Facts Not Feelings with Brooke C. Furniss

Join us in this insightful Facts Not Feelings episode dedicated to moving the automotive industry forward with Corey Smith, National Fixed Ops Training Manager for APCO Holdings. In this service-focused discussion, learn why customer service training is critical for dealership service departments. Discover practical tips for gaining staff buy-in on new processes and effective methods to track training effectiveness.

In this episode, we dive into:
- Strategies for building cross-department collaboration
- Breaking down negative stereotypes between departments
- Actionable advice for overcoming resistance to change
- Techniques to maintain training momentum
- Developing empathy in your staff for delivering exceptional customer experiences


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Main Takeaways

1. Quality customer service training is critical for service departments. Advisors need to be trained on how to properly greet customers, set expectations, communicate clearly, and deliver excellent service. This builds trust and loyal customers.
2. Involving staff in developing training processes leads to greater buy-in. Asking technicians, advisors, etc to help build the training playbook gives them ownership in the process.
3. Breaking down negative stereotypes between departments requires empathy and crossover experiences. Having salespeople shadow advisors or vice versa helps build understanding between silos. Working together as one team benefits the customer.

Connect 🔗

Corey Smith: https://qrcc.me/rzwkgsjg6t7l
BZ Consultants Group: https://qrco.de/bcqqFo     
Apple🎙️ https://apple.co/3DYjWN0
Spotify 🎧 https://spoti.fi/3DNNgFI   
Youtube ▶️ https://bit.ly/3jDwPoO


Chapters

0:00 Introduction

1:29 Why customer service training is critical 

2:58 Key principles to excellent service 

5:23 Painting a picture for customers 

6:18 Slow down to speed up

8:28 Common weaknesses and how to overcome them

15:16 Acknowledging Mistakes and Collaborative Solutions

17:43 Building empathy in staff 

20:25 Maintaining training momentum

23:16 Tracking training effectiveness

27:58 Managing staff resistance

31:05 Getting veteran staff buy-in 

32:40 Involving staff in developing processes

34:17 Breaking down department stereotypes  

42:12 Key takeaways

53:05 Lightning Round 

This week Brooke chats with Brian Ortega, the creative marketing director at Valley Hi Toyota. They discuss taking creative risks in dealership marketing, leveraging trends on social media platforms like TikTok, partnering with influencers, building a strong community presence, and much more. Tune in for actionable tips to boost your marketing creativity on a budget!

Check out more on Brian Ortega and Valley Hi Toyota!
https://www.youtube.com/@ValleyHiToyotaScion

Main Takeaways  

1. Take risks with imaginative marketing ideas - be willing to fail and learn from creative campaigns that may not succeed. Staying safe and playing it safe leads to boring content.
2. Build an innovative culture by involving your team in the creative process. Get buy-in from leadership to empower everyone to suggest and implement bold ideas.  Develop consistent branding through all channels: email, text, and social media
3. Connect authentically with your community through local partnerships and involvement. Supporting local businesses can build goodwill and engage more people, but it needs to align with your brand's message and culture.
4. Use PRIME methodology - Make content Personal, Relevant/Relatable, Informative, Memorable, and Engaging

Connect 🔗
Brian Ortega: https://qrcc.me/rzypp2wjgsvv
BZ Consultants Group: https://qrco.de/bcqqFo     
Apple🎙️ https://apple.co/3DYjWN0
Spotify 🎧 https://spoti.fi/3DNNgFI   
Youtube ▶️ https://bit.ly/3jDwPoO

Chapters

0:00 Intro 
0:37 Interview starts - Getting creative in dealership marketing
2:56 Taking creative risks and big rewards
6:01 Building engagement on Facebook
9:24 Leveraging platforms like TikTok and Instagram 
17:29 The importance of community involvement
20:42 Engaging with Facebook Groups
22:06 Maintaining high engagement with email and text 
26:02 Deciding where to focus creative efforts  
32:18 Learning from creative failures
36:16 Maximizing creativity on a budget
38:26 Shooting video content on phones
41:46 Getting everyone involved in the process
44:31 Finding inspiration outside of automotive
47:51 The importance of brand marketing
51:33 Overcoming creative blocks
55:13 Creative advice - put yourself in your audience's shoes
57:36 Where to find Brian online
59:14 How Brian uses facts vs feelings  
1:00:52 Brian's superpower would be flying 
1:01:31 Wrap-up

Join Brooke C Furniss as she sits down with automotive industry veteran Dan Moore in this insightful episode of Facts Not Feelings. With decades of expertise, Dan provides keen perspectives on spotting unmerited claims, amplifying credible voices, and separating facts from feelings. Gain valuable lessons on vetting self-proclaimed "experts", asking the tough questions, and keeping marketing strategies simple and focused. Discover how to cut through the noise and hype to make data-driven decisions that truly drive ROI. An episode packed with pragmatic wisdom for any automotive professional looking to thrive on authenticity.

Main Takeaways
1. Be wary of self-proclaimed "experts" who make bold, unsupported claims just to gain followers and fame. True expertise is built on experience, knowledge, and facts. 

2. Focus on your own business strategy and identify gaps, rather than getting distracted by the latest tactics or buzzwords. Evaluate how products and services can help you achieve your goals.

3. Ask critical questions and do your own research to determine if someone's claims are credible. Don't assume expertise just because someone is confident or has a large following online. Look for real-world experience and results.

Connect 🔗

Dan Moore: https://qrcc.me/rzt1znsqys6a 

BZ Consultants Group: https://qrco.de/bcqqFo     

Apple🎙️ https://apple.co/3DYjWN0 

Spotify 🎧 https://spoti.fi/3DNNgFI   

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters

0:00 Introduction
2:29 Spotting Unmerited Claims
4:23 Knowledge vs. Opinion
14:55 From Data to Strategy
18:05 Responding to Unqualified Voices
20:37 Avoiding Echo Chambers
28:44 Identifying Red Flags
39:00 Standing Out from Unqualified Voices
44:45 Asking Hard Questions
48:12 The Website Speed Test Debate
52:00 Strategy Over Tactics
59:54  Simplifying Metrics
1:02:13 Third Party Lead Providers
1:09:22  Lighting Round with Dan Moore

Dive into the intricate dynamics of employee growth with our exclusive 'Facts Not Feelings' series. Join Brooke Furniss as she engages with the Service Director of CMA's Valley CDJR, Robert Migliaccio. Delve into the crossroads of the automotive industry, technological changes, multi-generational workforce challenges, and the definition of meaningful growth. This episode promises to not only inform but to challenge your notions on employee development in the modern age. Subscribe for more invaluable insights and remember – it's always about 'Facts Not Feelings'.

Main Takeaways
1. Foster a caring, empowering culture. Create a positive work environment built on mentorship and caring for employees as individuals. Empower employees to make decisions by giving them proper training and support
2. Prioritize employee growth and advancement. Help employees set goals, find the right roles for their skills, and provide development opportunities. Support growth even if it means they move on from your company.
3. Adapt training and leadership to individuals. Recognize that each employee has different needs and motivations. Cater your training and leadership style to fit the individual rather than taking a one-size-fits-all approach. Be flexible.
4. Leaders should focus on nurturing and empowering their employees, rather than just dictating to them. Robert emphasizes treating employees more like "children" - providing guidance and accountability while also allowing room for them to grow.
5. Training employees should involve a combination of technical/hard skills and softer skills like customer service. It's important to inspect what you expect and provide clear direction, while also allowing for individual approaches. 
6. Employee growth sometimes means they outgrow and leave the company. This can hurt but is often a sign you've done your job as a manager in helping them develop. The key is making sure they have room to advance within the organization first before losing them.

Connect 🔗
Robert Migliaccio: https://qrcc.me/rz3pxf0r8dhk
BZ Consultants Group: https://qrco.de/bcqqFo   
Apple🎙️https://apple.co/3DYjWN0
Spotify 🎧 https://spoti.fi/3DNNgFI 
Youtube ▶️ https://bit.ly/3jDwPoO

Chapters
0:00 Welcoming Robert
1:41 Pivotal moment influencing Robert's perspective on employee growth
3:56 How CMA Group differentiates and fosters employee development
15:09 Adapting to rapid technological changes
18:58 Balancing employee failures and top tier service
22:27 Misconceptions leaders have about employee growth
30:04 Combining technical training and soft skills
33:17 Generational differences in the workforce
37:38 Lateral moves and diversification of skills
39:27 Employees outgrowing and leaving the organization
44:41 How Robert distinguishes facts from feelings
45:22 Robert's superpower
45:57 Robert's favorite car
46:38 Wrap up

Brooke Furniss kicks off another episode of 'Facts Not Feelings' with a deep dive into the world of Google Analytics 4 (GA4) Conversion Events. Alongside George Nenni, the founder of Generations Digital and an established name in digital marketing, this video promises a thorough exploration of GA4's newest features, changes, and their implications. From understanding the revolution in digital analytics to privacy concerns, get ready to gain insights that will transform your analytics game.
Stay tuned to discover George's take on the future of GA4, its potential role in emerging technologies, and much more. Don't forget to like, share, and subscribe for more insights!

Main Takeaways
1. GA4 provides much more granular and customizable reporting through its event-based structure and parameters.
2. Proper setup of access controls is critical to avoid wrecked reporting. Limit admin and edit access.
3. Linking website activity to sales is easier in GA4 if you build out custom events, dimensions and metrics tailored to your dealership's needs.

Connect 🔗
George Nenni: https://qrcc.me/rz3jpozkwkvd
BZ Consultants Group: https://qrco.de/bcqqFo   
Apple🎙️https://apple.co/3DYjWN0
Spotify 🎧 https://spoti.fi/3DNNgFI 
Youtube ▶️ https://bit.ly/3jDwPoO

Chapters
00:00 Introduction
2:20 How GA4 has revolutionized digital analytics compared to UA 
3:18 Key things to watch out for in GA4
4:35 User-focused data in GA4 
6:07 Third party tracking differences 
7:23 Counter-intuitive insights from GA4 Event tracking and data structuring 
9:39 Event tracking as a game changer 
12:35 Real world examples of GA4 tracking 
16:42 Linking car sales to digital touchpoints 
19:39 GA4 issues and limitations
21:11 Training recommendations for GA4
24:17 Getting started with GA4 as a beginner 
29:13 Differentiating website visitors 
31:53 Engagement tracking capabilities
35:50 George’s favorite reports in GA4 
37:39 Lightning round with George

Facts Not Feelings dives deep into the automotive industry's latest trends in this special Digital Dealer Vegas episode. Join host Brooke Furniss and esteemed guests, including Mike Bukowski, "Big" Al Gillespie, Mike Colacchio, and Allie Peters. Uncover the mysteries of Google Analytics 4 (GA4), the balance between Organic vs. Paid strategies, the evolving landscape of Fixed Ops, and the promising horizon of AI & Chat GPT in automotive. Be part of the discussion that highlights the role of CDPs in ensuring data privacy and the captivating evolution of personalized marketing. Subscribe now and stay ahead in the automotive industry!

Key Takeaways:
1. GA4 provides much more granular and customizable reporting through its event-based structure and parameters.
2. Proper setup of access controls is critical to avoid wrecked reporting. Limit admin and edit access.
3. Linking website activity to sales is easier in GA4 if you build out custom events, dimensions and metrics tailored to your dealership's needs.

Connect 🔗
Mike Bukowski: https://qrcc.me/ryvf3pd7k38e
"Big" Al Gillespie: https://qrcc.me/rz1fwxr4mmwp
Mike Colacchio: https://qrcc.me/rz3kvbmr5d94
Allie Peters: https://qrcc.me/rze2wy5oh2pd
Register for Digital Dealer: https://qrcc.me/rzelrtl4cl4v

BZ Consultants Group: https://qrco.de/bcqqFo   
Apple🎙️https://apple.co/3U4KvGA
Spotify 🎧 https://spoti.fi/3DNNgFI 
Youtube ▶️ https://bit.ly/3jDwPoO

Chapters
00:00 - Introduction
2:28  Mike Bukowski on GA4’s Impact on Automotive Brands
4:30  Leveraging GA4 for Small Dealerships: Tips from Mike
7:09  Big' Al Gillespie on Balance Between Paid vs Organic in Automotive Sector
12:01 Emerging Social Media for Automotive Brands: Best Practices from Big Al
16:15  Evolution of Fixed Ops: Insights from Allie Peters, VP of Service at Cavender Auto
19:03 Setting Up Successful Fixed Ops Departments: Pillars to Focus On
22:14 Understanding CDPs with Mike Colacchio, Chief Revenue Officer at Fullpath
28:30 Responsible Use of Customer Data: Importance in the Era of Data Privacy
33:06  Navigating GA4 Challenges: Insights on Thresholding and Delayed Data Reporting
38:33 Essential Tools for Success: Allie Peters on Cavender Auto Group’s Journey
42:11 Choosing a CDP Partner: Key Vetting Questions for Dealerships
47:29  Lightning Round: Fun Facts about the Digital Dealer Vegas Super Panel

In a captivating discussion with Gino Cipperoni, Chief Revenue Officer at Dealer eProcess (DEP), we explore the dynamic world of automotive marketing. Gino sheds light on the vital role of personalization in the industry and its intersection with Amazon and Google advertising. He underscores the rising influence of voice search, driven by platforms like Amazon Echo, and the need for marketers to harness AI for effective targeting.

Gino emphasizes DEP's innovative approach to personalization, uniting individual dealer entities within a group to enhance the user experience. By tailoring browsing experiences based on users' previous interactions across dealership websites, DEP amplifies marketing effectiveness. Synchronization of digital marketing and websites is pivotal, ensuring a seamless, personalized journey for users.

The episode closes with Gino urging dealers to transcend traditional methods and seize opportunities on streaming platforms. Personalization, data-driven strategies, and adaptation are key to success in the ever-changing automotive marketing arena.

Key Takeaways:

1. When considering Amazon advertising agencies, watch out for red flags like a lack of access to valuable shopper data such as Amazon Garage. True Amazon partners use this data for precise ad targeting.
2. Amazon and Google advertising work hand in hand: Google excels at reaching near-purchase shoppers, while Amazon captures earlier-stage prospects. Together, they fill the funnel for Google.
3. Personalization is key in marketing and web design. Authentic personalization aligns ad content with landing pages, catering to individual shoppers. It's more than changing ad copy; it's about seamless coordination.

Connect:
Gino Cipperoni: https://qrcc.me/ryqlwfb5i5cu

BZ Consultants: https://qrco.de/bcqqFo    

Apple🎙️https://apple.co/3U4KvGA 

Spotify 🎧 https://spoti.fi/3DNNgFI  

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters:

02:29 Be cautious of non-Amazon partners misrepresenting their capabilities.

06:30 Amazon and Google: a powerful marketing duo.

09:27 Strong data quality fuels Google and Amazon.

12:08 Google keyword planner finds average monthly searches. For example, "Toyota dealer near Me" was searched over 8000 times per month in Chicago. Chevy Equinox for Sale had 50 searches per month in Chicagoland. Using Amazon alongside Google improves results.

15:10 Voice search is important for marketing evolution.

20:50 Streaming TV reaches diverse platforms, changing marketing strategies.

24:21 Websites and digital marketing should be synced. Personalization is key for effective results. Amazon's personalized approach can be applied to dealership websites. Using data while ensuring privacy compliance.

29:37 Good points made on personalization and Amazon experience.

32:57 Dealership's job is not to understand the digital journey of shoppers. The website should be efficient and personalized for each customer. Data should be used to tailor the experience and ads.

39:18 VDP views not important, focus on SRP. Consumer behavior changed due to COVID. Utilize DMs for effective marketing.

43:58 AI enhances customer service and productivity.

46:31 Dealer group website platform connects and personalizes.

50:13 Flexibility and integration with complementary tools emphasized

Ever wondered how the automotive industry is harnessing the power of digital transformation to foster unprecedented collaborations? Join us as we dive deep into this transformative journey with none other than Jordan Cox, the former Digital Manager at Gates Automotive, Head of Community Engagement at ASOTU, Auto Genius Member

In this episode Jordan shares his insights on how to revolutionize automotive collaboration. He emphasizes the importance of creating impactful podcast content, effective branding, community engagement, and transparency in media.

Jordan advises us to focus on engaging and informative content that goes beyond lease specials and pricing. By sharing DIY car detailing videos and value-added content that enhances their relationship with the brand.

Jordan also opens up about the challenges they faced in the early stages of podcasting. They emphasize the importance of practice, continuous improvement, and not being afraid to make mistakes. Starting with basic equipment like a phone and learning as we go can be the catalyst for growth and success. Jordan says that success is possible regardless of the resources available to us.

Jordan highlights the power of collaborating with both employees on the podcast and the wider community. He stresses the importance of building relationships within the industry,. By engaging and supporting others in our community, we can create a network that uplifts and inspires us.

The significance of telling unique stories and creating engaging content that aligns with the interests of our audiences is another important factor to consider. Additionally, the conversation explores the evolution of digital marketing strategies and the opportunities they present. Jordan emphasizes the importance of collaborating digitally with influential figures in our community, actively utilizing content on various platforms to reach new audiences. He also introduced the concept of exponential reach through networks, suggesting that by featuring influential individuals, we can amplify our impact and broaden our reach.

Key Takeaways:

1. Importance of Collaboration in our Automotive Industry, especially at Local Dealership and in their Local Communities
2. Podcast 101 - How/Where to start in your dealership and practical helpful tips
3. How emerging technologies like AI and machine learning shape the future of collaboration in the automotive industry and help with podcasters

Connect:
Jordan Cox: https://qrcc.me/rynyzdziq03n 

BZ Consultants: https://qrco.de/bcqqFo    

Apple🎙️https://apple.co/3U4KvGA 

Spotify 🎧 https://spoti.fi/3DNNgFI  

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters:

13:58 Equipment, workflow, and content creation tips for podcasts.

21:20 Practice, collaboration, and using what you have.

28:23 The importance of transparency and authenticity in content.

34:36 20% selling, 80% branding; Follow what interests you, learn from mistakes.

41:27 Evolution of digital enables new collaborations, reach.

45:55 Change is necessary, embrace digital marketing.

53:48 AI editor simplifies podcast editing process.

58:10 Be patient with the AI's limitations

Tired of starting from scratch every time you switch marketing agencies? Dive into a new era of marketing with Denise Galiatsatos, President/COO of PCG Digital, as she unveils the transformative power of owning and leveraging your dealership's data. Embrace the never-start-from-zero-again strategy to give your dealership the competitive edge it needs in today's digital landscape. 

In this episode, Denise emphasizes the significance of dealerships creating their own first-party data. By building a database of customers who are already familiar with the brand and have interacted with them, dealerships can target specific audiences and foster loyalty. This data allows dealerships to tailor their messaging effectively and prevent customers from being sent to other dealerships.

To track and analyze data comprehensively, Denise highlights the importance of utilizing a Customer Data Platform (CDP). A CDP can integrate data from various sources, providing a more holistic view and enabling better insights into consumer behavior. With a CDP, dealerships can make informed decisions and measure ROI accurately, beyond traditional tracking methods.

Denise emphasizes the need for dealerships to define their campaign objectives and measure ROI based on those objectives. By identifying the metrics that align with their goals, such as brand estimated recall lift, phone calls, conversations, messages, and lead form submissions, dealerships can accurately gauge the success of their campaigns and make data-driven decisions.

Key Takeaways:

1. Importance of owning all of your data and never starting from zero again 
2. Importance of ownership of Facebook Page, Business Manager, and Facebook Pixel and everyone collaborating around the one Pixel 
3. CDPs (Customer Data Platforms) - Ability to measure true ROI, clean data, segmentation, serving intentional messages, do you own the data, think the process through prior to jumping on board

Connect:
Denise Galiatsatos: https://qrcc.me/ryh3wxi389o8 

BZ Consultants: https://qrco.de/bcqqFo    

Apple🎙️https://apple.co/3U4KvGA 

Spotify 🎧 https://spoti.fi/3DNNgFI  

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters:

02:33 Account structure ensures client success, even post-engagement.

06:57 Clients own their Facebook Pixel and AdWords.

10:01 Data is misunderstood, but dealers must humanize it.

13:00 Switch, start fresh, understand your audiences again.

17:38 Ga Four is unstable, hindering data access.

21:22 Easy client transitions without burning bridges.

23:52 CDP helps integrate data for measuring ROI.

28:13 Intentional CDP marketing tailors messages for customers.

30:15 Dad drives minivan, be intentional with messaging.

33:16 Infinities were switched out three years ago, but an elderly woman still gets mailers from an Infinity store despite not having one for three months. It's a strange marketing tactic.

38:58 Data included in dealership buy-sell, revolutionizing marketing.

42:03 CDP enables targeted segmentation for personalized messages.

45:21 Safe data transfer and ownership with Orby.

49:30 Struggle to connect and understand different tools.

50:37 Always double check reports for accuracy

Do you want to transform your business while staying authentic and profitable? Don't miss this episode of the 'Facts Not Feelings' podcast where Damian Boudreaux, the founder of Auto Training Academy, shares his revolutionary approach to achieving success through service.

Damian Boudreaux emphasizes the value of building and maintaining relationships with customers and the community. Instead of solely focusing on selling cars, he recognized the significance of understanding customers' "why" and providing long-term value. By prioritizing relationships, businesses can create lasting connections, generate trust, and foster loyalty.

In the ever-evolving automotive industry, adaptation and continuous learning are essential for success. Damian encourages individuals to invest in self-improvement and take advantage of resources like libraries and online platforms to learn new skills. By keeping up with rapid technological advancements, professionals can effectively navigate this dynamic industry.

Profitability should not be the only driving force for automotive businesses. Damian suggests a profound mindset shift towards community service. By actively engaging with and serving the community, dealerships can make a positive impact and build a stronger reputation amongst customers. This balancing act between authenticity and profitability can solidify a dealership's place in the community and promote sustainable growth.

In conclusion, Damian Boudreaux's journey from selling cars to serving the community sheds light on the necessary mindset shift within the automotive industry. By prioritizing relationships, embracing continuous learning, and reframing profitability through community service, dealerships can create a lasting impact and cultivate success.

Key Takeaways:

1. Serving your community and they will serve you 
2. Serving vs selling
3. Emphasizing authenticity and being yourself and/or the human touch in business.

Connect:
Damian Boudreaux: https://qrcc.me/rykgmmma1nqw

BZ Consultants: https://qrco.de/bcqqFo    

Apple🎙️https://apple.co/3U4KvGA 

Spotify 🎧 https://spoti.fi/3DNNgFI  

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters:

02:14 Opportunities for success in various dealership roles.

04:15 Auto Training Academy: Building Success Through Relationships

09:29 Aspiration: $100k/year. Authenticity lost. Not for me.

14:25 Lack of time hinder businesses from maximizing potential.

16:35 Coming together with shared values builds success.

20:41 Crazy age of AI: Learn and adapt.

25:01 Customers' and employees' motivations are key.

29:56 Stay authentic despite pressure and challenges.

34:01 Develop people, create career path in dealerships.

38:54 Not everyone will adopt Brian Kramer's blueprint.

44:02 People need clear reasons to work hard. There are limiting beliefs that hold them back. Body changes affect growth and perception.

49:23 Believe, receive, and unblock for success.

52:43 Be light, love, joy, peace, and acceptance.

55:49 Love Asia, lived in Japan, good choices, thanks.