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PSB 123s

PSB 123s: Tips for Twitter

1. Be engaging. “Twitter is a perpetual stream of conversation,” said Jay Mason of Dealer Spike. “Staying engaged will help you from becoming swallowed in the sea of social media. Post relevant and interactive material. RideNow Powersports (@RideNowPwrsprts) stays active and involved by posting a variety of types of tweets from traffic alerts, contests and pictures of events. Two tweets a month ...

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PSB 123s: Increasing new unit sales profit

1. Have a sales process in place that works and that the staff trusts. “How well does your staff follow your process when you are not looking? Do your customers understand, accept and respect your process?” Tom Orlando of The Dealer Team said. “If you never hear an occasional, random complaint about your sales process, you are not aggressive enough, ...

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PSB 123s: Customers you should be reaching

Customers who haven’t made a purchase. “Data mine every person that hasn’t purchased a unit. The real target there is the folks that haven’t purchased,” said Tad Kilgore of Traffic Log Pro. Referral customers. “People in general, and powersports’ enthusiasts specifically, trust the opinions of their friends and family,” said Ben Borchert of 50 Below. “One of the richest – ...

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PSB 123s: Metrics dealers should be managing

1. Number of leads. A dealer should make sure that all Web, phone, walk-in and show leads are accounted for in a lead management system, says Bob McCann of ARI. “All leads must be entered in one database to make sure that no inquiry falls through the cracks,” he added. “If you are forwarding any leads to salespeople directly by ...

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PSB 123s: Tips for Facebook

1. Set up a business page for your dealership instead of a personal profile. “When creating your Facebook account, set up a business page for added benefits that include unlimited likes (personal profiles are limited to the number of friends), the ability to monitor the success of your page using Facebook Insights and the added SEO benefit of Google indexing ...

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PSB 123s: How to increase PG&A profit

1. Bundle common accessories. “Put together discounted packages of accessories to make buying more convenient,” said sales trainer and Profit Xcelerator presenter Don Cooper. “You can create different types of bundles, for example, a ‘Safety Package,’ ‘Maintenance Bundle,’ etc. You can even create several levels of packages, for example, Basic, Enhanced and Premium, or Silver, Gold and Platinum. Customers save ...

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PSB 123s: Marketing tactics

1. Don’t inundate customers with too many messages. “Your mobile alerts should be relevant and timely. Don’t send them a series of messages promoting the same event or offer,” said Ron Cariker of 7 Media Group, also a Profit Xcelerator speaker. “If you did your job right the first time, your message was clear and concise, and the customer does ...

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PSB 123s: What your staff is wasting time on

Never having meetings about what is going on in the dealership. “At the end of the day, the dealership has to make money, or none of the employees will have a job,” nizeX Inc.’s Glenn Hancock said. “This means they have a vested interest in it doing well, but unless someone includes them in the decisions that are taking place, ...

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PSB’s 123s: How to save money at your dealership

How to save money at your dealership 1. Align your most valuable asset — your employees. “Most dealership employees I have encountered care a lot more about their store than we give them credit for as managers, and we do little to encourage them,” said Dave Waugh of Systematyx. That support could make all the difference.” 2. Think about what ...

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