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Surveying the Road Ahead

November 18, 2010
BY RAY SCARPELLI SR. CHICAGO METRO NADA DIRECTOR

The NADA is starting 2005 by creating new programs to meet your needs and advance our dynamic industry. NADA-24, the dealer's next-day survey, becomes available later this month. (Look for the official announcement at the NADA Convention in New Orleans.) The brief telephone surveys, administered by leading research firm Synovate, have as few as three questions for the customer to answer, though more questions can be added to suit a dealer's specific needs. This feedback is invaluable when looking to improve your sales or service operations. Other advantages of NADA-24: • Flexibility-it can be used to evaluate customer satisfaction with vehicle sales, warranty and customer-pay service work and body shop repairs • Convenience and speed for the customer and dealer- no paperwork • Immediate feedback for dealers-know right away if corrective action is needed • Low cost-only $3.50 per completed survey • Outside administration; will not tie up your existing staff • No long-term contracts • The ability to listen to recordings of customer answers for tone and inflection • Quick, easy three-question format • Customizable surveys; ability to add more questions Learn more at NADA booth 2641 at NADA's 2005 Convention and Exposition and read the February issue of NADA's AutoExec. In other NADA news: • The NADA and USA Today have kicked off the 2005 Dealer Innovation Awards competition. Enter before Feb. 19 at www.nada.usatoday.com/ This year's award focus is on consumer finance education. • The NADA's new Financing Guide, published recently in Time magazine, is available as a comprehensive booklet for your customers. It highlights the advantages of dealer financing and dispels pervasive, negative media myths. Copies are available from nadainfo@nada.org. • Look for a new Management Education bulletin on sales operations, to be mailed this month. • Preliminary results from a new survey by Wirthlin Worldwide, sponsored by Automotive Retailing Today, indicate that, while dealers in general still rank low in public trust, when asked about "my own automobile dealership," the same people ranked their specific dealer high on the list, on a par with law enforcement and firefighters. • The e-mail versions of NADA Weekly and NADA Headlines have a brand-new look. To switch NADA Weekly delivery from fax to e-mail, contact NADA Membership at member@nada.org. And at the NADA Convention: • Stop by the Federal Regulatory Outreach Booth, No. 2561, where you can pose questions to regulators from nine federal agencies. • Attend 50 workshops in six study tracks at the convention and-new this year-bring back videos, DVDs and audio MP3 tapes of select sessions for in-dealership training. Pre-order them at www.PlaybackNow.com/ • See what's new at the N.A.D.A. Official Used Car Guide Co. booth No. 2841. I look forward to hearing from you-especially in New Orleans, when I'll be able to tell you more about NADA-24 and all the exciting opportunities that are yours because of your membership in the NADA, the Voice of the Dealer.

 

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