Recently a LinkedIn post caught my attention, it was about one of the most common mistakes bosses make and that is ignoring the people who are doing the best work because “they don’t need me” or “I don’t want to micromanage.” I thought to myself we should also be careful not to forget those whom we believed in enough to promote them as well.
Many great employees have earned a promotion and then failed to live up to the same level of greatness and either left for another opportunity or stepped back down but never recover the fire they once had inside.
As a salesperson at a dealership early in my career, I was once denied a promotion to the Assistant Manager (Closer) position because my GSM feared losing his top performer. Frustrated and undervalued, I decided to seek greener pastures elsewhere. Little did I know that this journey would lead me to discover the importance of ongoing training for managers in our industry.
When the time came for me to give my notice, the GSM's reaction was nothing short of explosive. He went ballistic, telling me I would fail without his guidance and come crawling back. But little did he know that I had already found a mentor who believed in me. This mentor became my guiding light, providing the support and training I needed to thrive in my new role.
Through this experience, I discovered a fundamental truth: leadership may come naturally to some, but management is a skill that must be learned. As I transitioned into my new position, I quickly realized that being a manager meant more than just being a top performer. It required a whole new set of skills and perspectives. Thankfully, my mentor was there every step of the way, ensuring I understood the intricacies of my new role and had the support I needed to succeed.
As the automotive industry evolves, sales teams are no longer just order-takers. The focus has shifted to building strong teams and delivering exceptional customer experiences. But while we invest time and resources in training our salespeople, service writers, and parts counter staff, we often forget about the training needs of our managers. They are the ones responsible for leading our front-line teams to success, especially as the competition heats up.
Investing in focused training for managers reaps numerous benefits. It enhances their understanding of their role, equipping them with the skills needed to tackle challenges, foster teamwork, and inspire their team members. Effective training helps managers develop crucial communication and decision-making abilities, enabling them to navigate complex situations with confidence. Moreover, by prioritizing managerial training, we foster a culture of growth and development within our organizations, boosting employee morale and engagement.
Here are just a few tips for providing ongoing training for promoted employees:
Remember a promotion by itself isn't a guarantee that your team member will succeed for themselves or for the team as a whole, be sure to support and provide the training and tools they need in their new roles!
The Privacy Sandbox: A New Era for Marketing with Chrome 115
In July 2023, Google is set to launch Chrome 115, a significant update that will introduce the long-awaited Privacy Sandbox. This update marks a pivotal moment in the evolution of online marketing, as Google takes strides to address privacy concerns by replacing traditional tracking cookies with a revolutionary technology called Federated Learning of Cohorts (FLoC). Originally announced in 2019, Google has now clarified that the implementation of FLoC will commence in January 2023, setting the stage for a transformative shift in how businesses engage with their target audience. In this article, we will explore the implications of these developments and discuss what the future holds for marketing in the era of the Privacy Sandbox.
Traditional tracking cookies have long been the backbone of online advertising, enabling businesses to gather user data and deliver targeted ads. However, concerns about privacy and data security have led to growing discontent among users, prompting regulatory bodies to enforce stricter measures for data protection. The limitations and vulnerabilities associated with tracking cookies have necessitated a new approach to user privacy.
1.2 Introducing the Privacy Sandbox:
To address these concerns, Google introduced the Privacy Sandbox initiative, a collaborative effort aimed at developing privacy-preserving technologies that balance the needs of advertisers and users. At the heart of this initiative lies FLoC, an innovative method that groups users into cohorts based on their browsing behavior, ensuring anonymity while still enabling personalized advertising.
FLoC utilizes machine learning algorithms to analyze users' browsing behavior locally on their devices, rather than relying on individual data collection. It then assigns each user to a specific cohort based on shared interests and preferences. These cohorts are designed to be privacy-preserving, ensuring that individual users' identities remain protected while still allowing advertisers to target relevant audience segments.
2.2 Benefits of FLoC:
With the adoption of the Privacy Sandbox, marketers will need to adapt their advertising strategies to the changing landscape. Instead of relying solely on individual user data, they will need to shift towards cohort-based targeting. This transition will require a more holistic understanding of audience segments and creative approaches to personalized messaging.
3.2 Collaboration and Compliance:
As the advertising ecosystem undergoes a fundamental shift, collaboration between marketers, advertisers, and technology platforms will be essential. Adapting to the new privacy standards will require compliance with regulations and the development of new tools and methodologies for effective targeting and measurement.
3.3 Embracing First-Party Data:
With the diminishing reliance on third-party cookies, businesses will need to focus on collecting and leveraging their own first-party data. Building direct relationships with customers, implementing consent management platforms, and offering value in exchange for data will become paramount.
The Privacy Sandbox presents an opportunity for marketers to explore new advertising models that prioritize user privacy while delivering effective results. Contextual advertising, collaborative targeting methods, and advanced technologies like machine learning will play pivotal roles in shaping the future of advertising in this privacy-centric era.
4.2 Measurement and Attribution Challenges:
As the traditional methods of tracking and measurement become obsolete, marketers will face new challenges in measuring the effectiveness of their campaigns and attributing conversions. The shift towards cohort-based targeting may require innovative approaches to tracking user engagement and understanding the impact of advertising efforts.
4.3 The Evolution of AdTech:
The implementation of the Privacy Sandbox will undoubtedly drive advancements in AdTech solutions. Advertisers and technology providers will need to develop new tools and platforms that align with the privacy-focused framework while still delivering actionable insights and optimization capabilities. This evolution in AdTech will pave the way for more sophisticated and privacy-conscious advertising practices.
In the era of the Privacy Sandbox, transparency and user education will be paramount. Marketers must prioritize clear and concise communication about data collection, consent, and the benefits of personalized advertising. Educating users about the value exchange between data sharing and relevant ad experiences will foster trust and enable more informed decisions.
5.2 Embracing Privacy-Centric Strategies:
To thrive in the new marketing landscape, businesses must embrace privacy-centric strategies. This involves adopting privacy-by-design principles, implementing strong data protection measures, and respecting user preferences. By prioritizing privacy, businesses can differentiate themselves and build stronger relationships with their target audience.
5.3 Diversification of Marketing Channels:
As the impact of the Privacy Sandbox unfolds, marketers should consider diversifying their advertising channels. While digital advertising remains essential, exploring alternative avenues such as influencer marketing, content marketing, and offline strategies can help mitigate the potential limitations and dependencies on cohort-based targeting.
With the impending launch of Chrome 115 and the introduction of the Privacy Sandbox, the marketing industry is entering a new era defined by privacy, consent, and cohort-based targeting. The transition from traditional tracking cookies to FLoC technology marks a significant shift in the way businesses engage with their audiences. As marketers navigate these changes, they must embrace transparency, adapt their advertising strategies, and invest in privacy-centric practices. By embracing the opportunities presented by the Privacy Sandbox and aligning with user expectations, businesses can continue to deliver personalized experiences while respecting privacy and building trust in the digital landscape.
#GooglePrivacySandbox #digitalamarketing #automotivemarketing
Written with assistance from #ChatGPT
Spring cleaning is a time to declutter your physical spaces and it can also be a time to declutter your dealership’s physical activities too! By taking the time to identify and eliminate inefficiencies, you can free up your team to focus on more important tasks, improve customer service, and boost your bottom line.
Here are a few tips for streamlining your store’s workflows:
Are you a Google Local Guide? If not, you might want to consider becoming one. Being a Local Guide has numerous benefits, not just for you, but also for the community around you. Recently, I received an email stating that I'm in the top 10% of contributors in the Riverside-San Bernardino area, and I couldn't be more thrilled. It's not just about the recognition though, being a Local Guide has been a fun and rewarding experience!
One of the best parts about being a Local Guide is knowing that my contributions are helping local businesses. Last year alone, my photos and reviews helped 278 locations, mostly small and local businesses. By posting pictures and writing reviews, I am helping these businesses gain more visibility and exposure on Google Maps, which can ultimately help them attract more customers. In fact, pictures that I have uploaded on Google Maps Reviews have been viewed over 100 million times, and I'm proud of that number.
But the benefits don't stop there. As a vendor in the automotive space, I have found that being a Local Guide has given me added value. By sharing pictures of car dealerships, for example, I have helped increase their visibility and reach on Google Maps. Some of the dealer pics I have shared have even reached 3 to 5 million views!
If you're a Google Local Guide, let's connect! It's always great to meet and network with other Local Guides. And if you're not yet a Local Guide, I highly recommend it. It's a fun and rewarding experience that can help you connect with your community and make a positive impact on local businesses.
Are you a frequent user of Twitter? Have you noticed how the platform has changed since Elmo took over? If so, you're not alone. Many Twitter users have expressed their dissatisfaction with the changes that have been implemented. The platform has become less enjoyable and more frustrating to use.
We all wish we could go back to the good old days when Twitter was a simple, easy-to-use platform. Unfortunately, that's not possible, so what can we do? Self-care is one answer. Sometimes, you just need to vent your frustrations and get your feelings out there. So, go ahead and join us in a good old-fashioned rant about the state of Twitter.
Once we've gotten that out of our system, we move on to something more positive and explore how dealerships can do this ONE thing to increase their social media visibility. And it doesn’t cost anything...
Join Kathi and I HERE or anywhere you find your podcasts!
Three quick steps to optimizing your Google Business Profile that increase your dealerships visibility. Over 45% of ALL Google searches are for local services or companies and over 50% of businesses still havent claimed or manage their Google Business Profile just by maintaining your stores profile you can easily rise to the top and dominate local search!
The first important step in optimizing a Google Business Profile is to ensure all the information in the profile is accurate and up-to-date. This includes the dealership's name, address, phone number, website URL, business hours, and even photos of the dealership and its inventory. Great images can catch the eye of a potential customer quickly and the more images you post the higher the percentage they will be seen. Some dealers with lots of great images posted to their Google Business Profile report over 300 thousand image views in a 28 day period! Thats a lot of eyes seeing pictures of your dealership! It isnt only the owner of the profile that can post images to a business profile so dealers should encourage employees to post great pics of the dealership too, maybe a cool car on the lot of a pretty sunset with the dealership in the foreground etc.
The second important step is to encourage customers to leave reviews on the dealership's Google Business Profile. Positive reviews not only improve the dealership's reputation but also increase its visibility in search results. It's essential to respond to reviews, both positive and negative, to show engagement with reviewers so that potential new customers can quickly see that your dealership is responsive.
The third important step is to regularly post updates and content on the dealership's Google Business Profile. This includes news about the dealership, special promotions, and even updates on new inventory. Posting consistently helps keep the dealership's profile active and engaging to customers.
If you would like to learn more about taking charge of your Google Business Profile let's talk!
Dealers, Stop Printing Checks!
Way back in 2020 at the NADA Show in Las Vegas I spoke about the benifits to auto dealers using the CPay Plus system, now called Repay. The name may have changed but the great stuff they do hasn't and they are doing even more for dealers these days!
Dealerships are complex businesses with many moving parts. One crucial aspect of a successful dealership is managing accounts payable (AP) efficiently. Fortunately, Repay Realtime Electronic Payments provides a solution for dealerships that can increase efficiency and save time.
With Repay's AP system, dealerships can streamline the entire payment process. Repay's electronic payment processing eliminates the need for manual check writing and mailing, which saves time and reduces errors. Additionally, the system can automate payment approvals, routing invoices to the correct approver, and generating notifications for missed or late payments.
The benefits of using Repay's AP system don't stop there. The system can help dealerships reduce their processing costs, such as printing, postage, and paper checks. And, with real-time payment processing, dealerships can keep track of their accounts payable balance and make payments on time, avoiding late fees.
Furthermore, the integration of Repay's AP system with the DealerBuilt DMS provides dealerships with a comprehensive view of their accounts payable data. Dealerships can view invoice details, payment history, and other relevant information from one centralized location, making it easier to manage their finances.
Repay Realtime Electronic Payments' accounts payable system is an excellent solution for dealerships and can help increase efficiency, save time and money, reduce errors, and provide a comprehensive view of their financial data. By using Repay's AP system, dealerships can focus on other areas of their business, such as sales and customer service, and grow their business. Want to know more or see a demo? Lets talk!
Mike theCarGuy, Purveyor of Awesome
DealerBuilt / Vistadash
Are you one of the millions of US businesses without a Google Business Profile? If so, you could be missing out on a huge opportunity to be found by potential customers, that doesnt cost you a single marketing dollar! In fact, having a Google Business Profile is widely accepted as crucial in today's digital age.
But here's the crazy part - despite its importance, only a small fraction of US businesses actually use their Google Business Profile. That's why on the latest episode of The First Pencil with Kathy and Mike, we caught up with digital marketing strategist Craig Darling, founder of Darling Local.
Craig is on a mission to change the status quo and help more businesses create and optimize their Google Business Profile. With his expertise and guidance, businesses can take advantage of this powerful tool and increase their online visibility.
Don't be left behind in the digital world. Tune in to our latest episode and discover how to leverage your Google Business Profile for maximum impact. And who knows, you might even pick up some wicked awesome social media/digital marketing tips from Kathi and Mike along the way!
Join us at TheFirstPencil
Automotive Sales Manager and F&I Managers, if you have to re-open a deal for whatever reason and your current DMS creates a new deal number when you reclose it we need to talk! Don't create more work cleaning up deals for your business office, call me so I can tell you about DealerBuilt!
Service Managers!! If your current system restricts your team to only 12 job lines on a repair order or requires you have a customer pay line, even if it is zero in order to close an RO we need to talk! If you or your GM/Principal are headed to Dallas in a few weeks for the NADA Show then click the link to book time with Mike theCarGuy and learn more about DealerBuilt, the DMS built by a dealer in a dealership for car dealers!
Lets Meet At NADA!
Kathi and I have talked a lot about video use in so many different ways to sell cars. This week, we welcomed Michael Sampson. He’s Director of Sales at MinMax video enablement app for making branded videos. As automotive retail continues to shift, driven by customer shopping and buying preferences, video is a way to stand out. We explore interesting ideas, tactics and processes that will help your store beat the competition. Check out our convo HERE and check out Michael's company MinMax HERE!
Hey there, I'm Mike theCarGuy and here are some of my thoughts about cars, the car business and sales! Take a look around, maybe you will learn something or at the very least find your self smiling, and if you do... leave me a comment so I know I at least did something right! Thanks for stoppin by...
Need to reach me?
Call or Text: (909) 206-4377
22400 Barton Rd Suite 21-451
Grand Terrace, CA 92313
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the Car Guys reads:
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Japanese Nostalgic Car
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Used Car Ricky.com
Alley Cat SoCal (apparel and Design)