In modern times, direct mail and telemarketing still do the trick
Posted April 24, 2012 by Rod StuckeyI’m a big fan of online media for marketing your dealership. I’ve experienced much success in executing campaigns with email, Google Adwords, Web landing pages, Web-banners, Facebook, etc. However, I also believe that diversity equals stability. This is one of many reasons I’m also a huge fan of offline media — in particular, direct mail and telephone. A little-known truth is that nearly every great business owner has built his or her business on good direct-response marketing using direct mail and telephone. In fact, right now, in the middle of the information age, good ol’ direct mail is still a … Read More »
Use best practices, not bargains, to increase gross profits
Posted April 2, 2012 by Tory HornsbyEver wondered how some dealers can hold such high margins while you’re left fighting to make $400 per unit? If you’ve ever thought to yourself, “I wish I could make a little more gross profit per unit sold,” you’re not alone. And I’ve got good news! Bringing in more gross profit doesn’t depend upon your location, your buying base of customers, the brands you carry, or your competition — and it’s certainly not dependent on luck. While these factors certainly can impact the culture in your operation, holding margin comes down to exercising knowledge and skill — which you can … Read More »
Your existing customers are your No. 1 asset
Posted March 30, 2012 by Rod StuckeyI recently stumbled upon an old story, told by Temple University founder, Russell Conwell. The story was about an old Persian farmer from the mid-1800s who heard countless tales of others earning millions of dollars mining for — and discovering — precious diamonds. The old farmer was so enamored with the idea that he sold his own farm to go in search of these diamonds himself. As the story goes, he spent the rest of his life drifting around the known world searching for the gems, but was unsuccessful. Finally, exhausted and utterly disgusted, he threw himself into a river … Read More »
Bribing customers with free beer is great, but it’s not going to keep you in business
Posted February 13, 2012 by Tory Hornsby“You guys got free beer in there?” I was asked this question by a dealer while standing outside the door to a training seminar. My reply was, “No beer this time, but we’ve actually got something much better. We’re looking at specific triggers that drive customers to your dealership and how to increase your sales and gross profit. Come on in!” He replied, “Uhhh no, that’s alright man. But if you have free beer next year, we may join you.” I couldn’t help but think to myself, “Next year? You likely won’t be in business next year.” That may sound … Read More »
