If marketing is almost everything we do, what works best? Consider asking guests and customers; 1) How did they hear about your business? 2) Did they shop on the internet? 3) Which websites were the most helpful? 4) Why did they decide to buy today? 5) Anything else we should know?
Track and internally publish the results monthly.
Who builds rapport with new customers better than anyone? Who consistently provides that two-part demo drive that increases closing rates? What about the parts counter person in the shop who knows that the fastest way to increase parts sales is by doing everything he can to increase technician effeiciency!
Consider creating short videos of these process leaders demonstrating their "best practice" processes and post the videos in a shared server file. Congratulations, you now have your very own "Digital University"!
Who creates and maintains more customer loyalty than any other individuals in the automobile business? They listen carefully to concerns, inspect and possibly even road test vehicles. They take the time to stay in touch with customers to consult with them on needed services, as well as update them while their vehicles are in for service. These special individuals are the hard-working service advisors. These individuals are the most important single relationship in the entire industry. Do you measure the number of customers who do business with you because they are loyal to a particular service advisor? If so, great job! If not, why not?
Entrepreneurs are everywhere we look. Downsizing and outsourcing have created a new generation of entrepreneurs. Is your business developing solutions for these new customers such as extended Business-to-Business hours, mobile office solutions and premier team services? Do you help them manage their motor vehicle needs from shopping and selection to sales, service, parts and repurchase or lease of their next vehicle? If not, it is time to focus on today's changed marketplace because Entrepreneurs are Everywhere, and many do not have a relationship with a dealer after all of the dealership closures.