Welcome to another edition of Mind Your Own Business with Jonathan Dawson, automotive training expert and the founder of Sellchology, an automotive sales tool used to help dealers sell more vehicles through the method of psychology.
In the previous episode of Mind Your Own Business, Dawson introduced us to six key areas that dealers can focus on to see dramatic changes. These areas of opportunity include topics like dealership culture, strategy, team members, processes, merchandising, and perception.
Today, Dawson jumps back into his list with six more areas of opportunity for dealers to increase their personal and business development. From there, he moves on to discuss the importance of a dealership’s facility. Next, he covers pricing. Whatever your pricing model may be, it’s imperative that your team is communicating that pricing to customers effectively.
Dawson then tackles the all-important marketing strategy. Break down your marketing strategy into four categories: pay per opportunity, pay per lead, pay per sale, and free advertising. Using these categories will change your perception and provide new insight into your overall strategy. Dawson then moves on to pay plans. While this is a controversial topic, all pay plans are meant to do is incentivize desired behavior and performance from your team. Lastly, Dawson discusses resources. Whichever resources you have available should be continuously evaluated including equipment, technology, and time.
Stay tuned for more great episodes of Mind Your Own Business.
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