Facts Not Feelings with Brooke C. Furniss

Sticking with the strong, powerful, and intelligent women theme, enter Candice Lowe and her 26 years of automotive experience! Whether she is teaching the green pea that started yesterday, collaborating with upper management on best practices for optimal ROI, assisting corporate executives on automotive digital best practices, or utilizing her days working on the dealer side to further her dealership's progress, Candice is a Swiss Army knife of expertise in our automotive industry!   

In this episode, Candice and I discuss the necessity of personalizing the journey to every single customer and how if businesses truly want to succeed they need to ensure they hire accordingly. We share ideas on how to fine tune one's organic social strategy. Lastly, we review lead management best practices and provide helpful tips when answering customers, especially the ever taboo price question!    

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Get your Sheets of Integrity ready! It is March Madness Time Baby, and the Madness is in full effect. Tom Brady has un-retired, Brackets are soon to be busted, everyone is trying to settle in from NADA, and we have a little surprise for you on what happen this weekend in this Monday Recap! Who do you have in your Final Four? What about cutting down the nets?   

Big shoutout to Sarah from PCG Digital for stopping by the show on Friday and slaying it! Please remember: Branding, branding, and oh yeah and branding! Check out last week's show here

This Friday, we are keeping the incredible and powerful women theme going with Candice Lowe. Candice has been in the auto industry for 26 years, has sat in every seat there is to sit, and is a digital automotive expert. You will not  want to miss this one!  

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What a way to kick off International Women's Week by speaking with the brilliant Sarah Ciociola from PCG Digital. The world of paid social media is ever evolving. How is your team constantly keeping up with latest trends, keeping content fresh, ensuring your metrics are accurate, and staying in front of customer? Sarah and I hit on what dealers can do to set themselves up for success, why branding is not only important, but the essential lifeblood to one's campaign, social advertising in a privacy first world, how to tackle TikTok, the new automotive SEM framework, and more.   What's do you think is the most common mistake Sarah sees with dealers in terms of paid social media and is your dealership currently doing it? Tune in to fine out! 

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Sometimes we forget what that big yellow thing is in the sky! It is a beautiful thing to not only get away, recharge, and soak in the sunshine, but it is necessity for all of us to have a healthy work life balance. Make time off a priority for yourself and your employees!   

As employers, are we truly putting our employees first? Do we stop and listen to them with the intend to assist, help, and resolve, or are we simply "listening" to quickly rebuttal their words and brush them aside?   

This week we have Sarah Ciociola from PCG Digital on the show to share her expertise on the new Google Framework, Automotive Paid Search and Social Advertising, and TikTok.   

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Josh Drean has been featured on the Today Show, Harvard Business Review, Forbes, Bostinno, NBC, Fox Business, his YouTube Channel has millions of view, he was named Top 100 HR Influencers of 2021, so when we say we surround ourselves with people smarter than us on Facts Not Feelings, we mean it! Stop and listen with the intent to hear your employees. When you can do this an environment or trust and authenticity, your employees will tell you everything you need to know.   

Here are some of my favorite quotable moments from Josh:  

"Your employee is your first customer" - Josh Drean 

"Employers can't afford to hear employees." - Josh Drean 

"Work should be a relationship not a contract." - Josh Drean  

What are you doing to to hear your employees?  

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Before jumping into our regular Monday Recap, things got a little serious today. Be a good person, do some good, simply put: don't be a dick! The world is unrest and turmoil and is in need of good humans: be that person. It doesn't cost anything to be a good person, to serve your neighbor, and do go in the world. Whatever your belief system is, send a good thought, good vibes, prayers, whatever to Ukraine. 

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March is around the corner and definitely coming in like a lion! The US Women's Soccer Team settle their 6 year legal battle for equal pay right in time for Women's History Month, which definitely hits home with me. We rounded out February with a marvelous episode with Michael Stewart from PCG Digital. My 3 main take aways from our conversations:

• Please send your customers to the correct listing to review your business. If you missed our little nugget on how to boost your Parts Listing Reviews, go back and watch it! Also, please inspect these listings regularly for accuracy: is connection/link accurate, are all reviews being answered, etc. 
• Next, the 30 day automotive cycle doesn't align with the eCommerce and customer buying cycle, which is closer to 90 days
• Custom Order 

This Friday, Josh Drean is joining the show. Mark your calendars as you will not want not want to miss this one! Josh has been on the speaking circuit for years, inspiring both young and old from school gyms to the Today Show. He and I dive into some deep topics and he provides his expertise on employee experience design and how in a post-pandemic world, organizations must obsessively create active experiences for authentic and transparent human connection.

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Are you all ready for this episode with Michael Stewart from PCG Digital as we review common mistakes dealerships make in marketing and advertising? You better eat your Wheaties before listening because we are sharing valuable nuggets of advice for one's dealership! Around the 11 minute mark, we dive into the first topic: Google Business Profile and verifying a dealer is sending their customer's to the correct listing whether that is Sales, Service, or Parts. Always remember that your brand is your reputation! We offer a few key tidbits to ensure a dealer receives reviews to both the Service and Parts Listings. 

Michael and I cover the uphill battle of the automotive 30 Day Cycle as it doesn't line up with eCommerce sale cycle, which is closer to 90 days. How long do you think it takes for a Google/Facebook Ad to work? It is longer than you think. With inventory shortages, are you offering custom ordering? How are you tracking this? Don't forget to think through the process before slapping a button on the site to suffice some agenda.

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What a fire episode we had on Friday with Alan Krutsch from Fuse Autotech! There were so many takeaways from this episode, and maybe more importantly, so many that were beyond the the scope of our auto industry! My Big 3 outside of Modern Retailing were 

1. Good people can be reluctant to change 

2. Lifeguard Analogy 

3. Tracking Market Share  

What were your takeaways from the episode on Friday? What is your current process? This Friday we have Michael Stewart from PCG Digital on the show as we review common mistakes that are made and helpful pointers for dealerships!

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Whether you call it Modern Retailing, Digital Retailing, One-Price Selling, or something else, shocker, this concept is not new! Alan Krutsch from Fuse Autotech and I are tackling it in the latest episode of Facts Not Feelings. Is your business and product focusing more on the customer-facing website portion or the more valuable in-store experience of your Modern Digital Retail Tool? Are your customers building the entire deal online, arriving at the store, to only be told: "Terrific, now go wait in line, it will be another 3 hours after we completely undo everything you did online"? If Starbucks doesn't have my Grande Soy Chai Latte ready when arrive, all hell is breaking loose as I do postal on them! However, this exact same thing is happening in the auto industry as we pound our chest about having the "Amazon and Apple experience."  

Alan and I discuss on how Fuse Autotech is changing the game with their technology and as they worked backwards to solve these issues in this arena and how great companies like the Walser Automotive Group are game changers in our industry.   

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Big thanks to Glenn for kicking off Super Bowl weekend right! Couple of takeaways from our chat with Glenn:

1. Remove all obstacles from your team and their growth and learning

2. Leave emotion/ego at the door

3. Cover up the name of the employee when reviewing reports so you can truly differentiate facts from feelings If you missed his episode, you can check it out here: https://bit.ly/3sI09eK

This Friday we have Alan Krutsch from FUSE Autotech.

What was your favorite Super Bowl Ad? Why? Did you take part in the Verizon 360 Halftime Experience? What were your thoughts on it? As we dive more and more into the Metaverse, who out there is incorporating it into the workplace? Drop me a line if you are using it and let me know how you are interacting with your customers. Brian Kramer and his team have already started on this Metaverse Automotive journey to meet their customers exactly where they are in the buying journey. I believe I also saw Scott Risley and the Mohawk Honda/Mohawk Chevrolet Teams tackling it as well. Bob Lanham, what other dealers are running with this? How have you seen them Implement the VR technology?

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