It's no longer B2C, but B and C. Customers control the message about the dealership and its brand through Twitter and Facebook.
Atlanta, GA (PRWEB) August 29, 2013
Rebecca Chernek, founder of Chernek Consulting, LLC. (CCI), isn’t timid about speaking up in the still overwhelmingly “male” world of car dealerships. “The way in which any business of any size markets its products and services has changed,” she says.
“It’s no longer B2C, but B and C. Customers control the message about the dealership and its brand through Twitter and Facebook. They want honest and respectful customer service and upfront transparency in their car buying contract transactions. If they don’t get it, they’ll send instant messages about their grievance to their social followers.”
Chernek is working with NCM Associates, a consulting and training service provider to auto dealers, to present a webinar on the increasing importance of adherence to federal laws regarding compliance and transparency in sales policies. She will review the most common problematic sales processes still used by many dealerships—including Four-Square, Trade Difference and Box Close—that can end a sale and send a potentially valuable customer to various social platforms.
“F&I managers have been fired and dealerships have lost their high BBB standing when the voices of enough dissatisfied customers go viral,” Chernek adds. “This happens daily throughout the country to businesses of all types.”
The NCM Institute’s Center for Automotive Retail Excellence (CARE), an educational resource for dealership personnel, provides in-depth, real-world training on a variety of advanced management best practices that can be immediately put into action.
“Dealerships can avoid public scrutiny for civil lawsuits and complaints alleging unfair and deceptive business practices, if they train their sales and finance personnel in how to practice transparency in sales both online and in the showroom,” Chernek says. “That’s what I’m determined to do.”
The webinar is scheduled for September 3, 2013 at 1:00 p.m. CST.
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About Chernek Consulting, Inc.
Chernek is an AFIP industry member. As a consultant, trainer, and nationally renowned expert in F&I and sales procedures, her company, CCI, has assisted hundreds of car, RV, and marine dealerships throughout the United States and Canada in streamlining their processes and closing techniques that significantly raise their bottom profit line. Chernek offers a Closing Tools Mastering Menu Sales Workshop, next scheduled for October 9–11 at Woople Headquarters, Chattanooga, TN. Chernek has written articles for F&I Management Technology, Wards Business and NCM as F&I Guest Expert. She has also obtained exclusive rights for the ADI's revolutionary Web-based F&I Management online training program. For more information, visit http://www.chernekconsulting.com or contact Becky directly at 404-276-4026 or becky(at)chernekconsulting(dot)com Connect@ Facebook – Twitter & LinkedIn @ Rebecca Chernek.
About NCM
NCM Associates, Inc. is the originator of the automotive industry 20 Group peer collaboration process and has been providing dealership Benchmark® analytics, Education and Retail Operations Consulting services to the industry since 1947. Located in Overland Park, KS, NCM provides a robust suite of services designed to drive dealership profitability using its proven, operations-focused Benchmark® for Success program with new and pre-owned U.S. automotive dealerships, as well as with dealerships in more than 20 other industries. NCM Associates is proud to be 100% employee-owned. For more information about NCM Associates, visit http://www.ncm20.com or call 800.756.2620.
