Tell me something

Tell me something

I am regularly surprised by the ease of communication on Facebook  and I am wondering how it changes the way we communicate with one another. Our daughter Lina, who will turn 19, not only claims that she knows every single one of her 973 facebook friends well, but that she also has made Facebook her main communication tool. Setting up events, reaching out to friends, inviting everybody to the next  high school Volleyball home game etc., facebook is her tool of choice. “Email takes too long and is more about facts,” she says. “If I wanted to exchange facts, I’d text.” Lina would start facebook conversations with something like: “Tell me something” or “RAWWR” – and still get quite a bit of responses! I found this mind-boggling. When talking with her about it, it dawned on me that her statements confirmed what we found when looking at car-owner- to-service-advisor communication. Lina said that people she hangs out with people who know what ‘RAWWR’ means,  and they respond within a few minutes with similar ‘interesting’ statements. Since they have developed rapport * already, they express their feelings in a kind of secret language, and are mostly interested in pinging their friends and exchanging ‘feel-good’ statements, or simply waiting for the other to say something exciting. Next time your talk to your  Service Advisor or customer, start with “RAWR” and see what happens. Just kidding. But what is striking to me is that this underlying rapport facilitates all kinds of conversations. Building trust with each other, being on the same wave length, sharing challenges and joyful moments – these all develop strong...
Smart Funnels Create More Customers

Smart Funnels Create More Customers

The beauty about local search is how tangible it can be if you incorporate information about local circumstances. If you think of the standard sales funnel (below), you already have pretty concrete numbers about your market potential. Let’s take a close-up view of the 2,000 to 4,000 searches in your area. Does your web presence captures all it can, or even a fair share? First and foremost, your internet presence will simply not perform if it is not on Page 1. But there is another reason why you may be underperforming online: the commuting pattern of your prospective customers. Your search strategy is broad and encompasses a greater service area of Anywheretown, USA, and yet it still doesn’t yield the expected results. Well, you can just switch to a better Search Optimization (SEO) provider and website designer and start over, right? Hold your high-horsepower engines for a little bit, hope is not a strategy. The image below segments searching motorists – the highest potential of losing the share being the red pie segment. Those motorists don’t find it convenient to get to the business location and will select a different business.     So it becomes clear the importance of targeting motorists outside the obvious business location area. But how do we cover the entirety of prospective customers? And what if the commuting pattern opens area that are not obvious? What if local commuter trains offer the opportunity to drop the vehicle in the morning, and then take a train and pick up the vehicle in the evening? Check below an area near Sacramento with the top five zip codes...
“ALLDATA selects AutoVitals as the best solution…”

“ALLDATA selects AutoVitals as the best solution…”

  “ALLDATA selects AutoVitals as the best solution…” We are extremely excited about our new partnership. Join me in celebrating this milestone.“ALLDATA Signs Strategic Agreement with AutoVitals to Enhance its Business Solutions Suite…” (MSNBC) AutoVitals’ strategic engagement will offer an improved acquisition and retention solution to ALLDATA’s mechanical and collision customers. (MSNBC) ALLDATA LLC is the leading provider of manufacturer automotive repair information and solutions for the professional automotive service and collision repair industries. The company has recently entered into an agreement with AutoVitals® to help repair shops attract and retain customers. “ALLDATA has selected AutoVitals as the best solution in the industry for helping customers reach a wide audience of interested consumers,” said ALLDATA President Jeff Lagges. “We have always been about helping shops succeed, and this is a proven tool to help them get the results they want.” The collaboration of ALLDATA and AutoVitals offers immediate benefits to a repair facility through ALLDATA’s suite of market products that leverage web technologies and social media. By deploying AutoVitals’ marketing platform, which is specific to the independent automotive industry, shops are now able to reach a wide audience – all inexpensively. AutoVitals can tailor search engine optimization technology to significantly improve a shop’s ranking and visibility, which can translate to higher profits. Additionally, customer reviews are solicited to build an online reputation.   Please read more from the ALLDATA perspective here.  ...
Do you need a Mobile Website?

Do you need a Mobile Website?

Using smartphones and tablets to search for local businesses has become a wide spread habit and is going to increase, because it is highly convenient. Due to the much smaller available space on especially smartphones easy navigation becomes key for a great user experience. Lets look at a typical website, which has not been optimized ye

Have Search Results Become Unpredictable?

Have Search Results Become Unpredictable?

Ron Haugen (the author of the great movie clip about finding a Saturn repair shop) and I had a chat about Google plus and its repercussions on search results. Over the course of the conversation the following questions emerged, and we thought questions and answers might be worth sharing. Here they come: 1. Word out there is that if you do not have a Google + account, your business’ search engine ranking will suffer. Is this a valid concern ? Absolutely valid, and if you don’t buy at least Ads worth $500 per month with Google, you won’t have any chance getting on even page #2 in Google search. I am just messing with you and I am sorry, but the temptation to mock fear based sales tactics is so high I couldn’t resist. Lets get as accurate as I can: Your business search rankings won’t suffer if you don’t have a Google Plus account.  What you should consider though: If you can engage your prospective and existing customers in a meaningful conversation online, share valuable content they are interested in on Google Plus and earn ‘+1’ clicks in return, Google will consider your ‘social ranking’ as one of many parameters in determining your search ranking. In other words, having an account alone doesn’t help much – you need to use it to engage in a meaningful online conversation with your customers. It does make sense, doesn’t it? Just like real life, the more people talk with and about you, the more attention by searching motorists you deserve. 2. Is it possible that Google users will see different search engine results when logged in...
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