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Articles by Chana Chava Perton
How car dealers are leveraging TikTok to drive sales [+8 tips for success]
As social media platforms continue to evolve and gain popularity, businesses are constantly looking for new ways to engage with customers and build their brands. One platform that has emerged as a potential opportunity for car dealerships is TikTok, the short-form video app that has taken the world by storm.
How can car dealers prepare to serve future EV customers?
As EVs settle firmly into a mainstay, dealerships must regard their role in the coming electric future. True, internal combustion engines (ICEs) are not going anywhere soon; many projections don’t have ICE sales peaking until the late 2030s.
Which Jewish Tribe Do You Belong To?
One of my favorite parts of any Olympic Games is the Parade of Nations during the opening event. Something is riveting about how each country’s athletes walk together, united by their uniforms and costumes, proudly waving their nation’s flag. It is an incredibly patriotic moment. There is something intoxicating about cheering on sports in general.
A Little Skin In The Game: A Jewish Response To Circumcision Regret
Sex and the City’s (SATC) reboot, And Just Like That has stirred up nostalgia for some, though not always in the way the show intends. For one Aussie, the new show is a painful reminder of what he lost. Introducing his lengthy post, Reddit user Bobo7ate writes, “Just over 20 years ago, that show lead to the biggest mistake I have ever made: getting circumcised.” He explains how one episode featured a love interest who was still ‘intact’ and how the female characters shamed him for it.
The Unexpected Connection between Tu B’Shvat and Witchcraft
Tu B’Shvat and witches are an unlikely pair but the two have roots that go farther back than one may think. Interest in witchcraft has been rising in the last few decades, particularly among women, millennials, and minorities. There already was a growing movement toward the occult in the second decade of the 21st century, but the pandemic kicked it into high gear. Suddenly Google searches for tarot exploded, psychic services grew to a billion dollar industry, and WitchTok became a thing.
Should car dealers be concerned about vehicle hacking?
To the Editor: I would be curious to know how many dealerships and OEMs are actually implementing cybersecurity policies and technology safeguards. Within the last three years, I have purchased two Acura vehicles. While I utilized the same salesperson for both, different “technology gurus” at the dealership walked me through the revolutionary features and abilities I never had in my older vehicles (e.g., brake hold, which I use every time I drive).
Improving engagement with multichannel marketing
CBT News is a multimedia platform where top dealership professionals go to stay ahead and learn how to sell and service more vehicles more profitably. Automotive industry professionals learn the latest automotive news, sales and management training, best practices and so much more.
How dealers can attract and retain female staff
CBT News is a multimedia platform where top dealership professionals go to stay ahead and learn how to sell and service more vehicles more profitably. Automotive industry professionals learn the latest automotive news, sales and management training, best practices and so much more.
Trump vs. Biden on the future of the American automotive industry
The current 2020 presidential candidates diverge on many issues, and the US auto industry is no exception. For undecided voters, it can be challenging to sort out who takes which position. Here are some points to consider as we head… Join now to view this exclusive content. Click here to subscribe or login.
Dealerships team up with charitable organizations
Dealerships team up with charitable organizations Charities have been especially hard-hit by COVID-19. Many previous donors might be in financial straits themselves, and limits on gatherings and events further challenge fundraising efforts. At the same time, needs have grown, with more people than ever relying on… Join now to view this exclusive content. Click here to join or sign into your account. Chana is an freelance journalist for Atlanta Small Business Network
AAA Report Shows How Active Driving Assistance Performs in Real-Life
There’s a lot to look forward to when it comes to fully autonomous vehicles (AVs) like safer roads, reduced greenhouse gas emissions, less traffic, and more time for riders, to name a few. However, while we are on our way towards that future, we aren’t quite there yet, as a new AAA research report makes clear. The report looked at how well active driving assistance systems (ADAS) perform in real-life road tests. What they found was not encouraging for consumers hoping for hands-free drives soon.
Carmakers Remain Hopeful Despite Disappointing Q2 Sales Results
General Motors CEO, Mary Barra - Photo by Nancy Borowick, The Verge Though not unexpected, the continued downward trajectory of car sales this year still hurts. Overall, top brands such as Ford, Fiat Chrysler, and General Motors saw drops of over 30% in comparison to last year. The hope is that as production begins to turn back on and areas open more, the market will rebound. While this remains to be seen, there are some silver linings among the losses.
Dealers and Digital "Reveals"
Last Thursday Ford revealed the 2021 F-150 in a prerecorded reveal. The forty-five-minute event was hosted by actor Denis Leary and was streamed through YouTube, Facebook, and Twitter. Ford’s digital reveal is the latest example of manufacturers using online platforms to adapt to the COVID-19 marketplace. Earlier this year, several brands took similar steps when the 2020 Geneva Motor show was canceled.
Effortlessly Improve Your Calls-to-Action (CTAs)
Calls-to-Action, or CTAs, are prompts sprinkled throughout service and marketing materials. Typically written in imperative verb form, CTAs lead customers along specific routes by urging them to take desired actions. They create clear paths to purchase, removing barriers that might otherwise dissuade customers from going further. Some CTAs you may be familiar with include “Join Now,” “Free Trial,” and “Let’s Chat.” CTAs are compelling when used correctly.
Benefits of Video Testimonials
Customer reviews make a big difference in how customers hear and think about your business. Even before COVID-19, video testimonials were gaining attention as a feedback medium for the many benefits they bring. However, now, with many companies struggling to stay afloat after extended shutdowns, stay-at-home orders, they are emerging as especially potent tools. Here are four reasons why.
Creating Lifetime Customers in Post-COVID-19 Commerce
COVID-19 forced companies and consumers to adapt rapidly to stressful circumstances. E-commerce became pivotal, and contactless service a necessity. The script for how we interact with each other has been fundamentally rewritten over the last months. These learned behaviors aren’t going away any time soon. Even after restrictions lift, reports from early-opening states indicate that business isn’t returning to pre-coronavirus levels overnight.
Tips for Cross-Device Car Shopper Satisfaction
Moving into the digital age has, in many ways, made car sales easier. Suddenly, there’s access to a much wider audience, with tools that allow for increasing marketing optimization. However, with the proliferation of devices, things have become a little trickier. It’s become clear that websites aren’t one-size-fits-all; what works on a desktop doesn’t necessarily translate well onto a smartphone and vice-versa.
What Dealers Can Do Where Sales Aren't Permitted
At the end of March, the New York State Automobile Dealers Association (NYSADA) announced that dealers could once again sell, as long as they followed specific COVID-19 measures. NYSADA’s battle to grant dealers this permission is a story playing out across the nation as dealers grapple with an ever-changing landscape of coronavirus legislation. Continuing Essential Services The gist of the problem is whether or not selling cars is considered an essential service.
How OEMs Are Adapting to COVID-19
While many aspects of the novel coronavirus remain unknown, one thing that is becoming abundantly clear is that COVID-19 is wreaking havoc on the automotive industry. Economic and social factors have already impacted shopping patterns, and with the spread of the disease, manufacturers expect significant supply chain disruptions. At this point, the industry is bracing for a substantial financial blow.
Carmakers Shifting Gears to Manufacture Critical Supplies in COVID-19 Fight
Manufacturers Ford and General Motors (GM) are joining the fight against COVID-19. The carmakers are partnering with medical supply producers to help scale the production of much-needed equipment. This news comes after the large automakers agreed to suspend vehicle production as a precaution against the quickly-spreading virus. UAW President Rory Gamble applauded the move, saying, “This will give us time to review best practices and to prevent the spread of this disease.
Common Mistakes in Digital Retailing and How to Avoid Them
Digital car deals are not just here, they are inevitable. Trends across all retail sectors show increased reliance on the internet to find, weigh, and complete purchases and the automotive industry is no different. Much has been said on how dealerships can break into the digital arena and start engaging successfully with their customers online.
Digital Marketing Through Video: How to Do It Well
Video is a powerful sales medium. According to Wyzowl’s State of Video Marketing 2020 report, the gains can be tremendous–and unexpected. Wyzowl found that in addition to increasing traffic and sales and generating leads, video marketing can even decrease the number of support calls a company receives. It’s also easier than ever to generate video content. From quick chats on Facebook Live to professional shoots, there are video options for all price points and digital fluency.
Making Mentorship Programs that Pay Off
A mentorship program is a valuable tool for dealerships. While training gives a new hire your standards and practices, mentoring imparts nuance. Mentors deliver the more subtle aspects of your dealership culture and can cover training material with more detail and personalization than regular training programs can. That said, many dealerships see mentoring as simply pairing veteran staff with new employees.
How to Incorporate Charity and Community Give-Back into Your Dealership Branding
In addition to being inextricably connected to their phones, Millennials are known for their passionate support of causes. As consumers, they prefer products and companies tied to global and communal improvement. There are many ways to make giving part of your dealership culture, but to truly stand out in the current market, you want to incorporate it into your brand.
Ford and Bosch Utilizing VR in Mach-E Training
Ford Motor Company and tech supplier Bosch have partnered to create a virtual reality training program for the Mustang Mach-E. This new program will allow technicians to learn how to service and maintain the all-electric vehicle without needing access to a physical model.
Who Won the Big Game's Ad Battle?
Let’s be honest. At this point the Super Bowl is has become a vehicle for ads, kind of like chips are a vehicle for dip. The commercials between action have grown into a force of their own, creating a simultaneous competition running alongside the teams on the field. Hundreds of thousands of viewers who could care less about sports tune in every year just to see the newest over-the-top, heartwarming, and bizarre corporate agency offerings. Will there be dancing babies? Clydesdales? Celebrity cameos?
5 Tips to Effectively Manage Your Dealership’s Online Presence
Love it or hate it, at this point the internet isn’t just part of the everyday business: it’s a key employee. Whether it’s shepherding business through your website or getting the word out there via social media, the internet is one of the most powerful tools of the 21st-century dealership. But with great power comes great responsibility. As fast as the internet can grow businesses, it can also tear them down. Managing your dealership’s online reputation is critical if you want to succeed.
5 Icebreakers That Will Start a Sale Off Right
Most people are uncomfortable initiating a big purchase, especially a car. No matter how much research they’ve done before coming to your lot, most customers are shy to start, afraid to commit or bungle the deal. As a salesperson, your job is to break the ice and get the ball rolling. Here are five ways you can break the ice and start things on the right foot.
Skip the Jargon When Selling Cars
Anyone who is an expert in his or her field or who has a passion for what they do knows how difficult it can be to tone down the jargon when they’re asked questions. There’s something about jargon that provides a small endorphin rush in some. For one, there’s the veneer of sophistication that it lends to what’s being said. Language also fosters a powerful group identity. Of course, your customers aren’t part of that group and aren’t looking to become experts.
What Customers Actually Want in the Waiting Room
Wait time is a perceptual thing. Depending on many factors, time can either stretch or contract. When creating your dealership’s waiting room, you want to make customers feel like time is flying — or at the very least that it’s not being wasted. Generally, the factors that make a wait seem long is when the time spent waiting is unexplained, unoccupied and uncertain. No one likes waiting for no reason, being bored while waiting or not knowing when the wait will finally end.
6 Things You Need to Know to Make Good Sales Calls
The cold call isn’t quite dead yet. In fact, with so many people walking around with their primary phones in their hands all the time, sales calls are seeing a revival. It is more important than ever to make sure your phone pitch game is on point. This means working on the two most important moments of any call: right before you dial and right before you hang up. Here are three tips each that should help you make the most of every sales call. Before Picking Up the Phone #1.
Customer Rewards Programs: Do They Work?
The short answer is “yes.” The long answer is “yes, but…” As in, yes, customer rewards programs work, but they often aren’t working up to their potential. This means businesses could be missing out on the rewards that loyalty and incentive programs could bring. There are currently many popular customer rewards systems. Some of the most popular are: Cashback/Rebate Programs.
Improve Your Sales Strategy by Avoiding These 3 Body Language Barriers
It’s essential to have a strong pitch. But even before you say a word, you’re already sending signals that can make or break a sale. Though often unconscious, our body language can do everything from relaxing a customer to driving them off the lot, all before we open our mouths. This is why dealers should pay close attention to what nonverbal cues they’re sending, adjusting them as part of their sales strategy. Sales teams are reminded to smile, shake hands and be cognizant of personal space.
How To Sell More Cars With YouTube
The potential of the internet to sell cars cannot be understated. It is rapidly becoming the place that shoppers go before coming on a lot, and sometimes where they go instead of setting foot on the lot. It is critical for dealerships to set stakes online to excel in this new selling era, and a powerful tool for doing so is YouTube. The Benefits of a Virtual Showroom Dealerships today can harness YouTube to spread their brand, bring in customers, and convert many more.
Five Ways Dealership Managers Can Improve Their Leadership Skills
A manager’s greatest asset is their leadership skills. A good manager motivates their team, can delegate well and inspires long-term retention. While there are a few natural-born managers, the truth is that anyone can learn how to lead. Here are five ways dealership managers can begin improving their leadership skills right away. Locate a Mentor There’s no need to reinvent the wheel when it comes to leadership skills.
Do Dealerships Really Need Compliance Officers?
The quick answer is yes. Dealerships are required by law to have on-site compliance officers. Compliance officers help protect dealerships from violating state and federal laws that could lead to hefty fines or even jail time if they aren’t avoided or corrected. Right now, there are dozens of regulations on the books when it comes to dealerships.
Takeaways from J.D. Power’s 2019 U.S. Sales Satisfaction Index Study
J.D. Power just released its annual Sales Satisfaction Index (SSI) Study, and once again, Porsche has topped the list in sales satisfaction for a luxury brand. This consecutive win marks the company’s fourth title victory in five years. Mercedes Benz and Infinty ranked second and third, respectively. Meanwhile, Buick took home the first prize in the study’s mass-market brand category, with GMC and MINI following.
New Developments in the On-Going Auto Tariffs Saga
For the last several months, the Trump administration has pushed towards wide-scale tariffs on many imports. The White House sees these measures as part of a broader trade strategy, leveling the playing field for a more competitive US market. Tariffs would fall under Section 232 of the US trade law, which cites national security interests. The proposed tariffs are of particular interest to the automotive industry as they could affect 25% of imported cars and parts.
5 Top-Notch Social Media Strategies and Management Tools for Your Dealership
Things move quickly in the digital age. By now, most dealerships recognize the need for a stellar social media presence. Study after study shows that customers are spending increasing amounts of time researching, selecting, and shopping for cars online. But at the pace the internet and our use of it evolves, creating and managing a dealership’s social media identity can be a daunting assignment. To demystify the task, here are five strategies and tools top dealerships employ. #1.
For a Limited Time, 0% Interest is Back on the Table
Once a dealership staple, the 0% interest auto loan is quickly becoming a thing of the past. Zero-interest was an alluring auto boom incentive. In 2010, roughly 22% of US car sales took advantage of a no interest loan. However, with the changes in the economy, dealerships have quietly been abandoning the 0% option, raising interest rates by small increments. According to Edmunds, the percentage of these loans has decreased by 7.2% between 2017 and 2018, from 14.6% to just 7.4%.
Smart Mirrors to Make Fitness Fun and Convenient
Have trouble hitting the gym in the morning? Do you want to work out, but are uncomfortable exercising in front of strangers? New York-based startup Mirror is quickly solving that problem. The virtual fitness company obtained $13 million in funding to create a smart mirror fitness platform.1 This program will turn users’ full-length mirrors into a gym, complete with workout routines and one-on-one training programs.
International Women's Day: A Look at Women in the Auto Industry
With International Women’s Day coming up this Thursday, March 8th, it’s a good time to take a step back and to evaluate where the automotive industry stands regarding women in the workforce. At a time when women are inching closer to fifty-fifty representation in most fields, it is significant to note that women comprise only a fourth of the auto industry, with the bulk of that number being in sales positions, and smaller numbers in manufacturing and maintenance.
In your place: An open letter to the front of the shul
If you’re an Orthodox Jew on social media, there’s a rather slim chance that you haven’t read about the uproar surrounding a recent article in Mishpacha Magazine regarding men, women, graduations and cookies. That article has already generated several response pieces, some directly addressing the merits of the original argument, others looking at recent changes in our frum society that have led to the situation described.
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