Dealer InLine

Resources

  • talk to me dealer inline

    These days, dealers may get so focused on texting, messaging, emailing and chatting that they may be overlooking that staple of person to person communications, the phone system. Let’s start by looking at your actual phone number. Is it a local number? Or is it a 1-800 number? Most Canadians are apprehensive about calling that type of number. It just isn’t friendly. Now that almost every phone package allows you to call Canada-wide, toll free numbers aren’t necessary, and may even hurt your brand both visually or through online organic gains. But depending on your marketing efforts, a boutique number would be beneficial. For a monthly cost you can purchase the rights to a toll-free number that “spells” out a word for easy communication, for example, 1-888-LAVALVW. Make sure your local phone number is everywhere—within the website, on your business cards, on the floor mats, etc. And make sure your Read More…

  • employee experience at dealer inline

    It’s one thing to hire an employee, it’s another to keep that employee satisfied. And still another to make him or her a good brand ambassador! How can you make that happen? For starters, as an owner, you cannot build a good brand ambassador if you’re not a good brand ambassador yourself. It works from the top down. It doesn’t matter who you put in place. You need to lead by example, and if you can’t, maybe you should stop reading from this point on! There’s no question that you have to start with the basics. In the last column, we talked about the best ways to hire the type of candidates that have the right personality and skills to represent your brand and your dealership. A big part of that includes harnessing the cool technology that has been developed to make your job easier. That includes human resources software, Read More…

  • When was the last time you took a good look at what goes on in your dealership’s human resources department? Your HR department wears a whole wardrobe of hats. They have to act as compliance police, do payroll, training, employee relations, change management, compensation analysts, and, of course, recruit and hire employees. Their work in your store makes them a consequential and key force. That’s especially true when you consider that, according to research, anywhere above 50 employees requires one formal HR manager. So at 100 employees, you would need two. And with 1,000 employees, you’d need 15 plus. Even smaller mom ’n’ pop stores generally have about 50 employees in total. Dealer groups with multiple stores would easily have 1,000 employees, if not more. Recruiting top talent When it comes to hiring those employees, there are an infinite number of ways to go about this. Some imaginative dealers have Read More…

  • Did you know that according to Statistics Canada, by 2031, 28 percent of the Canadian population will be foreign born? And the number of visible minority groups will double? That means there’s likely a significant ethnic market not far from your doorstep right now! So what are you doing about it? To start with, the team at your dealership may already be made up of some of those ethnic groups. That’s particularly true if your dealership is located in a major metropolitan area. The dealer principal needs to understand what brands are favoured by certain ethnic communities. For example, Ford is popular with the Sikh community in the Greater Toronto Area. The Ford dealers there have a mixture of Sikh staff, and sell many Mustangs and F-150s. It may take some soul searching for the dealer to find who and what the market is, and putting the right ratio of Read More…

  • Do your customers know what sets your dealership apart from the pack?   When your customers look out at the automotive retail landscape do they see a difference between your dealership and all others? If they don’t, then why would they buy from you? What makes you stand out from the rest? If you’re not setting yourself apart from the competition, it’s time to start thinking about your USPs (Unique Selling Propositions). In other words, you need to make sure consumers see you as different, and offering more than your competition, and one of the ways to do so is by advertising your USPs. Solid USPs are vital. Are people visiting your store because you happen to be a convenient option, or are they doing so because they actually want to do business with you? Strong USPs can make all the difference.   Defining your USP If you’re not sure Read More…