Entries by Brett Sutherlin

Are You Missing Out on a Large Population of Customers?

Many dealerships reap the benefits of employing staff that speak fluent Spanish for the simple reason that an increasing number of Spanish speakers frequent today’s dealerships for both sales and service. Language barriers can be a problem when it comes to service recommendation upsells or relaying the value of a vehicle, its features and, ultimately, […]

To Price or Not to Price: That is the Question!

In this modern age of transparency, dealers can get somewhat confused on the subject of pricing. Should they provide upfront pricing on their website, or ask customers to engage with their site first before receiving the dealership’s best price?   The industry is pretty divided on this topic, with consultants, trainers and others on both […]

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What Data Really Matters to Dealers?

  Conference season is upon us. As dealers go from seminar to seminar, and presentation after presentation, it can cause mass confusion about what data really matters. As a dealer, you may well be asking yourself, “What data should I really be watching at my dealership?” Well, let’s keep it simple! Over the years I […]

Scripts Are For Actors, Not Your Websites

Have you ever eagerly awaited the release of a great new movie? Anticipation mounts as release day approaches. Then you go and see it, only to leave disappointed. I’m sure I can name plenty of box office bombs which were initially hyped up and expected to be box office blockbusters. If you look at the […]

For a Profitable Service Department, Don’t Get Tired of Tires!

91% of service customers defect once they are out of warranty, and those are a dealership’s most profitable customers. What can your dealership do to help retain these valuable customers? Tire sales can easily distinguish your dealership from its competition and decrease defection, but only if they are promoted and sold differently than how most […]

Four Things You Need to Be Successful at SEO

Search engine optimization can be a confusing thing. As search engine algorithms frequently change, many find it hard to keep up with the latest trends and best-practices in order to maintain high website rankings. Well, the 800-pound gorilla in the room is Google which, according to the 2018 Search Market Share report by SparkToro, commands […]

Where Oh Where Has the Service Department Gone?

Arguably, one of the most important marketing channels any dealership has is their website. Think about it. How much money do you spend simply to get customers there? When you combine all marketing efforts including, but not limited to, SEO, SEM, some third-party listing sites and more, dealerships spend tens of thousands of dollars (or […]