Keith Shetterly's Blog – October 2011 Archive (3)

Why At-Business Customer Reviews Make Sense

First, let me assert this: There is NO such thing as “purity and sanctity” of a customer review of a business. Of ANY business, dealership or not. Why?

For any review "collector" (Google, etc.), trying to police reviews while thinking otherwise is Pollyannaish and is really an enormous “plate of spaghetti” (whether the reviews were performed on the business’…

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Added by Keith Shetterly on October 31, 2011 at 1:00pm — No Comments

The Big Lies

The biggest lies are those we tell ourselves, personally and in business. We’re going to look at a few here that we, owning or working at dealerships, tell ourselves--and that cost us profits every day.

The Internet is Killing Our Business. The lesson of the Internet for car dealers is that we sold best when we totally controlled…

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Added by Keith Shetterly on October 26, 2011 at 5:00pm — 1 Comment

“Your Digital Lot” Series: PPC - Get’em “CLICKin’” the Paint!

Pay-per-Click (PPC) maps well to what we’ve done for years on our lots, but we don’t realize it: We spend a lot of money getting visits and calls to a dealership, and we train our salespeople to land a customer on a car before starting the negotiation process in the store. Get'em "lickin' the paint" as my first GSM told me. And, once landed, do NOT lift them from the…