Marc Smith
Marc Smith
machines
The machines got us into this problem. They are going to have to get us out of it.
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The beautiful thing about computers is that they are really, at their core, accounting machines. They love to count things. Social relationships are countable.
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Dealers have numerous people on their lots during the week, but a small percentage of those people actually get written up. But as we know, the more people you write up, the more cars you're going to sell. So, we'll present ways on how to maximize your opportunities through a sales process from the initial point of contact with the customer.
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Whether it's from Kelley Blue Book or the N.A.D.A. Official Used Car Guide Co., or any other source, you want to be sure that when you present figures to your customer you have some third-party validation to support your trade value that you're giving the customer for their vehicle. And you need that in print.
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Unfortunately, the location, size and age of this facility limit our ability to service our stores in the most logistically effective way.
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Whether it be a bottom-line figure or a payment figure, if you only present one number to the customer, you're really asking them to make a decision. But if you present them multiple options, or alternatives, then you're asking them to make a choice.
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Whether this customer drives in, phones in or clicks in, you as the dealer must develop an instant rapport with that customer and give them all of the information necessary to purchase from you. What you want to avoid is putting that younger buyer through a more traditional sales process from the past that when they finally weed through everything, they disconnect and go somewhere else. To succeed today, you must make sure these customers have the same experience on your lot that they had over the Internet.
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We'll then show how this will result in what's most important to the dealer and that's more gross profit.