Steve Jobs September 1997

Anyone that knows me, knows I am an Apple fan.  But even if you do prefer Windows, You can not deny that Steve Jobs is a remarkable marketer and visionary with enormous passion. Please take a few minutes to watch this video.  I am sure you will come away with a nugget or two that you can apply to your business. Good Selling! … [Read more...]

Focus Need Apply …

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Greetings from Seattle/Tacoma Airport.  As I await my flight back to Phoenix, I feel compelled to share a recent Dealer visit with you.  Now as customary with my posts, names and locations are omitted to protect the “guilty”. In the land of Les Schwab and Tire Factory we find lots of Independent Tire Dealers; Some Dealers have met the increased competition of the large chains head on, leveraging their competitive advantage over their heavy weight contenders by promoting more convenient store hours, excellent customer service with tag lines such as: “One Stop Shop”, “Family Owned and Operated”  and  “Your Neighborhood Tire and Service Experts”. Unfortunately some Dealers have compromised their services and livelihood, choosing to instead offer other services like Radio installation?, Moving Services and of all things, The State Lottery to retain their customer base. Shockingly; None of the aforementioned Dealers are successful by any standard … [Read more...]

The Case for Internet Marketing

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Here are the Facts: There are approximately 227 Million people on line in the United States.  Thats 74 percent of the Entire Population!  Consumers now shop on line in two ways: 1) E-Commerce – (Like Tire-Rack) – 3% of online purchases 2) ROBO – Research Online, Buy Offline The E-Commerce Purchases made up approximately 1 Billion Dollars in 2008.  Meanwhile ROBO accounted for over 10 Billion . Why NOT to Advertise in the Yellow Pages? The Internet has replaced the Yellow Pages for local searches.  For every person that looks up a business in the Yellow Pages, 9 people look up online.  There is 11 Million searches per month for tires and over 4 Million searches for “car repair” and “auto repair” for the same time period. In addition; the internet remains the cheapest form of advertising, costing only 1/10 the cost of prime time TV, 1/4 the cost of radio and 1/3 the cost of newspapers. To combat the internet; Yellow Pages has started offering … [Read more...]

Keeping Score

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When meeting a potential client for the first time, I usually ask a series of questions such as: What is your Customer Count?  What is your Gross Profit Percent?  Are your Sales Better or Worst then Last Year? How about your Break Even Point? These are pretty basic questions that should have some pretty straight forward answers.  After all, where is the subjectivity in gross profit? Surprisingly, I have come across more then my share of Dealers that can’t give me an answer to these benchmarks that are so critical to the success of their business. The following, while not an exhaustive list, are fairly critical Key Performance Indicators (KPI) that I currently use to measure the “health” of an Automotive Retail Business along with industry benchmarks. The time periods that are measured are Month to Date and Year to Date.  Both periods are benchmarked Better or Worse (B/W) then Last year.  Month to Date is tracked daily where Year to Date is usually … [Read more...]

Welcome!

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Welcome to my Blog, and believe me you are welcome to it! During my tenures as a District Manager and Regional Director of various Automotive Retail groups, I got in the daily habit of sharing a thought of best practice with my group. I will continue that endeavor here on this site. I hope to provide some good information and sometimes feed back as I travel the West working with Independent Tire Dealers such as yourselves. Good Selling! … [Read more...]