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What happens if you get hit by a bus?

hit-by-bus.jpgDo you have a replacement strategy for your job?  Or have you been like me, and have just been too busy to bother with it?  Now that I am changing positions, I am having to train my replacements and it is incredibly enlightening.  I highly suggest you have someone sit next to you and explain what you do in an elementary fashion while that person writes it all down.

A few pieces of the training have been done with my boss present.  As I have been the lead for everything Internet at Checkered Flag over the last 9 years, my boss has placed a lot of trust in me.  I made connections in reports that I never needed to explain to him - I'd just say something like "with the stats from our website being up and the increased number of leads, I was shocked to see how low the sales were at Honda this month."  He'd take that simple statement and get to work on the Honda store.  Now I am showing him how I made these connections, and really explaining the nitty gritty, and, as a team, we are now making even more connections.  In this regard, we've made new discoveries and come across new ideas.

Putting things in basic terms has also better defined and educated people as to what I do as an eCommerce Director.  I think it has helped to close the gap between what I think the position is worth and what my boss thought it was worth.  Not sure that's an absolute guarantee if you're reading "pay raise" into that statement, but definitely worth a try!

We all have multiple systems and most of these systems do not speak to one another.  As the Internet Sales Manager, eCommerce Director, Chief of Marketing, or whatever we are, we typically need to work in all of the various dealership systems.  It is only natural that we begin to make connections, form processes, and create spreadsheets that help to do our job better.  We can hold onto all of this in an attempt at job security, or we can help to protect our employer by making sure things can continue after we're gone.  Who knows, you may even earn something extra along the way to their education.

What would happen to your employer if you were to leave?

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

David, thank you for pointing out to @Frank Isley that the session during the last NADA was a great panel discussion and displayed a neutral insight for all invitees on the topic. It is indeed very important and a common procedure in the automotive industry to invite panels of renowned Consultants, Dealers and other industry related small business owners into these consortiums to see and hear how they are seeing the future progress.

And yes David, you told the truth, when you left the Dealix panel discussion earlier because of your meeting with our friends at dealer.com. So, all-in-all - nothing really dramatic in this whole story – no bias, no scandal, no partisanship – just a great discussion round.

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

Hi Frank,

Not sure what I may have said to frustrate you or to earn your comment above but the content of the discussion on the panel was not slanted to the benefit of Cobalt or any vendor. The discussion notes will bear me out on this and it was quite an enjoyable exchange about an important topic.

As a businessperson it is helpful for our little company to have a presence in sessions of this nature and coincidentally I left this panel to respond to questions at the Dealer.com booth at the same NADA convention. It's important for our business to have positive relationships with vendors so we can benefit our clients when they need assistance. We have no paid relationships and do not accept commissions when our clients use their services. This allows us to measure their product results on behalf of our dealer clients and if they are performing we recommend they keep using them and if they are not we recommend they switch to a better option.

You will have to judge for yourself my honesty but it would be helpful if you knew me personally and could make a true assessment. Look forward to a day when we can chat and we can resolve any concerns you have with my character.

Best,

David

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

I'm an ISM and my GM hired someone to be my assistant - apparently, but instead this person seems to have taken half my leads, and now I still don't have that assistant I need and was promised, and I have 1/2 the opportunity. They don't seem interested in buying more leads right now, so what should I do? Anything I need to know or explain to my GM?

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

@Brian While I agree money spent on the dealers' websites is the best spend, it is putting all your eggs in one basket. By this approach (no third-party leads) you are assuming everyone searches the same way. There are still millions out there researching their vehicles on KBB, Yahoo, AOL etc. This is not something you are not aware of. The question to me is what is the right balance to ensure you are getting the right exposure without overspending on 3rd party.

I discovered several years ago our 3rd party leads who were interested in one of my vehicles was not necessarily even in interested in our makes. They were prompted to submit leads to competitive brands to the one they are most interested in.

Yeah, we handled those leads differently by qualifying them immediately to see what they were looking at and where our vehicle stacked up to their first choice and what they liked about that choice. They will tell you how to sell them if you ask

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

@alex

With that much money you could hire a great digital marketing consultant to drive leads to dealer owned websites. :)

Dealers can also spend $995 a month and join the Automotive Advertising Network (AAN) which provides unlimited high quality leads, SEO backlinks, and social media integration.

Perfecting the Lead Mix: The Key to Growing Sales in Your Dealership

I LOVE the fact that this conversation is still happening. We all know that OEM and first party (dealer website) leads close at a much higher rate than any third party (independent) lead. If we're still talking about third party leads, then that means most of my competitors are still buying them. And by the nature of third party lead investing, my competitors are mostly concentrating on third party lead closing because they're too invested not to.

I prefer to concentrate on the future. Increasing traffic and lead conversion from my own website will naturally make the lead closing rate fall in line. It is almost impossible not to close your own leads at double the rate of any third-party lead. I can easily give up 500 leads a month from an independent with a lead closing rate of 8% when I'm getting an extra 160 leads from my own website and closing those at 25%. That's 340 less chances to tick someone off, that's 160 people who are closer to being my fans*, and that's a lot less money to be paying.

*http://sethgodin.typepad.com/seths_blog/2010/05/the-circles-no-more-strangers.html

If it costs me $20 times 500 independent leads to get those 40 sales (8% closing ratio), then I'm looking at a monthly cost of $10,000. What can you do with an extra $10,000 on your monthly budget to generate your own lead?

I'm making a career change

Alex, again, congrats on both the decision, and the courage to make this move. You are the super star, and I know you will be very successful in your new endeavors. You have all the tools, and talent to continue towards the path of an incredible leader in business. In fact, my bet is your path will lead to much higher places, and I for one, can't wait to see how it all turns out.

"May you live as long as you like,

And have all you like as long as you live."

"My heart is as full as my glass,

When I drink to you, old friend!"

"Here's to you and here's to me,

Friends may we always be!

But, if by chance we disagree,

Up yours! Here's to me!"

Mark

I'm making a career change

Alex...big move, bold decision. You must always follow & weigh the opportunities presented to you and then follow your instinct. Fortunately, you are young, eager, mobile and adaptable to this exciting opportunity; which, will more than likely take you to a whole different level, in a new direction in your vocational playing field. I applaud your courage and your determination to be true to yourself, and desire to make a positive difference in the business world. Best of success, Alex, and do stay in touch.

Uncle Louie

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