Are You Making These 3 Marketing Mistakes In Your Dealership?

Most OPE dealers know they need to be marketing themselves in some way. But, many owners rarely spend the time to learn how to market their store effectively. As a result, they end up wasting precious marketing dollars, and losing potential business. All because they’re making simple mistakes that can easily be fixed.

So, are you making these common marketing mistakes in your dealership?

Mistake #1: No Strategy

Do you have a marketing strategy for your dealership?

If you’re like most dealers, then the answer is probably “no”. This is one of the most common mistakes you can make with your marketing efforts.

Think of it this way: you wouldn’t start a business without a business plan, right? And you certainly wouldn’t head off on a road trip without a map.

Well, marketing your business is exactly the same. A marketing strategy is a road-map for where you want to go with your marketing, and a plan for what you want to achieve.

The Fix: Create a plan for your marketing efforts. Identify a goal first (like a 10% increase in sales this quarter), and then research a strategy for getting there.

Mistake #2: Living in the Past

Many dealerships don’t bother to gather their customers’ emails addresses. But, this is a huge mistake! Email is by far the cheapest and most effective way to communicate with your customers. You could be putting out a monthly newsletter filled with helpful tips and articles. This would keep you on your customers’ minds, and strengthen that level of trust.

The Fix: You can easily start gathering customer email addresses with your OPE point of sale software. Your employees can simply ask customers as they check out. You can motivate them to give their address by letting them know that you’ll be sending out special coupons and advance notice of sales (but make sure you follow through on this!). Email is also a very effective way to let customers know if there is a recall, or if there is warranty information they need to know about.

Mistake #3: No Idea How Much to Spend

It’s hard to know how much to spend on marketing. And, many dealers don’t create any kind of marketing budget at all. They simply do what they did the year before (like placing a radio ad in the fall and spring) and leave it at that.

But, just as you have a budget for your business, you need to create a budget for your marketing.

The Fix: Marketing is most effective when it’s done consistently. So, plan out a budget so you’re spending something each month to market your business. Most experts recommend that you spend 3%-5% of your total revenue on marketing. So, if you sell $1 million each year, then you need to be spending $30,000-$50,000 on marketing.

Last Word…

Marketing should be a vital part to any OPE dealership. If you’re currently making one (or all) of these marketing mistakes, then don’t worry! They’re easy to fix. Focus on creating a strategy, updating your marketing techniques, and planning out a budget that’s right for your dealership. These techniques will help ensure that you stay consistent with your marketing, and getting the most bang for your buck.

How to Get the Best From Your Employees

There’s no doubt that today’s customers expect excellent service. And if you’re going to compete with large chains like Home Depot or Lowe’s, then your services needs to go above and beyond the call of duty.

Unfortunately, it can be hard to get your team on the same page. To them, working at your dealership might just be a job. So how can you motivate your team so that your customers are receiving the best service (and, in turn, walking through your door again and again)?

1. Define What Excellent Customer Service MEANS

Many owners want their team to provide excellent customer service. But, this means a lot of different things to a lot of different people.

Photo © by www.lumaxart.com

You need to write out exactly what “Excellent Customer Service” means to YOU. And, post the list somewhere where everyone on your team can see it.

Your team needs to see that the customer is the most important person in the business, even more important than you. Go over the list with them, emphasizing why each element is so vital to the success of the dealership. After all, if customers don’t continue to come through the door, then the doors are going to close. Once your team fully understands this, they’ll hop on board.

2. Make Sure You’re Hiring the Best

Your employees are often the first people to interact with your customers, which is why you need to focus on hiring the very best employees you can find.

When you’re hiring, make sure your short-list of applicants take a drug test before your final decision. This will let you know who shouldn’t be trusted to work in your store.

It’s also important for you to pay attention to their personality. Do they talk easily to others? Are they well-groomed? Do they smile often?

You should also check and make sure that they’re comfortable using a computer. Put them in front of your OPE point of sale software, and just go through the basics with them. The faster they are on the computer, the less time your customers are going to have to wait.

Remember, this person is going to be interacting with your customers, representing your business. Choose someone who’s going to make a great impression. A good rule of thumb is to hire slowly, and fire quickly!

3. Never Make Training a One-Shot Affair

Many employees get trained when they start at a dealership. And then, that’s it.

Successful dealerships know that training should be continuous. The more experts you have on your team, the more your customers are going to keep coming back for the priceless advice they’re giving out.

Training is essential to creating a great team. Contact your suppliers and see if they can come out at least once per year for training sessions.

4. Make Sure Your Team Understands Their Worth

Does your team understand how valuable they are. Probably not.

So, let them know regularly what a great job they’re doing. Remind them, on a personal level, why you hired them. Hold them accountable for your dealership’s goals.

The more your team sees how much you value them the more pride they’re going to take in their work. They’ll feel a sense of ownership in the dealership which will, in turn, show up in the way they treat customers.

Last Word…

Getting your team on the same page as you when it comes to customer service isn’t that hard. All you have to do is give first: give them training, support, and a clear list of your expectations. Make sure they understand that you value them, and keep reminding them on a regular basis why you hired them. The more pride they feel in your dealership, the better they’re going to perform.

The Power of Small

Common Mistakes That Cause Your Dealership to Lose Customers

As an owner, it’s all too easy for you to become blind to the small details of your dealership. After all, you’re there every day. And when you’re there, you’re busy. You can’t go over everything with a fine toothed comb on a daily basis, right?

Well, no. But it’s helpful to take a step back every few weeks and look at the small things. Because it’s these small things that could be driving away your best customers.

Here are a few small, common mistakes that owners often overlook in their dealership.

Mistake #1: Exhaust Fumes

What do you think your customers think when they walk into your showroom and smell exhaust fumes? Now, some of your customers may like it. But many won’t. Today’s customers want clean stores that sparkle and smell good. Do what you can to put up additional barriers between your service department and the showroom to eliminate exhaust fumes leaking in.

Even if you don’t have a direct access from your showroom to the service department, check the smell of your space anyway. Is it pleasant, or at least neutral?

Try opening windows and doors when the weather is nice to let in some fresh air. Offgassing from equipment can create a stuffy, “plastic-smelling” environment which is not only unpleasant, but can actually be unhealthy. The more fresh air you can let in, the better your showroom will smell.

Mistake #2: A Low Fill Rate

It’s never a good business strategy to try and be all things to all people. But when a customer comes into your store, they usually want to get in and get out. Having what people need, versus an overstocked, overpriced stockroom, is a very fine line.

Dealerships should strive for a 90% fill rate. This means that 90% of the time, you have what your customers need right there in your store.

This is where OPE point of sale software comes in. A quality OPE point of sale software will allow you to track your customers’ buying habits, which will enable you to fully understand what they’re looking for. And when someone comes in and asks for something you don’t have, you can track that as well. Knowing what your customers want, and what they don’t want, will allow you to reach that 90% fill rate.

Mistake #3: Unclean Restrooms

Many owners don’t give much thought to the restroom. After all, most of the time it’s an area that someone else deals with. But many customers, especially women, pay very close attention to the cleanliness of restrooms.

How do you think customers react when they go into a store’s restroom and it’s dirty? What if they have small children, and have to change a diaper? Would you want to change your child’s diaper in a dirty restroom? Definitely not.

Unclean restrooms can create a very negative reaction in your customers, both men and women. Make sure they’re cleaned daily (or more, if you’re busy). Make sure there is good soap, ample paper towels, and hand sanitizer. It also wouldn’t hurt to hang up some attractive pictures, and make it as comfortable and pleasant as possible. Your customers will notice.

Last Word…

When you’re looking for ways to keep your current customers coming in your door, don’t forget to notice the little things. They may not seem like much, but it’s often the smallest changes that can make the biggest difference.

Easy Strategies to Get Customers in Your Door

As the owner of a dealership, whether it’s large or small, it’s easy to get tied up in the day-to-day workings of your business and forget to step back and look at your larger purpose: that is, providing amazing service to your customers.

But first you have to get them in the door. Let’s take a look at some tips you can use to make your customers happy and set yourself apart from your competition.

Strategy #1: Improve Your Parking

Many owners don’t think twice about their parking. After all, it’s a parking lot. What’s the big deal?

Well, it’s a big deal to your customers because most of the time, they’re in a hurry. They want to get in and get out so they can get on with their day. Customers can easily get annoyed with parking lots that are too small. And, this annoyance can cause them to go somewhere else.

A good rule of thumb is that for every square foot of your retail store, you need five square feet of parking.

It’s also important to analyze how your lot is laid out. Many customers can’t walk easily on gravel, so using asphalt is your best bet. Your lot should always be clean and attractively landscaped. Remember, this is your customers’ first impression of your dealership when they pull in. Make it a good one.

Strategy #2: Improve Your Curb Appeal

Your customers want to know that they’re shopping at the best store. And, this realization starts with how your store looks from the outside. Curb appeal is extremely important for dealerships, and yet most owners don’t give it a second thought. Their focus is the inside of their store-not the outside.

Go outside and look at your building from across the street. How does your store look…is it attractive, or dirty? Can potential customers easily read your signs? Is your garbage bin placed where everyone can see it, or is it hidden in the back? Are the windows clean?

Make every effort to improve the curb appeal of your building. All these little details send big signals to your potential customers about the quality of service they can expect from you and your team. When you take excellent care of your building, and how it looks, your customers know that they can expect the same level of attention once they go inside.

Strategy #3: Make Sure You Have an Identity

Some dealerships try to be all things to all people. But you know how the old saying goes…when you try to please everyone you end up pleasing no one. Dealers that carry several different brands of the same product just end up confusing their customers with information overload. And then, they don’t end up making a purchasing decision.

If this sounds like you, then use your OPE point of sale software to determine which products you’re selling the most of. These products should become your identity. Take the time to become an expert on these core products, and let the rest go. You’ll better service your customers with your in-depth knowledge of these items, and you’ll help them avoid the confusion from having too many choices.

Last Word…

Having a successful dealership means you put your customers, and their wants and needs, first. Strategies like improving your parking lot, improving your curb appeal, and using your OPE point of sale software to improve your product selection can go a long way towards getting customers in the door, and keeping them around over the long term.