May
20
By Mike Gorun  //  Be the First to Comment

Dealer Currency Helps Grow Gross Revenue on Every Sale While Retaining Customers

I recently had the pleasure to work with a very innovative dealer who implemented the concept of “dealer currency” in his dealership with great success. Dealer currency allows you to eliminate cash discounts on sales (in both Variable & Fixed Ops) by instead issuing a form of “dealer dollars,” redeemable anywhere in the dealership for the future purchase of parts, service, accessories, or towards a future vehicle purchase.  This creates a true “win-win.” It satisfies the customer — as they feel they have received the value […]

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Mar
26
By Mike Gorun  //  Be the First to Comment

Retention, Loyalty or Acquisition Marketing?

Business man looking at wall with a bright question mark

We all want new customers. And it’s certainly mandatory to retain a customer to create a loyal one. But how we market our dealerships is increasingly important — as each form of marketing will deliver different results. The three terms: loyalty, retention and acquisition marketing, all have their own distinct meanings and should be used to satisfy different goals and objectives. While they are often not distinguished differently within most dealerships, they truly have different meanings, and will generate different results. According to the experts […]

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Feb
23
By Mike Gorun  //  Be the First to Comment

When Will I See You Again?

Moving out from the crowd,one red the rest white

When will I see you again? No, I am not talking about the 70’s pop song, although the lyrics just may fit the content here. I am talking about the continued trend in customer defections from our dealerships. Customer’s defect for many reasons and the longer an individual owns a car, the harder it can be to keep that customer. It’s not necessarily because the dealer does a poor job of providing an acceptable level of customer experience. Let’s face it, everyone’s life changes. The […]

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Nov
26
By Mike Gorun  //  Be the First to Comment

Will Speed & Efficiency Give AutoNation A Competitive Edge?

AutoNation_Corporate_Headquarters_2010_Ft_Lauderdale_Florida

The largest complaint that consumers have when considering a vehicle purchase is the fact that the process takes too long. Even with all the new technology processes that dealerships have employed over the past few years, the purchase process is still as long and cumbersome as it was twenty years ago. AutoNation recently started to roll out a vehicle purchase program, transferring much of the buying process online. It promises consumers a 30-minute in-store automobile purchase transaction. It would seem that AutoNation listened to the […]

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Nov
18
By Mike Gorun  //  1 Comment

It’s All a Matter of Perspective

Key of Perspective

When did you last walk through the customer entrance of your dealership and look at what is truly being experienced by the customer? Forget for a moment whether a sales consultant’s work area is messy, or if there are smudges on the windows. Let’s look a little closer at what a customer could see, hear or feel when they interact with your dealership in any department. What’s really taking place behind the doors may be a real surprise to you. Taken from a customer’s perspective, […]

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