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Automotive Advertising Agencies Must Promote Training To Help Them Sell More Cars And Services

Posted on June 12, 2019 in Uncategorized

To train – or not to train – is not the question according to automotive advertising agencies who understand the importance of investing in the people part of the sales and service process by providing training before, during and after the sale.  Training has often been considered as an afterthought by auto dealers who have enjoyed the luxury of having more customers than cars with a never ending supply of salespeople and service writers who earned a higher than average income for their efforts.  Today’s consolidating auto industry has changed the math for auto dealers who now have to deal with shrinking sales volumes, reduced profit margins and the resulting loss of a ready willing and able sales and service staff whose incomes have been reduced along with dealer profits. 

Automotive advertising agencies have always been tied to their auto dealer clients bottom line – whether they knew it or not – and today’s automotive advertising agencies are realizing that their areas of responsibility do not stop at the front door of the auto dealership.  Automotive advertising plans geared for the Internet using digital marketing platforms coupled with internal sales and service processes powered by integrated technologies provide efficiencies that allow auto dealerships to operate with reduced budgets and support staff in sales and service. 

Unfortunately, many auto dealers and automotive advertising agencies have been operating with the false sense of security that the people aren’t as important as the technology and/or the processes that they have applied to replace them.   That is as untrue today as it was yesterday. People still like to do business with people that they like and human nature has survived on the world wide web.  The real solution for auto dealers forced to operate with fewer sales people and service writers is to train them in the use of the new technology, however, not at the expense of training them in understanding human nature and proven old school best practices to sell a car.

New technologies and automotive advertising applications include training solutions that offer efficiencies similar to other sales and service processes that have been applied to reduce expenses for auto dealers.   However, even the best training system can’t teach someone to be a nice person and/or to place their customer’s interests ahead of their own.  These applications must be coupled with people skills that are best hired vs. taught and they start before the sale or even the hiring of the sales person or service writer ever begins. 

Internet based applications like Hire The Winners help human resource departments sort through applicants in the hiring process.  Their focus is on personality traits and people skills surfaced in a series of videos posted on a site that is linked to help wanted ads.  This screening process allows the auto dealer to determine how the applicant will react to various real world scenarios in the sales and service process.  Applying this filter before investing in training and lost sales opportunities caused by a bad hire provide an R.O.I. that can be easily verified with improved employee retention, C.S.I. / S.S.I. scores for the dealership and incremental increases in sales and service productivity by a well screened employee.

Similar advantages in training during the sales and service process can be applied by applications like DealerMouth that allow sales and service staff to promote themselves through their own websites hosted – and monitored – by the auto dealer to promote best practices.  This ongoing training by senior management compliments the desire by the automotive advertising agencies to extend the reach and frequency of their online automotive advertising messaging beyond the auto dealerships websites and or third party automotive advertising platforms.  Training by example is a proven practice that can be applied on the internet super highway in the virtual showroom much like it used to be applied in brick and mortar facilities.

Newly developing applications focused on enhancing the sales process with integrated training components are also in development.  Applications designed for kiosk, desk top and even mobile platforms promise to support sales and service staff before, during and after the buying and shopping experience for customers.  Providing sales people and service writers with best practices and word tracks to enhance the customer experience during their sales and/or service presentation will empower the staff by offering them relevant information to help the customer make a buying decision.  In addition to increasing their individual productivity on a real time basis, there is a residual benefit of training the sales and service writer who will be better able to apply and retain the information built into their more consistent presentations to their customers.  

Automotive advertising agencies are tasked with evaluating new technologies and automotive advertising applications to provide more for less for their auto dealer clients.  The presumption that these technologies can – or should – replace people in the process is misguided if it doesn’t increase the productivity of the people that remain.  Training will increase the R.O.I. that auto dealers receive from their staff.  More importantly for automotive advertising agencies is that training will directly impact the auto dealers bottom line which is certainly part of the job description for automotive advertising agencies in today’s challenging auto industry.       

Career Choice: Automotive Systems Technology

Posted on June 11, 2019 in Uncategorized

Bobby Ventura, a lanky 6’2″ blonde-haired blue-eyed high school junior, is a self described home mechanic who enjoys tinkering with his screaming yellow ’97 Mustang at every opportunity he can get. Having an uncle who runs a garage helped him to land his first car several months before he obtained his driver’s license.

“I’m not much for studying, but auto shop has kept me focused. I plan on working for my uncle when I graduate from school and I’ll take night classes at Tech to get my AAS in Automotive Systems Technology. Cars have changed a lot over the years and my uncle wants someone who can not only turn a wrench, but be able to read a computer. Today’s cars have much more diagnostic stuff to figure out and that is what I am going to learn at Tech,” Bobby quipped.

Cars have changed and the market for new mechanics has changed as well. As older mechanics retire, they will need to be replaced by professionals who not only know cars from bumper to bumper but can also understand computer software. Installing a K&N cold air intake is still a necessary skill, but many repair shops now want students who can understand and fix global positioning systems, such as OnStar, which are found on many vehicles today.

Indeed, new cars such as the BMW 7 Series come equipped with fiber optic cables which connect the navigation system, cellular service, radio, and CD player. Hybrid cars, too, have introduced a whole new area of specialty and with the hopeful introduction of hydrogen powered vehicles in a decade or two another area of expertise will also open up.

Bobby’s guidance counselor, Ted Winslow, is pleased with his career choice. “Bobby identifies with fixing things and he is quite good at what he does. I can’t see him sitting behind some desk when I know that he is much more interested in working underneath the hood of a car, installing a cold air intake, replacing a radiator, or swapping out a heater core. Besides, if he does really well someone like BMW may hire and train him and their mechanics can make over 100K per year.”

If the student in your home is contemplating his or her career choices, exploring the automotive technology field is worth a look. A general shortage of highly skilled mechanics ensures that the brightest students will find work and be paid quite well. Bobby Ventura is starting his career off right by attending technical school where an AAS degree in Automotive Systems Technology is certain to point him in the right direction.

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Car Repair Service

Posted on June 9, 2019 in Uncategorized

Car repair service is something that it’s worth spending some time doing a little research about in order to find a  shop that’s a good fit for you and your car. As with most services, it  pays in the long run to spend some time shopping around for a good, honest car repair shop.

Time spent finding the best Boulder auto repair facility for you and your car is an investment of time and effort that will give you peace of mind and could potentially lengthen the life of your car. It’s something that you should only have to do once or at least not very often because once you find a good auto shop, you will become a long-time, loyal customer for many years to come

Perhaps one of the best indicators of a quality Boulder car shop is the word of mouth that gets around about it. In Boulder, word can spread quite easily via the student population at the University of Colorado, especially with all the social media avenues of communication that students use every day, including Twitter, Facebook and MySpace.

So, in the context of social media at CU, a good repair shop can quickly have loyal customers who are willing to let others know about the best Boulder car repair service they have found in town because it just outshines all their previous experience with other shops in the past. Do some searches in Twitter or Facebook looking for students talking about their experience with local car shops.

Another place to find Boulder locals talking about local repair shops is on some directory type of websites that allow readers to write reviews. When you do a search in Google for Boulder car repairs, some websites you will find in the search engines will have customer reviews. You need to be a little careful here and not swallow everything you read whole.

Sometimes a review will smack of a competitor trying to bad mouth a decent repair shop. If most of the reviews are positive and plausible, one or two really negative reviews would not necessarily steer me completely away from a car repair shop, especially if the auto shop has been in business for several years.

Having said that, if I find numerous negative comments about the same Boulder repair shop on several sites by different people, that will get my attention and I will probably not consider trying that shop.

Another tip for selecting a good car repair shop in Boulder is to choose an auto shop where the technicians work on several different makes of cars-both foreign imports such as Volkwagen, Subaru, Toyota, Honda, Audi, Porsche as well as domestic cars such as Ford, Cadillac, GMC, etc. You will be able to tell by the Yellow Page ad or the shop’s website. For example, the local shop called Bolder Auto has a website where they talk about what specific makes and models they like to work on.

When a mechanic has a variety of experience working on different makes and models, it gives him a much greater understanding and insight into how cars work (or don’t work), not just for repairing a Toyota but Subaru, Honda, Audi, VW, Porsche–any brand.

It’s always a good idea to ask the person you deal with at the local Boulder shop if the guys who will be working on your car have Automotive Service Excellence certifications which are also known as ‘ASE certifications’. These ASE certifications are a good way to validate a mechanic’s skills to work on any type of vehicle. These are national certifications and not specific to Boulder or Colorado only.

Another tip for finding a good Boulder car repair service is to start looking before you actually need one. Then you won’t have to settle for just trusting that the repair work will be done correctly because you have no choice.To start, find a local shop that’s running a special for an oil change or some simple service you need and make an appointment. See what  kind of experience you have and go from there.

There are lots of Boulder car repair shops to choose from, so narrowing your choice before you actually take your car to the shop will require a little time applying the tips above to find the shop that best fits your need in the local Boulder community.

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