About a month ago I looked at an iPad for the first time. It looked like a plate that you would see at Benihanna with a button on it. The demonstration at Best Buy was, “Here it is, What do you think?” Quite possibly the worst salesman in Minnesota was presenting the “next best thing.” So I blogged about how dumb this thing was. If you wanted a book, go to the used book store and read.
I attended this year Digital Dealer in Orlando Florida. It was hot, literally. I sat in the workshops and tried not to concentrate on the hidden sales pitches. Waiting for a shred of real information pertaining to the improvement of our field, I suddenly realized the people sitting next to me had better information. I started working on the old style of social networking, so I swapped cards and said hello to everyone.
As I was traveling through the expo, I saw one of the best presenters at DD8 Tom Jennings. His presentation was pure information for the better. We shook hands and talked to in front of the Moore and Scary booth. Just then, they were doing a drawing for a free iPad. Tom much taller than me reached over put his and my card in the bucket. Long story short, I won.
Over the past two weeks, I have been testing the iPad. Email, Social Media and internet are all available on this machine, in a productive way. I could sell cars with this thing. I can reach hundreds of people in minutes. I can teach people how to do it.
My recommendation, Order your iPad May 7th with the 3G card in it NOW! You and your Customers will love it.
Sales are different today. Prospecting a customer is complicated with new forms of medium. Customers are more active and each customer has their own style of listening to mediums. Kids today don’t watch TV. Grandparents still read the paper. Adults rarely read the paper and watch TV. What is the dynamic link between all generations? You are looking at it. The internet is a universal medium and has the special power of profiling. If you want to market a female college graduate that is 45 year old and still lives with their parents, you can. Would you like to know how?
What is 100% absorption? I looked up in Wikipedia and found that it has more to do with atoms than dealerships. To a dealer owner, absorption is something quite different. Dealers call it a percentage of total running costs by fixed operation income. That means, the higher the better. Parts and service should be able to support the entire dealership.
Sales income becomes gravy. So why when sales are down, dealers panic? It’s because dealers do not have a good absorption rate. Too much overhead can kill your absorption rate.
When a dealership achieves a 100% absorption rate, they are essentially bullet proof from car sales dips.
How do you achieve your 100%?