July 7th, 2011
PCG Digital Marketing is pleased to announce that noted digital marketing specialist, Ralph Paglia, has joined the roster of expert speakers that will discuss the latest trends in automotive marketing strategies at the multi-city Pit Stop tours this summer. Paglia will be speaking at the Huntington Beach Pit Stop marketing conference for car dealers July 16th and 17th.
Paglia’s hands-on workshop, entitled “Digital Guerilla Marketing Strategies and Tactics”, will show dealers how to take advantage of emerging Internet marketing tools for guerilla marketers and how to recognize when their competitors are using these same tactics against them. According to Paglia, “no dealer should try these techniques without knowing the risks and returns”.
The PCG Pit Stop tour will be making its way to major US and Canadian cities this summer. The automotive marketing conference pit stops are open to any dealership employee but were created with Dealer Principals/GM, General Sales Managers/ISM, and Fixed Operations Managers in mind. Some of the additional workshop topics to be covered include customer communication, selling with social media strategies, fixed operations marketing, CRM processes, Google AdWords, mobile marketing and more.
Along with Ralph Paglia, PCG and the Pit Stop team welcome leading expert speakers including AJ LeBlanc, Paul Potratz, David Page, Keith Shetterly, Scott Falcone and more.
The Huntington Beach PCG Pit Stop will take place on July 16th and 17th at the Hyatt Regency Huntington Beach.
July 13th, 2010
Automotive retailers and their employees could significantly benefit from reading two powerful books. Since so much focus is on Automotive Advertising and Marketing these days, is anyone focusing on how your staff is treating customers?
Many of the stereotypes that plague the car industry could be mitigated if employees of car dealerships practiced the Five Laws of Stratospheric Success that are outlined by Bob Burg and John David Mann. It is amazing how many articles relating to Automotive Advertising focus on “things” and not on personal communications and sales processes.
I highly recommend that every car dealership employee reads these two books this month: The Go-Giver and Go-Givers Sell More.
These great, easy to read books will significantly impact the way car sales staff view the sales process and increase your success with communicating with people. In fact, these two books are ideal for service managers, parts managers, customer service phone staff and of course upper management. Imagine if a car dealership required ALL their staff to read and implement the recommendations of these two books.
I bet that the dealership would be transformed into a top producer in their state! Sounds too good to be true? Get the books and read them, it is well worth the investment. The books can be purchased on Amazon.com for under $14 each. Buy on Amazon.
These two books outline the author’s philosophy about selling and success which goes against the grain of common sales training. The authors challenge the traditional sales process of:
prospect -> qualify -> present -> overcome objections -> close -> follow-up -> provide customer service
with a different approach that looks like this:
create value -> touch people’s lives -> build networks -> be real -> stay open
As I read the first book “The Go-Giver” I realized that I already practiced some of the recommendations in this book but I still have much more to learn. My passion for writing and sharing ideas on this forum is one way in which I can “give” with the hope that members will receive measurable value.
When I am asked to speak at conferences, 20-Groups and at individual dealerships I never see it as a “selling” opportunity although sales do come. I look at speaking as opportunity to teach and to give back to the automotive community.
Those of you who have heard me speak at Digital Dealer Conferences may know that at the beginning of my presentations I often clarify my purpose with this statement:
“I will not holdback information on how to improve your ( insert seminar topic) and I will answer all your questions candidly. I will give you the tools to do everything on your own. That said, 50% of you will do nothing, 20% may call me and 30% will implement some or all of my recommendations on their own without any outside costs.”
As a result of my willingness to share online and at conference, people have provided me with wonderful feedback and encouragement. Some have even made a commitment to help my business succeed. This has been hard for me to accept at times and so I was challenged by the 5th Law.
I have witnessed firsthand the power of following the recommendations in the Go-Giver. The Go-Giver outlines what the authors call “The Five Laws of Stratospheric Success“. They five laws are:
If these five Laws don’t intrigue you to read these two books, then take a leap of faith and do it anyway! Are you looking for greater success? Fulfillment? If the answer is yes, spend $30 and take a few hours to read these two books. It’s the best investment in your future that you will ever make.
In the first book, The Go-Giver a story unfolds about a salesman named Joe that is struggling with success in his job and personal life. He is transformed in the book through a series of events and special people that show him the power of giving.
For members of this community, you and your team may be challenged to sell more cars, gain an edge over your competition, lower the cost of advertising per retail sale or increase fixed operations revenue. These challenges sometimes feel like walking through an endless battlefield; every 30 days you reset the clock and have to trod the same battlefield again watching not to step on any landmines.
Are your automotive advertising strategies really optimized?
If you are understaffed, overworked or if the pace of changes within digital marketing are making your head spin, I would like to offer my help. If you would like a free evaluation of your digital marketing strategy and visibility on the Internet, I am offering community members my personal analysis and a written report.
All you have to do is to commit to reviewing the report on a phone call. I will schedule a one hour follow-up call to share my findings. I will provide recommendations on how you can fix any deficiencies that I found using your own staff and business partners. There is no obligation to use PCG services.
You’d be surprised to know that I can measure the strength of a dealer’s digital marketing footprint without much inside information.
What I do need is the following:
For the fourth question, the guidance I need is best answered with this question “What have you been asked to increase through the Internet channel?”. Some dealers tell me it’s service revenue and other say that their top priority is increasing used car sales. Give me some guidance so I can evaluate how successful your automotive advertising strategies are to meet those goals.
When you have this information, email it to me at: email@example.com and I will let you know when I can complete the analysis and schedule a call. I look forward to providing you some insight on your online marketing strengths and weaknesses.
Brian Pasch, CEO
PCG Digital Marketing