Keep Your Sales Team Informed of the Competition

September 24, 2015 / Digital Marketing / 0 Comments /
Pen showing sale rise

You may have seen or heard dealership commercials calling out CarMax with the claim “we will give you $X more for your trade than CarMax”. This is not to say it is right or wrong – if the CarMax franchise is a player in your market, all is fair (within FTC guidelines). And the amount offered as trade-value is unique to a vehicle. In a recent article the headline read “CarMax keeps gross above $2100 as Q2 sales rise 9%”. In my opinion, CarMax should count on being called out.

I’m not recommending you make a desk-topper for each salesperson in the used department, but this publicly-stated accounting fact is something your team should be made aware of. First, if your team is not holding grosses at an acceptable level for your dealership’s used sales, here is one standard. And secondly, in the course of talking with the perspective buyer, this twenty-one hundred tidbit might be of interest to the shopper honing in on an acceptable sale price at your store or down the street.

The all-things-being-equal takeaway from the article is what every manager knows and appreciates. A CarMax official was quoted as referring to ‘improved conversion’ which came about ‘from the strong execution of our store teams.’ People and processes – how do yours compete?

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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