Texans like to brag that everything is bigger and better there. If they’re talking about Austin’s Lisa Copeland, managing partner of Fiat of Austin, even Chrysler Group CEO Sergio Marchionne agrees. After all, the Texas dealership has been the top Chrysler/Fiat retailer in North America since the brand returned to the U.S.
Marchionne recently flew to Austin to congratulate Lisa and her team on their record-breaking Fiat 500 sales, adding, “Lisa is also an incredible salesperson herself, an excellent manager, and a dynamic leader, and what she and her team have achieved here at the Fiat of Austin store is unprecedented.”
Okay. What is it that women do not like about buying a car from a dealership?
The list is long, but first and foremost most women do not like the way they are generally treated when they visit a dealership. Trends are improving, but many dealerships still operate under the Good Ole Boys syndrome. And until these facilities reach some degree of equal saturation by women employees, the common disrespectful old-school attitude displayed by many male sales personnel and even management toward potential women buyers will continue to show itself at the dealership. This is primarily influenced by positive and progressive management that recognizes the commercial value – profit - of understanding and welcoming women buyers.
The final sales numbers from 2013 are in, and Fiat of Austin is the Number One FIAT retailer of all time, selling more than 2100 cars since the brand’s return to North America in 2011. The number-two dealer (out of 210 dealerships nationwide) was almost 600 units behind! Lead by General Manager Lisa Copeland, FIAT of Austin has been the Top Selling dealership in the United States in both 2012 and 2011 as well. Fiat CEO, Sergio Marchionne recently praised the dealership for its accomplishment, saying “In the life of every major organization and its people, there are defining moments that go down in the history books.”
Graff Chevrolet is proud to serve the auto dealership needs of cities such as Bay City, Midland, Saginaw, Mount Pleasant, Essexville, Pinconning, Coleman, Sanford, Carrollton, Frankenmuth, St. Charles, Birch Run, and Zilwaukee. They provide exceptional customer service, a warm and friendly environment, are heavily involved in community events and recently completed their training to become AskPatty.com Certified Female Friendly®.
Note: The population of Bay City Michigan is 33,780.
Event: Facebook initiative aimed at reaching women and families to build stronger brand perception of Graff Chevrolet as a welcoming family friendly place to shop for and maintain their cars.
Event Name: Cutest Baby Photo Contest
Link to Contest Baby Photo's on Graff Chevrolet Facebook Page.
Launched: March 26, 2012 - April 2nd 2012
Promoted through Facebook, Twitter and Word of Mouth
1. Facebook Fan Base grew from 960 to over 3600, a gain of 2600 during the 7 days of the initiative
2. Capture of over 2600 new opt-in new contacts for women to send follow up marketing and advertising
3. Sold 2 New Family oriented vehicles
4. Highest level achieved in interactions with women on Facebook
5. Low attrition rate of new Facebook fans gained during initiative (-70 in 30 days)
Quote from Lisa Kusey-Rechsteiner Graff Chevrolet, Inc. General Manager on the success of the initiative:
"We weren't really sure what to expect. We knew that the Great Lakes Bay Region has many adorable babies, but weren't sure as to how many photos would be entered into the contest. What a terrific community turn out! We received over 560 baby photos to enter into the contest. Many of these photos still receive daily visits and
comments on Facebook yet today, which is two weeks after the contest conclusion. This couldn't have been facilitated without the help of our internal T.E.C. (text, email, call) Center and our website company Xspond out of Brighton, Michigan."
Congratulations to Graff Chevrolet!
Spent a week in Vegas leading up and over Super Bowl weekend immersed in the world of car dealerships, auto makers and the best and brightest minds at the Digital Marketing Strategies Conference (DMSC) and attending the National Automobile Dealers Association (NADA) convention. Wanted to share some highlights to give you an insider view of what goes on behind the scenes with highlights of what happens when 20,000 automotive industry professionals gather in Las Vegas!
Digital Marketing Strategies Conference (DMSC) Tuesday - Friday
Best Speaker by far was Inspiration Speaker - Todd Durkin, CEO of Fitness Quest 10 Strategy. If you ever have the opportunity, run do not walk to hear this man speak! He will energize you and the entire room.
Fitness Quest 10 is a premier health and human performance facility in San Diego CA. We specializing in Sports Performance, Personal Training, Massage Therapy, Pilates, and Yoga. Owner and founder, Todd Durkin, is a leader in the fitness industry training athletes like LaDainian Tomlinson, Drew Brees, Carson Palmer, and Reggie Bush just to name a few. Todd’s passion for health and fitness has lead Fitness Quest 10 to be recently named one of the top 10 training facilities in America by the nationally publicized Men’s Health magazine. To find out more information about Fitness Quest 10 please visit his website at www.FitnessQuest10.com.
Lots of thought leaders and awesome workshops during DSMC on social media strategies and connecting with shoppers at ZMOT, Winning the Zero Moment of Truth, a new Google 75 page FREE eBook. Attended social gathering galore with some of the brightest minds in the industry. Had the opportunity to keynote on "What is Your Strategy To Dominate Your Market with Women Buyers?" to rally dealerships to deliver a WOW experience to women.
Thank you Brian and Glenn Pasch and PCG Digital for including me in this powerful thought leader educational event.
Go here to watch the video highlights of the DMSC Conference.
I was going into work one day and my thoughts were focused on selling a car. I had a couple of bad days where it seemed like everything went wrong. The “Up” I had turned out to be a “Bogue” that was also “Upside Down” in his trade…No deal.
The next “Up” I got wasn’t much better off…He was “Hooked” so bad he didn’t have a chance of doing anything. Then I had a “Be Back” that wasn’t much better off than the first two
“Fresh Ups” I had earlier…He was “Clobbered” and reminded me of the guy I had last week that was “Buried.”
When it comes to Car Business Language & Lingo terms and jargon, the finance manager and sales managers have a couple of terms that they like to throw around. Sure, they use all the other terms that we already talked about, but they have a couple of terms that are more directly related to the specifics of working a deal. The first term is called…
So you’re looking for a new or used vehicle, and you have a vehicle that your trading in. The problem is, you know that you’re “Upside Down” in your trade. You are well aware that you have negative equity of say $5,000 (at least that’s what you think it is), but no problem…You’re gonna trade anyway.
When it comes to having negative equity and or being “Upside Down” there seems to be several other terms in a car dealership that salespeople use to describe your problem. In fact, having negative equity and the related car business language and lingo that go along with it probably wins the prize in terms of different phrases for negative equity which leads up into the next term which is…
The next term thrown around in a car dealership might lead you to believe that maybe someone is going on a cruise. Or perhaps maybe they are going water skiing. You might even think that maybe there was some kind of a boat party out on the water. This is more of an old school term as I don’t hear it too much in todays market. The term refers to someone paying full list price for a vehicle. Now you might think that’s a “Lay Down” which it is, but there are several terms that have more than one meaning. Let’s just say a “Lay Down” has a couple of synonyms with the first being…