Categories
Dealership Recruiting Dealership Training Economy F&I

Three Steps to Maximizing Dealership Profitability

Contributing Author: John StephensOn the other end of a harsh economic recession, it’s become very clear that Americans of today are drastically different from Americans in 2008. People not only tightened their belts over the past four years, they also completely changed their relationship with retail. And, today’s consumers are focused on keeping their savings intact, companies are concerned with fortifying their business to survive future economic challenges. One way companies like Apple and Google achieved this was through providing more value to their customers through enhanced service offerings such as cloud computing, which made it easier for customers to upgrade mobile technology with a free service which made back-ups and syncing easier and more efficient.

So, let’s stop and think about the retail automotive industry for a second.

Whether the economy is good or bad, consumers will still be in the market for a car. However, their needs for said vehicle may change. For example, with the latest recession, we saw the trend of consumers purchasing cars that last longer with better gas mileage. They didn’t stop buying, they just changed what they bought and how often they bought it. They also became less brand-loyal.

The search for more value now extends beyond the car itself to the dealership experience. With so many dealerships to choose from and less brand loyalty, you actually have a greater chance of increasing foot traffic to your store by focusing on your value proposition.

The first step to fortify your value proposition is to go back to the basics:

  • Hire Top Performers that consistently deliver results on the sales floor and in the F&I office.
  • Place those Top Performers in roles where they will thrive and train them to maximize their strengths.
  • Focus on customer service, not just the sale. The best sales people see themselves as advisers. They listen to the customer and address their needs with courtesy and respect.
  • Position your dealership as providing value beyond low interest rates. This ties back into customer service and bridges into the F&I office. Consumers are paying more attention to their return on investment just like businesses. Provide products and service that reflect their need to keep their savings intact.

Elementary right? Don’t kid yourself. You might be surprised on how little time gets spent on the basics of right people, right position, right training.

Next, re-evaluate the value you provide in the F&I office. You consistently review how many deals your sales team closes in a month, your product penetration, web traffic, etc. When it comes to analyzing your F&I products, are you taking a strategic approach to analyzing their benefits for your dealership?

Strong F&I products do much more than sell. They:

  • differentiate your dealership in the market;
  • help build customer relationships;
  • are designed with the customer experience in mind; and,
  • increase service retention.

When evaluating your mix of F&I products, think beyond product penetration to how your products enhance gross dealership profit by creating a customer experience that fosters lasting relationships and repeat sales.

Lastly, pay attention to your online presence. According to a 2014 DealerTrack study, consumers now visit 1.2 showrooms before making a decision. This represents a paradigm shift in the way today’s consumers shop for a vehicle. Gone are the days of consumers spending their weekends visiting one dealership after another before a final decision is made. Now, the majority of that research is conducted online.

With the majority of customers browsing dealership websites and customer review sites before walking into on average, one showroom, it’s vital that your dealership has a healthy reputation. A good online reputation relies on the active management of customer review sites. While gaining positive reviews is the immediate goal with these sites, the second most important aspect is responding to negative reviews. Negative reviews don’t necessarily have to give dealerships a negative image. By addressing the customer’s concern and taking the conversation offline, dealerships have a great opportunity to turn that negative review into a positive experience. Customers expect to see negative reviews on these sites, but what they pay the most attention to is how the dealership handles them.

Beyond customer review sites, it is also important to optimize your social media assets. Facebook and Twitter have become two of the biggest platforms for consumers to directly interact with companies. Big or small, companies from all industries utilize these sites to inform the public about new products, receive feedback, conduct product promotions, etc. A well-developed social media presence is much more than creating a page and posting content. It involves engaging the audience with content that’s relevant to them, encouraging discussions, and responding to their inquiries or concerns.

Your online presence, F&I product mix, and commitment to customer service each demonstrate a different aspect of how your dealership provides value. Online, you have the chance to provide that excellent customer service to both current and potential customers, further developing lasting relationships and increasing long-term profit. With strategic F&I products, you have better opportunity to maximize unit sales and dealership profitability while offering customers tools to protect their bank account from unforeseen circumstances. Meanwhile, by focusing on the basics of hiring and cultivating top performers, you significantly increase your opportunities to close sales and drive customer retention.

Categories
Compliance EFG Companies

EFG First Product Provider to AFIP Certify Entire Field Services Team

-36-Year-Old Company Equips Dealerships to Address Critical Compliance Challenges-

 AFIP Certified Field Team logo
DALLAS, TX (April 22, 2014) EFG Companies, the innovator behind the award-winning Hyundai Assurance program, announced its status today as the first F&I product provider of size to certify its entire field services team with the Association of Finance and Insurance Professionals (AFIP).

By certifying its entire team at once, EFG makes it possible for its client base to receive the immediate benefits of the company’s certification, whether through mentoring the dealer’s staff through AFIP certification, one-on-one coaching or completing dealer compliance audits.

Founded in 1989, AFIP is the nonprofit, non-aligned sanctioning body for in-store sales and financial services personnel and select lender and aftermarket vendor personnel in the United States. AFIP certification curriculum focuses solely on the federal and state laws that govern in-dealership financial services.

AFIP2The retail automotive industry has always been one of the most highly regulated. With the recent increase in regulation oversight, non-compliance can create massive financial exposure for dealers, lenders, agents and vendors. “Our clients look to us to ensure that their teams have appropriate processes and controls in place to navigate more than a dozen federal laws and find their way through the many state and local laws that impact their operations,” said John Pappanastos, president and CEO, EFG Companies. “With that in mind, we took the initiative to get our entire field services team certified by the only regulatory compliance program that requires proctored exams under controlled testing conditions. Achieving AFIP certification across the entire team demonstrates our commitment to our clients.”

AFIP 1

According to David Robertson, executive director of AFIP, “AFIP’s primary objective is to protect dealers by ensuring that in-dealership F&I practitioners and sales executives are fully aware of the applicable state and federal regulations – and take responsibility for their actions. Regulatory knowledge, coupled with personal accountability, keeps thousands of dealers out of harm’s way.”

With its field team 100 percent AFIP certified, EFG’s client representatives, trainers and recruiters can more effectively train, audit and support their clients, who will continue to see compliance with state and federal regulatory requirements as a critical priority in their business moving forward.

Find out how EFG can secure your dealership to continue to thrive in the ever-changing compliance and regulation environment today.

Categories
Marketing Analytics

Buying a rooftop? How’s their image?

Jenny Rappaport, Chief Marketing Officer, EFG CompaniesWith 2014 looking up, many dealership groups are moving beyond survival to focus on expansion. While some are building new rooftops, others are actively looking to acquire existing stores. Acquisition may seem like a better fiscal option for your assets, but it does pose certain risks. Beyond traditional research, how deep do you look into a potential acquisition’s reputation?

A good market and a good financial statement can often hide underlying problems within a dealership. It’s very easy to keep sales up for a window of time while neglecting customer relationships. When conducting your research, and mystery shopping their store, evaluate their responsiveness to online inquiries. One of the most important take-aways with mystery shopping is determining whether the customer’s questions are ever directly answered. If not, the dealership is putting itself in a questionable light with the customer from the outset, making it an uphill battle to ensure a positive experience, much less a sale.

In addition, according to a 2014 DealerTrack study, consumers now visit 1.2 showrooms before making a decision. This represents a paradigm shift in the way today’s consumers shop for a vehicle. Gone are the days of consumers spending their weekends visiting one dealership after another before a final decision is made. Now, the majority of that research is conducted online.

A “2013 Online Customer Review Study” from Maritz Research stated that Edmunds.com and Yelp are in the top five most trusted sites by consumers. Google +, Four Square, City Search and Dealer Rater also made the top twelve list. With the majority of customers browsing dealership websites and customer review sites before walking into a showroom, it’s vital that any dealership you acquire has a healthy reputation. When evaluating their online reputation, ask yourself:

  • Do these reviews look fake or real?
  • Does the dealership respond to positive reviews thanking the reviewer for their time?
  • Does the dealership respond to negative reviews and if so, do their responses work to resolve the situation or displace blame?

A good online reputation relies on the active management of customer review sites. While gaining positive reviews is the immediate goal with these sites, the second most important aspect is responding to negative reviews. Negative reviews don’t necessarily have to give dealerships a negative image. By addressing the customer’s concern and taking the conversation offline, dealerships have a great opportunity to turn that negative review into a positive experience. Customers expect to see negative reviews on these sites, but what they pay the most attention to is how the dealership handles them.

Beyond customer review sites, it is also important to review their social media assets. Facebook and Twitter have become two of the biggest platforms for consumers to directly interact with companies. Big or small, companies from all industries utilize these sites to inform the public about new products, receive feedback, conduct product promotions, etc. If you’re looking into a dealership with a social media presence, pay attention to their interaction with their fans:

  • Do they simply push out information?
  • Do they encourage comments?
  • Do they respond to comments to further engage the audience?
  • Is their content focused solely on the dealership or they post about community involvement or engaging questions?

A well-developed social media presence is much more than creating a page and posting content. It involves engaging the audience with content that’s relevant to them, encouraging discussions, and responding to their inquiries or concerns.

It can be very difficult to overcome a negative image. And, you would be surprised how much a negative online presence can affect sales volume. When researching potential acquisitions, pay attention to their online presence and consider whether you want their image associated with your dealership group. Once the deal is done, their reputation will forever color yours.

With over 36 years of experience in the dealership space, EFG Companies knows how to equip you with consumer insights and marketing analytics to complete your due diligence when bringing on a new rooftop. Contact us today to find out how to take your business to the next level.