oiada independent dealer sept/oct 2012

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Ohio Independent Automobile Dealers Association

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  • Regulatory Landscape Feeling Tougher?

    Y O U R E N O T A L O N E

    Regulatory Landscape Feeling Tougher?

    ONLINE REPUTATION AFFECTS YOUR SALES ADVERTISING OR MARKETING? LEASE HERE-PAY HERE VS. BUY HERE-PAY HERE

    PRSRT Standard

    U.S. Postage

    PAID

    DALLAS, TEXAS

    Permit No. 2079

    V i s i t u s a t w w w . o h i a d a . o r g

    INDEPENDENT DEALERO F F I C I A L P U B L I C A T I O N O F T H E O H I O I N D E P E N D E N T A U T O M O B I L E D E A L E R S A S S O C I A T I O N

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    SEPTEMBER/OCTOBER 2012

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  • SEPTEMBER/OCTOBER 2012 I N D E P E N D E N T D E A L E R

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    M A R K E T I N G N E W S

    Help Your Dealership Go for the GoldThink your shot at living like an Olympian

    ended after your high school or college athletic career?

    Think again.Successful Olympic athletes employ a set

    of traits and techniques you can still use to help market your car dealership. The elements that work together to create popular medalists, with thousands or millions of people rooting for them, can similarly elevate your dealership in the eyes of your customers.

    On the website marketingprofs.com, Veronica Maria Jarski showed how winning Olympians behavior relates to marketing, and that applies perfectly to the way your car dealership can win by adopting the same focus.

    Dont believe it? Heres how you can use what works for the gold medal winners:

    Share your story: The personal story behind the winners often creates massive support for one athlete or another, or sometimes an entire team. You werent dropped onto this earth running a successful auto dealership, so go ahead and share what it took to get there.

    Every dealership began with a lifelong love of cars, a careful plan or a less-than-direct route that included far-flung adventures. Whatever the story, knowing it helps people identify with you. Understanding the journey

    builds support for current success. Deliver on your promises: Actions count

    far more than words, so prove what matters to you with every engagement, every customer and every sale. The claims you make about what distinguishes your dealership carry a lot more weight when theyre backed up in the interactions that happen minute by minute.

    Use the right tools: A diver cant use a pommel horse and a gymnast doesnt get any mileage out of a pool. Make sure your marketing messages go to the audiences that can use them best. Your brand and your message should be consistent, but its smart to craft and deliver the relevant points with laser targeting.

    Details, details: Try to think about the dealership experience from a customers perspective. The little details of each phone call or visit are critically important in shaping the impression visitors take away from any contact.

    Its all connected: Authenticity matters everywhere your dealership has a presence. The customers who seem to disappear are still making waves and influencing your reputation long after theyve left the premises. What happens on the showroom floor and in the finance department today will assuredly be reflected someday, somehow, in a conversation online or in person where you dont hear it.

    You can only run todays race today: Letting go of the past, wins and losses alike, is the best way to free up energy to focus on todays challenges. Learn from what worked and what didnt, but greet each new customer with fresh and full intent to create a lasting asset.

    Remember the team: Good sportsmanship is appealing. Acknowledging all the people who make your dealership successful is as relevant as the cars and deals themselves. From the manufacturers to the service personnel, your team merits respect and appreciation. They will appreciate the recognition, too. Happy employees will work harder and are more loyal.

    While you might never stand on a podium and proudly listen to the national anthem while your fans cheer wildly, you can certainly enjoy strong popular support and the loyalty of customers who see you as a winner.

    Follow these strategies and go for the gold!

    BY JIM FITZPATRICKJIM FITZPATRICK IS PRESIDENT/CEO OF FITZPATRICK ADVERTISING, A FULL-SERVICE AUTOMOTIVE ADVERTISING AGENCY, AND FOUNDER OF FORCE MARKETING, A DIGITAL AND DIRECT MARKETING COMPANY. FOR MORE INFORMATION, CALL 1-800-917-8637, EMAIL JFITZPATRICK@FITZADV.COM OR VISIT FITZPATRICKADVERTISING.COM.

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  • I N D E P E N D E N T D E A L E R SEPTEMBER/OCTOBER 2012

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    WHATS NEW

    MAGAZINE CONTENTS

    ADVERTISERS INDEX

    08 Credit Reports: What You Need to Know10 Advertising or Marketing?12 Form 8300 Reporting16 Full-Service Auctions22 Online Reputation Affects Sales24 LHPH vs. BHPH34 Compliance Overdrive

    ADESA ........................................Inside Back CoverAlly ....................................................................15Auto Portfolio Services.......................................29AutoTrader.com .....................................Back CoverAuto Use ............................................................25Berkshire Risk ...................................................23Chase ................................................................22Columbus Fair Auto Auction ...............................11Corry Auto Dealers Exchange .............................30Dealer Services Corp (DSC) .................................5Dodah.com ..........................................................7Indiana Auto Auction ..........................................28Insurance Auto Auctions ....................................19Manheim.com ....................................................13Micro21 .............................................................18NIADA Certified ..................................................26Nowcom ............................................................17Protective ............................................................9STARS GPS ........................................................31 United Acceptance ...............................................3 UsedCars.com by Dealix ............ Inside Front CoverVoisys ................................................................34Westlake Financial ............................................21Wolters Kluwer ...................................................27

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    NATIONAL INDEPENDENT AUTOMOBILE DEALERS ASSOCIATIONWWW.NIADA.COM WWW.NIADA.TVNIADA HEADQUARTERS: 2521 BROWN BLVD. ARLINGTON, TX 76006-5203 PHONE (817) 640-3838FOR ADVERTISING INFORMATION CONTACT: TROY GRAFF (800) 682-3837 OR TROY@NIADA.COM.

    The Ohio Independent Dealer News is published bi-monthly by the National Independent Automobile Dealers Association Services Corporation, 2521 Brown Blvd., Arlington, TX 76006-5203; phone (817) 640-3838. Periodicals postage paid at Dallas, TX and at additional offices. POSTMASTER: Send address changes to NIADA State Publications, 2521 Brown Blvd., Arlington, TX 76006-5203. The statements and opinions expressed herein are those of the individual authors and do not neces-sarily represent the views of Ohio Independent Dealer News, the Ohio Independent Automobile Dealers Association, or the National Independent Automobile Dealers Association. Likewise, the appearance of advertisers, or their identification as members of OIADA or NIADA, does not consti-tute an endorsement of the products or services featured. Copyright 2011 by NIADA Services, Inc. All rights reserved. STATE MAGAZINE MGR./SALES Troy Graff troy@niada.comEDITOR Andy Friedlander andy@niada.comART DIRECTOR Christy Haynes christy@niada.comPRINTING Nieman Printing

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    Board of DirectorsPast ChairmanThomas OnestiCar PortPO Box 9943Youngstown, OH 44513Tel: 330-726-6633Fax: 330-726-2633Cell: 330-565-6833tomocarport@aol.com

    Chairman Jay NorthJay North LLC501 E. Columbia StreetSpringfield, OH 45503Tel: 937-325-3748Fax: 937-398-1075htron435@yahoo.com

    President Daniel ReelReels Auto Sales LLC547 East Main StreetOrwell, OH 44076Tel: 440-437-5893Cell: 440-319-1247Fax: 440-437-5759danreel@hotmail.com

    Vice PresidentMark MeadowsMiracle Motor Mart2380 Morse RoadColumbus, OH 43229Tel: 614-437-0037Fax: 614-337-1063Cell: 614-348-6503dmarkmeadows@aol.com

    TreasurerTerry ReinekeRinos Auto Sales Inc1610 Industrial Pkwy Celina, OH 45822 Tel: 419-586-6161Fax: 419-586-8700Cell: 419-305-4009 rinos@bright.net

    SecretaryDavid AdkinsWilmington Auto Sales Inc1780 Rombach AvenueWilmington, OH 45177Tel: 937-382-7714Fax: 937-383-2392Cell: 937-725-8512david@wilmingtonautocenter.com

    Executive DirectorJames R. MitchellOIADA2040 Brice Road, Suite 110 Reynoldsburg, OH 43068Cell: 614-436-3393Office: 614-863-5800Fax: 614-863-5801jrmitch49@aol.com

    Administrative Assistant Christine WhiteOIADA2040 Brice Road, Suite 110Reynoldsburg, OH 43068Office: 614-863-5800Fax: 614-863-5801cwhite.oiada@gmail.com

    Jeff RaderRader Car Company1429 Schrock RoadColumbus, OH 43229Tel: 614-888-3111Fax: 614-888-3811Cell: 614-582-1822jeff@radercarco.com

    Robert FaheyFairdale Auto Sales6209 Glenn Rd.Cambridge, OH 43725Tel: 740-432-4185 Fax: 740-435-0765Cell: 740-607-4011r_fahey@yahoo.com

    Robert Vaughan Vaughan Motor Car Company 808 Parsons AvenueColumbus, OH 43206 Tel: 614-444-7839 Fax: 614-444-1133 Cell: 614-565-5682 sales@vaughanmotors.com

    George PolceJenroc Auto, Inc.101 N. Tuscarawas Ave Dover, OH 44622Tel: 330-364-2525Fax: 330-364-6726Cell: 330-268-4724Jenroc@wilkshire.net

    Lauren Bowden ThomasBowden Motors1426 South Main StreetBellfontaine, OH 43311Tel: 937-593-0014Fax: 937-5

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