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Up Your Auto Retail Game: Do What You Say. Do What You Don't (Now) w/ Brian Kramer
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In this episode of the KPI Cafe, our guest is Brian Kramer, General Manager of Germain Toyota of Naples. He's been a vocal thought leader in automotive retail on how to break the status quo and embrace methodologies that champion consumer expectations and shopping behaviors, as well as apply the best of what disruptors like Carvana are doing -- that many dealerships are not. You'll hear perspective on sourcing vehicles, digital retailing, reducing friction, and much more.
By the end of the episode, we hope that you'll have some constructive challenges to ensure that you're doing what you say and doing what you're not (today).
Here's what you can expect:
Show Opens
How is Brian an Ohio State Fan? (3:20)
A Breakdown of Carvana (5:04)
- Vehicle Sourcing
- Branding
- Advertising
- Transparency/Fairness
Distilling It All Down: What Do “They” Get Right? (12:58)
- Clarity
- “Doing What We Said We Would Do”
Dealer Mindset to Embrace These Changes (17:27)
- Culture
- “Put It in the Slow Cooker”
Why Haven’t Dealers Dominated Sourcing Local Vehicles? (20:08)
- Consistency
- “I’m the Only One”
- Short-Sighted Fixation
What Should Dealers Model in Digital Retailing After Carvana? (24:16)
- What You Can Do, We Can Do, Too
- First-Party Data
- Instacart Comfortability
- Pay for Time
Cautionary Tips in Embracing Digital Retailing (31:49)
- Stress Testing
- Work on Inefficiencies
- Focus on Top 3 Things
Prognosticating the Importance of Brick’n’Mortar (37:08)
- The Meeting Place
- Disney Club Example
- Innovation/Leveraging Networks
- Service/Body Shop/Parts
Reducing Friction Points in the Dealership’s Purchase Process (41:33)
- Airborne, Not Chairborne
- KPIs vs. Customers
- “Why Can’t You Do It Like Germain?”
Lessons Learned from Today Applicable to Service? (50:12)
- Why We Did It
- Training Staff and Customers
- Need the Data
Connecting with Brian Kramer (56:08)
Разделы
1. How is Brian an Ohio State Fan? (00:03:20)
2. A Breakdown of Carvana (00:05:04)
3. Distilling It All Down: What Do “They” Get Right? (00:12:58)
4. Dealer Mindset to Embrace These Changes (00:17:27)
5. Why Haven’t Dealers Dominated Sourcing Local Vehicles? (00:20:08)
6. What Should Dealers Model in Digital Retailing After Carvana? (00:24:16)
7. Cautionary Tips in Embracing Digital Retailing (00:31:49)
8. Prognosticating the Importance of Brick’n’Mortar (00:37:08)
9. Reducing Friction Points in the Dealership’s Purchase Process (00:41:33)
10. Lessons Learned from Today Applicable to Service? (00:50:12)
11. Connecting with Brian Kramer (00:56:08)
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