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Losing Your Cool

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As a manager, you have to lead. Chastising an employee is counterproductive and only increases the odds of them not wanting to follow. There are times, however, when a manager does lose their cool. You can’t “take it back,” but you can have a sincere conversation with that employee, admit that what you did was wrong and apologize. Oftentimes, by doing that, you may find that you’ve actually motivated the employee to follow you moreso than they would have if you not only hadn’t lose your cool but also if you had done nothing at all.

Flipping the Script

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When a customer gets to the point where they are sitting in front of a salesperson at their desk, the typical scenario is that the salesperson disappears and comes back with some version of a foursquare – whether that’s old style with Sharpies or the new digital ones. Then the salesperson goes through each “box” asking questions.

What if it started with the customer? The salesperson hands the customer a blank “foursquare” and is instructed to fill in the boxes? Is it possible that the customer fills in numbers that benefit the deal?

Most customers know more when they step on the lot than the salesperson. What if the customer wrote down a trade value that was lower than the dealership would have given them? What if the sales price, interest rate, payment or down payment were?

It’s a novel thought. But just might work.

What Do Consumers Care About?

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Buying a vehicle of any type is secondary to the consumer decision making process. Consumers want to know who you are before they choose whether they want to do business with you.

If you can’t convince a consumer that they should do business with you without using price as your lure, you’ll never catch them.

Find ways in which you can tell your story that consumers care about.

Automotive Industry Veteran Arnold Tijerina Joins Dealer World as Director of Business Development

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Lehighton, PA, April 14, 2021 — Dealer World, a full-service advertising agency for franchise and independent car dealers, today announced that well-known automotive industry veteran Arnold Tijerina is joining the company as Director of Business Development.

As Director of Business Development, Tijerina will oversee sales and assist in developing strategic partnerships.

Tijerina brings over 19 years of automotive industry experience to Dealer World, including holding just about every sales and management position at auto dealerships. He also served as a successful Internet Sales Director for two large dealer groups in Southern California that were selling more than 1,000 units per month each at the time of his tenure.

An active and respected member of the automotive community, Tijerina is known for his expertise in digital marketing and social media. He is a highly sought-after speaker for industry events and has been involved in over 50 conferences arranging agendas and consulting on speaker applications. 

Tijerina is the founder/owner of Storytailer and for the last eight years has worked with many vendors in the automotive industry overseeing their content marketing and social media and has been responsible for the syndication of dozens of blogs in top industry publications. He is also the owner of DealerElite, an online community with almost 12,000 vetted automotive industry professionals.

Commenting on the addition of Tijerina to the team Troy Spring, Dealer World CEO stated, “As we continue to grow at the pace we have been year after year, adding Arnold to the team just seemed natural. He brings years of sales experience to the table that matches our culture of not really selling anything. We think very much alike when it comes to simply finding dealers that need help and helping them. That has always been our core value. Because our values align so well, my growth projections were adjusted by another 20% the second Arnold agreed to join the Dealer World team.”

Dealer World offers a truly unique and winning experience and understands the car business because its employees have worked in or managed dealerships. All clients’ automotive advertising needs are under one roof, and each department is managed by an industry expert. From online media to offline media, there is no need for a dealership to outsource advertising to different vendors.

“I’m excited to join the Dealer World family and look forward to assisting in the company’s growth. I have a strong belief that Dealer World’s services bring value to dealers and am excited to have the opportunity to be a part of that growth.” Tijerina stated.

About Dealer World
Based in Lehighton, Pennsylvania, Dealer World is a flat-fee, full-service advertising and performance agency that provides franchise and independent dealerships with best-in-class digital marketing, social media, and traditional advertising solutions. Founded in 2009, Dealer World has a proven track record of providing exceptional customer service while helping dealers cut costs, drive more traffic and increase sales. For more information, contact us today or call Arnold Tijerina at (951) 490-8000 or email him at arnold@mydealerworld.com

Content Marketing: Hooked on a Feeling

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Content marketing is meant to lure an audience into your sales funnel by providing a solution to their problem without pitching your services.

Oftentimes when assisting a client in creating content marketing, the first thing that comes to their mind is content about their product or service. The problem with that is that they are confusing content marketing with advertising and, while the two should work together in tandem, they are much different from each other. 

A great article on Search Engine Journal explained how content marketing is more of a means to an end rather than a sales pitch. Content marketing is meant to lure an audience that has specific desires into your sales funnel. Not through telling them how wonderful your product is but rather by providing a solution to their problem without pitching your services.

“People don’t buy products, they buy feelings.” – Tony Robbins

The article explains that people aren’t buying a product or service but rather buying the feeling or solution that comes with having it. A great example that the article shares is that consumers aren’t buying a 1/4-in. drill because they want a drill but rather because they want a 1/4-in. hole for hanging up a family picture. The drill itself is simply a means to the real goal of producing a desired outcome.

This philosophy holds true throughout all content marketing. Rather than trying to determine how to get a customer to buy your product or service first, work backward and figure out what their end goal is.

In the dealership world, all customers want a better customer experience. Once you know what your customer’s desired end goal is (i.e. their family picture hung on the wall) then you can craft content designed to provide information that leads toward the solution they desire. Whether that means increased efficiency, shop capacity or an easier sales experience, all departments need to identify what the end goal of a customer is and try to accomplish it by designing their processes backward in order to achieve them.

When relating these things to your content marketing, once you have achieved these goals (or are actively pursuing them), content should reinforce these through content that reinforces the values and benefits that your dealership offers.

It’s one thing to write about your $19.95 oil change and quite another to create content about the importance of customer experience in service. By doing the latter, it reinforces that your dealership values a customer’s time and budget. When you do this, you are creating the 1/4-in. hole for them, which is exactly what they desire.

“When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” – Dale Carnegie

Every human is driven by emotion and, often, those emotions dictate decisions. Think about all of the things you’ve ever bought while standing in line at the grocery store simply because they were right there in front of you. Do you think that was an accident?

The same idea goes for content marketing. You want to make sure that the solutions — sometimes there are more than one — or outcomes that your prospective customers desire are answers that you provide. By doing that, they are more likely to be drawn into your content, more likely to follow you and, in the end, come to you when they are ready to hang that family picture.

Emotions sell. That goes for all advertising and marketing. Effective content marketing, however, doesn’t sell anything but rather elicits the emotions that lead to solving problems and offering solutions that they desire. If you can accomplish that, you will have plenty of prospects in your sales funnels and then, in concert with your marketing department, can move them down the funnel.

Don’t think of content marketing as a way to sell, but as a way to share a story that ends with the outcome the prospective customer desires.

By doing that, customers will pay attention to your product or service while ignoring all of the marketing e-mails, display ads and cold calls that your competitors are hitting them with. And that’s how you get your prospects attention and win the game. Hook, line and sinker. 

(Originally published On AutoSuccess, March 3, 2020)

Fake News in Auto: This Slap is for You James B. Treese

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Portrait of car saleswoman bitch-slapping James B. Treese.

This isn’t a long blog, but it’s important.

I just ran across a news article (labeled under the category blog** full article below unedited) in Automotive News, that disturbed me.

The article was about how vehicle walkarounds are dead and useless. But that isn’t why it disturbs me.

The “News Editor that oversees Automotive News’ coverage of auto retailing,” Jim Treese, has just published an article that many would agree that HE needs an editor.

Specifically, he wrote an article about vehicle walkarounds being dead because… technology.

Yup, we have enough technology available so that salespeople should no longer expected to know the vehicles they sell and that there is no way they could possibly do so….

Oh wait… he didn’t say “salespeople,” he said “saleswoman.”

And he only said that when it was in a negative context…

“It is unrealistic to expect a Toyota saleswoman to know the ins and outs of every Prius nameplate as well as every feature and option package on every edition of the Tundra.”

And

“That goes double for used cars. It is unreasonable to expect that Toyota saleswoman to know what’s included on the winter package of the 2012 BMW 3 series that the dealership took in on trade for an Avalon.”

Not once did the Jim Treese use the world “salesman” in the entire article, he just alternated between “saleswoman” (when it was negative) and “salespeople” (when it was neutral).

And that’s the problem.

Apparently, this old guy (if he can say “women” can’t know things, I can say that the “old guy” doesn’t) doesn’t know shit about the current state of the industry, doesn’t keep up with politics and certainly doesn’t express equality between men and women in the automotive industry.

On top of all of that, he may be violating The Federal Trade Commission’s rules regarding endorsements… specifically 16 FPR Part 255 which says that any endorsement must be disclosed.

I don’t know whether Automotive News has a connection with the company mentioned in the article, nor do I know whether the author does, but it sure is suspicious that only ONE technology company is named in this article that discusses why salespeople… cough… saleswomen… could never be expected to know either the product that they primarily represent nor the competing products that might be sold as used on dealership lots.

Screw training. Screw knowledge. Screw being able to discuss with customers the features and benefits of a vehicle…. Without a tablet or computer to help them, of course. But, it appears, he’s only talking about the “saleswomen” in the industry.

Not once does the word “salesman” appear in the article. Only “saleswoman” and “salespeople.” I guess it’s only women that can’t know details. Go figure as women are some of the most successful salespeople at any dealership. I guess they don’t know shit. It’s only because they are pretty, right Jim?

Perhaps James B. Treese needs someone to edit HIS articles. Probably a woman. But what do I know. He just pissed off all of the female automotive salespeople in existence. Not that Automotive News cares.

This is my editorial of your editorial.

And my opinion is that, as a representative of Automotive News, you have represented yourself as a misogynist.

Truth is in the words. Have a nice day, James B. Treese. Unless there are women around that happen to sell cars. Then you might want to lay low.

/end rant

Article:

The Evolution of Technology In Consumer Engagement

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Since the opening of the first car dealership, dealers have been looking for ways to connect with car buyers. Manufacturers assisted in driving interest in their brands by consumers but it was up to the dealer to get the customer to choose them. The natural way to attract business was to follow the historical retail model – low prices. It wasn’t all that long ago when consumers who were planning on car shopping would await the weekend newspaper to see what sales were going on and then to plan their weekend of visiting car dealerships. Technology has increasingly offered consumers more information and less of a need to visit multiple dealerships. On the other hand, these same advancements in technology have been providing dealers with better ways in which to connect with consumers as well as to measure the success of the interactions.

I’m sure many of you remember the days in which prospects were rotated through flip files of 3 x 5 index cards for follow up. Leads were faxed to dealerships and sourcing rotated between billboard, television and radio if any sourcing was done at all. There weren’t many ways to get an incoming communication from a customer other than via phone or e-mail. Then Al Gore invented the Internet and things changed quickly. CRMs and ILMs allowed dealerships to keep better track of all customers and communications with them. Third-party listing services and lead providers popped up like Jack-in- the Boxes. Computers on salespeople’s desks became more commonplace. New ways of connecting with, and marketing to, consumers appeared, and dealers were presented with tools which allowed them to communicate with their customers more efficiently. Just because you have a tool, however, isn’t a guarantee of success. If the tools aren’t used properly, they become extraneous and irrelevant.

Let’s take a journey into a galaxy not so far away (as in right now) and see if we can’t find our way to the Force using a few of the tools that were developed and how dealers can use them to increase engagement.

Chat– Consumers like instant information. When chat capabilities appeared on the scene at dealerships, they opened up a whole new way for consumers to engage with dealerships. Chat appealed to consumers because it offered a safe way for them to get information from dealerships without necessarily giving up theirs. If handled properly, it gave dealers a way to engage consumers and build rapport. Chat brought dealers a way that went beyond simply receiving a typical Internet lead and allowed them to engage a customer live immediately. Of course, just like any other tool, dealers had to manage it properly for it to be effective. Today’s chat providers have evolved to offer dealers better analytics and data about the consumer than ever before yet the same perils of mismanaging chat continue today. Consumers who are choosing chat as the way in which they want to communicate with dealers aren’t willing to wait. If a chat isn’t answered within 5 seconds of the consumer initiating it, the consumer will typically close the chat window and move on to the next dealer. Dealers who choose to self-manage their chat capabilities should make sure that they have a dedicated person who is always available – perhaps a BDC agent. If they don’t have the resources, they can opt for the many managed chat services available to ensure that they don’t miss out on any opportunities or ruin the customer’s experience. How your dealership interacts with customers when they first to interact with you will dictate how they perceive you.

Text Messages– Smartphones have developed into an extension of most people and text messaging has become so popular that most cellular plans allow unlimited usage of this feature. Millenials are more likely to answer a text message than they are to answer their phones nowadays (through studies in less than 3 minutes). Text messages also allow people to communicate in a relatively unobtrusive manner. People can respond immediately, if they choose to, whether they are at work, in a meeting or wait until a more appropriate time. Dealers are finding innovative ways in which to use text messaging in their sales and service processes that allow consumers to engage with them in a more efficient manner. There are some perils, however, involved when dealers venture outside normal (opted-in text) communications and into the realm of marketing and dealers should ensure that they know the relevant laws and regulations for doing so not only for the dealership but also how their salespeople are using text messages from their own cell phones. Text messages can be a very effective way of communicating with consumers whether it is used as a method of first contact, information, appointment setting or follow-up.

Video– The ease and low cost of using video in dealerships has offered dealers a way in which to engage with consumers beyond a simple text-based e-mail manner. It has enabled dealers to transform themselves away from simply being another generic e-mail into becoming a real person. Videos are now being used for everything from responses in e-mails including video intro, “Why Buy from Us,” video walkarounds, VDP content (vehicle merchandising) and even real-time live streaming communication through Facetime and other services. Videos can be a very powerful way in which to communicate and are simple to create and use. Personalized videos, in particular provide that VIP feeling to consumers who are impressed that a salesperson took the time to film a video just for them whether it is one that introduces the salesperson, the vehicle inquired about or both. Video offers a level of engagement that transcends any in which have been previously available and virtually look their customers in the eyes.

Social Media– The mass adoption of social media has presented dealers with ways in which to engage consumers that no other medium in our history has ever been able. Not too long ago, dealers had the opportunity to engage with audiences and push relevant content to them for no cost other than a little time and energy. As social media platforms have evolved, became public and sought to monetize, that reach decreased unless dealers were willing to run effective ads and spend money. The true value in social media, however, still exists and it is still available. While businesses’ pages reach may have dropped, the power of word-of-mouth – even virtually – to connect with your consumers and penetrate their networks has not. Dealers who learn how to leverage their customers to gain exposure to the customer’s networks with their help will experience invaluable exposure. In the same manner that a referral or positive online review works, so can social media if used properly.

These are just some of the tools available to dealers. Consumers are increasingly demanding – and expecting – businesses to have presences and be accessible wherever the consumer chooses to engage with them. Some of these technologies have even been combined, by technology companies, to create services which merge the above – like social media ads and text messaging as one example.

Nobody knows what the future will bring. Perhaps we’ll soon be filming holograms of cars or doing virtual sales pitches similar to how Princess Leia pleaded for Obi-Wan Kenobi’s help in Star Wars. All I can tell you for sure is that, in the movie called reality, Obi-Wan isn’t a dealer’s only hope.

There are many opportunities and technologies available for dealers to use to engage with customers and for customers to engage with them. Consumers are moving forward and embracing these technologies. Dealers who keep up with trends, make themselves available and engage consumers in the way in which they want to be engaged, will find that they are able to capture more interest, retain more customers and make more sales.

Is Attribution Just a “BuzzWord” or the Holy Grail?

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I don’t write many blogs under my own name anymore. I can, however, guarantee that I write many blogs. Has attribution been a “buzzword” in the recent past in the auto industry? Of course. Some would say that attribution is bulls**t. Others swear by it. The fact remains that there is literally only ONE QUESTION THAT MATTERS TO DEALERS:

“How is this going to sell me more cars?”

If you’re a vendor, you’ve undoubtedly heard this question countless times when making your sales pitches. If you’re a dealer, you’ve undoubtedly asked this question many times.

The facts are as follows:

  1. Consumers are navigating and researching on multiple sites in the car-buying journey.
  2. There is not ONE – any ONE – vendor that can claim full responsibility for a “sale,” no matter what journey the consumer made. If that vendor exists, all others would be gone.

These facts are indisputable. They have been verified, researched and “shouted from the mountains” to death by everyone from NADA, Google, Facebook, Twitter, social media platforms, marketing experts and many automotive-industry companies.

If dealers didn’t “care” about the ability to align their marketing spend with their revenue, “attribution” in the automotive industry would be a non-issue. Seriously. Attribution was a concern for dealers when “attribution” wasn’t even a word that was thrust in their faces by vendors!

Attribution – as a buzzword – in the automotive industry only means two things:

  1. What marketing investments are helping me sell cars… and
  2. How much influence are they in doing so?

Everyone is so freaking stuck on this whole word “attribution” that they fail to see the REAL question that companies are attempting to answer for dealers… the whole reason a technology industry (and companies like Clarivoy, Transparency, etc.) appeared or that huge companies jumped on the “attribution” bandwagon with their own solutions or the fact that there is a whole automotive industry CONFERENCE about analytics and attribution…

Everyone is jumping on the “attribution” train. Google, Facebook, Urban Science, Semcasting, etc. etc. Do you think these companies are investing in technologies, software, resources and training because it’s NOT important to their clients (i.e. car dealers)?

Sure, vendors have been providing reports for years to dealers showing how wonderful they are performing. There are plenty of attribution models to choose from and, for the most part, vendors are going to choose the one that makes them look the best. Hey, I get it. It’s business. I also don’t think vendors are purposefully fudging results. They’re just choosing the metrics that make them look best in order to retain clients.

IT’S NO DIFFERENT THAN A DEALER DOING A FOURSQUARE TO MAXIMIZE PROFIT ON A CAR DEAL!!

Except… in this case, the car dealer is writing the check.

So, who is stupid?

Google? They just introduced Google Attribution 360.

Facebook? They just rolled out their own attribution platform, Facebook Journeys.

Or is it Cox Automotive (AutoTrader)? They just launched their own attribution software?

What about companies like Semcasting? They recently acquired Transparency AI – an attribution company.

I could keep going…

The only reason any of these companies would invest/create these solutions is by demand. Clients want to know, and they need to provide a solution. The Holy Grail for their clients. The mystical, ever elusive answer to the question dealers have been searching for since marketing started. Is this (insert product here) helping me sell more cars?

There are many companies that still want to illustrate a linear attribution model to their clients…

Client engaged -> We got involved -> A sale was made

And if that’s enough to satisfy a dealer. So be it. The fact remains that chances are REALLY REALLY good that the customer just didn’t jump on the Internet, immediately find that specific widget/website conversion form/display ad/retargeting ad/Facebook ad/Twitter ad OR ANY OTHER ADVERTISING MESSAGE VIA ANY MEDIUM and simply converted and purchased. It doesn’t happen in any other industry and it certainly doesn’t happen in automotive!!

Dealers… stop letting vendors fool you into thinking “they” sold a car for you. We both know that they didn’t sell anything. They may have provided an opportunity… or contributed to providing one… but YOU sold the car.

You want real attribution? You have to do work. Yeah, it sucks. I hated Algebra and math but, you know what? If you want to make money, you might have to use it.

This is how.

MEASURE YOUR MARKETING SPEND VS. RETURN ON INVESTMENT BEFORE YOU BRING ON A VENDOR!

How does that help? Instead of hearing metrics like these:

  • Impressions
  • Click-throughs
  • Conversions
  • Leads
  • Referrals
  • Heard your Radio ad
  • Saw you on TV
  • Liked the big blow-up gorilla on the roof
  • The wavy tube-man caught my attention
  • I happened to be in the auto mall
  • And any other nonsense you can think of….

Try doing THIS for a change:

Figure out what you’re already doing. What is your current leads/closing ratio, retention rate, service traffic, etc. Make THAT your benchmark. Whatever metric is important to YOU. Create a spreadsheet (yeah, I know, manual work sucks.) Do it anyways! Do you want to know what’s working or not? I mean, we’re only talking about money in the 5-6-7 digits, right?

Then, make your new vendor accountable (and performing towards) THAT benchmark. The one YOU set. Not the one they are trying to reach. Not the report they want to give you. Because, in the end, this is the only benchmark that matters:

DID THEY MOVE THE NEEDLE??

If, after a period of time (I would suggest at least 90 days – unless they’re shady… but if they’re shady then you didn’t do enough research in advance so…), they don’t move that needle and improve on the benchmarks you set in advance, get rid of them!

Can attribution software/technology be of use to you, as a dealer? YES! But only if you know what you are trying to accomplish, the benchmarks you have already set and the goals you are trying to reach… THEN, being able to use the data you have in combination with the data from your attribution software/service to actually make decisions and adjustments to optimize your marketing spend to achieve more ROI.

ATTRIBUTION may be a new word to the industry – and a current buzzword – but it’s ABSOLUTELY everything a dealer has ever cared about!

“HOW IS MY MARKETING INVESTMENT SELLING ME MORE CARS!”

I highly doubt that there are any dealers/dealer marketing professionals that would argue with that sentiment.

Any vendor that tells you that they are the end-all, be-all and that they are the straight line between the consumer and sales is either ignorant, unknowledgeable or lying to you.

And for the vendors… If you don’t believe in “attribution,” you are misguided. EVERY DEALER wants to know if the money they are spending with you is well spent. If you don’t believe that, you are foolish. Be arrogant. Be “we rock and can make you a lot of money,” throw all of the memes, quotes and success stories around. All that matters in the end is can you prove it? Sure, you may be able to say X customer converted on my form, came in and bought a car but that DOESN’T MEAN THAT YOU WERE THE ONLY REASON!! Kudos for providing your dealer client with value but don’t, for a second, believe that you were the ONLY reason that client ended up buying from that dealership.

Consumers are hopping around the Internet searching for information like the Easter Bunny hiding eggs. There is no doubting that. If any vendor tells you that they aren’t and that their solution is the only reason for the sale, RUN AWAY!

The bottom line is that there are technologies and services that do a better job at attracting, engaging and converting consumers – and those lead to increased sales. Those are the companies that will shine, gain attention and which progressive dealers will take a shot with.

And those are the vendors you want to invest your money in. Stop worrying about and thinking about the word “attribution” as a buzzword and start thinking about it as you ALWAYS HAVE! Is my investment making me more money!

If you keep guessing whether your marketing spend is actually working without really knowing or trying to find out. If you keep relying on the multitude of reports from vendors using different metrics. If you keep just “doing what everyone else is.”

Eventually. You. Will. Lose.

/end rant / #CARSTRONG

Accountability and Enforcing the Logging of Customers in Your CRM

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We are an industry inundated with technology. Technology can help dealerships operate more efficiently, extend the life of a customer, interact with new ones and market to previous ones. Just like any technology, however, you must use it for it to do its job. One feature that many dealership managers take for granted is the CRM. In particular, holding salespeople accountable for not only accurately accounting for their customer interactions but also gaining accurate information about them. Some sales desks will even track showroom traffic on a paper desk-log not even checking to see if the salesperson logged the customer in the CRM at all. This practice can harm your dealership operations in more ways than many realize and cost the dealership opportunities and/or sway decisions on marketing with bad data.

Every salesperson will log a customer who they write up. Most of the time for the simple fact that the sales manager can then pull the customer up to save any numbers presented to them. What about that customer that the salesperson greeted on the lot, spoke to for awhile, perhaps even showed a couple cars to but didn’t get anywhere with and the customer left without giving the salesperson any information? Chances are 50/50 that the customer wouldn’t get logged for the simple fact that the salesperson didn’t get any information. Or let’s look at the more positive side, your dealership has a very busy showroom and salespeople are constantly with customers gaining a new one after they have finished with the previous. It’s not uncommon for salespeople to carry a notepad which they use to jot notes or even the back of their own business cards. Because they’re busy, those note and business cards pile up. At the end of the day, perhaps the salesperson goes through and inputs each customer into the CRM. Another possibility is that the salesperson cherry picks the customers that they either want to protect (as many dealers offer 72-hour protection to its salespeople) or those the salesperson feels is worth following up with. Anything less than 100% compliance with entering customers can easily sway decisions ranging from staffing, marketing spends, employee performance and many others.

Dealerships that aren’t logging all of their customers in the CRM end up with an inaccurate view of their entire sales operations. Busy dealerships appear not as busy as they really are and could prevent a dealer from realizing this. In this case, the dealership could be understaffed with customers either waiting a long time for assistance or not getting assisted at all. In busy dealerships, its hard for a sales manager to keep track of everything that is going on while desking deals and juggling all of the tasks that are assigned to them. Salespeople certainly don’t want MORE salespeople as that could bite into their personal incomes. But the bottom line is that if your dealership is understaffed, your customer’s experience at your dealership is probably not great and sales are walking out the door. And the sad part is that you’ll never know it. Why? Because all customers aren’t being logged in the CRM.

Another example of how the failure of logging customers in the CRM can hurt a dealership is through marketing decisions. Most CRMs include a source as one of the pieces of information that salespeople are supposed to collect. “How did you hear about us?” is something that most dealerships ask. But how accurate is that information? If salespeople are entering the typical choices of “walk-in”, “billboard”, “drive-by” or “Auto mall” you’re missing out on valuable information that could be costing you thousands of dollars. Don’t think that’s happening at your dealership? Here’s an easy test. Go into your CRM and add a couple sources for programs that are well known but your dealership does not currently use. Wait out the month and run a source report. Chances are that you’ll find that all of a sudden these non-existent sources are producing sales. If your salespeople are not putting accurate information into the CRM, how do you expect to be able to use that information to allocate your marketing spend? This test will not only show you how bad the problem is but can also identify the biggest offenders.

Just like the old saying, “Garbage in, Garbage out” your CRM is your dealership’s future. It can be the most wonderful tool to help you operate efficiently, follow up relevantly, catch previous customers coming back into the market, ensure an excellent customer experience by visiting prospects and assist you in spending your marketing dollars more effectively. It can’t do that, however, if the information isn’t accurate or non-existent. Make enforcing the logging of customer information a priority in your dealership and you’ll find that all of a sudden the blinds are drawn, the sun comes in and you can clearly see what’s going on.

Originally published Jan 23, 2018 as a guest blog for Nextup.

The Challenge of Split Personalities in Consumers

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For those unfamiliar with the story of Sybil Dorsett, she was a woman with dissociative identity disorder who had as many as 16 different personalities which would dominate and reveal themselves at different times. Made famous first by the non-fiction book, Sybil, then the 1976 movie starring Sally Field, Sybil was one of the most famously documented cases of this disorder ever documented. While victims of this disorder typically don’t have this extreme of a case, there is one group of people who have made a parallel leap into what is very similar: just about everyone on the (digital) planet.

Sybil, the person, had personalities including the following: herself, a young French girl, two personalities named Peggy Lou (one assertive and enthusiastic while the other was fearful and angry), a thoughtful homebody, an emotional writer and painter, a talented musician, a male personality which was a builder and carpenter, another male personality that was a handyman, a personality interested in politics, one that was listless, one that was an actual baby, one that was critical of Sybil (the original personality), one that was afraid but determined to achieve fulfillment, one that was vivacious and liked to laugh and, finally, one that was a perpetual teenager.

How does the story of Sybil relate to “everyone on the (digital) planet?” An excellent article on YourStory.com shares a few examples which I’ve expanded on.

While technology has quickly evolved which allows marketers to collect data in which a consumer’s journey towards any purchase can be tracked to include key influencing factors like marketing messages, websites, emails, banner ads and offline messages, today’s consumers have so many platforms, channels and devices in which to make that journey. The Sybil analogy comes into play because every consumer has a preference on which activities they perform not only on which devices but on which platforms.

For example, Melissa might choose a desktop to shop for cars rather than a mobile device. She may use Facebook for personal interactions and business or entertainment recommendations while using Twitter for political commentary or activity-based messages and she may prefer to do those on a mobile device. Compound these with the fact that Melissa may not be doing some of these activities for herself but on behalf of another and you have a bunch of different digital personalities (footprints) happening. The problem is that there is no context.

What if Melissa is helping her brother identify good cars for him, but really only uses her desktop to check e-mails and write about the country music bands and festivals she likes attending? Perhaps all of the dancing tweets, retweets and information sharing are actually because her daughter is a dance aficionado? If she’s talking about a movie her husband enjoyed on Facebook, what digital indicator is she leaving?

There exists a lot of data in the universe that marketers can tap to deliver more personalized, relevant and actionable messages which, in the best result, produce more sales. But consumers are no longer that transparent. Delivering an ad to Melissa on her desktop computer about a car while she is trying to blog about Garth Brooks is probably a waste of money – especially considering she was never interested in buying a car but only gathering information for her brother. In the same way, delivering ads on Twitter to Melissa about movies or on Facebook about dancing may be.

Even though the data says they are relevant, they may not be because the data cannot tell you context or intent nor identify preferences on platform usage.

The data is out there and the touchpoints can tell you the journey that was taken to a sale or conversion. What it cannot necessarily tell you (unless you dig deep – and are a data scientist) are both what the motivations behind those activities were, whether they were of self-interest or not and whether there are more effective platforms on which to deliver your message than others.

Marketing is only going to get more complicated and it’s no longer a matter of whether the data exists (there is a ton), but also having the knowledge to know which data is relevant, which platform its relevant on, how to best deliver that message in a personalized way, get a conversion and, ultimately, a sale.

Data is no longer about simply having it but rather about trying to decipher which personality a given individual is demonstrating at any given time.

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