The Dealer Playbook
The Dealer Playbook

Episode 504 ยท 7 months ago

Brian Pasch: An Open Letter To Ford's CEO


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Brian Pasch is the founder of PCG Companies, which is comprised of Brian Pasch Enterprises, PCG Digital, Localiente, and PCG Research. He's an author, keynote speaker, marketing contrarian, and a beacon of light within the retail auto industry as someone who has always been an advocate for the dealer body.

Recently Brian penned an open letter to Mr. Farley, the CEO of Ford, in which he asks very thought-provoking questions aimed at clarifying Mr. Farley's curious comments about the future of Ford's dealership network.

In addition, Brian shares about a new GA4 (Google Analytics 4) Standards Council in which he aims to standardize how reporting takes place throughout the industry and across all vendors.

What we discuss in this episode:

03:07 - Brian, as an advocate for the dealer body is not afraid to ask tough questions even if it means putting on the gloves and sparring with the OEMs. Through Brian's inclusive conferences, the dealer body also feels comfortable engaging in those conversations and sharing their point of view โ€” a discourse that he is encouraging should happen more throughout the industry.

04:58 - Brian shares his findings from a recent YouGov study which indicates how consumers are seeking to research and purchase vehicles. "You know, I think CSI scores hide the fact that most consumers are not happy with the overall sales experience."

05:47 - Many dealers adopted digital retailing tools but never created an in-store process to match. In so doing, the consumer experience is negatively impacted and nobody is better off. Brian suggests that instead of providing COOP dollars for marketing purposes, there should also be an allocation that goes toward in-store training so that teams can deliver the experience level that the majority of today's car buyers expect and that is more of a connected retailing experience similar to Best Buy or Apple. You can visit their websites and the product you see is in stock and the price is exactly the same online as it is in-store.

13:00 - OEMs are making moves toward an agency model in which they can sell directly to consumers. In particular, Ford's CEO made some comments that seem to be removing dealers from the EV products they plan to sell in the future.

"I think that GM and Ford dealers have been relatively quiet about some of the bombshells. Both manufacturers have announced that their EV models will sell directly to consumers on a national portal. It appears that Tekion will power both of those solutions. There is no detail on how trades will be handled, and no details about F&I products."

13:40 - Jim Farley (Ford's CEO) was probably the most transparent in sharing that D2C is an efficient model and that they want to be more like Tesla โ€” they want the margins and want customers to be happy. Brian shares that he understands also the business case for such a model. Jim's job is to keep investors happy.

14:15 - Brian shares that he was on a panel discussion with Brian Benstock, highlighting the dealership operator as someone who is focused on providing the best customer experience possible. Brian Benstock has developed a process with his team in which customers can take delivery of a vehicle and experience the entire transaction in 45 minutes.

18:00 - Brian explains that one of the reasons he is an advocate for dealers is because our industry contains some of the most impressive entrepreneurs who've reinvented themselves many times over. The vast majority of dealers are working hard to embrace what's coming next.

27.27 - Discussion about Brian's formation of the Google Analytics Standards Council and what it aims to accomplish throughout the retail automobile industry. The goal is to create a standard way of reporting events industry-wide so that no matter the vendor, everyone has an agreed-upon way to report the data. Doing so, Brian believes will save a lot of confusion and save a lot of time when it comes to trying to understand the dealership's data. FlexDealer, Michael's automotive software and marketing agency, is proud to be a founding member of the council and will help create the standards by which website and marketing vendors track inside of GA4.

Listen to the full episode for even more insights and context from Brian Pasch!

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Thanks, Brian Pasch!

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Get Your Google vehicle adds up and running fast with flex dealercom. The car business is rapidly changing and modern car dealers are meeting the demand. I'm Michael Cirillo and together we're going to explore what it takes to create a thriving dealership and life in the retail automotive industry. Join me each week for inspiring conversations with subject matter experts that are designed to help you grow. This is the dealer playbook, all right, gang, I am incredibly excited about this interview. Nine years, maybe nine and a half years, in the making, one of the individuals in the retail auto industry that I look up to, that I consider a distant mentor because I've consumed so much of his content. He's an author, Keynote Speaker, Digital Marketing Entrepreneur, marketing contrary and and also an advocate, one of the biggest, brightest advocates of the dealer body that I have ever witnessed in my career in automotive going on twenty two years. Come, Mr Brian Pash welcome to the dealer Playbok podcast. Thank you for the invite and I'm so proud of your recent milestone and well, how how long you've been doing this and and how many people enjoyed the content. So congrats. Thank you. I really appreciate that. That means a lot coming from you. Sir. We're on the heels of DMSC, your digital marketing strategies conference. I was blown away, not just by the the number of dealers in this room, but I've been pretty open about this. I think I was about a day and a half into the conference, listening to you, your brother Glenn, the other subject matter leaders, and I text my CEO, are my cteo rather, and I say I don't think I know anything about the carbist. You know, and and that is for me, it's a I've become comfortably uncomfortable with that position, or uncomfortably comfortable, however you want to phrase that, because I love that. There is so much to know, so much to learn. More importantly, what really impressed me from your event is that it was so welcoming. At the same time, there wasn't a hint of Oh, you didn't know that. It was very much like hey, welcome, welcome in, you know, which I think. I don't know how you do it, but that seems like a really tough line to straddle like, Oh, you didn't know versus. Hey, welcome in. Yeah, listen, as a student of the industry, you know as well as I do that things are changing very rapidly and even some of the new acronyms. I remember when someone first said Gelb and it was only a few months ago before I learned about this Graham Leach blightly act, the Gelba and implications on dealers. You know, six months ago I wouldn't be able to talk about that. So things are changing quickly. At our conferences we just embrace people who want to learn and who are transparent and and so you'll notice the even in the Qa, people aren't afraid to ask tough questions, people aren't afraid to hold people accountable. We welcome that spirit. And then it just brings credibility to, you know, the investment that people make to come out of the dealership that they're getting something of value and not just something retread from, you know, an Ada deck or another conference deck. Sure what I was really impressed by, to your point, is dealers. You know, you and I have been to a lot of conferences. I remember we must have been at a I don't know if you were there or not, but I know one of the vendors had sponsored a nightclub. The energy was pumping. I'm Italian, so I'm I'm in the fear out them, and I remember the dancers on the stage. It was a live band, live music, the music building and the dealer and the dancer...

...on stage says, all right, everybody, on the count of three, we're gonna jump and show read to one in the music erupts and I'm yeah, we go and and a lot of the dealers are just staring. So the fact that you were able to get participation, not just participation, but really what I thought valuable was being able to understand their point of view and that they're not afraid, in this and environment, to share their point of view and say, Hey, yes, I see where you're looking at it from, but here's where I'm looking at it from. Let's come to a consensus and and let's try and understand and poke and prod this. That leads me a little bit to the article that you publish this morning. I'd love to pick your brain a little bit on that before we moved to the Gafour topic. Sure, dealers and vendors. I think I'll like it. DMSC made some really interesting discoveries about what type of experience consumers are looking for at the dealership level. Can you share some of what stood out to you from that? Sure a does sink who's a I would say, a connected retailing provider, hired tinkacle. You go of that to survey tool and they really dug into and ask the right questions. You know, I think CSI scores hide the fact that most consumers are not happy with the overall sales experience and and so, no surprise, really respect the time they did online, have a consistent experience online and in store and save them time. Right. So what the feedback from digit retelling discussions at d ms where something like this? Digit retailing as we know it now isn't working. Many dealers are using as a lead captured tool and then just following your old sales process. Oem's like Stealantis, are forcing a digital retelling tool on the oal website that they don't even like, that as half the performance of existing solutions that they're already using. And yet this is supposed to help the consumer experience. The more and more I thought about it, I had a great conversation with Chip Perry and he pulled me over and he said, Brian, I got an idea. Maybe we're trying to change too much all at once. You know, their platform is focused on one person selling. He said we may be forcing dealers, even in our own model, to go too far and I said, well, what are you thinking? He says we need a bridge to get dealers from where they are today into a forward movement that's closer to what consumers want. And I said, well, what do you think that is? And he says I think the core is making sure that whatever is presented online is picked up at the store and he says we need need to connect be online and instore experience. I thought more and more about it and I'm like, isn't that what we're doing? And then it hit me. Just like you said, the more I think about it, the less we know. I'm going through some new client group consulting projects where, okay, this is the digital retelling tool and we're using Vin desking and I'm like, why are we using Vin desking because that's not the tool that's on. Well, that's what the store managers want. I said, well, you know, it's a completely different interface experience, different CALC engine. Yeah, but that's what they want. And it hit me that if we're going to transform the retail experience, Jim Farley, and we'll talk about that letter later, has a vision that consumers are going to buy a hundred percent of their ev vehicles online without a dealer, which is fantasy. But I understand what he's trying to get at is that he consumers just want to know the affordability their vehicle, you know, what their trade is worth. And so I thought about it... like maybe the next step is the challenge the industry. Instead of going to digital retelling, which implies like a hundred percent of the sales are on rune, why don't we just try to create a connected retailing experience, like you see something on best by its price too certain way, when you walk into the store the prices and change. It's the same price. So that was the article that I was inspired from because if we if we look at this success of Oem managed digital retelling programs, they have not succeeded, after five years, to really transform the retail sales experience. I love how you draw attention as well to the culture piece. We've been rewarding the the output of these programs with coop dollars, but not so much the internal processes that are needed to support them. How do you think that would look? And do you think O em's are even interested in supporting training and things of that nature? Listen and and I'd use Toyota as an example, but it's because Glenn Rizzo is also a Floridian. Set is an amazing distributor in Florida and his team, his smartpath team, spends a tremendous amount of time in the dealership training and accountability and developing processes. What I do see is people sign up for a digit retelling tool that the OEM sponsors. It comes with, you know, a week of training, or three days of training, right, two days of remote training, and the OEM checks the box like man, we got did you read daily to and I'm saying hold on, we're talking about to really use these tools have a connected retailing experience. We gotta say not just what's on the website, but what's the handoff, what's the experience? And so in this article I suggest to OEM's, why wouldn't they coa did you retailing training? We can be calling a connected retailing training. Great folks like you know we have a training company, but you know David Kine, who you know is an industry leader. There's there's number Jennifer Suzuki, there are people who are passionate about helping dealers transform. But if the OM's really wanted to achieve that wow experience, this future state that is superior to what Tesla's offering, they're going to have to, yeah, significantly shift from technology, widget gadget focus to defining what a modern sales process looks like and funding that transformation. One of the things that has always just impressed me about yours, and certainly your brother Glenn, who have gotten a know quite well over the years, approach to not just the industry but just current events at large is that you you lean into the facts and then support with education, where I think the industry at large tends to just focus on the fear, and that never has resonated with me, the fear mongering and the tactics to sell that way, and you've always been a tremendous example of no, let's look at the facts, here's what it is and here's what we can do about it, and that's something that's always so impressive. So I want to I just want to thank you for that because we need more of that in this industry and you certainly address the river of fears in your article. But I love that. The thought process needs to be about people and I think about Gosh, I think about Mary Barras keynote at sea or where was...

...she? Where was what was this? They were announcing this, the Silverado EV. Right, I pay very close attention to people's choice of words and one word that stood out to or one phrase that she said that stood out to me is, as she was announcing the Silverado ev, she said through our preferred network of dealers today. And I thought, you know, and I went on Linkedin and I went on Social Brian and all the GM dealers are like this is fantastic, the silver do you did and I'm like, but she said today, preferred network of dealers today. What does she mean by today? And now all of a sudden we see Jim Farley, CEO of Ford's comments and your open letter to him. What are you seeing? Where are they trying to pivot? You mentioned earlier in our conversation that you understand what he's trying to get at. But what's your take? Sure so I think that GM and Ford dealers have been relatively quired about some of these bombshells. Both Jim and Ford announced that EV EV models will be sold direct to consumer on a national portal. That was, you know, that is true. And techy on looks like it could be powering both of those, you know, important. No details on how trades would be handled, no details on how F and I products would be hand. Okay, so Jan has been relatively quiet. Right. They've been working on Car Bravo and their ev through techy on DRP. Right. I think Jim Farley was probably the most transparent. Says, look, it said efficient, we want to go direct, we want to be more like Tesla, we want those margins, we want the customers be happy and and I understand from a stock perspective, from an investor community, he would eventually love the split off Fort TV as a separate company, get Tesla's valuation, make the Investors Happy, make him very rich. Yet he is disconnected from the facts of how consumers want to buy. And yesterday I was on a panel with Brian Benstock and he has a transparent sales process that can get people done with the whole transaction and under forty five minutes, even deliver the car to the consumer. They don't have to come in the dealership. Less than fifteen percent choose that option. The majority want to come in. This is very common, even in let's just say the shomp organization that I visited. Their one price, one point of contact. Then get people in and out an hour in and their brand promises one price, one person, one hour. Even that, nine percent the people still want to come in. So how do we get from ten percent who want to transact completely online with remote delivery and Jim Farley's the truth is I don't think he's that naive. I think that the laws in the US allow different rules for ev and I think it's the slow boil. Let's get dealers comfortable that only one percent or two percent of their sales are ev let's get them comfortable with a consumer direct model. Let them go kicking and screaming, but I think it's the end around that over time, if dealers aren't careful, then the consumer direct model covered by Tesla's breakthrough. No one thought that Tesla would be successful, but Tesla brought in a whole new code of legal rules and regulations that would allow a manufactured effectively side step franchise laws now, instead of getting dealers all riled up with class action lawsuits, that only will make the lawyers wealthy. Right, and I'm not saying that there shouldn't... some legal action. I think that we need to get to the table and and that's why I asked Jim Farley ten questions. have been getting great feedback that those were ten appropriate, non emotional, factual, agemntion questions that can help dealers prepare. And whether Jim Responds or not, I don't know, but I hope you will, because I've received hundreds of private message is from dealers saying I hope Jim Response. I hope he does. I would love to see an interview with you and Jim in a similar fashion of this, maybe in person. I think that would be very compelling and I think, you know what, this would be a perfect opportunity for the OEM's to show their not disconnected, that they are actually connected. And how are they factoring the dealer community, their network of preferred partners today? How are they factoring that in? But I like how you draw attention to the I guess, the long game of it. It's the the frog in a lukewarm pool of water and it's slowly gonna, you know, the the heat slowly going to rise. Do you think? I've thought about this before, but do you think at the turn of the century, when we went from horse and carriage to automobile, do you think they had to deal with even remotely the same amount of things that we seem to be dealing with? Is, we came out of out pandemic, then at chip shortage and inventory, and now franchise, the new car dealers are used card dealers and and now all of a sudden a looming recession. I do you think maybe in a hundred years they'll look back at our age and say no, no, they might have been the best business people on the planet that we well listen Um, I'm an advocate for dealers because I've met some of the most impressive entrepreneurs who've reinvented themselves many times. When when critics of the auto industry say dealers are stuck in the past, okay, there are some that demonstrate behavior that hasn't changed, but the best majority of dealers, and I mean that the vast majority are working hard to evaluate market conditions pivot. When the pandemic came people were doing more deals online, embracing video conferencing, remote delivery pick up for sales and services was never really pushed before and and some of that has stuff. I think that again I'm going to reference my conversation with Brian Benstock yesterday. Made some amazing points that EV vehicles are not, as they are now, environmentally friendly. The amount of land and raw materials needed just for a single battery. Who Use the statistic that one Acre of Earth has to be mine to get the Rre Earth elements just to create one battery? Now, if you have fourteen million batteries that need to be produced, how are we charging cards with coal or oil burning right generation? So we fooling ourselves number one. So there could be some pretty serious push back at some point. And then the infrastructure to support fourteen million vehicles doesn't exist today and probably won't exist for ten years. So his comment was, calm down, we're still going to be around next year and we're going to still be around ten years and then. Now I think what's worthy of the conversation is had to dealers prepare? What can they do now to find a better middle ground with Oms who need to be more cost efficient, need to satisfy their customers to increase brand loyalty? Well, these are all great conversations, but you know, EVI's...

...taking over the world in the US with the expansiveness our country, the lack of charging infrastructure, the improvements to the grid, just the natural resources. And he brought up another point is I guess who controls all the natural resources needed for batteries, and that's China. So you know, are we telling you, US consumers, that the real story is that this is as dirty as ice engines and will increase our dependency on China even more? We left being dependent on SOD rabeing oil to be a domestic supplier of our own oil, right, and now we're saying get rid of oil and gas production, go to batteries, and now we're going to have a huge problem with depends on China. I mean, these are real questions that I don't think are being surfaced, I don't think they're being discussed. And so what's happening is the dealers in a sense being seen as a gas guzzling dinosaurs selling cars the old fashioned way in everyone hates that. Let's get rid of dealers, and under no future reality is that going to change anytime soon. I'm fascinated, coming from Alberta, Canada, which I mean the oil SAMs are there, to hear the difference in perspective. I was having a conversation with an individual in the oil and gas sector and he said, well, look, if there was an oil tanker in the ocean and it started leaking oil, we would rush to go and clean up that oil spill like as fast as we possibly can. Well, the way I see it as we have a massive oil spill in the dirt and we are there going to clean it up and we're doing it ethically and we're doing it cleaner than any other area in the world. Yet for some reason we're shutting down or decreasing our export and then purchasing all of that oil that's not ethically or cleanly produced from other countries. Gas prices are going up and now, of course, they're saying go by electric vehicles. To your point, you can't help. One can't help but wonder, Brian. Well, what's the actual agenda here, and is it bigger and deeper than any of US probably even want to admit it's it. Listen, there's something cool about in ev vehicle, okay, there's something psychologically, I think, therapeutic that you don't go to that nasty dirty gas station and support, you know, right, dirty oil. Okay, but where's our energy coming now? In Florida they have to have nuclear, which advocate for, but you know, Germany shut down a lot of its nuclear power plants infrastructure and now regretting it. So I think that there has to be a more balanced approach give consumers choice. I don't think ice vehicles are going away, even though there's some mandates in place. But I think as we learn a little bit more of the challenges that consumers face with the lack of EV infrastructure, the cost of ev raw materials, the dependency on the supply chain, we may, you know, come to realization that a hundred percent ev world, like California's mandating and others, basically means we are one hundred percent putting our travel and transportation infrastructure into China's hands. Hm Hmm. If you had a different president, if you had a different mindset, if China attacks Thailand or Taiwan, choose me Taiwan? Well, talk about chip, probably Ms, you know. So I think part of this whole conversation,...

...which tactically is affecting dealers right, demands a much more thoughtful conversation on our Rushtev and who will be holding the cards of our transportation future. That's so interesting, it's compelling. It's the late night reading that my wife doesn't understand why I find so interesting. Now, quickside note. Did I hear this right that you have a background in is it physics? Yeah, yeah, I went to ruckers university in New Brunswick and graduated with the dream physics. And does that have any sort of loose parallel into your support and nuclear or is it just is it the Inter nerd in you? No, not really. Um. You know, I love the classical physics and the nuclear physics piece was a little out there for me. You know, I liked astrophysics. I thought that was cool, space stars, but what I like about, you know, the idea of nuclear is that it's providing a source of energy that's not just moving the burning of coal or oil down the street so people can't see it, you know, and I think that in a future state, you know, maybe someone said, Oh, we should have waited for or solid state batteries, not, you know, the battery infrastructure, and maybe we'll have another revolution that selid state batteries will work or another people are you know, is it the I don't know if is it a nitrogen car or you know, so and so. You know, I think that the current cars that we're talking about with the batteries and the limited supply and the reliance on China. You know, eventually it's going to become a bigger issue that will push innovation for different power cell technologies. But right now, if it's charging, that's going to do it, not a nitrogen or some other. If it's charging infrastructure. We're talking about seeing a hundred percent of consumers writing around and EV vehicles like Holland and others of kind of mandated seems like farfetched. Well, and you know, Captain Kirk still drove old s classic cars, so I'm just, you know right, I mean, come on. So, okay, now you said something earlier and I think this is really intriguing. You've made a couple of points that I want to just use to tie into our next piece of conversation here. In speaking about Jim Farley in truly understanding and also DMSE, truly understanding how consumers want to purchase, not just today, but being able to track that trend into the future. That's going to be a really integral piece. And then, of course, just how innovation is evolving quite rapidly. It's going to be very important for us as business owners marketers to understand how the market is moving and and I want to kind of position that way. To lead into this, I think the word is undertaking. Yeah, for your Google analytics for council, your Ga for council, maybe tell us, for those that are listening that may not be incredibly familiar with analytics as it exists today and what the difference might be for Gafour. Maybe let's start there. I'd love your perspective on that, especially knowing that you've been a been huge in the education space for dealers in Google analytics. What's the difference there? What can we expect in Gafour? And then maybe let's talk a little bit about the council that you've initiated. Sure, for the non technical store managers listening to the PODCAST, think of analytics in general. Google analytics is the UPLOG to your virtual show... your website, just like you tracked appointments, shows, Sol Demos, burning gas in a logbook at one point, analytics records how many people visited your website, what they did, what pages they viewed, what actions they clicked on. Next July, July twenty three, the universal analytics, the current, if you want to call the version three, of analytics, will stop collecting data and Google analytics for will be the only platform that is collecting that uplog data from your website. Now. Dealers will still be able to access their old google analytics data from a period of time, you don't know how long, quite yet, and they need to get Google analytics for set up properly. Now. The problem is in the current version of analytics, every website company has set up analytics differently to record that events or actions at consumers take. Every chat company has their own framework, every digital retelling and I start to do some sniffing around and what I found is everyone's currently working on how they're going to implement Gafour and it came up was like what did save a tremendous amount of money and support costs on website companies, chat companies, digital retelling companies, marketing companies. Wouldn't be amazing if all website platforms that are popular and automotive through the same click action names into analytics, so when some clicks on a photo or clicks on a CTA button or downloads a car facts, the event name, like Carfax Click or whatever, is the same on dealercom, dealer inspired, dealer e process and such and so I thought more about it and then they did some research in Gafour and it's so much richer and what can be shared. So I start taking vocals and I said, would you be interested in participating in a standards process? And, like you know, Brian, we're going through Gfour right now and we're trying to figure out how to do it. I'm like, would you joint yes, yes, yes, yes, yes. So I decided to create the Automotive Standards Council for Ga four and we have marketing agencies, website companies, digit retailing companies, marketing automation, merchandising companies, whole joining. We're going to start meeting in work groups. Websites as a work group, digital retailing as a work group, communication chat tools. You get the idea and the idea is to agree on the names of the consumer events. Everything in Ga for is about events. What did the consumer do? So Google has a standard set of events. They called them recommended events already built in and following Google's lead, we're going to have recommended events for ortomotive websites, recommended events for digit retailing and such. The good news is we're not asking any of the companies to rewrite their code. It's just when someone clicks on a button on a dealercom website or dealer on website or a DP website, they're all going to call that button click something different and what we're saying is like when you ascend it in the GA use this name. And so far what's involved looks very manageable without a lot of cost. No one's really developed reports from the marketing industry on Ga Four. So man, if we can everyone together, it's going to make dealer group data management so much easier, marketing agency performance management so much easier. So we're really excited and on the week of June thirteen will be firming up the committee assignments and then the following week will start zoom calls to kick off the planning. Our goal is to present the first public publish standard in November at the modern retailing conference in pump beach.

This is amazing and allow me to just say I don't think anybody else could pull this off. Yeah, it's it's Gray Scott, who's the marketing director at Dealer Group cardinally on the West Coast. He said you're like suicidal, like why would you do he said, you know how difficult it is to get people to cooperate, and I see, yeah, but the truth is for a number of large dealer groups joining the council and we have influence over the vendor community equally as I do, because they can vote with their dollars. They can tell de Lur on, Hey, we want all our websites conforming to the standard, and deal are on. You know, if a dealer group has a hundred websites with them, guess what they're going to do? They're going to say yes, sir, you know. So, since no website, company, Marketing Agency, Dr Tool has completely finished any ga for planning and at the tools evolving every every week at run well, Google's servicing new features and capabilities. This is the perfect time to do it. This is amazing and you know it. There's another thing I've been thinking about. I'm sure you've thought about this. We were talking earlier about the number of conferences and panels we've sat on over the years. You're doing something here that's never been done as as kind of a I'm not going to say it's an ulterior motive. I think it's an ulterior happy side effect, which is you've now caused people who, inherent in their roles in their different companies, need to have some measure of disagreement with each other, to separate themselves. You've put us all into a room and you've said, let's come to a consensus, and I'm just picturing panels in the future, Brian, where somebody's going to ask a question about Gafour and we're all going to look at each other and say, yeah, we agree, yeah, yeah, exactly. It's going to be funny because, listen, people misunderstood what's involved. Like I said, without being technical, when you build a website there's something called the data layer and every programmer has their own preferences on naming conventions to what a photo gallery click is and some of M I call it gallery underscore click, and another might be photo, underscore, gallery, underscore, click, whatever. That's human nature. We creativity is creativity. But what we're saying is, since she a for is new when you send that click action, that event, into Gafour, let's agree on a standard name and there's no emotion in that. There's no like bravado, like my naming convention is better than flors. You know now I like Ay. Let's just agree and you'll see. What Google's done in the recommended events is that they're all named when lowercase. They all have underscores, not dashes between words. There's some common right sense and they're easy to understand what the events are. It's not like Bax twelve event. WHAT'S THE BE ACLO? That was what the programmer wanted it. That's the crap that dealers have been dealing with. And so if we just agree, let's have a transparent naming convention, let's have a compliant naming convention that we all can use and no ego involved in the naming, because it adds no value. Then let your website technology be the determining factor of which platform is chosen, but don't get hung up on what you call the clicks and and once people heard that they're like, okay, that's fair,...

...that's fair right, you're not telling us how to program and then will define what a conversion is and we're going to have soft conversions and hard conversions. And a conversion in Gafour is an event. So if there's an event that says lead form submitted, which is a common name, like lead underscore righting underscore submitted, you know, or service underscore appointment, you know, confirmed, whatever, okay, we're going to say these type of events are conversions or hard conversion because the consumer gave information and if somebody like played around with a trade tool without giving their information, we might say, well, that's that's a really engaged shopper. Let's call that a soft conversion. And so instead of looking at a marketing report that says you got seven hundred and eighty three conversions and you go in your crm and you see you have fifty email leads, you're like, what if they call them on a conversion then, because you know, I got a hundred phone calls and fifty lead forms, there's like six hundred conversions I'm missing. And then while conversion, it's a SA says who you know? So this is some of the craziness, you know, like that. We deal with that marketing agencies trying to understand other agency reports. So it's this we just agree, like this is what a hard conversion is and this is soft conversion and everything else is just in a engagement event. I think the industry will benefit. Yeah, I think this is tremendous. So kudos to you for spearheading this, for putting yourself on the line to both, yes, get praise but also get a ton of heat. Oh yeah, yeah, people like, Oh, why are you doing this? To make a lot of money, and I'm like, listen, I'm going to be hurting cats for an entire year. So good luck. You want that, if you want that job, you should have raised your hand a lot earlier. But but you also said I'm an unique position. They after seventeen years, people know that I'm fair, people know that I promote good products, people know that I try to find a middle ground to help agencies and dealers align. So I think after seventeen years of education and doing Google analytics workshops and writing books on Google analytics, people know that. Look, Google analytics is not the secret sauce. It's just a reporting tool. Let's just agree this time around, with a fresh art, to do it right. Yeah, this is tremendous. Brian. I want to thank you so much for joining me on the dealer play with podcast today. How can those listening or watching get in touch with you and learn more about what you have on the go right? Yeah, just Brian pashcom is the website. If any of the vendors who or sit on websites or provide tools on websites want to join the council, it's just Brian pashcom Ga for that's a number four, very simple, and then look forward to seeing many of your listeners at the modern retailing conference in Bomb Beach November. One, three, fourteen, fifteen, and that website is very simply. Modern retailing CONFERENCECOM. Make it simple and people will come. Brian. Thanks to watch for Johnny Week. I'm Michael Cirillo and you've been listening to the dealer playbook podcast. If you haven't yet, please click the subscribe button wherever you're listening right now, leave a rating or review and share it with a colleague. Thanks for listening.

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