing, and technology for attendees to bring back to their dealerships and implement right away.  The all star line up of presenters includes experts that will break down step by step what the dealers need to be doing in order to continue growing in their digital sales and marketing success.

Jim Ziegler  has selected this panel because of the recent success that these experts have been providing to automotive dealerships around the nation.  The panel of experts are automotive industry leaders in their fields and will teach strategies that take dealerships to the next level. Ziegler says, "This event promises to deliver high quality information by some of the most respected automotive industry executives that I have had the pleasure of working with."

This Internet Battle Plan will be sponsored by DealerTrack, Car Woo!, Contact At Once!, Dealer e-Process, Mouthful Social Media, POTRATZ, and Stream Companies, This will be Ziegler's twelfth Internet Battle Plan seminar where he continues to  bring together quality information from some of the most successful professionals in the automotive industry:

One of the presenters at Internet Battle Plan XII is Stan Sher, Internet Sales and Marketing expert, BDC expert, President of Dealer eTraining, a straight forward real deal automobile dealership consulting and training firm located in Voorhees, New Jersey.  He is also the original Co-Creator and former editor of www.automotiveinternetsales.com. Sher is a regular speaker and trainer for the Greater New York Automobile Dealers Association and NJCar.  Most recently, he helped Co-found the Internet Sales 20 Group where he was a subject matter expert on dealership Call Monitoring solutions.  Stan Sher will be presenting a highly engaging session on BDC Management Strategies in order to evolve the dealership.

Additional Automotive Industry leading experts that will be speaking at Internet Battle Plan XII January 16th & 17th will include:

Rachel Haro , Partner & Social Media Strategist at Mouthful Social Media
Amit Maheshwari is Vice President and General Manager of Digital Retailing Solutions for Dealertrack Technologies
Cory Mosley , Founder and Principal of Mosley Automotive Training
Ryan Lucia is the Southeast Regional Sales Manager for Contact At Once.
Paul Potratz is an authority on Automotive Internet Advertising, sales and internet marketing, and he is COO of Potratz Advertising
Myril Shaw , COO of CarWoo!
Matt Redden VP of Sales and Marketing for DealerSocket
Jerry Thibeau is President of the Phone Ninjas
Andrew Myers of What's Next Media
Dave Page, Owner of Dealer e-Process
Bill Parlaman,
Digital Marketing Director for Stream Companies

About Us:

Ziegler SuperSystems is an automotive training and consulting organization based in the Atlanta, GA area. President Jim Ziegler , CSP is an industry celebrity speaker, trainer and published author. He has been a keynote speaker at National and State Dealer conventions, and has trained over 100,000 Dealers, Managers, and Industry Manufacturer Executives. Besides producing this event, Jim will be presenting 'Guerilla marketing Strategies using Facebook, YouTube and Twitter.

For more information about Jim Ziegler 's Internet Battle Plan, Speakers, Sponsors, Ziegler SuperSystems, or to request information on discounted group rates, please call Jim Ziegler at 1-800-726-0510 or visit InternetBattlePlan.com.


--- End ---

Thursday, December 20, 2012

Google Maps App Changes the Game| by Martin Damato

This is a blog by my friend Martin D'Amato.  Martin is the Internet Director for Pine Belt Automotive in NJ.  His Internet/BDC department helps account for 250-300+ units sold and delivered from a group of three dealerships that are among the top in the nation.  He really gets it and is constantly perfecting his craft.  Martin is at a level that most dealership consultants only wish they were at.  While others "talk the talk", my man here "walks the walk".  In fact, a well known "self proclaimed" Internet Sales guru who claims to be the number one automotive internet sales trainer in the industry claims to have sat in Martin's seat in the past working for the same group.  However, Martin has really taken it to a level that his so called "predecessor" could only talk about and dream about.

 

 

Google Maps App

Google Maps App Changes the Game| by Martin Damato

 

 

iOS 6 Google MapsWhile at work I received a text message from a buddy of mine with the new Google Maps App URL. I immediately downloaded the app and began to play around with it.  Currently my cell phone service is Verizon and I have been using VZ Navigator. At only $2.99 a month, it is a great deal for anyone who does not have a navigation system or a vehicle with navigation installed. Google Maps App, being FREE, does the exact same thing so I used that for my ride home from work to test it out. I noticed a few glitches, but with anything new those kind of things are going to happen. The next day I was off and wanted to check out some furniture stores. I typed in the Google Maps app “furniture store” and immediately several local stores came up.

But here is the “GAME CHANGER”…

During my search, it gave me each stores Google Places ranting!! Wow!! I didn’t do any homework before I left the house, and now I didn’t have too! I had all the information during my drive. I was able to see which store had 2 stars and which store had 5 stars. I was able to see who to avoid at each store while in my car, while on my phone driving to the location!

My mind immediately turned to my business, the car business. How many customers are driving to your dealership using this app and notice a terrible review? How many of those same people punch in your competitors store who have a higher ranting through Google and head over there? It is going to happen more times then not.

The majority of buyers in today’s market are Gen X and Gen Y. I, myself am Gen Y. I, myself bypassed a store because of a negative review during my drive to that same exact store.

Google Maps App is going to change the game. It is going to cause customers to detour from their original route and head directly towards a safe place to shop. I did… And I consider myself no different then any other shopper out there.

 

Wednesday, December 19, 2012

Transforming The BDC: Part 1

After seeing the tremendous success that my last series of blogs "Transforming the Dealership" has brought in terms of visibility and feedback I have decided to start a new series to focus strictly on the BDC.  As a dealership trainer and consultant I am sure having an amazing fall and winter season this year because I am working with dealerships on extended full time projects.  I am talking about wrapping up my sleeves, putting in the hours, creating magic, and not forgetting where I came from.  My biggest fear is always that one day I will have been out of retail for so long that I will be out of touch of reality.  There are a lot of people out there doing what I do (or trying to) that have lost that touch of reality.  An example of that is easily seen when you ask them certain questions only to find that they look to avoid them every chance they get because they have no real answers.  I know this because I attend and speak at my share of conferences and I hear what the dealers are complaining about.  They always tell me “Well, when is that last time this guy was in my shoes that they are telling me I need to do this and this?  Do they even know what I am dealing with?”

 

My goal is to help the industry and be as real as I can be so that I can relate to the dealer and truly understand what they are needing help with.  Since I am still in the beginning stages of growing my company I have decided to dig deep and really place an even bigger focus on the clients and opportunities that I currently have by putting in the hours, trying new ideas, making the "old school" basics work with the new in dealerships 5 days a week.  I have to tell you that this is fun.  Some days I feel like I did 6 years ago learning something new and exciting while other days I feel that my experience is letting me getting things fixed and accomplished faster. 

 

So let's begin with this transformation, shall we?

 

Remember the article that I recently wrote, "The Internet Manager of 2013"?  Well this is the dealership we are going to talk about.

 

We start out by discovering the BDC room consists of 3 people (1 Manager and 2 Internet Coordinators).  The three people are in a small room with 3 computers, 3 phones, 1 printer, and barely any room to let any air out (if you know what I mean).  They have a great working relationship and do what they can to get the job done.  Everyone is mature and there is no need to make any Human Resource changes.  I see nothing but opportunity.  Here is a BDC that produces an average of 2-3 appointments every day during the week and 5 on a Saturday.

 

Here are the focuses in order (for now):

1) Establish CRM access and evaluate the CRM.  The CRM is ADP CRM.

2) Establish lead source providers and where they are going.

3) Establish the process in which all internet leads are being followed up.

4) Review all email templates within the process that has been previously setup.

5) Listen to all outgoing phone calls in the room from all 3 of the people.

6) Find out what guidelines the OEMs are expecting the dealer to follow (remember 2 different brands).  Thankfully I am familiar with one brand and the other brand does not have much of a focus as of yet so I am free to create my masterpiece.

7) Learn the demographics of the buyers and shoppers.  This one is easy because I worked in this market selling cars and understand the buyer demographics very well.

 

There is a lot more to fix and we will discuss over the next few parts.

 

These first 7 steps explained to me everything that I need to know about the management of the dealership, the level of the people working, the financial budgeting, and where their flaws are. It would take me 1.5 weeks to really fix some of the major problems that I discovered.

Problem 1) all three people log in as the manager and work the same leads.

Problem 2) There is no set guideline on how to handle leads; they just split up who they are calling on any given day.

Problem 3) The email server is very weak and accepts most of the email templates as spam.  We are sending out emails and there is no email engagement going on because customers are not responding.

Problem 4) There is an ILM process but it only lasts about 2-3 weeks.

Problem 5) One member of the team is new but a powerhouse on the phone but needs guidance to learn the industry.  Other members of the team need guidance and lessons to improve what they are doing.  Again, the potential in this 3 person team is phenomenal.

 

Here is the solution:

1) Every member gets their own log in and email address in the dealership.  However, they will not start using it until I set up the leads to go out in a round robin style based on work schedule.

2) I quickly implemented the "Dealer eTraining" standard process but only kept it to 150 days this time especially since one of the brands only requires 90 days.  The process again includes value building, selling the online reputation of the store (which is decent by the way), and incorporating engaging questions to generate call backs and email responses.

3) It is unfortunate for the dealership but I delete every picture and logo from all of the emails and do a hard check on every single template through various sources to ensure that there is no spam in the email.  In fact, here is a neat source that I used "http://www.emailspamtest.com".  Unfortunately this CRM does not have a good way to check for spam.  I kept the emails all in text.

4) The process was setup with proper phone calls and emails to be scheduled.

5) I worked with the people on their phone skills.  They needed to learn certain things that they should never say and pick up some powerful word tracks that I normally would use.  They are starting to transition that way.

 

It has been about 2.5 weeks since I have worked with them.  Our email engagement has improved drastically.  Customers are writing back and starting a conversation that has been escalating to the phone.  This means we are improving out connections with the customers.  We still have days when we start a day with 2 appointments on the board yet finish the day with 4-7.  Last Saturday, the BDC created 12 appointments and had 8 show, 3 sold with 2 more potential deals to happen by Christmas.

 

Now, this in no way is a pat on the back.  We have much more work to do.  The websites need a lot of work.  We need to improve how we gather reviews for the dealership.  We need to create a strong process for handling unsold showroom traffic.  We get leads from one of the brands that allow the opportunity for retention with customers that have 10 year old vehicles.  This process needs to be polished as well.  I want to see this dealership average 8-10 appointment every day during the week and 20 for a Saturday.  Based on the opportunity that I see this dealership should grow the BDC sales from roughly 30 units to around 50 or 60 per month.  As processes tighten up and proper changes are made, I would not be surprised if they did even better.  I believe that I have only accomplished only 15-20% of what I want to accomplish here.

 

This is a small department operating on a low budget.  For the dealerships that think they need to invest too much money to make it work, just think again.  It is true that when you invest more you have better opportunity and better trained people making things happen.  However, everyone has to start somewhere and starting on a low budget can ultimately grow an empire that can grow the spending and reap the rewards.

 

Over the next few weeks I will have more parts to this epic story.  For now, please enjoy this, pass it on to our industry, and please comment.

 

By the way, if you are looking to learn about some these strategies you can see me speak at Jim Ziegler’s Internet Battle Plan in Atlanta, GA on January 16-17, 2013.  I will also be speaking at the upcoming Digital Marketing Strategies Conference prior to the NADA Convention in Orlando, FL on February 5-7, 2013.

 

Please visit my website: Dealer eTraining

Like Dealer eTraining on Facebook

Follow Dealer eTraining on Twitter

Monday, December 10, 2012

GNYADA Internet Lead Management Introduction - Stan Sher - Dealer eTraining

http://dealeretraining.com/
https://www.facebook.com/dealeretraining
https://twitter.com/dealeretraining

Stan Sher of Dealer eTraining kicking off the Internet Lead Management workshop at the Greater New York Automobile Dealers Association. This is was a three hour workshop with strategies on how to handle automotive internet sales leads properly. Stan Sher is available to train this workshop for any dealer, dealer group, and dealer association. Contact Stan Sher of Dealer eTraining for more information.

 

Friday, December 7, 2012

The Internet Manager of 2013

Just the other day I was talking to a dealer that was looking for a new Internet Manager.  This is a small dealership that represents two up and coming franchises and sells about 100 units per month.  They have 2 Internet coordinators and are looking to add a manager.  The previous manager left to go work for a vendor for similar pay and less hours over a month ago.

Here is a dealership that has an internet department that is running with no process and no real idea of how to measure the results that come out of that room.  When discussing how much an Internet Manager should make the dealer says “Well, NADA says that an Internet Manager should make $60-65k per year”.  I looked at them and smiled because at that moment I understood exactly where their thoughts were.  I realized that either they are not properly educated on what to expect and measure or they just really do not care to value people in one of the most important positions in the dealership today.  What was even more interesting was how they expect that internet manager to be a working manager and handle everything from answering leads to also handling marketing and managerial efforts.  By the way, this manager for $65,000 will also work a full manager schedule that includes 3 bell to bell days.  I explained my opinion like this, “For $65k, it is obvious why you have not had anyone talented come on board and have not replaced anyone in over as month”.  I added that “$65k will get you a rookie that needs heavy training and a high level person to run the department is a six figure executive.  You can have 29 cents per pound chicken wings and stay at a standstill or you can invest in a high quality piece of steak and really move the needle.”

We have all heard the saying, “The Internet Manager of Today is the General Sales Manager of Tomorrow”.  The reason why some industry experts say that is because it is true.  Once upon a time an Internet Manager was just a sales consultant that personally sold and delivered cars to internet leads without handling showroom floor traffic.  In some aspects the Internet Manager was a sales manager for a group of Internet Sales Consultants.  While, there are dealerships out there that may still operate that way in 2013 there needs to be recognition for a major shift in the industry for what is going on.

The reality is that sales consultants do not have the proper phone skills to handle internet sales opportunities properly.  The other reality is that sales consultants care about what is in front of them now and not what is coming in.  Some more realities, the internet has become a major part of how dealerships market their business.  Dealerships that have been trying to hide from the internet for so many years now have no choice but to at least dabble in it.  This is because some OEM companies are cracking down hard on the dealerships and relying on them to make the appropriate changes in order to stay compliant.

In most cases, a business development center is the way that Internet leads are being handled with professionally trained phone professionals who focus on making lots of phone calls each day to generate appointments for showroom traffic.  These departments are managed by high powered sales managers that have excellent call center management skills, phone skills, and preferably automotive sales and sales management skills.  It is in my opinion that the best BDC Manager knows how to work a car deal and is at the level of a strong desk manager.  Sadly, I have seen people with no care sales experience hold those positions and I still cannot understand why a dealer would settle for that.  But then again, how many vendor reps come in to dealerships to sell a product and tell the dealer how they should sell cars yet they have never been in the dealer’s shoes ones (Yes, it makes me sick and I take it personal).

The bottom line is that the Internet Manager of 2013 must be prepared to be at the level of a General Sales Manager.  Look at the responsibilities of a General Sales Manager.  They are in charge of managing a large team, advertising budgets (sometimes), and training, mentoring, coaching, closing deals, desking deals, managing the finance department, growing their own skills, and reporting to the dealer with full accountability.  Now, look at the Internet Manager.  Internet Managers need have skills that include mastering internet lead management process, managing the CRM/ILM, managing dealership websites, managing social media and reputation for the dealership, handle vendor relations, work with sales department to ensure sales are being properly made, and report to the dealer.  Do not get me wrong in some operations there is more than one person handling the duties and in some cases third party vendors are in place to eliminate some tasks.  However, these vendors still need to be managed by a competent manager.

In essence these are the same job descriptions as the General Sales Manager.  So why does a GSM does make $150,000 per year and an Internet Manager only makes $65,000 per year?  My friend who is a sales manager said to me the other day, “being an Internet Manager today is so much tougher than being a sales manager between all of the marketing, technology, and then managing people and dealing with politics because you are under appreciated”.  The bottom line is that the Internet Manager should have the respect of a General Sales Manager especially since there is a huge chance that they will one day take over that role.   For the dealers that are reading this, if you plan to be a successful dealership in 2013 and hire an Internet Manager make sure that you test their skill level, knowledge at the very least.  Also, be prepared to pay and treat them as a real executive as that is what they will be to you.


---About the author: Stan Sher is widely recognized automotive industry expert with regards to sales and marketing.  He is the President of Dealer eTraining.  Learn more about his background here.

Thursday, December 6, 2012

What makes Internet Sales 20 Group so unique and great?

http://internetsales20group.com/

So what is it that makes the Internet Sales 20 Group so great?


Yesterday I spent some time in the Dealer Synergy to get on the 5 week post event follow up call.

What follow up call?  What am I talking about?  You mean a major automotive industry event that hosts a follow up call to hold its attendees accountable?

YES!!!


Seriously, out of all of the fall conferences and events that occurred in October the Internet Sales 20 Group was the only event to really show care for the dealers and the success by implementing a live virtual meeting with attendees to review what they learned and what they implemented at the event.  The moderators for the Internet Sales 20 Group had attendees fill out workbooks and sign official contracts which held them accountable for their action when they get back to the dealership.

My friend, Sean Bradley held a call yesterday and it was amazing to see how many attendees improved business practices in just a few short weeks.  This is powerful stuff that I have never seen before anywhere else.  I have been to numerous digital conferences and workshops where I walked out with information and never a guideline of how to implement my learning.  In fact, I am one of the rare people that have been able to be creative and actually put things into practice.  However, the majority of attendees are overwhelmed when they get back to the dealerships and no one follows up with them.  All that money spent on a conference and the information was barely retained.  Again, the Internet Sales 20 Group ensures success for your dealership.  When people like Ralph Paglia, Peter Martin, JD Rucker, and myself jump on the band wagon to continue making this event more successful you know it has substance.

So...  What should you do next?


Register for the Internet Sales 20 Group March 19-21, 2013 in Dallas, TX by visiting http://internetsales20group.com/

We pulled off a very successful Internet Sales 20 Group during a major conference week where we drew close to 60 dealers.  Dallas, TX will be taking it to another level where we are going harder with sponsors and will plan to attract up to 120 dealers.  Dealers from the last Internet Sales 20 Group have started to signed up and dealers that missed out are expressing major interest.

I will be representing this powerful event on behalf of Dealer eTraining as well as speaking on topics that dealers need to focus on in today's business environment.  This fall and winter I am spending time working on major in-dealership projects.  I spent 6 weeks transforming a single dealership with operations that included digital marketing, CRM, social media, lead management, and overall dealership processes in all departments.  I am focusing the next few weeks fixing a small BDC/Internet Sales department that consists of 3 people for a 2 franchise group.  I plan to bring some new data, updated practices, and a refreshing attitude to my craft so that every attendee in the room can walk away with helpful tips to really shine in 2013.


The Internet Sales 20 Group is about industry leaders and top performing dealerships working together to improve the industry.