Categories
Business Development Retail Car Lot

7 Ways to Win Google’s “Near Me” Search Wars at Your Dealership

“Near Me” Searchers Buy the Same Day

Did you know that 50% of consumers who conduct a local search on their smartphone visit that business within a day?
Interesting is the fact that 18% of those visit will make a purchase that same day. Even more stunning, is the fact that Millennials will buy 29% of the time on the same day. So it stands to reason that your business should ensure that it can be found in a “near me” search for all the categories and products you sell.

1. Being mobile compatible is not good enough.

Finding a product or service nearby used to require a combination of the Yellow Pages, a paper map, and a telephone — not the most convenient solution. Thanks to the powerful devices in consumers pockets and on their wrists, buyers can now quickly and easily find things around them. All you have to do is sit at a coffee shop or commuter train and you will see consumers figuring out where to go next, where to buy the products they are interested in and where to get service, all from their smart phones.

“Turning to our smartphones when we need something — a forgotten word, a better (used car) price, a movie time— has become a reflex”, according to Matt Lawson, ‎director of search ads marketing at Google.

Words like “near me,” “closest,” and “nearby” are increasingly common across the billions of search queries on Google every month especially in Automotive research. Searches like “Used Honda’s near me” and “Closest used car lot” are quite common. According to Google, search interest in “near me” has increased a staggering 34 times since 2011 and nearly doubled again since last year. The vast majority come from mobile — 80% in Q4 2014.
In a new article on Think with Google, Matt Lawson, says,

“We want things right, and we want things right away. As a result, the consumer journey looks markedly different than it did just five years ago. Instead of a few moments of truth, it’s a series of ‘micro-moments’ when we turn to mobile to act on a need.”

He call’s them “I want to go” moments, read more http://bit.ly/Iwanttogo

2. Make Micro-Moments, Awesome Moments

Consumers have become fast at Google “Sniping”. They are expecting the answer right away and expecting the site they find to provide those answers in an instant. In other words, we have become less tolerant of poorly designed websites and sites with a bad customer experience.

For example if a customer searches for “Oil Change near me” or “Service in Alden NY” they expect to find sites they recognize. Then when they tap into that site from their mobile device you better take them to a site where they can find service and oil changes and it better be an awesome mobile experience.

3. Embrace Google’s New Mobile Experience.

In Google’s latest round of changes to their awesome search algorithm they focused on rewarding sites with amazing  mobile sites. You can test your site by going to http://bit.ly/SEOFriend

Make sure your websites are “Mobile Friendly” or “Near Me” compatible. Think about it, if 80% of “near me” searches are preformed on mobile devices, which makes sense, what do they see when they search for your brand “near me”. In other words test it against the mobile tools out there such as Google’s mobile friendly tag

4. Taking Advantage of “Near Me” Search

I was at a used car super store last week, (Auction Direct USA) speaking about this subject with Scott Harvell and his team. I asked if he’s store was “Near Me” ready? He beamed back at me and said, “Go ahead and check.”

So I pulled out my smart phone and searched “used cars near me.” Auction Direct  was listed on page one, with the “Mobile Friendly” tag.

Looking around his showroom at the many customers, I realized how important it is to have a great website fully compatible with Google’s latest search.

5. Focus on Your Google Business Listings Again.

I was visiting a large dealer group the other day, while waiting in the showroom I searched “Nissan Dealer Near Me” and was horrified to find that the very store I was standing in somehow was listed as “permanently closed” by Google maps.

How much business is that costing them. You cannot loose focus on the importance of Google’s Business Listing. You should have someone at your company reviewing them monthly and adding photos and videos as often as possible to keep it fresh.

6. Focusing on Localized Search with Special Websites

Consumers seldom know where they want to buy a car, they tend to search for things like “used cars in Alden NY” or “Charlotte Used Trucks” as their opening volley. You will notice that Autotrader.com and Cars.com are dominant advertisers in that space. For good reason. Customers search for the product they want in the town they want it, twice as often as a business name.

However, buying a domain like UsedCarsCharlotte.com and pointing it at your main site does not work, because in the past black hat SEO heathens ruined this technique. They built hundreds of phony one page landing pages with static content to game the old Google algorithm. Google now penalizes businesses that use this technique and in some cases have practically black balled victim dealers using into obscurity.

On the other hand, Google loves content rich websites that complete their main goal “Relevance.” So the way to help customers find the car they want in the market they are shopping in, is to have fully functional websites. Similar to car.com or craigslist.com that list your inventory and allow a great mobile and desktop experience for your customers.
UsedCarAd.com ($499 per year) is a perfect example of an inexpensive way to get yourself a “localized” web site. It provides a full inventory search, specials, aged inventory and 10 separate contact points including an awesome stepped credit ap.
It go as far as to allow the consumer to stay within your localizes site including VDP (vehicle detail pages) or allow the user to jump over to your branded VDP and continue their shopping experience on your main website.

7. Follow Google’s Rules and They Will Love Your Site

At our company, Dealer Simplified, LLC, we study Google and their rules on a daily bases. We read their blogs, we watch their learning center videos. Why? Because we learned if you embrace their rules, Google will love your sites. Let me say that again in a different way. Stop fighting them, instead do what they say and they will index your site beautifully.

An example of how great Google lays out the rules is this site: http://bit.ly/MobileSeo devoted to helping you make your mobile site compatible with Google’s latest search algorithm.

Categories
Business Development Retail Car Lot

Top 10 Tips to Encourage Employees to Utilize the CRM

It’s Sad, I Know, But Your Average CRM Utilization is:

28%

Getting Your Team to Use Your CRM

Having a new customer relationship management system (CRM) won’t grow your business until you figure out how to get everyone to use it. Your CRM needs to be EASY and make sense for your manager and their team. CRM is probably one of the most valuable systems that any small business can implement. It is as important as the employees and will have a more significant long term effect than any one individual.

1. Don’t bombard users with features. 

Change is hard enough for most users, the manager does not need to spend a majority of the training class showing off feature after feature of the new system. Especially at the beginning, keep it EASY for the user. Display only the features the employees need to do their job. After the basics are understood by all employees, hold weekly meetings where you can show off additional benefits of the CRM.

The Easy CRM is not Bloatware2. Hide the Complex Features at First.

“Make sure your CRM is as simple as possible for what the employees need,” says Maggie our head of customer service, “If you think you need a full blown bloated CRM system with every feature possible, then plan on failure. Bloated CRM’s are almost always under utilized and under appreciated. Think about the phone system in your office, it probably has many great features, but most of your employees only use it to make calls.”

3. Make sure the owner uses the CRM, too. 

Nothing is more effective than when an employee knows the company owner is using the CRM, especially if they email questions to the employees about their utilization. Example: “I was looking in the CRM and did not see….’ Insert your ending here. When everyone uses it, it will become a trusted source.

CRM Trusted Source4. Make the CRM your trusted source of information?

Companies that also use Outlook or other contact management software often find themselves torn between two systems. If you can find a CRM that does it all, like the EASY CRM consider using it as your only source of customer info and customer detail. Most great CRM’s integrate with Gmail and google contacts, the user will not have to worry about an inability to access information. All of the info will be at your fingertips when you are off site.

5. Make it fun (and competitive) and reward the use of the CRM. 

Turn it into a game–with leaderboards, rewards and public recognition. Use competitive nature to encourage use of the CRM. Spiff’s and incentives work great, especially during the install phase of the CRM.

6. Play up CRM benefits. 

We all love top 10 lists, you are reading one now! Consider creating a top 10 list for the features that are most valuable to the team. The CRM sales top 10 would be completely different than the Customer Service Team’s CRM top 10 list. Keep it simple, and focused on the things they will actually use.

Once everyone is using the CRM, then show top new features each week to highlight the parts they may not be using yet. If an employee asks for a feature, make sure to use their name in your feature list. “Nancy asked the other day how to log a hand written note mailed to a customer? That feature is found in the ….”

7. Involve everyone in the early CRM rollout process. 

Make sure that the system is simple to learn for new users, and that your users can easily teach themselves as they work. Make sure employees have the opportunity to tell you what features do and do not make sense. You do not want to change workflow and make things take more time than before the CRM was implemented.

8. Find out who Hates the CRM

Figure out why and fix it early. “Naysayers do more damage to a CRM rollout than a power outage” says Kevin in CRM development. “Find the haters, help them, heal them and make them your evangelists.“

How to find them? The site Switch & Shift says, “They [users] will love the CRM or hate it based on its functionality. Let’s assume that your CRM is easy to use and provides them with essential information – a big assumption, but work with me. No matter how cool the functionality of your CRM system, your people may still hate it. Here’s why.

If your people love your CRM, it’s because it makes their jobs easier. If your people hate your CRM, it’s because you’re using it as a whip to ride them with.

It all comes down to this: do you look at your people as wayward children whose time and activity must be controlled tightly so they don’t slack off? Or do you see your employees as mature, responsible adults who are eager to do their work to the best of their abilities?”

CRM Is About Me9. It’s all about me

As a salesperson, the mentality will generally be “all about me”… that is what makes them good. If you didn’t take the time to involve them up front in the decision making process, why would you try to convince them now? After all, the salesperson will be the primary user of this new system. ‘Buy in’ occurs up front, not afterwards. If possible, try to rally your team to be onboard with the software before you even receive it.

10. Keep Training CRM

Driving CRM (or any software) adoption requires relentless and extended training. Training the CRM users once, having a few follow-up meetings and then having CRM fail, is an organizational execution failure, not a software failure.

Finally, have patience, give employees time, offer help.

“As leaders we all want to launch new procedures and policies, but it takes time for the average person to make them a habit. Be patient, be kind and be understanding. You are only truly successful with CRM implementation when the computer illiterate and the naysayers can use it to do their job. Just because they are not ‘computer savvy’ does not mean they cannot become CRM Savvy,” says Kevin.

TIP: Sales Buy-In is critical. In your sales meeting, ask for a CRM tip of the day. Spiff the person with the  $50. Then teach the whole team how to preform the tip. Or better yet ask the salesperson to demo his/her suggestion. ‘
Kevin Leigh, Dealer Simplified
Kevin Leigh

Categories
Business Development Retail Car Lot

44 Questions to Ask Before Buying A CRM

I have compiled a list of question to ask before buying a CRM. Comment below to add any I have missed. 

  • How fast does support answer the phone?
  • What is you typical support response time?
  • Does each of our locations get a dedicated (non sales) rep?
  • How does the CRM work with e-leads and Internet inquiries?
  • Is the CRM certified with my brand?
  • Will I be able to import my contacts from Outlook or Excel?
  • Will I be able to import my contacts from my Gmail?
  • Will I be able to keep meeting notes in the CRM?
  • Will AutoRaptor integrate with my current DMS (Dealer Management System)?
  • crm-must-be-useful-usable-valuable
  • Will I be able to attach documents, scanned business cards and contracts to contacts in CRM?
  • Will I be able to access my contacts on an iPhone or Android phone?
  • Will I be able to set a follow-up task after I enter a note?
  • Will I be able to keep track of the last time I talked to someone?
  • Will I be able to import contacts from my Mac address book?
  • Will I be able to get task reminders via email/SMS on my cell?
  • Will I be able to access my contacts if I’m in someone else’s office?
  • Will I be able to keep important emails in the  CRM?
  • Will I be able to easily export contacts, notes, and emails from the CRM?
  • Will I be able to attach a signed contract directly to a contact?
  • Will I be able to use the CRM to remind me of a client’s birthday?
  • Will I be able to store all my contact’s contact info in the CRM?
  • Will I be able to use the CRM together with my co-workers?
  • Will I be able to see a map of where a contact is located?
  • Will I be able to see a list of everyone I know with a single area code?
  • Will I be able to tag a group of contacts so I can easily find them later?
  • Will I be able to keep some tasks to myself and share others with everyone?
  • Will I be able to use the CRM to keep track of conversations with vendors?
  • Will I be able to forward important emails directly to the CRM?
  • Will I be able to set a reminder to call someone back in 30 days?
  • Will I be able to use the CRM on a Mac? A PC?  An iPad?
  • Will I be able to keep some contacts private so only I can see them?
  • Will I be able to use the CRM to remember who I talked to last week?
  • Will I be able to comment on a co-worker’s conversation notes? And collaborate.
  • Will I be able to categorize my tasks, emails to send, calls to make?
  • Will I be able to store background and biographical info on each contact? And link them with others like spouse coworker etc.
  • Will I be able to see a list of all the CEOs I know in a town?
  • Will I be able to use the CRM to remind me of someone’s anniversary? Yea and any other memorable date you would like to remember.
  • Will I be able to find out what time it is in a different time zone?
  • Will I be able to see a list of all the people within a company we’ve talked with?.
  • Will I be able to keep related notes together in one place in CRM?
  • Will I be able to integrate CRM with mailchimp.com services? It was the first thing we built into our CRM.
  • Will I be able to capture data from a web form and send it to the CRM?
  • Will I be able to upgrade, downgrade, or cancel any time? Yes and you can export your data at any time as well.
  • Will I love the CRM?
Categories
Dealer Software Retail Car Lot

Top 10 Reasons you need an Easy CRM

how-to-use-the-easy-crm“Do I need a CRM?” is the most common question we hear. First let me ask these questions; do you want a system to help you convert leads into customers? Do you want a system to help you retain your existing customers so they buy from you again? Do you want to have your customers send you referrals?

The Easy CRM (shameless plug) is the perfect match for small businesses, ranging from 1 to 1,200 employees that need to turn leads into customers for life. There is no need to install software on a computer, no need to spend hours studying a manual, it’s easy to use and secure.

10. Uncluttered focus

A great CRM will integrate emails, tasks and calendars into one easily maintained and managed place. You’ll learn things about your business you never knew before. You’ll become organized at storing things in a central location and before long you’ll bring all the pieces together.

An easy CRM system will allow you to focus on customers and sales actions.

What group of leads, customers or businesses should you be focusing on?
What is my shortlist of VIP’s?
What is my next action that will focus me on what needs to be done?
What broadcast activity or call campaign should I be doing, morning, noon and night?

9. Small business CRM is focused on sales activity.

Using a dynamic list of “Next Actions” for every prospect or customer, will help in a natural way, move prospects and customers through the sales funnel towards a sale. “Next Action” style CRM encourages upfront sales decisions with a clear and simple way of seeing sales targets.

8. A great CRM will create peer pressure.

Once your CRM is fully operational, the team will start to see who is using it well and who is succeeding on their tasks. It is like a built in older brother that constantly reminds you how well you are doing compared to the rest of the team. It’s never fun to feel like you’re going at it alone. Peer pressure is a great motivator and spending time focusing on the poor performers can increase your capacity and help you grow your company. You can stage friendly inter-office competitions to see who can close the most deals, sell the most dollars, or carry on the most conversations. Bottom line — Competition helps business.

CRM-notification-bitching-betty7. CRM Becomes Your “Bitching Betty”

Probably one of the most important advantages of a great CRM is how it tells you what to do, and when. CRM is like a great sales coach that keeps you on top of your game by reminding you endlessly and without remorse. It’s like the autopilot on an aircraft that warns the pilot to “Pull up, Pull up” when the plane is too close to the ground. A great CRM will tell you to call, email, write and when your customers needs your attention. Pilots call the voice “Bitching Betty” but would never want to live without that layer of protection in their lives. Why would you want to live without a CRM?

6. Never lose your data

If you use a Rolodex, memo books and paper calendars for tracking your customers then the odds are high that you are going to lose them at some point. If you store everything on your laptop or cell phone? Remember, they can be stolen. But with a web-based CRM you effectively protect your data from being lost. Of course, servers can crash and hard drives fail but with the proper web host and data backups you’ll never lose your customers. A responsible secure and well maintained on-line CRM like the EASY CRM (another shameless plug for our awesome software) will allow you to back up locally, take your customers with you if you leave and know that your data is secure in the cloud.

5. CRM is like a Crystal Ball

Everyone wants to know the future. If only there was a way to know what to expect. A great CRM helps you with that. Now of course a CRM cannot predict the future with 100% accuracy (it’s not really a crystal ball), but a good CRM can give you a reasonable expectation of the future based on past performances and past events.

4. CRMemory, Let your CRM be Your Second Brain

A CRM will help you not only keep track of every task and every event but also relate them to the appropriate customer or lead. A great customer relations system can help keep all those conversations in one place and make it easy for you to quickly look back in time and see how things have progressed.

3. With CRM You Become a Customer Service Superhero

Have you ever gone to a party and wished you could remember everyones name? Even if you are awesome with names, have you ever wished you could remember the last time you called that person, or if their birthday was close. CRM helps you remember all the important details, their last product of interest, their children’s names, and even when NOT to call them. Because you don’t want to be so annoying that they don’t answer your call.

2. CRM Email Campaigns.

One of the things CRM does extremely well is identify which leads and customers you should be emailing. With a great CRM you will have at your fingertips well written templates that you can use to send to your clients, leads etc. Some will tell you that email is dead, but we find that well written and mobile friendly personal messages that happen to be sent by email are very effective.

Help Key1. CRM Becomes Your Selling Assistant.

With a CRM you can store and manage hundreds of clients and let a computer ‘Assistant’ handle the task of memory and recall. Take advantage of the CRM and use it for your personal success. Then your personal growth is never held back by your memory. Lets face it you probably don’t know where your car keys are right now, so how do you expect to know who to call or who’s birthday it is?

One final thought: a great CRM will allow you to access your information from anywhere in the world where you can get internet access. It will allow you to have full access to everything from your cell phone, smart phone, tablet, iPad, PC or MAC.