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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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