I presented a Web-based training module copy to a client recently. We reviewed and revised together, rather than taking the approach of “read it and send me your comments.” You get the opportunity to explain the rationale behind your approach and they get to react to it on the spot. In the process, they take ownership of the project and they can see how their ideas improved it, with the full knowledge that there was always something sound to work with. When it was all over, they were thrilled with the end result, which was not all that different from what they evaluated.

It’s always the best way to end up with something you both are proud of and believe in.

- Byron (bcopley@labov.com)

Just about everyone knows what Twittter is, but do you know how it can be used to enhance communication with your distributors and reps?  Here are three things to consider:

1. It can be private:  You don’t have to broadcast what you say to the world.  You can keep it among those you pre-approve to view your tweets.  Remember, anything online can be shared (just like emails), but for non-critical-but-valuable communication, Twitter can be a useful tool.
2. It is real-time:  Twitter is a great tool for sharing information in a hurry.  You can offer special incentives to your dealers in a short time-frame to increase sales, participation, or meet other goals.
3. It is two-way communication:  Twitter is a great way to listen to your dealers, distributors and customers.  You don’t only have to tell your story, you can listen to others and have real conversations.

These are just three of the many uses for Twitter, but they’re good starting points to consider if social media is in your plan and you’re wondering if Twitter should be a part of it.

- Sonya (sbeckley@labov.com)

An ugly business

When a parent company decides to shut down one of its brands, the ramifications are many. Take GM’s decision to shut down Saturn. Not only are hundreds of dealers left without a brand to sell, those who own Saturn vehicles feel abandoned. It’s an uphill battle to reassure owners that their vehicles will continue to be cared for and their ownership experience will remain intact. Either way you look at it, it’s an ugly business.

- Tamzen (tgrimes@labov.com)

If you’re an automotive dealer, answer these questions (I like asking questions, as you’ve likely noticed by now): Is your Web site different from that of a dealer of the same brand in your same city? Is it different from a dealer of the same brand in a different state? Is it different at all? Or is it indistinguishable from just about every dealer of your brand in every corner of the country?

If your answer to the last question was yes, sit down. Let’s talk. Because it’s imperative now more than ever that your Web site is a destination. Consumers will conduct thorough research on vehicles before they even consider stepping foot in your dealership (if they do at all). Why wouldn’t your dealership’s site be at the top of the list of online destinations? Begin building trust and creating conversations with them before they ever get to your showroom. Show them you care and are willing and eager to engage them on their comfort level – which is likely online. Is your dealership on Twitter? What about Facebook? Does it have a blog, or a flickr account? Do you have a YouTube page with video walkarounds of models on your lot, or testimonials from satisfied clients? These are all important touchpoints through which you can be connecting with curious consumers and potential customers. And they’re all things that are easy to do and don’t take a lot of time or money.

So make sure your dealership stands out online. How else will anyone see you?

- Kevin  (kerb@labov.com)

The winds of change are blowing some doors open…and some doors shut.

The current economic climate is creating many interesting opportunities—many companies that were once closed to new influences and new relationships are now seeking. That’s great if you’re pursuing those companies with good potential—you can establish new business partners and prosper. But that same force is affecting your existing clients as well—they’re likely looking beyond you for their next breakthrough—if you’re expecting business as usual from them, you may soon find yourself without a dance partner.

- Jim (jbuck@labov.com)

That’s how I evaluate my writing, whether it’s a letter, article, brochure or any of the various ways we help companies communicate with their dealer-distributor networks. What writer has not looked at something he or she wrote months later and declared “it could have been better?”

Why not make it better now? If you imagine that the freshest copy you wrote is actually 365 days old, you will find ways to improve it.

- Byron (bcopley@labov.com)

I heard Robin Crow, author and owner of Dark Horse Recording, say, “Leadership is like bifocals.  You have to be able to look down and see the fine details, and then look up and see the big picture.”  Now, maybe everyone has heard this before, but I hadn’t and thought it was a great analogy. We all know people whom we consider detail-oriented and those we consider big-picture thinkers. How many do we know who are both? I could think of very few.

Those gifts we have in details and dreams can be our limitations as well if we don’t shift to being able to do both or to surround ourselves with those who can shine where we don’t. Applying that to a dealer or distributor network can be even more challenging, but it’s important for us to be able to see what’s important to us, to the OEM, the distributor, rep and dealer as well.

- Sonya (@sonyab)

I can’t help but notice how many stores I shop at these days that have a rewards program. Some programs are based on a point system that keeps track of my purchases and allows me to cash in the points for rewards. Others provide coupons for dollars off future purchases when I spend a certain amount. Still others will put me on their mailing list for coupons and let me know about special offers.

No matter how they’re structured, all rewards programs have one goal: encourage and reward loyalty. They work. When a decision needs to be made between one company who has a rewards program and one who doesn’t, chances are very likely the company with the rewards program will get my business. I’m certainly more likely to return to a store or purchase a certain brand if it has a loyalty program. It’s a great way for a company to show you they appreciate your business and want you to return.

- Tamzen (tgrimes@labov.com)

What thoughts come to mind when you hear words like “create” or “content”? Do you shiver at the thought of a blank screen or piece of paper (if you’re old-school), waiting for your thoughts, ideas and insights?

While such fears aren’t uncommon, they can be quite costly. Creating custom content is a highly effective way to help distinguish your brand or your dealership from the rest. But what to create? Where to start?

Well, start here. It’s a very helpful guide, full of format suggestions and idea-starters. This way, you’re simply filling in the blanks as much as you’re painting the entire piece. But, most importantly, it’s still your content. They’re still your ideas and thoughts you’re sharing with your customers – existing and potential. And there’s real value for them in getting something like ideas and insights for free.

So, what are you creating of value of to connect with your customers?

For those of us who dabble in technology, it’s an amazing realization to discover the level of complexity that has crow-barred its way into our livelihood. I’m currently involved in a project that features an online tool with functions and sorting of data to generate reports that would boggle the mind. And, if I only wanted my mind boggled, this tool would be highly valued by me. Unfortunately, it isn’t, and I can almost feel the passion draining like a wound.

What I want is a simple summary. Don’t get me wrong: thud books are impressive, but nobody reads thud books. They just stare at them. I write all this to say: start with the “CliffsNotes” and work your way into more detail as interest and passion direct. Do this for your clients and colleagues, and you’ll leave room for innovation and collaboration. Keep the plan simple, and everyone will understand the why – and understanding why is the beginning of purpose.

- Jim (jbuck@labov.com)