Kathi Kruse And Mike TheCarGuy Correra

Shows

The First PencilLikes Are Not Leads for Car Dealerships👉Sign up for Kathi’s newsletter here👈Many dealerships pour time and money into chasing likes, comments, and shares — but what happens when all that engagement doesn't move a single unit? In this episode, we unpack the myth that social media popularity equals sales success. Learn why focusing on vanity metrics wastes resources and how to shift your strategy toward real-world results that actually drive dealership profitability.Then, we talk about how in times of uncertainty, hesitation is more dangerous than a wrong decision. We dive into why true leadership demands decisiveness, how delays can cost the d...2025-04-2959 min

The First PencilYou Can’t Spell Tariffs Without FFS👉Sign up for Kathi’s newsletter here👈Let’s talk about the scary stuff—aka uncertainty. If you’ve been in the car business for more than a minute, you’ve seen your share of storms. We’ve weathered recessions, inventory shortages, interest rate hikes—you name it. And we’ll get through this round too. But seriously... can someone hit pause on the madness?Now, here’s something that’s been on Kathi’s radar lately: dealers who desperately need accounting help—cleanups, compliance fixes, the works—but hesitate when it comes time to pay experienced professionals wh...2025-04-1542 min

The First PencilMaximizing ROI in a Tightening Marketing Budget Era👉Sign up for Kathi’s newsletter here👈Marketing budgets are getting tighter, but the pressure to bring in leads hasn’t let up. In this episode, we break down how dealerships can stretch their marketing dollars further, cut the fluff, and focus on what actually drives traffic and sales. Whether you’re a GM, GSM, or marketing manager, you’ll pick up real-world tips to boost ROI without blowing the budget.Lily Ray on TwitterThe Pitt (HBO)Hacks (HBO)👉Sign up for Kathi’s newslette...2025-04-0242 min

The First PencilThe High Cost of Brand Betrayal👉Sign up for Kathi’s newsletter here👈What happens when beloved brands make moves that contradict their core identity? In this episode, we dive into Southwest Airlines’ quiet removal of its “First Bag Flies Free” policy and Elon Musk’s increasingly controversial influence on Tesla. From customer trust to brand erosion, we unpack how decisions at the top can ripple through brand equity—and what it really costs when companies stop honoring what made them iconic in the first place.Music segment:Who’s listening to full CDs/Albums? We are! Are you?New Order Power...2025-03-2548 min

The First PencilDoes Great Customer Experience = More Car Deals?👉Sign up for Kathi’s newsletter here👈We are back from hiatus and Mike’s got a new job!Kathi shares a story to introduce today’s topic around customer experience.Mike tells us how one simple relationship turned into four car deals and counting.He also shares a pretty epic real-time 5 star review story from a dealership non-customer.Here’s the link to the CD player Kathi gotBecoming Katherine Graham documentary on Amazon PrimeParadise on HuluBlue Monday - New O...2025-03-1152 min

The First PencilNew Study Reveals Car Dealers’ SEO Blind Spot: Google Business Profiles👉Sign up for Kathi’s newsletter here👈This week, we circle back to a subject that is near and dear to us: Google My Business, aka Google Business Profiles. These profiles are super helpful in local SEO/search and adding photos regularly is a best practice. SearchLab has just completed a car dealer study and let’s just say, the industry is losing out on some powerful marketing by ignoring even the simple, easy tactics.We also discuss the possible merger of Honda and Nissan. Something neither of us could have imagined ten years ago. Music...2024-12-2154 min

The First PencilIs Social Media Still a Smart Investment of Your Time?👉Sign up for Kathi’s newsletter here👈Instagram's recent decision to remove the ability to search by #hashtags marks the end of an era for social media users. In this episode, we reflect on the impact of losing this once-powerful discovery tool. We also explore a growing trend among tech companies — prioritizing features no one asked for, while phasing out the ones that users rely on most.Music:Frankie Goes to Hollywood’s chart dominance in 1984George Jones and Elvis Costello HBO Special (April 28th, 1981)👉Sign up for Kathi’s newsletter here...2024-12-1249 min

The First PencilCar Buyers Stick with the Brands They Love👉Sign up for Kathi’s newsletter here👈How does a manufacturer create and sustain a vehicle brand that customers love? Kathi and Mike discuss manufacturer brands and re-branding (ie: Jaguar + more) and how others have fared in the past (from a dealer and dealership management perspective). Music:The Pogues: FairyTale of New York w/Kirsty MacCollAmerican Murder: Lacy Peterson (documentary)👉Sign up for Kathi’s newsletter here👈Got a question? Email either of us!Kathi: kathi@krusecontrolinc.comMike: mi...2024-12-0449 min

The First PencilHey, Have You Heard About Video?👉Sign up for Kathi’s newsletter here👈Kathi and Mike are happy that more dealers are talking about the power of video, even if it’s nearly 15 years after we began urging dealers to welcome it.Mike’s blog post: Sales Management by C.P.A. The Jam: About a Young Idea“Modern music, emphasis on Mod. The Who kissed by Motown with a dash of the Clash.”The Jam: Beat SurrenderThe Style Council: Long Hot Summers documentaryMystify: Michael Hutchence 2019 doc, RIP 11/22/97Netflix: Tex Me...2024-11-2747 min

The First PencilSocial Media: Whose Feed Is It Anyway?👉Sign up for Kathi’s newsletter here👈Kathi returns from a great Used Car Week conference and shares a few tidbits.Then, we spend most of our time discussing this trend of companies forcing their staff to share and promote their employer on their personal social media feeds…without compensation.Ed Zitron’s Web Summit Remarks: Ed Zitron - Why Are All Tech Products Now Shit?Duran Duran: Duran Duran - EVIL WOMAN (Live from Madison Square Garden)Jason Kelce and Stevie Nicks: Jason Kelce and Stevie Nicks have topped the i...2024-11-2249 min

The First PencilThis Had to Be Said About Automotive Influencers👉Sign up for Kathi’s newsletter here👈Kathi and Mike take a detour from our regular topics to call out hate. Neither of us can stand what we witnessed at Madison Square Garden over the weekend and we feel we must speak up. Both of us were shocked to see a so-called automotive influencer on the stage spewing hate, whether or not he says he wasn’t does not change what we witnessed. We’ve crossed a line, folks and it’s time to get back to civility both in our discourse and in how we treat our fe...2024-10-3045 min

The First PencilPrabhakar Raghavan Killed Google Search As We Know It👉Sign up for Kathi’s newsletter here👈Both of us are sad. The open web is no longer and while it’s not just his doing, Google’s Head of Search, Prabhakar Raghavan was certainly the catalyst to its demise. Organic traffic as we know it is gone. Yes, posts and information from actual experts has been replaced by SEO spam, spam bots and the “AI Overview” that is wrong 44% of the time on financial queries.Ed Zitron wrote about Mr. Raghavan’s demotion and it’s worth your time.Music segment:The Specials: 45 yea...2024-10-2346 min

The First PencilAI Mods, Restomods and The Beverly Hillbillies👉Sign up for Kathi’s newsletter here👈Kathi and Mike discuss the latest issues with Threads’ AI moderation, which has gone “CRACKERS” and rings the same bell as the experience Kathi continues to have with Facebook/Meta ads. We are tired of billionaire tech-bros. Social Selling is still a great way to generate your own leads.Classic Cars of Beverly HillbilliesGeorge Barris: Car designer to the stars and to TV! Beverly Hillbillies, Monkeymobile, KITT, Batmobile, Munsters, Starsky+Hutch Torino, Natl Lampoon’s Vacation Wagon Queen Family Truckster and more!Music segment:2024-10-1641 min

The First PencilBuilding a Customer-First Culture in Car Dealerships👉Sign up for Kathi’s newsletter here👈What did we do before social media to build a customer-centric culture? How did we get potential buyers to know about how unique the dealership was...and why customers should buy from us?Mike shares a real-life experience (that’s totally doable today) of surprising and delighting a customer so much that her coworkers became customers!Kathi shares the secret to her customer-first culture that grew the store’s business to #1 in sales, service, parts and CSI.In the music segment:45 years since Joy Di...2024-10-0950 min

The First PencilFacebook Ads Support Black Hole: Where Help Goes to Die👉Sign up for Kathi’s newsletter here👈We promised you an update in the ongoing Facebook ads issues that Kathi (and others) are having and while it’s utterly disappointing, you won’t be disappointed in the story/update. If you’re having ad issues, we’d love to hear from you.Then, the Wordpress framework runs over 40% of the world's websites (including Kruse Control's and others that Kruse Control manages). WPEngine (a website hosting company) and Wordpress.org are wrapped up in a skirmish inflamed by Matt Mullenweg (CEO of Automattic, who also runs the nonprofit Wo...2024-10-0242 min

The First PencilHow Car Dealers Are Failing Customers👉Sign up for Kathi’s newsletter here👈Not only are some dealers failing customers but they are failing themselves. The things we are witnessing now - the behaviors and lack of oversight - can only lead to trouble.We went a little long on this episode but it’s a subject that is near and dear to us as car people. Music segment:Everything But The Girl - lead singers bday“Take Me” Stevie Nicks on SNL 👉Sign up for Kathi’s newsletter here👈Got a question? Email e...2024-09-2759 min

The First PencilThe Approaching Wildfire of Car Loan Delinquencies👉Sign up for Kathi’s newsletter here👈Kathi shares her experience fresh from evacuating the horse rescue after the Airport Fire got too close for comfort.Then, we talk about the concerning data around car loan delinquencies, how we got here and what might be in store for banks, dealers and customers.Music segment:The Doors anniversary of getting kicked off Ed Sullivan The Doors - Light My Fire - Ed Sullivan Show 1967 (HD Remastered)Docs: Christopher Reeve documentary comes out Sept 21st in theaters. Streaming to follow so...2024-09-1845 min

The First PencilGoogle and Facebook: Diluted and Polluted👉Sign up for Kathi’s newsletter here👈This week, Kathi and Mike cover the ground-shift that has happened and is happening with two of the largest companies on earth, Google and Facebook. Both platforms are under pressure to grow even bigger and all of us users are being left out in the cold, including millions of small business websites that have seen their traffic reduced by up to 94%.Podcasts mentioned:Adam Conover’s Factually: How Google Ruined the InternetThe Publisher’s Playbook: Google’s Helpful Content Update with Lily RayMusic segment...2024-09-0448 min

The First PencilUnsung Heroes: A Case for Service Advisor Appreciation + Training👉Sign up for Kathi’s newsletter here👈Carrying the subject matter over from last week’s pod, Kathi and Mike cite examples where appreciation, recognition and specific training can go a long way for service advisors, who are the “salespeople in the service dept.” Music segment:August 27th Anniversary of the B52s second album, “Wild Planet”Private IdahoRadiohead Perform "Creep" Live on September 14, 1993 | Late Night with Conan O’Brien👉Sign up for Kathi’s newsletter here👈Got a question? Email either of us!Kathi: kathi@krusecontrolin...2024-08-2941 min

The First PencilShe Knows Cars: Insights from a Female Service Advisor w/ Laurie Down👉Sign up for Kathi’s newsletter here👈In this special episode, Kathi goes solo in a conversation with her long-time friend, Laurie Down, an amazing customer service manager (who is currently working as a successful Service Advisor). If you’re in the car biz, especially in Fixed Ops, you’ll enjoy hearing Laurie's real-time stories that reveal her credo that guides her approach to customers and why it's essential to treat all customers respectfully. Don’t miss this one!👉Sign up for Kathi’s newsletter here👈Got a question? Email either...2024-08-1647 min

The First PencilWe Are Pretty Sure Facebook is Messing With Us👉Sign up for Kathi’s newsletter here👈We explore the trials and tribulations of attempting to advertise with Facebook. Warning: the endeavor may make you cough with frustration (like Kathi).Then, we discuss dealership customer experience, particularly in the Service Dept. How are dealerships going to succeed in competing with independent repair shops and chains like Valvoline?Kathi shares an update on her Automotive CFO to Go FREE “Dealer Financials Self-Assessment.” Here’s a link.Music segment:Elvis Costello - Peace, Love and Understanding (Live on the Letterman Show)Documentar...2024-08-1555 min

The First PencilFrom Spam to Showroom: Email's Role in Car Sales and Service👉Sign up for Kathi’s newsletter here👈Kathi and Mike explore the advantages of email (hint: there are many) but only with a strategic, consistent approach. "Email blast" is a term we've all heard but it's effectiveness is dubious. Spamming has a totally different meaning today than it did even 2 years ago and it’s easy to waste resources. Let's do email right!Then we share a few stories about our days in retail that seem timely. Let us know what you think?Music segment:Patti Smith https://youtu.be/y6Wz3i_BYUc...2024-08-0741 min

The First PencilAre Dealers Wasting Time on TikTok While Sales Suffer?👉Sign up for Kathi’s newsletter here👈Do short skirts equal leads? Does hiring actors to pretend they’re employees send the right message to car buyers?Does anyone else think this trend is not worthwhile? (ie: Does it pencil??)Kathi and Mike discuss the poorly-conceived trend of dealers posting on TikTok and Instagram going for “viral” clicks (while likely not considering important business metrics that are always crucial to any marketing campaign). Tim Bartz “The Ford Video Guy” does it right. We’ve said it before and we’ll keep saying it. Tim s...2024-07-3155 min

The First PencilFrom Klout to Clicks: Navigating the Evolution of Dealership Digital Marketing👉Sign up for Kathi’s newsletter here👈We miss Klout. Do you remember it? Social media nostalgia: it’s difficult to understand how we got here today, but boy, it sure used to be fun.Discussing fake followers and reviews: Fact - It’s always a bad idea.Highlighting Rand Fishkin’s insights on the decline of clicks, attribution, and traditional digital marketing methods. The way we've done digital marketing for 25 years is dying.“In 7 minutes, I'm gonna try to show the future of what's working and why, combining 4 presentations I've been giving on stages the last few years into o...2024-07-2455 min

The First PencilWhen Google Search Fails, What Do We Do?👉Sign up for Kathi’s newsletter here👈Kathi and Mike share our insights on the latest of several disappointing changes to the Google Business Profile platform. Google Places > Google Maps > Google Local > Google My Business > Google has failed us all.Google has a new core update coming in a “couple of weeks.” Let’s hope it corrects the myriad of issues created by the last two. Then, we rant a little about Google search results, what’s causing the severe downturn in traffic to small business websites that produce high-quality content, what some are doing about i...2024-07-1737 min

The First PencilAre Leads and Sales the Only Metrics?👉Sign up for Kathi’s newsletter here👈Kathi and Mike talk about the micro-actions we take everyday on social and other platforms that provide value to others. Dealers tend to only care about leads and sales, which are uber important, but there are other metrics in mix that can guide where we spend our resources.Also, we are in the midst of an AI bubble. When will it burst? Who will be left without a clear path to utilizing the best parts of it? Here’s the Podcast we reference in the discussion:“The A...2024-07-1042 min

The First PencilThe CDK Fallout and Who It’s Falling On👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈This week, Kathi and Mike cover:The CDK fallout and who it’s falling on: updates on what’s happening in real time with the real people on the front linesZero-Click Search: what it is and what it really means for anyone who isn’t a big brand.Google Business Profiles - are they still relevant?Here’s a link to the SparkToro Zero Click Report. For every 1,000 searches, 360 go to the open web (ie: yours and other websites)Music:Rom...2024-07-0442 min

The First PencilThe CDK Cyber Attack Debacle Did Not Have to Happen👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈At our core, we are car people. We are upset to witness what’s happening to our fellow car people at CDK dealerships. This fact is the driver for this week’s episode. While the CDK cyber attack is causing major disruption to sales, service and parts, there will be even more challenging times ahead for the accounting departments at each store. They will be tasked with booking all the transactions, making them balance and collect all the monies owed. Let this be a less...2024-06-2751 min

The First PencilGaining More Control Over Online Ratings👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈This week we chat about Kathi’s trip to Vegas for NIADA where she spoke about online reputation management. Then we share our thoughts on the CDK outage debacle and what it means for dealership personnel. (of course, the debacle was not over at the time of taping)Mike recommends a Hulu documentary.Kathi recommends a Netflix documentary series.👉Sign up for Kathi’s newsletter here👈Got a question? Email either of us!Kathi: kathi@krusecon...2024-06-2145 min

The First PencilHas Google Lost Its Mind?👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈Let’s talk about the recent changes Google is making to search. It’s a wild ride and it’s not at all over yet. Music segment:Siouxsie Sioux B-dayBeach Boys documentary (thumbs down)100 ft Wave documentary👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈Got a question? Email either of us!Kathi: kathi@krusecontrolinc.comMike: mikethecarguy@outlook.com 2024-05-3142 min

The First PencilHow To Welcome Female Customers Into the Service Department👉Get Kathi’s ebook: “A Beginner’s Guide to AI for Automotive Retail 👈Why women dislike service departments = Failure to meet their needsThe National Institute for Automotive Service Excellence states that women represent between 65% and 80% of automotive service customers. This means the female customer experience is directly related to service department revenue.Kathi and Mike the subscribe to the philosophy of awesome car dealer, Carl Sewell: “Treat every customer as if they are a guest in your home.”We talk about the...2024-05-1539 min

The First PencilBuried in Your Trade, And You’re To Blame 🎵👉Sign up for Kathi’s newsletter here👈Beyond the obvious homage to Bon Jovi in this episode's title - in honor of the new Bon Jovi documentary - Kathi and Mike discuss the fallout/repercussions of the last 3-4 years of dealer markups. Of course the market often required markups due to supply chain issues and low inventory, but what comes next is that customers who want to get into a new car are finding themselves buried in their trade. Are there any solutions for these customers now? What effect will this have on new car...2024-04-3040 min

The First PencilGenuine Care and Kindness Leaves a Lasting Impression👉Sign up for Kathi’s newsletter here👈Kindness is the oil that takes the friction out of life. It can also be the difference between you and the competition. Kathi and Mike share some real time stories about employees that have gone the extra mile, and in the process made themselves memorable. We also share some examples of what happens when poor management, lack of training and a culture that doesn’t put the customer first is left to its own devices. In our music segmen...2024-04-1741 min

The First PencilSpring Forward: Refreshing Vendor Relationships, Sprucing Up Operations and Financials👉Sign up for Kathi’s newsletter here👈Spring is always a good time to review and reflect on what’s working for you, what’s not, and what needs more attention. Kathi and Mike share a few “Spring Cleaning” stories and best practices at the dealership. Music segment: Alanis Morrisette on David Letterman: You Oughta KnowMilli Vanilli documentary The bizarre untold truth behind the greatest con in music history👉Sign up for Kathi’s newsletter here👈Got a que...2024-03-2636 min

The First PencilSocial Media Login Security + Website Traffic Study👉Sign up for Kathi’s newsletter here👈This week, Kathi and Mike share insights on Rand Fishkin’s SparkToro’s website traffic sources study. Some surprises, great data.Then we talk about the valuable company assets known as social media business pages. It’s no longer simple or easy to retrieve them if you don’t have login credentials so we share our best practices for how to never find yourself in that position.Weekend social media for good: Rand Fishkin’s wife, Geraldine DeRuiter is a Jame...2024-03-1350 min

The First PencilRunning on Empty👉Sign up for Kathi’s newsletter here👈As we witness every social media channel changing and shifting, so goes the user experience and behavior on each one. Kathi and Mike try to make sense of the current state of social platforms, how to navigate the changes and what we can expect for the foreseeable future. One thing that doesn’t change? The need for outstanding, relatable, educational content.Music:The Midnight Special TV Show👉Sign u...2024-03-0646 min

The First PencilAn Introvert Walks Into a NADA Convention👉Sign up for Kathi’s newsletter here👈Mike gives us a breakdown of the goings-on at the National Automobile Dealers Association convention from his view as an exhibitor. As introverts, we both share certain traits (that are completely normal BTW) that make large groupings of people (like conferences, conventions) sometimes hard to navigate and are often draining.In our music segment:The Rock and Roll Hall of Fame nominations were announced!Mike and his wife went to see the movie about the...2024-02-1444 min

The First PencilAI Oh My: Practical Uses for AI in Car Dealerships👉Sign up for Kathi’s newsletter here👈Kathi and Mike are back with an episode to catch you up on what’s hip and what’s not in the world of using AI. We both come from dealerships so our perspective is different from that of a vendor’s. There’s a lot to learn and say about this exciting new tool but for now, here’s what we’re seeing as a practical way of incorporating AI to enhance operations without feeling overwhelmed by it all.Netflix Documentary: The Greatest Night in Pop 2024-01-3140 min

The First PencilEverything Still Comes Down to Customer Experience👉Sign up for Kathi’s newsletter here👈The 2023 Cox Automotive Service Study reveals a significant shift in consumer preferences regarding vehicle service providers and customer experience. While dealerships historically led as the preferred choice, they are now facing increasing competition from general repair shops. This change is driven by a decline in consumer trust towards dealerships.Music: Mikes favorite Xmas song: The Waitresses: Christmas WrappingRemastered Joy Division Oct 1979 Apollo Theater Manchester UK 👉Sign up for Kathi’s newsletter here...2023-12-2224 min

The First PencilTen+ Years Later: Value of Building Online Profiles👉Sign up for Kathi’s newsletter here👈We’re back after a short hiatus. Thanks for listening!In this episode, Kathi and Mike reminisce about their journey through automotive social media and online reputation management. Music: RIP Shane MacGowan/The PoguesFairyTale of New York (1988)The Dubliners and The Pogues (1987) The Irish RoverHere’s one with Joe Strummer (The Clash) (1987)I Fought the LawDocumentary: Crock of Gold - A Few Rounds wi...2023-12-0835 min

The First PencilTwitter is Dying, What’s Next?👉Sign up for Kathi’s newsletter here👈Mike just got back from the Digital Dealer Conference in Las Vegas. We have thoughts.Twitter, the platform we’ve loved for 14+ years, is officially dead. While both of us are still there, we are down to about 5% of the amount we used to be. Many sane users have been looking for a place to go. We’ve tried most of the new platforms and we think one has the best potential.We also touch on AI...2023-10-2040 min

The First PencilHave We Lost All Focus on Customer Delight in Automotive?👉Sign up for Kathi’s newsletter here👈For some reason, Kathi and Mike have both been witnessing a lot of disturbing customer treatment lately. This week, we share a few stories and then discuss how that’s a losing proposition in today’s retail environment.Then, we discuss why it’s important to have a written social media policy and some training to mitigate online crisis management.And finally, Google Business Profiles are giving users another way to connect with their customers.Music segmen...2023-09-2944 min

The First PencilListen to Your Customers Before They Listen to Your Competition👉Sign up for Kathi’s newsletter here👈One of the most important parts of social media strategy is to monitor comments. It can be as simple as taking a few minutes out of your day to review comments and respond where appropriate, or advanced as using online marketing and data analytics tools. All of it will provide valuable insights into customer sentiment, customer experience and perception of your brand.In our music segment:Bowie 11/16/73 on The Midnight Special youtube channel: Space OddityJean Genie...2023-09-1446 min

The First PencilStuck in Neutral: How Resisting Change Shackles You👉Sign up for Kathi’s newsletter here👈We can all agree that change is hard, right? It’s super easy to retreat into the comfort of old habits (we’re all guilty of it!). Change is often accompanied by uncertainty, discomfort, and even fear and so resisting seems like the easier route. But when we view large and small shifts as opportunities rather than setbacks, new worlds open up. Kathi shares a bit about what’s happening on America’s public lands and the wild horses who live on them...2023-08-3145 min

The First PencilPitfalls to Avoid with Social Media Vendors👉Sign up for Kathi’s newsletter here👈You should consider your social media profiles as company assets. Don’t run the risk of losing them by giving outsized access to vendors. You wouldn’t give a vendor keys to the store so they can work on the vending machine, right? Mike got a new mic!Music segment:The CureElvis CostelloGot a question (or two or three)? Email either (or both) of us!Kathi: kathi@krusecontrolinc.comMike: mikethecarguy...2023-08-2540 min

The First PencilWhen Shady Comes to Shop: Dealing with Tricky Customers👉Sign up for Kathi’s newsletter here👈Kathi and Mike believe delivering the very best customer experience is crucial to dealership profitability. When it comes to selling cars, not all customers are created equal. Some approach the dealership with a lack of trust and the expectation of an adversarial buying experience. Sometimes, people are just shady, which happens in any business that deals with the public. We share our insights on how to mitigate issues with tricky customers.Kathi shares her latest update on the Facebook/Meta ads experience. It ain’t...2023-08-181h 01

The First PencilCreative Content Ideas for Dealership Service DeptsKathi and Mike are car biz veterans. We strive to make the car biz a better place.Mike shares his less-than-5-star dealer service experience and as with all things dealership customer related, we are inspired to share content ideas for service dept personnel and the marketers who love them.Kathi shares her experience running the Hanaeleh horse rescue’s Hay Fundraiser on social media. She conducts these fundraisers three times a year and every time there are more changes that create obstacles for a successful result. In our music segment:2023-08-0448 min

The First PencilABC: Always Be ConnectingThroughout this podcast, Kathi and Mike have shared techniques and tips on how to make social media effective throughout the entire sales process. It works well in building a pipeline, nurturing leads, giving and getting referrals and achieving sales goals. The more things change, the more they remain the same. You can’t close the sale without connecting first.Valuable content (that customers need and appreciate) is still at the forefront of getting noticed online. Kathi and Mike share why content is still so important and illustrate that fact with...2023-07-2854 min

The First PencilEmpathetic Ears: The Power of Listening to Your CustomersCar prices are coming down and dealers’ vehicle supply is going up. The problem now is that loans are harder to come by. Millennials and Gen Z can’t afford their car loans and it seems to be getting worse. Delinquency rates on auto loans are hitting record highs: in May 2023, the number of severe delinquencies matched that of 2006, when Cox Automotive first started tracking these. All of this will cause major shifts in the way we’ve been doing business for the last 10+ years. Kathi and Mike provide insights and share the opportunities they see coming...2023-07-2248 min

The First PencilImposter Syndrome: The Struggle is RealNow that many of us are starting from scratch on a few new social networks, Kathi and Mike discover that when you’re forced to start over with a clean slate, it’s easy to lose sight of the exceptional talents each of us have. “Stinkin’ thinkin’” gets the better of all of us sometimes so we wanted to share our own tips and tricks for not letting imposter syndrome get the upper hand.In our music segment:Live Aid happened on this day, July 13th, in 1985. It’s amazing how many bands contribu...2023-07-1456 min

The First PencilThreads is Here!Today (7/6/23) is the launch of Threads, Facebook/Meta’s answer to Twitter. Kathi and Mike had already explored it a bit and have a lot to share about it and the other new platforms that are popping up.As things shift and decentralize in the social media ecosystem, it’s more important than ever to begin with a strategy that outlines the goals you want to achieve. Kathi and Mike share a few not-best-practices they’ve seen happening so that you can learn what not to do, too.In our mu...2023-07-0754 min

The First PencilDo’s and Don’ts of Using ChatGPT for Social Media PostsThere are consequences of social media behavior. Whether they’re good or bad is determined by you. We talk about it a lot but wow, it’s so crucial to think about how you want to be perceived.Then we talk about ChatGPT and how useful it can be for creating social media content.Kathi shares her insights with the latest Facebook push of short-form video. Lots of opportunity for those without a budget…even if it’s temporary.In our music segment:Mike i...2023-06-2354 min

The First PencilSummer Camp Recap + More w/Kelly WilsonKathi and Mike welcome our friend, Kelly Wilson, who’s not only a top-notch dealership Marketing Manager and Internet Manager, but an awesome, high-producing Finance Manager. Kelly gives us a “boots on the ground” recap of the Dealer Knows Summer Camp. We also talk about overcoming adversity, something that Kelly knows “a little bit” about. She’s a powerhouse of knowledge and enthusiasm. Highlights:Do one thing. Simple marketing tactics that sell more cars. Employees want to feel valued, customers want to feel valued. With a tight labor market, certain practices are required.#Au...2023-06-021h 13

The First PencilTelling Stories on Social is Still Your Secret WeaponSocial media is changing dramatically and keeping up requires a focused effort. Kathi and Mike share examples of how stories differentiate you from all the online noise. In our music segment:Today (5/18/23) is the anniversary of Ian Curtis’ death. Ian was the lead singer and founder of Joy Division, a band from Manchester, England in 1976. The group consisted of vocalist, guitarist and lyricist Ian Curtis, lead guitarist/keyboardist Bernard Sumner, bassist Peter Hook and drummer Stephen Morris. Sumner and Hook formed the band after attending a June 1976 Sex Pistols concert.2023-05-191h 07

The First PencilOh Facebook, Why?Have you been running any Facebook ads lately? Kathi shares her latest go-round with Facebook “Meta” ads (this time for Hanaeleh, the non-profit horse rescue she’s involved with), and you’ll want to hear the results because when you spend your hard-earned money to advertise, you should be able to know where your budget is going. Then, Mike talks about a profit potential in Fixed Ops that’s been around for years and is currently being somewhat ignored. Lots of opportunities now that customers are keeping their cars 12.5 years on average.In our...2023-05-0555 min

The First PencilSeasonal ShiftIt’s Springtime and that means new beginnings, fresh starts, and positive changes. When it comes to dealership operations, it’s the opportunity to update outdated processes that may be costing you money.Join Kathi and Mike as we share some of our dealership process experiences, positive and not-so-positive. What we learned might inspire you to explore outdated things in your own world.In our music segment:Time is coming soon for the 40th anniversary of US Festival 1983. Here’s a Youtube video on “New Wave Day” with INXS...2023-04-2140 min

The First PencilSpring Cleaning and Google LighthouseWe are just a couple of car peeps spreading helpful tips when we see ‘em. Please allow us to tell you about Google Lighthouse (and the Google Lighthouse Chrome extension). You can use it to audit any website you want for free.Spring is in the air(!) and we are here to remind you that it’s a good time to assess things. Clear up the clutter, so to speak.We also share a tidbit about dealership controllers. They are the kingpin at every dealership and are usually misunderstood (and often taken for granted). Give one...2023-04-0838 min

The First PencilBuying a Car Online w/Anielka GalloWe’re in the car business and maybe you are too. But even if you aren't, have you ever wondered what it’s actually like to buy a car online? And if you have, was your experience everything you imagined?Kathi and Mike have a chat with their friend Anielka Gallo, who worked at car dealerships in the marketing dept and now freelances her awesome graphic designs. Get ready to hear about her realtime, right-now online car-buying journey and take away some ideas on how you can create a great customer experience.Connect with Anielka on Li...2023-03-3152 min

The First PencilConferences, amirite? w/Bill PlayfordKathi and Mike welcome back our friend, Bill Playford from Dealer Knows. We got to talking a few weeks ago about the sad state of automotive conferences and Bill is here to share some exciting news. Bill and his partner Joe Webb have been working hard to deliver a very different alternative that will likely change your mind about what a conference can be. One of the many outstanding attributes in the Dealer Knows Summer Camp is that 10% of ticket sales is being donated to Autism Awareness orgs. We also discuss the unfolding trend of se...2023-03-171h 18

The First PencilHow to Make Automotive Social Media Fun!Great content that people are interested in doesn’t have to be a chore. Social media is supposed to be fun (and profitable) but when you’re stressed and at a loss for what to post, it’s anything but fun. Implementing even a rudimentary strategy for social media content will greatly increase your chance of success. Kathi and Mike discuss some of the techniques they’ve used (and still use!) that can help you not have that sinking feeling of “What the heck am I going to post on social media?”In our music segment: It’s...2023-03-1055 min

The First PencilGo See Cal, Go See Cal, Go See Cal!We are back from a short mental health break just in time to discuss the sale of the last Cal Worthington store here in So Cal. Kathi and Mike both grew up with Cal Worthington coming through their TVs (maybe you did too?). He was the OG car dealer and there'll never be another like him.Yesterday was John Doe's birthday so we are celebrating by talking about one of our favorite bands: X.It's hard to select a favorite X song so we chose our favorite X songs for today....2023-03-0335 min

The First PencilAccountability Finally Comes for TeslaMike and I haven’t really shared our views on the whole “Full Self Driving” saga that’s been causing so much harm to unsuspecting drivers and by extension the driving public. Today we break our silence to convey how happy we are that a recall was announced saying that FSD “may cause a crash.” Then, we talk about a fool proof way to always have thoughtful content to post on social media. Hint: Memes, baby!And finally, we share updates we’ve heard about some new social media platforms that are worth checking out.In our mus...2023-02-1753 min

The First PencilAI and the Car BusinessFirst, we discuss a little bit about how the car business stereotype is still alive and well. Both Mike and I have spent our careers fighting the stereotype and we think it’s time to fix it.Then we cover ChatGPT and how we might be using AI today and in the future of the car business.ChatGPT is an AI chatbot system that OpenAI released in November to show off and test what a very large, powerful AI system can accomplish. You can ask it countless questions and often will get an answer that's us...2023-02-0247 min

The First PencilNew Year, New [Old] Social Media?It’s a new year, and it’s a good time to review your social media strategy. What do you want out of social media?Do you have the resources to get there?There are a thousand different ways you can use social media and we talk about taking a multi-pronged approach. Hiring a social media manager is the first step and then supplement their efforts with ads, training and content created by employees. Kathi shares her insights from running the Hanaeleh Horse Rescue community and how those tactics can be emulated by dealership social media...2023-01-0652 min

The First PencilBuilding a Community to Increase Sales (Guest: Bill Playford)We stirred up some things with last week’s episode about building a community rather than an audience…and we loved it. This week, we invited our friend and amazing car guy, Bill Playford to pick up the conversation where we left off! The invincible strength in relationships within communities leads to higher sales. Bill shares examples of how, when he was working at dealerships, this powerful tool can be deployed at the dealership level or at the salesperson level. There’s a void right now in car people identifying and communicating why people should buy from...2022-12-231h 07

The First PencilAre You Building a Community or an Audience?We’ve all seen them. “Influencers” who have lots of followers, likes and comments on social media. Some do “live videos,” look super successful but in truth, only a small fraction of influencers actually earn a living. If you’re in car sales, or any sales really, it’s easy to get caught up in the hype. But at the end of the day, what exactly do you have except a lot of noise?In this week’s episode, we compare the value of building a community around yourself vs the instant gratification of attracting an audience. Which one will b...2022-12-1644 min

The First PencilReal Life Social Media TipsWe’ve been thinking a lot about the state of automotive social media. Both of us have witnessed so many years of salespeople and dealerships either ignoring the value of social or not taking action because of old limiting beliefs.In this episode, we share some real-life examples of successful social media and some simple tactics that could help you get started…or get better!Link to the Post.news waitlist - the new, promising social media platform: HERE Reminder: it’s in very early beta and many people have signed up for the waitlist. Be pat...2022-12-0145 min

The First PencilA Brand Is Not Just a LogoDid you know that Google has renamed Data Studio? (wait till you hear what they changed it to!). This on the heels of sunsetting our beloved GMB app and changing the oft-loved name - Google My Business - to Google Business Profiles. Kathi and Mike talk about the value in brands that we love and what happens when they change. PS: Remember the Ford Taurus?In our music segment:Snippet of Howard Stern interview with Bruce Springsteen: HERETears for Fears “Shout” HEREClip from “Real Genius”...2022-11-2439 min

The First PencilIs TikTok Safe to Use?The topsy-turvy world that is social media right now is causing a lot of people to review each platform’s privacy and data collection policies. TikTok has been singled out as a unique concern so we decided to look at some of the reasons to pause before you jump.Kathi and Mike also talk about the precarious position some vehicle customers will be in during the coming months/years and how close attention to inventory levels is key.Kathi’s blog post on 3 Questions to Answer Before Using TikTok for Car Sales HERE ...2022-11-1045 min

The First PencilGoogle Analytics 4: Resist the Scare TacticsOur guest today is Mike Fitzpatrick, Founder of SmartTarget. Kathi and Mike have known Mike F. for over a decade. We all came from the car biz and found ourselves in the scary vendor world all at the same time. And speaking of scary (it was Halloween just a few days ago), Google Analytics 4 has launched and we’d like to calm your fears. Mike F. is our Google Yoda and he explains what GA4 is all about and how you can create reporting in Google Data Studio that will completely transform your digital marketing ROI (Return on...2022-11-0350 min

The First PencilEpisode 48: Google and Facebook Disappoint…Again.This week, Mike shares the very disturbing update to Google Business Profile management that makes it even harder to manage multiple accounts. Oh, and where did the uber-important Photos metric go?Kathi gives a short synopsis of Facebook’s Q3 earnings and the resulting 25% one-day drop in their stock price (which is a good indicator of how the world views Facebook’s future). Kathi also shares the pitfalls of posting short-form video (a continuing story on her testing and results). Hint: you don’t want to miss this if you care about your content...2022-10-2858 min

The First PencilEpisode 47: Are You Listening to Your Social Community?Social media is not a broadcast channel. It’s a two-way communication tool, which means you should be listening as much as you’re talking. Kathi and Mike discuss strategies for social listening and why it should be part of your overall marketing process.But first, Kathi shares another update on her Facebook short-form video testing. She also provides some up-to-the-minute insights on the state of Facebook ads. Hint: it’s not pretty.In our music segment: Oct 19th is International Ska Day!The Specials: https://en.wikipedia.org/wiki/The_Specia...2022-10-2144 min

The First PencilEpisode 46: It’s Conference Season, How Do You Celebrate?Mike has been at a few conferences this week, spending time with car peeps and soaking up the latest trends…or maybe wanna be trends?YouTube announced Handles a few weeks ago and they’re rolling them out now.Kathi provides another update on the Facebook short-form video testing she’s been doing with the Hanaeleh Facebook and Instagram profiles. (click links to check out the profiles)Music segment:Debbie Harry and the Muppets video HEREJane Wiedlin's Instagram post HERE Get in touch with us!...2022-10-1447 min

The First PencilEpisode 45: Does Facebook Know What’s Best?Those of us that have been in social media for awhile remember when Facebook Ads were introduced. We didn’t like it as users, but wow, it was pretty awesome for marketing. Coupled with how the algorithms were back then, and how your followers could regularly see your content, it was a combo that couldn’t be beat.Fast forward to today and while Facebook still rocks for building an army of fans for your business, Facebook ads are often not as effective as they once were…and there are several reasons this is happening. We think it’s t...2022-10-0655 min

The First PencilEpisode 44: What Exactly is Automotive Social Selling?This week, Kathi and Mike discuss what automotive social selling really is (hint: it’s not what some “auto influencers” are claiming). Using social media to establish yourself as an expert is key and you do this by building rapport with your followers. We’ll share some tactics we use to help you carve out your own network and sell more cars.Kathi provides another update on the short-form video content she’s been testing on the Hanaeleh horse rescue page. It’s still getting massive reach but do you actually want that?In the music segmen...2022-09-3054 min

The First PencilEpisode 43: You Can’t Expect What You Don’t InspectAre you outsourcing your social media? You’ll want to listen to Kathi and Mike spell out the pitfalls (yikes!) when you don’t pay close attention to what’s being posted in your name. We’ll also share some best practices so you don’t find yourself in the middle of a social media crisis.Kathi provides another data/insights update on her Facebook page video content test. If you’re a creator or a business that’s been on Facebook for a while, short form video may be a good addition to your content strategy.Link to t...2022-09-2251 min

The First PencilEpisode 42: The Car Business Doesn’t Need Car Bros™We’ve seen a disturbing trend happening and as car people, we feel we must try to stop the insanity. Remember: just because you can do something, doesn’t mean you should.Think before you TikTok. It’s not just because your audience isn’t likely there but also because there are disturbing facts about how they capture your data. Click HERE to read Casey Newton’s reporting that we discuss.Kathi shares another update on her ongoing Facebook/Meta video content test on the Hanaeleh page. It’s crazy and you’ll want to know more....2022-09-1651 min

The First PencilEpisode 41: Google and Facebook Ch-Ch-Ch-ChangesSo many changes.Kathi provides an update on her Facebook video content testing. While the numbers continue to climb on her page’s posts, there is also more effort (ie: time) required to keep bad actors from commenting and messaging. Mike revisits Google My Business Google Business Profiles and the recent changes he’s been seeing. Hint: somehow Google isn’t including photo metrics in their reporting. Is this just a momentary blip before things level out?In our music segment:Steely Dan - Aja documentary HEREGet in touc...2022-09-0844 min

The First PencilEpisode 40: Humor is Not For AmateursThere was a certain dealership-produced viral video this week that showed the exact reason why, if you don’t know how to be funny, don’t try to be. Kathi wrote about this debacle on her blog and there’s a link to the video in her post. Check it out HERE.Earlier in the episode, Kathi and Mike discuss online reviews and why it's important to not just ask for them, but give them too!Then, we get an update on an experiment that began a few weeks ago. Kathi’s began adding mo...2022-09-0247 min

The First PencilEpisode 39: Facebook Video Results from a Real Time TestA few weeks ago in their earnings call, Facebook/Meta announced that they were changing the newsfeed to show about 30% more “discoverable” content. That means ads and content from people/pages you don’t already follow. They also mentioned that video content will be given higher preference in the newsfeed. That got Kathi thinking about how to test it...and we have some results.In this week’s episode, we share the results so far and discuss tips about video content, especially for car salespeople.Music segment:We talk about bands that brok...2022-08-2548 min

The First PencilEpisode 38: Marketing Budget Concerns During DownturnsAccording to a new Manheim Index report, used car market prices are down 3.6% in just the first half of August. New car inventory is still scarce and Jack Hollis, head of sales for Toyota Motor North America, says dealership inventory levels won't be able to grow at all until perhaps the third quarter of 2023, and are unlikely to ever return to their pre-pandemic levels.What do you do with marketing and advertising during this tumultuous time?Kathi and Mike share their insights on this question. We have always advocated being open to new tactics...2022-08-1955 min

The First PencilEpisode 37: Which is Better: Being Famous or Building a Community?There seems to be a lot of “auto influencers” on social media right now. While getting attention is good, you always want to gain the right attention. Kathi and Mike discuss the state of online automotive celebrities and what a regular car person can do to make a name for themselves, often with a small network, that blows “celebrity” out of the water.Get in touch with us!Kathi: kathi@krusecontrolinc.comMike: mikethecarguy@outlook.comAnd don’t forget to download Kathi’s FREE Guide to Social Media for Car Sales...2022-08-1145 min

The First PencilEpisode 36: Metaverse SchmetaverseTwo BIG topics this week:1. What happens when the manufacturer requires a new dealer agreement for specific products and what you agreed to is coming back to bite you? In the past few years, due to many factors, the relationships between dealers and manufacturers have changed. Kathi and Mike discuss a situation that’s happening in Australia, but dealers in the U.S. and Canada should be keeping an eye on how it unfolds.Article we discussed about MBZ Australia is HERE2. You may have heard of Facebook/Meta’s foc...2022-08-0546 min

The First PencilEpisode 35: Three Punks Walk Into a Dealership w/Josh FriedmanThis week, we welcome our long-time friend Josh Friedman as our guest. Josh is the New Car Sales Manager at CMA’s Colonial Chevrolet in Chester, VA. Not only is Josh an amazing manager who’s truly doing cutting edge moves at his store and with his team…but he’s also a music fan like we are. Josh shares some of his great stories about punk in Washington DC back in the day (a long way from Kathi and Mike’s ‘hood in So Cal). Links to the things we discussed:The new proposed F...2022-07-2840 min

The First PencilEpisode 34: The “I can’t find anyone who wants to work anymore” MythThe car business labor market is very fluid right now and the age-old complaint about staffing - “You can’t find good people” - is about to really hit home for you (if it hasn’t already). With the workforce developing different reasons for work, and very different motivators, smart dealership managers are adapting by implementing new hiring practices and paying close attention to company culture.Kathi and Mike share their insights of how to retain good employees during this challenging time, where people are leaving the workforce for online opportunities.In our music segment...2022-07-2140 min

The First PencilEpisode 33: Social Selling with #FordVideoGuyKathi and Mike welcome Tim “FordVideoGuy” Bartz to the show. Tim is the Internet Manager at Long McArthur Ford Lincoln in Salina KS. Both of us consider Tim a pioneer in today’s automotive retailing. He’s creating unique ways to deliver extreme value to customers and blazing a trail for others who know that social selling is the future of the car business.You won’t want to miss Tim’s tips on how he has led his team to higher sales using live video, advanced engagement tactics and social media promotion techniques. Want to connect with Tim? Fin...2022-07-1539 min

The First PencilEpisode 32: Facebook Ch, Ch, Ch, Changes…Again.If you’ve got a Facebook Business Page, it’s likely changes are afoot again. We noticed some changes this week and we’d love to tell you about them. We also share ways to get more page visibility in unique ways.Kathi and Mike then talk about the challenges of managing used car inventory today. Prices are in flux, moving very fast, and if you don’t pay close attention, you can find yourself underwater.In our music segment: Mike learns that he might just actually like Elvis Costello.A clip of the Beas...2022-07-0840 min

The First PencilEpisode 31: How to Be Better Than Everyone Else on Social MediaHow prolific are you when it comes to knowing the best route to take for social media? Sadly, many people flounder or completely miss the mark because they’ve not begun at the beginning. Their lack of social media strategy hands over the advantage to competitors.This week, Kathi and Mike talk about all the ways to be better (great?) at social media if you make a strategy for yourself. Music segment: we each pick one of our most memorable club experiences from the 80s…and give all the details!Kathi’s new online...2022-06-2546 min

The First PencilEpisode 30: Let’s Talk About EVs, “Autopilot” and SafetyLots of talk about electric vehicles happening right now. Kathi and Mike discuss Tesla’s safety concerns after the release of a New York Times documentary on the dangers of self-driving technology.We’re excited to see what’s coming from legacy auto manufacturers with EVs. As former retail peeps, we’re also curious how an EV sales operations model looks from a dealer’s point of view.Check out this Daily Beast article with links to the “Elon Musk Crash Course” Doc on Hulu HERE. We highly recommend it!One the music front:Mor...2022-06-0943 min

The First PencilEpisode 28: Social Media & Personal BrandingAnyone who uses social media knows that it can be a minefield. In a world where everything we say and do is cataloged, wouldn’t you agree it’s crucial to pay close attention to what you say and do online?This week, Kathi and Mike talk about why it’s so important to think before you post. Comment sections, posts, video - all the places you participate - are being scrutinized by potential customers. It’s crucial to have a game plan.We also talk (rant?) about the sunsetting of the Google My Business app and...2022-05-2739 min

The First PencilEpisode 27: Using Video to Educate, Empower and EntertainWe’ve talked a lot about video use in so many different ways to sell cars. This week, Kathi and Mike welcome Michael Sampson. He’s Director of Sales at MinMax video enablement app for making branded videos. As automotive retail continues to shift, driven by customer shopping and buying preferences, video is a way to stand out. We explore interesting ideas, tactics and processes that will help your store beat the competition.In our music segment:Watch The Style Council “Walls Come Tumbling Down” at LiveAid: HEREWatch the documentary “Industrial...2022-05-2147 min

The First PencilEpisode 26: One Dept’s Markup is Another Dept’s OpportunityWith inventory being scarce and supply chain delays still a challenge, we’ve all been witnessing dealer markups. Market conditions often warrant markups but in some cases, the markups seem extreme. Either way, this practice is nothing good for the dealer body’s reputation - all you have to do is look at the comments when someone posts about their experience.Kathi and Mike talk about the fact that some customers who bought their vehicles at markup prices are going to be buried in their vehicles. This means they won’t be getting out of those vehicles into n...2022-05-1238 min

The First PencilEpisode 25: No Fresh Ups: the Intersection of Car Sales and TechnologyToday’s car sales professionals are finding themselves in this new environment called digital retail. While there are tools to help facilitate online transactions, many salespeople are interested in growing their own network to develop their future sales pipeline. Using social media to establish relationships BEFORE customers are ready to buy is a key component of digital retail. If salespeople are waiting to meet the customer on the lot, it’s often too late because that customer has already established a connection with someone else.Kathi and Mike discuss strategies and tactics for car sales profe...2022-05-0834 min

The First PencilEpisode 24: Employee Influencers: Mega Opportunity or Minefield?Having employees with strong personal brands in your company is an opportunity, not a threat.As dealership operations are being forced to change and adapt to today’s customer preferences, dealership employees are an asset that’s just beginning to be recognized. Employees have firsthand experience with the retailers they work for because they live and breathe it every day, and they have in-depth knowledge that an average consumer does not. Combined with an ability to present the organization through their own personal styles and stories, the content that employees can produce and the re...2022-04-2839 min

The First PencilEpisode 23: The Metaphoric Meteor for Automotive DinosaursThis week, Kathi and Mike talk through the events that may cause the great automotive dinosaur extinction. We aren’t holding our breath on that, but we’ve never really been this close.In the music dept, we chat about our top three favorite nights at The Roxy (on the Sunset Strip, next to The Rainbow Bar & Grill - which has the most delicious food!).Link to “The Dee Gees” (aka: foo fighters): “Shadow Dancing”Link to the original Andy Gibb version.Get in touch with us!Kathi: kathi@krusecontrol...2022-04-2346 min

The First PencilEpisode 22: Automotive Social Selling Really is a ThingKathi and Mike discuss the latest used car financing offers and what they mean for the future business of retailers. The short term actions that are taken that adversely affect future business.We also cover the benefits of salespeople utilizing their downtime to learn more about using social media to sell cars. There’s such an opportunity.In our music segment, we discovered a new band! You can listen to this one song from The Mysterines HERE. If you like it, there are lots more!Get in touch with us!Kathi: ka...2022-04-0936 min

The First PencilEpisode 21: Helping Customers in a Digital WorldDigital retail transactions are the next generation in customer experience. Kathi and Mike discuss how caring for the customer’s needs is nothing new, and why that caring mindset will give dealers and their staff a running start in digital retailing. Then we share a couple of sub-prime deal stories, of which we have thousands.We also talk about some key findings in a new E-Lend digital retailing study regarding barriers to digital acceptance within operations. It’s quite interesting!Link to the E-Lend study HERE.Get in touch with us!...2022-04-0144 min

The First PencilEpisode 20: Good People Are Hard to FindMike just got back from NADA and shares his insights.Kathi and Mike discuss the welcome addition of new voices in the car business. Diversity and inclusion are finally being talked about, and with that, comes company culture and employee retention.The Jam documentary “About a Young Idea” The Style Council “Long Hot Summers” documentaryThe Pogues’ “FairyTale of New York” (live version, RIP Kirsty MacColl)Get in touch with us!Kathi: kathi@krusecontrolinc.comMike: mikethecarguy@outlook.comAnd don’t forget to download Kathi...2022-03-1838 min

The First PencilEpisode 19: Does the Factory Really Want to Become Retailers?This week, Kathi and Mike discuss the ever-evolving dealership model and how the partnership with the manufacturer seems to be evolving too. There doesn't seem to be the push-back that there once was to the franchise model, especially given shifting consumer preferences. We wonder how that will look as we go forward. On the music front, we chat about our one favorite concert (we only choose one but we have many), and the details of those concerts that will forever be etched on our lives: Mike's was The Cocteau Twins and Kathi's was a string of 5 nights o...2022-03-0535 min

The First PencilEpisode 18: Marketing Maelstrom Dead Ahead!This week, Kathi and Mike talk about the changes that are happening right now in the Facebook Ads ecosystem and beyond…and strategies to consider going forward.On January 19, 2022, Facebook said it would be removing some ad targeting features, including ones that focus on race, ethnicity or religion. They’ve actually expanded on their removal of targeting capabilities. Advertisers need to consider how those changes will affect marketing strategy, especially in a targetless world where third-party cookies that have tracked internet users for years are going away.We touch on our love for Twitter and why...2022-02-1831 min