Posts by Ashley Karr
This is a repost of an article that originally appeared on our CarGurus blog.
Around the globe, many car factories continue to lay dormant as a result of the coronavirus crisis. Offices that would usually be occupied by staff managing all facets of the automotive trade, from parts acquisition to finance, are still empty. In many places—including the UK—dealerships have been shuttered, garages closed, and auctions silenced. Only limited services remain, to ensure those who need to stay mobile can.
This near shutdown of the global automotive industry, which began in earnest in March, has presented many with a rapidly changing and unpredictable situation. It’s resulted in dramatic and sweeping actions that have led businesses and private individuals alike into uncharted territory. This, coupled with continued unknowns about the new coronavirus itself, poses many questions for the future.
What’s your first port of call if you want to find something? Google. The world’s biggest search engine picked up where phone books left off. These days, we ‘Google’ something rather than search for it.
We’ve previously discussed how to make your website more visible by using paid search and organic methods to bump your business up the rankings, but the sometimes-overlooked Google My Business tool is incredibly useful for managing your dealership’s first online impression. So what is the tool and how can you use it to your advantage?
Staff turnover can be very high in car dealerships and replacing employees is extraordinarily time consuming and expensive. Losing a member of staff earning £25,000 a year or more costs an average of £30,614, according to an Oxford Economics study, so it literally pays to get recruitment right. Our seven tips reveal how to bag the best salespeople to grow your business.
Given the speed at which the internet develops, customers increasingly expect more from retailers on the web. The breadth and flexibility of available digital tools means there’s always more you can do to sharpen your dealership’s website. There are fundamental must-haves every dealer needs to create a successful website. But there are a few advanced tools and methodologies dealers can use to lure in customers and sharpen their online operations.
Used cars are an automotive dealer’s lifeblood and competition for stock is fiercer than ever. With the stakes so high, you have to sharpen your process of sourcing and selling second-hand vehicles. Our seven tips will help you do just that.
In an ideal world, dealers would never be short of sales leads and they’d all be from buyers chomping at the bit to hand over their cash. The reality is often different. We’ve discussed ways of increasing your number of leads, but as dealers know, quantity doesn’t always equal quality, and you can find yourself inundated with dead-end duds. Or leads might just be in short supply.
It’s crucial that sales executives follow up on leads—especially the best quality ones. Even the most successful dealer groups admit that getting sales staff to diligently chase down leads is not the easiest of tasks, and they need cast-iron processes to make sure it happens. Here are some of the best ways to make sure your staff follows up.
Sales leads are the lifeblood of any retail operation. Without them, you have no customers and no business, so it’s imperative for dealers to attract as many good quality leads as possible. The digital age has introduced a wealth of new ways to reel in customers, but there’s also no substitute for old-fashioned market knowledge and a reputation for quick and friendly responses.
Our top three tried and tested methods explain how you can boost your sales leads for the better.
Our previous blog covered the basics of attribution: what it is, the key terminology, and how it has developed as a barometer for digital marketing. However, it represents such a fundamental part of a dealership’s analysis of its online spend that it pays to examine the follow-up process—i.e. how to use the information you’ve gained to tweak your spending and generate the best return on investment.
For anyone unfamiliar with the term, marketing attribution modelling is a measure of the tangible impact a piece of publicity or communication has on your company’s bottom line. Very simply, if you’ve paid for something like an advertisement, attribution will tell you the monetary value of that particular initiative.
Put like that, it sounds simple. There are plenty of metrics for keeping tabs on whether or not various forms of publicity are earning their keep, but digital marketing is now so extensive that its best asset—trackability—can be extraordinarily tricky to keep up with. That’s where digital marketing attribution comes in: an easily observable lowdown of what does and doesn’t influence your customers’ decisions.
As with most digital initiatives, attribution models have developed rapidly, becoming more granular and providing superior insight over time, so even dealers well-versed in the technology may want to refresh their understanding. Read on to find out the difference between the now old-fashioned and the latest versions, and what each will do for your business.