Jeff,
I am looking at my submission as a car deal, last dealer wins.
I am still kicking around some ideas and trying to come up with a real solution for the "Ultimate Workshop", I have to admit some of the ideas have been pretty good.

As I have been keeping up with Sean and Dealer Synergy through the various articles and advertisements seen in different magazines, I would love to know more about VSEO. It is a very progressive concept.

Website development to increase organic leads would be a must-have discussion topic.

It would be nice to experience an objection handeling session on the main things an ISM hears: "I'll drive to the next state to save $50 bucks, etc.

As I probably won't be able to attend (unless I win...hint), is there any plans to podcast or televise the workshops in any way? It would also be a good way to review the material at a future date.

Thanks,

AFI

All the ideas that I have read seem to be great ideas for an Ultimate Workshop. I know vendors need to be there to talk about new ideas and new things that they say are working for some particular dealerships. How about gatering a handfull of dealers from different areas of the country and have some sort of "20 Group" where they can share some of their ideas and knowledge with the venders as to what is working and what is not working. Let's hear and learn from the actual people on the front lines that sell the cars, parts and service. Instead of hearing a lot from different vendors that sell the products and services they have to offer to help us sell more cars, how about some actual testimony from dealers that use their products and service and share their success stories, etc.

I'm not sure but I think this is what Alex is talking about in his posting.

How about someone like Avinash Kaushik or Dale Pollak?

Let's see if this is what ya'll are fishing for...

workshop themes.

workshop #1). Give yourself a raise...
...and help your GM move some old iron. Become an in-house google adwords guru and execute ad campaigns in a NY minute! Save the commissions paid to an outside AdWords vendor and use the savings as the basis for a raise! (sorry about that Mark B.)

#2). What's all this blogging about and WIFM*?
Learn to set up your 1st blog in 10 minutes. Bring your digital camera and in 30 minutes you'll have your very first entry with photos! (bring your laptop and you wont have to wit your turn

What goes in YOUR blog?
--Pics and comments from your happy customers.
--A special tradein that has a good story.
--A day trip that you and your family took.
--COUPONS that from your customers that own a biz (and want free promotion).
--Pics of your dog (or anything you got that's warm and fuzzy .
--Any Demos that the store has avail for sale

You ask, "WIFM"*?
As you add and add layers of honest info, then GOOGLE visits your site, puts the puzzle together that sees that you're a legit auto based site and your blog will RANK very well for search terms in YOUR MARKET.

Car shoppers use gooooogle and enter in product, location. Very common phrases are "used ford SUV near denver co" or "low price gm certified dealer in NY" or "used cadillac CTS dealer in dallas tx".

Everything helps.
Testimonials, demos, walk arounds on a trade in, info on a day trip all hit that magical "product, location" string that goooogle so dearly likes.

Hope this helps,
Joe

*WIFM = Whats In it For Me?

I've got the guy for you then...Jay Sherman is the perfect spokesperson.

Jay is a solid industry speaker - w/a ton of experience in every facet of dealership operations. AutoTrader, Sonic, Cobalt and even NADA have all brought Jay in for their speaking engagements.

[email protected] if you're interested...

Eric

Wow, great ideas to enhance the event. Maybe we could explore an "ad-hoc" brainstorming session for early arrival folks on Monday evening. It could be moderated but casual enough that we can get real creative and talk about where things are moving to next and how we can get a jump on things.

Getting a speaker like Guy Kawaski, Seth Godin or Jeff Gitomer are very expensive. Also we looked into getting Seth Godin but with a speaking fee of $50,000 he is a bit over the budget we have for this event.

If you want to see a great Guy Kawasaki presentation here is a link. He is very impressive. http://zentation.com/viewer/index.php?passcode=epbcSNExIQr

All the best.

Sean,

Thanks for putting this together!

I'd like to see brainstorming sessions like Eric mentioned. If you could get people from the dealer-side and the vendor-side grouped together discussing a certain genre of product: CRM, Inventory control, Site Hosting, etc, I think you could have some very strong spin-off for both dealers and vendors. I'd also like to see more dealers speaking. Is there anyway you can get Seth Godin on the speakers list?

Other than that, I think Eric did an excellent job in covering everything.

Sean,

IMO, A workshop format I would be interested in participating in, is one that simply takes an inventory of the dealership current initiatives, works to fill in the gaps and identifies any new opportunities and/or processes based on the type of store, region and market.

As for speakers, I think everyone would appreciate a fresh face - someone who isn't going to simply preach "Get more pictures online, add your prices and respond quickly to online leads."

If I'm going to a workshop, I'd like to hear & share some new cutting edge ideas, unlike the 'advice' floating around the 'Net on every other car dealer blog. (except Jeff's, of course)

Someone like Guy Kawasaki, Jeff Gitomer, or Dale Pollack could share some much needed new perspectives. A giveaway that included their books and/or a private lunch meeting with any of these people would be a welcome change. I have more than enough purple Cars.com pens. (thx DR.)

Cutting edge IT solutions, creative customer service, advanced online/SN strategies & BDC operations management are a few of the discussions I'd like to participate in as well.

Networking/Brainstorming sessions would be helpful; I'd like to hear what isn't working & build on those that are...if the event is in N.O. I'm sure entertainment won't be an issue.

Hope that helps. Good luck.

[As luck would have it, my 'Rock Star' schedule is open for any events located in New Orleans this year.]

Did anyone notice that SEO and "Search Engine Marketing" were reported in this survey as separate forms of marketing? I suspect they are suggesting PPC when referencing SEM, but there are several forms of SEM and PPC is just one of them so it is not clear. I am surprised to see something that ambiguous in a survey by eMarketer.

Sales reps need to look for tell tale signs of "Shoppers Information Fatigue" (aka SIF). It's a new buying signal.

Tell-tale SIF signs include:
-- a blank empty stare,
-- redness of eye,
-- difficulty in answering even the simplest of questions,
-- wandering the lot aimlessly.

These behaviors are exactly what our SIF produces when he logs hundreds of hours in Internet-Auto-Shopping research.

This exhausted Shopper has spent the last 200 hours on his PC fighting the emotions of his "inner child". The SIF shopper is to be considered a quality up as this lot walker has finally given up and will buy anything to end the agony.

Word from your DR pal, Joe.

Joe Pistell is gonna hate me for this (if he doesn't already), but this thread might present a better opportunity to compare the similarities (we already know all the differences) between our industry and my Golfsmith visit. Along the lines of choice, all the "big box" stores overload the consumer with choices, knowing that the more choices the consumer has at that location, the more likely it is he/she will buy something there. But what about information? Some of the big boxes are very good at training their staff (certainly Golfsmith is an example) to provide product information without too much technical jargon, some are not. My salesperson at Golfsmith could have just as easily confused the you know what out of me with all the choices they had (and all the information he knew about each choice), but he was a professional. He asked the right questions, and then tailored his presentation to my answers. I probably won't have buyers remorse because I know features of the product I bought, specifically as they apply to me. Had I been overloaded with information, things might be different. This goes back to the old saying "telling ain't selling."

By the way, Jeff, I never thought I'd ask this, but have you considered the Buick? That new Enclave is sick! I had a chance to drive one a couple weeks ago, and I was hugely impressed. I know, it's a Buick...did your grandparents drive one too? But if it's good enough for Tiger, it's good enough for me (and maybe you).

Without question - there is more information available to the consumer now than ever before as they research their upcoming purchase online. Two of the key areas where we can help these shoppers are time and simplicity.

Time: While there is limitless information online, most of our customers have limited time in this rapid paced world. Many of them look to the expertise and honest input of our sales reps to help them complete that research and make the best decision.

Simplicity: Every customer is not the same, and many want us to make the car buying process as simple as possible for them. Many of these folks use the internet to identify a dealer who has great deals, a great reputation, and can assist them in finding the vehicle they need.

Fortunately, the family I work with has multiple locations and brands, so that we can put our customer in the vehicle that best meets their needs, and not have their choice narrowed down to one manufacturer. While our market has changed rapidly, our customers still look to us to provide superior service and assistance in making this large purchase decision. You can have the best internet strategy in the world, but it still comes down to "people" to complete the process and create a satified customer! Kevin Frye/eCommerce Director/Jeff Wyler Automotive Family/www.wyler.com

Do you think that if dealers were to partner with information and video on-demand material providers for their site that this would be utilized by shoppers? I do. Car Builders are evidence for that.

We know that shoppers need and deserve some measure of information. How much each person needs is not the point so much as what each of us needs to obtain that information.

If dealer sites were better equipped with on-demand informative material versus sales material, retention levels on dealer sites could reach new heights.

Something to consider. -RG

People who have only a little information about a product are happier with that product than people who have more information. Of course this is very true… when they are happy with the product and have nothing to compare it to.

When they have product / service to compare and are able to see the difference in quality and price it becomes a horse of a different color especially when they have found out they have been taken advantage of, over paid or get lousy service.

American Consumers thought they were happy when they only had American cars for the most part to choose from, they did not know any better, as the Chinese say, "Ignorance is sometimes bliss." But is it really, maybe for some who use it to their advantage. When Germany and Japan began offering alternatives and choice the consumers began to move towards the new choices in ever increasing numbers.

By the way Jeff, I failed to see the Volvo XC 90 in your selection options, comparing this vehicle with the choices, the XC90, research will show, is the choice as it is arguably the most safe and best-engineered SUV on the highway…. And in addition it is favorably priced, according the comparison charts I have reviewed.

As Jeff pointed out it is a different market today, now we have the Korean companies producing high quality vehicles today, the Chinese manufacturers are right behind them with even more choice. Information is more readily available, most of it is good, solid information, women are a greater factor in the market place and they tend to be better informed and diligent.

Many dealer who address the needs of the new consumers will enjoy the rewards while many of the rest will rely on the credit challenged, tire kickers, consumers who enjoy rolling around the dealer showroom floor all day fighting to squeeze a few more dollars out of the store, and the bottom feeders where there is little profit to be gained.

Then there is the occasional consumer that rolls in and a lucky sales professional makes a big score that he/she brags about for the next 16 years, however these types of consumers are fading fast.

I think some of that "too much choice" theory comes from when a consumer has so many choices and so much information, they find themselves overanalyzing the decision. They may even second guess the decision once they made it. I am going through that right now as I select a new CRM. After doing well over 80 hours of research, I thought I found the one, but now I'm thinking twice about it before signing the contract. There is a fine line between satisfying a customer and proving too much choice/information that you may confuse them.

By the way, not to add more choice to the list, but check out the Hyundai Veracruz. It is loaded with features, very safe, and priced right.

@Jeff
I always pictured you as a Escalade kinda guy

Choice is not always a good thing as we have learned in this business- people are simple and as we have seen over the past few years, a growing number of cases of analysis paralysis. Recently, we had a customer test drive a new vehicle, and was prepared to leave, so I asked what we could do to earn their business. They told me they had 33 other DIFFERENT VEHICLES to drive! Now that is an extreme case, but so many people fall prey to it.

It has even affected sports. Watch baseball this season and you will find out how well a hitter performs on the 3rd Thursday of a 5 week month facing a pitcher on the road in his second season.

All kidding aside, it is a problem, and I am thinking it has been a systemic problem with one of my previous stores' CSI. I am confident a customer (after they are happy and agree to terms) goes home to review all their emails, or worse, a lowball offer from another dealer since they had already bought, leaving the customer with the sense they could have gotten a better deal.

Unlike our customers, you are staying true to why you are searching- value. You won't buy from a mental midget at any price, but many will.

Dead on and dead wrong here.

People are not always really looking for the lowest price but the last place that they can feel empowered.

The auto industry has not risen to the same social-economic status with other retailing industries because some one has to be or made out to be the bad guy or diversion for other industries.

Let me tell you I have told friends and family time and time again that if they would focus, research and spend the same amount of time on many other purchases, the savings would be ten times greater.

Buying a home, jewelry, clothing, INVESTMENTS, IRA's and MUTUAL FUNDS, even carpeting to name a few.

The margins and especially commissions on some far exceed the total profit made on an avg car deal.

It is ridiculous because a home sells for 1M in comparison to 350k that it makes any sense that the commission should be higher?
Bull to any realtors that it's more work and for certain of the fact that they spent more money out of their own pocket to sell the higher priced one.

I bought a house for 500k and the realtor showed me 5 homes in one day. I bought the one I found by researching. They made and got half of a 30k commission and they sucked and had no clue of or even sincerely asked what my needs and what is important to me.

When a stock goes down or loses money it's the markets fault but when a vehicle depreciates as it is supposed to do, "that no good salesperson or store that sold it to me" is at fault.

The fact is the auto industry as a whole have spent so much time competing with each other that of the 10B+ ad dollars spent yearly on loss leaders and gimmicks that by know that they would have finally come together to positively promote and betterment of the industry.

I had mentioned in this blog briefly about why there isn't a retail automotive union and the same current mindset by dealer principles and manufacturer's applies.

Enough ramble and all the best from the Windy City.
Pete

I ran across a site a while back that had a download of a spreadsheet for buyers CarBuyingTips.com Free Spreadsheet Download Area
I think I will use something like this?
thanks for the tip ICS

Offer the spreadsheet to those who want it. I have one I'm using to evaluate the various offers and leasing options, and I use excel formulas to do the calculations. I'm at the point where when I get an offer, within a minute I can compare it to the other offers and plug the numbers into my lease calc section to know whether or not this is a good deal. Sure, the dealership can do the calcs, but I like the reassurance of knowing what the number "should" be (and I have validated it by comparing to online calculators). If a dealer has a different figure, that's fine, I just ask where they got it, and plug the numbers into my handy-dandy (you guessed it!) excel spreadsheet and calculate it their way to see whether I missed something or whether the dealership is adding. I picked up an error in sales tax calculations, and another debatable item (whether or not to charge sales tax on acquisition fees if paid up front & not capitalized) that way, neither of which was disclosed on the quotes.

For those who don't use or like excel, don't offer. It should be evident from discussions how financially and/or computer savvy a buyer is--and if you aren't sure, just ask!

@ICS
excel spreadsheet ....really, I would think that might confuse some folks. I had some folks complain about it in the past, i liked how easy the info was to format but I thought it was kind of "form"

Chris, if you asked me that question, I'd run like h*ll from you! Try a fair, honest, transparent deal with all incentives and trunk money on the table, loan rates/lease MF, residuals & fees clearly stated, calculations shown so they can be checked, and NO TRICKS. You aren't giving anything away--even a marginally savvy Internet shopper has access to all that information, and you'll save a lot of negotiating time and gain a lot of credibility besides by providing it!

Don't offer a deal unless you are prepared to honor it. Good communication at all times. The personalized emails, etc are utter BS and a waste of time, if not insulting--but pointing a customer to a legitimate INFORMATION source is a good thing.

Treat me with respect, offer me a GOOD deal that I can verify for myself (emailing me an Excel spreadsheet containing all numbers is a nice touch), follow through with promises (even a quick "I can't have those #'s till tomorrow" is fine and totally acceptable) and NO BS and I'll buy from you and send you my friends as well. BS me and instead of squeezing me for $100 more, you'll lose the sale entirely.

The Customer isn't always right, they are always the Customer. And customers want to feel they are being "HEARD"... and sometimes they have a funny way of telling us what they REALLY want, but I can sum it up in a few short phrases what I think is important to the online buyer/shopper:

Personalized emails, pictures, video.
Lowest prices on new cars - buy wholesale.
Good finance rates.
Options for down payment (200, 500, 1500, 0 down)
Highest Trade value - trade for retail.
Quick Sales process.
Clean car on delivery.
Great walk around on delivery.

One of the things I ask all my prospects is powerful and differentiates me from most others in my market:

"Mr. Customer, what is going to be the most important thing about the next vehicle you buy?"

Armed with his answer, he will tell me exactly what I need to know to sell him a vehicle.

Have a great day!

Chris
Nissan i-sales

I've been shopping for an upscale European car (I won't say brand) and the experience has been the most unpleasant one of my 30 years of car buying (as a consumer). I don't want to be sold, I already know what I want, all I want is the best price--give me the price and be done with the games please. Some won't even deal with invoice pricing ("we don't understand invoice price" "we start from sticker, not invoice"). Others have been offended and won't even negotiate when I make an offer that gives a reasonable profit, but is aggressive, rather than using it as an opportunity to negotiate. One I had a deal with over the Internet which I accepted for the bottom-line price, and which I was told was approved. Next I asked about lease rates--immediately got shunted to another sales person. Quote was acceptable, I put in my credit app (I know no problem there, checked my credit and Fico is 770+), and then I got "waiting for sales manager to approve deal". OK...four days later still nothing, so I emailed and got told that he hasn't had a chance to review it yet because it's monthend and they're busy with "current customers". I walked.

I don't get it!!