I wanted to talk directly to those soldiers in the automotive industry at the dealership level. Those men and women who have made a conscience decision to maintain their positions through these tough economic times, when our industry (Automotive) appears to be the one hit the worst in all this mess! I have been monitoring our industry since 1995
- always Internet,
- always communications
- always market behavior
I have been able to create a proven series of strategic automotive processes and procedures, utilizing these three elements that have lead to noticeable trends, profitable opportunities and behavior based marketing conclusions. Today I bring to you a True Shift in our industry, a Paradigm shift if I may use this scientific term to help my Automotive Readers and Internet fans of the industry understand this New Automotive Development that has been discovered.
Over the last 6 months, we begin to notice a trend in Dealership level traffic with several Neighborhood Dealers through-out the Southeast…….traffic was on the rise, yet vehicle sales were down and remain in that position, even today. It appears through our data, that more and more people are visiting Their Neighborhood Dealerships and utilizing other areas of the dealership for their automotive needs……..Think On This, “The Size Of Dealerships, (the actual square footage) Has Grown over The last two Decade to match those of a small to medium size and sometimes larger Malls”………I know what you asking, what does this has to do with anything? It has a lot to do with everything…..people are behavior based creators, they migrate to trends and follow the majority in order to justify their actions. People walk around the mall, they eventually spend money….but they always return to that mall based on behavior, environment, or just somethings to do. People go to starbucks, Internet cafés even barbershops because of the services they provide……..yet they return because of there is something else to do, while they wait. These other industries have capitalized on their increased or residual traffic in getting them to spend their dollars in other areas of their businesses, while visiting their locations.
Just the other day I went to the Barber shop in my Neighborhood, I went early so I could get out of the Barbershop just as quickly as I entered….when I arrived they were full….every chair and the waiting area. I was not up to the task to wait, yet when I looked around there were pool tables being used, televisions being watched, Big Televisions…I must say, video games being played, juice machines being used and comfortable seating being occupied, so I stayed and waited the hour to spend $20.00 for my hair cut, $10.00 on some pool games and $3.00 on a drink and a snack…..$33.00 in total. The biggest part of my day at the Neighborhood Barbershop was the experience, fun, the conversation and purpose…and I will return. I also found out that some of the guests of this business were there for just the fun….a community type social atmosphere where you can have conversation, show off your socks and hell….spend $33.00 dollars. Now I am not telling you to place a barber shop inside your dealership (No A Bad Ideal)…but what I am introducing to dealers, their managers and employees is “Change Your Business Model”
I immediately began to research the area around certain Neighborhood dealers in our growing network, monitoring the behavior of local businesses, i.e. new business openings, lay-offs, industry types and their consumer traffic flow…etc. I created a process which allowed 90% accurate monitoring 30 miles around 10 dealerships in 5 different market areas and the first thing that we noticed was a consistent number of New Parts and Service Centers that were being established, not related to any manufacturer or local dealer and through;
- Internet Based Programs,
- Social networks,
- Automotive E-marketing
- online surveys
….the behavior of the market place supported this new growth and opportunity. Consumers had began to keep their trade-ins…..rather than buying a new or preowned vehicle, the trend reported more consumers were servicing their vehicles, painting and customizing them…….at that moment my reticular activating system begin working over-time…..I expanded the research to include a larger marketing area, I began to separate Franchise dealers from Used Car Centers….yet the data was the same and the increase continues. There is opportunity in a down market, and in the 14 years of doing this automotive thing…..NEVER have I experienced an industry-wide down turn, like that we are currently in, but just as GREAT as the down fall is…….My reports reveal The Opportunity is even Greater and expanded beyond our researched areas……………………….
So here is my quest, my suggestions, my professional opinion, “Change Your Business Model” and do it right now, through a series of strategic automotive processes and procedures you can almost immediately increase your service, parts and accessories market in 60 days…….the only investment you would have to make is after the first 60 days, only then implementing creative services to maintain your All-New customer base, while they are visiting your dealership. SCD, (Systematic Concept Duplication) can be implemented into your everyday activity, while focusing on your Fixed Operations, Parts, Accessories, Body-shops, Custom Wheels, etc………Variables is suffering….across the board, so why not allow this new opportunity to cover 80% or even 90% of your bottom line, while you reorganize the front end of the store. The goal is not to always sell more cars, but to make a larger profit, does it really matter where that profit comes from?……this is a real trend with real methods that will create a residual flow of quality traffic. The New Automotive Industry should be controlled by us, not a group of outsiders, who have also noticed this trend, how long will this last? I Do Not Know, but this area of new potential growth is large and wide-spread…NO ONE Business has closed in on this growing market, NO ONE!!
The move is 95% mental….refocus, realign and re-organize, this project will take additional time, extended hours and STOP HIRING SALES PEOPLE and start hiring mechanics, porters, oil changers and service advisor’s…..but not until you implement SCD into your activity and become over whelmed with traffic and new profits. Who am I…no body, you can do this yourself……I have no problem sharing with you the step by step process that must be completed, the monitoring you will have to and the reports that must be generated or just call me (919) 935-9146. I do not us anything but what you already have and then I make it better!!! My tools of operation include the following FREE services managed online, along with your website, your location, your hours, your people, your toll free number, your email addresses and your will to turn a profit.
The questions should be, How Cam These Services Increase My Business?……the answer is they all have people who know people, who talk to people over the Internet. Social Network Marketing is more than just signing up, I have determined the series of processes that links your dealership to people which equals profit. There is science in the car business!!!!
- Constant Contact
- MSN Live
- Sales Genius
- Merchant Circle
- James List
- Craig’s List
Bill Cole Automall
Dr. Harold Elam Jr
Automotive Business Development
Route 460 Green Valley
Bluefield, WV 24701
The Neighborhood Dealer Project