2011 GM Atlantic Coast

CarPeopleMarketing.com


Good Morning!Good Morning!


Stand Up.Wake Up.

Celebrate the Day!

Stand Up.Wake Up.

Celebrate the Day!


We have a lot to be thankful for

Today!

We have a lot to be thankful for

Today!


Look around the room.

Look around the room.


Everybody here… has weathered the

storm and survived.

Everybody here… has weathered the

storm and survived.


Everybody here... is still in business and committed to

success.

Everybody here... is still in business and committed to

success.


Everybody here… has been chosen

to carry GM & their dealership into the

future.

Everybody here… has been chosen

to carry GM & their dealership into the

future.


Everybody here… is making the

investment of time to take their biz to

the next level.

Everybody here… is making the

investment of time to take their biz to

the next level.


Shake Hands.Celebrate.

Congratulate.Welcome them to

your Club.

Shake Hands.Celebrate.

Congratulate.Welcome them to

your Club.


Everything happens for

a good reason.

I believe…


- wake up call- good medicine- we are smarter now- better biz men & women- better financial position- to stay ahead…


We have to do something different.

We have to do something different.


The market has changed.


The game has changed.


We have to change.


I love the car business.

I love the car business.


- enthusiasm, creativity- opportunities to sell- sports-like competition- I love the game


I grew up in it.


- independent shop WV- I knew in 2nd grade- 2 + 2 = - I love it even when it’s bad- last few years were bad


I believe…we have turned the corner.

I believe…we have turned the corner.


I believe…we are headed the right direction.

I believe…we are headed the right direction.


I believe…the future is bright.I believe…the future is bright.


I believe…that we have to change…

I believe…that we have to change…


manage compete advertise think

We have to change…We have to change…


10 Best Practices

10 Best Practices


increase business increase profits increase CSI scores increase pay check


1. Take Control: Run It Like

You Own It

1. Take Control: Run It Like

You Own It


I can’t get…to sell I can’t get…to answer they won’t listen to me one of these days…


Who is running your store?

Who is running your store?


you are the coach it’s your team each month big game your future; win vs loss


get out of office, drive money is on drive teach them how to sell how you want things


set clear expectations hold accountable sales meetings daily praise; get involved motivate & cheer lead


everything you do has to circle customer

customer retention & CSI keys to success

they are the future


let them know your job is on the line

before you lose your job…they lose theirs


Run your fixed department like a

sales department.

Run it like you own it!

Run your fixed department like a

sales department.

Run it like you own it!


2. Be More

Convenient

2. Be More

Convenient


think like a customer open more; Saturday open early, late, easy not just hours open


wait 2 hrs for oil chg? return if not right 1st come back if no parts understaffed, too busy

Would you…Would you…


Would you do business

with you?

Would you do business

with you?


3. Step Up &

Staff Up

3. Step Up &

Staff Up


techs to get job in… adv’s greet & cashier cashiers out / hoola people hate lines

Have enough…Have enough…


Too much business… can be bad for

business!

Too much business… can be bad for

business!


always have more adv more techs sell up; have coverage somebody is always

“not there”


to sell 100 cars 10 salespeople same rule applies advisors handle 15-20 techs work on 5-6 cars


Fix 90% of problems with 2 more techs &

1 more advisor…

We have to say “Yes We Can”

Fix 90% of problems with 2 more techs &

1 more advisor…

We have to say “Yes We Can”


4. Answer

the Phone

4. Answer

the Phone


85% call first giving you opportunity asleep at the wheel


We called 150 stores… 22% didn’t answer

27% put us on hold 2m

94% didn’t ask our name

85% price, no FBA

73% didn’t invite, ask appt


? avg $ per RO every ring = $ BDC is only part trained advisor is best person to answer


Instantly increase traffic if you just

answer the phone and invite

customers in.

Instantly increase traffic if you just

answer the phone and invite

customers in.


5. Quicker Isn’t

Always Better

5. Quicker Isn’t

Always Better


not a pit stop not a race timely & convenient also has to be good

Quick Service Bays…Quick Service Bays…


want to know condition believe you are better the right mix of value, speed and price


Quick Lane needs to be a Good Lane.

Needs to be Profitable.

Quick Lane needs to be a Good Lane.

Needs to be Profitable.


6. Be More

Competitive

6. Be More

Competitive


huge opportunity keep cars longer Jiffy Lube survey 774 / 76% 100-250K


2200 Jiffy Lubes 2400 Walmart Auto Centers 1500 Firestone stores


800 Goodyear stores 900 Meineke, 1800 Midas 593 Pepboys, 6500 bays


oil changes tire rotations tire replacements maintenance services


oil chg – #1 request know need it; just OC know what it’s worth we need to entice


tire rotate – a deal competition is free it’s just a tire rotation has to be cheap or free


tires – 75% buy svc 1/7 needs; 4/5 buy mark-up; pigs / hogs 20% diff low price guar lose tire sale; lose cust


How much do you make when they go somewhere else?


7. Low Price or Free Check

Engine Light Diagnostics

7. Low Price or Free Check

Engine Light Diagnostics


competition does it can’t sell repair / car in what have you got to lose?


Go back to your store and see what your average RO is

for check engine light & diagnostic

complaints.


8. Advertise

Service More, Not Less

8. Advertise

Service More, Not Less


Look at the competition’s ads.


Certified Factory Trained Technicians

90 Days Same-As-Cash

We Honor All Extended Warranties

Dealer Quality without Dealer Prices

Free Towing

Your Dealership Alternative

Lifetime Warranty on Parts & Labor

Open Late, Saturdays & Sundays


be smart, fixed diff sales can do weekend be persistent, months courtship, not 1 night


Sales Department is like a Lear Jet…

Fixed Departments are like a Battleship.


Want to throw your money away?

Keep changing your fixed operations advertising plan.


think like customer well known services competitive, under $99 keep simple, no pkgs consistent brand equity


direct mail is best 4 email, 3 phone #s 1 mailbox, check it competition is there email is a supplement


target lost cust first who they are where they live what they drive, need low hanging fruit – 1st


reach out to new orphan owners cust keep car longer they need to meet you get the word out


Don’t be the best kept secret in town…

Advertise!


9. Make

Customer Retention & Customer

Satisfaction A Priority

9. Make

Customer Retention & Customer

Satisfaction A Priority


start with sales give buyers a reason 1000 mile break-in pit stop, 5 min, in car lugnuts, fluids, set 1st


do what you say stay in touch – updates fix it right 1st time have right parts stock things go wrong - Wow


sell wiper blades ask every customer can’t remember, need parts – on sale, 1 price $300 service – it rains


reward loyalty w/ club every biz has one simple & effective constantly remind say thank you, entice


customer satisfaction not above, well above need to get involved not retaining, growing not getting job done


stay focused have to know serious measure & report know you believe


Make sure your people know this is

not a fad.


10. Treat every

customer like they were your

Mom.

10. Treat every

customer like they were your

Mom.


don’t over sell don’t under sell sell what they need be aggressive don’t prequalify


You wouldn’t let your mom leave in a car that was unsafe or

needed service.


1. Take Control2. Be More Convenient3. Step Up, Staff Up4. Answer the Phone5. Quicker Isn’t Always Better6. Be More Competitive7. Free Diagnostics8. Advertise More, Not Less9. Make CR / CSI a Priority10. Treat Like Your Mom


If you aren’t pumping, you are

coasting…you will eventually

stop.


We believe there’s a better way to

increase the traffic in your service

drive.

2011 GM Atlantic Coast

Automotive

Transcript of 2011 GM Atlantic Coast