It all started with a gravestone
This is a guest post by Ling who blogs about car leasing at LingsCars.com.
On a motor industry forum, some contributor had posted about a man called Jeff Smith, who is a well-respected and well-known UK Motor Industry trainer. Jeff runs askinsight.com. As well as speaking at conferences and product launches around the world, Jeff continues to work with motor manufacturers developing training courses for their dealer networks and he also runs open training courses and bespoke in-house programmes for individual dealerships and major groups. You get the idea of his provenance.
So, I took this silly post on this quiet forum and thinking it looked like an epitaph, turned it into a gravestone â€“ pointing out that I was doing this to make the post look silly, not Jeff himself. I had quite a lot of respect for Jeff.
Now, I did not know Jeff at all, I had never spoken to him. I may sell cars, but Iâ€™m certainly not part of the UK motor industry establishment.
Obviously, someone on the forum knew Jeff Smith and suddenly an email from the great man arrived saying
â€œjust for the record, I would like to make the point that as of 15:00 on Tuesday 19 February, I am still very much alive and kicking so don’t write me off too quickly )))))))â€.
Wow, I was impressed, this man who is the author of the definitive and best selling Motor Trade Key Performance Indicator bible â€œThe KPI Bookâ€, was talking to me! His book provides profit-based guidance in parts, service, sales and general management. It sits on most motor-managersâ€™ desks.
We exchanged a couple of polite emails and I pointed out to him that my livelihood at LINGsCARS.com depended on generating Google visitors from free searches, who then saw the opportunities in my brand-new, cheap, contract hire cars which are rented for 2 or 3 years. Over 50% of my incoming business is as a result of natural links on Google.
â€œOhâ€, said Jeff, â€œI dominate Google with The KPI Bookâ€
Hmmm, â€œyou dominate Google, huh?â€, I said. That was like a red rag to the Chinese bull! â€œGive me 10 minutes, Iâ€™ll put my neck on the line to show you your Google dominanceâ€.
I had 10 minutes, so I (copied and pasted most of it from Jeffâ€™s website) began to blog (here) about Jeff and his damn book. I included a couple of pictures with nice names, and tried to fit in as many keywords as I could within 10 minutes. Pressed â€œsaveâ€. I panicked. I emailed Jeff Smith: â€œIâ€™ve put my money where my mouth is. Google is now digesting me and you together. Wait. Either I will fall flat on my face, or I will amaze you.â€
Jeff emailed back â€œWhat do I do now?â€
â€œSearch for â€œThe KPI Bookâ€, Mr Dominanceâ€, I told him. I had everything crossed.
Within 2 minutes the reply: â€œWhoa!!! Now I’m mega impressed – when can we have coffee? I need to know this stuff.â€ The results he saw on Google, linking to LINGsCARS.com, astonished him.
Google: “the kpi book” â€“ LINGsCARS comes 5th
Google: “service kpi book” – 2nd
Google “parts kpi book” – 2nd
Google “read the kpi book” – 3rd
Google “kpi motor industry” – 4th
Google “jeff smith the kpi book” – 5th.
Google “jeff smith explains the kpi book” – 2nd
Google “jeff smith trainer” â€“ 2nd
Google ” motor trade kpi indicators” â€“ 2nd – on this search I even beat Jeff Smith!
This 10-minute result was impressive, even to me, and especially as Jeff owns the domain www.kpi-book.co.uk. I was beating Amazon, where the book had been available for years! I made sure my blog article was favourable to Jeff Smith and contained a link to his website, I didnâ€™t want to steal his customers. The result of my â€œdomination demonstrationâ€ was, I had an instant new friend – one of the Motor Industryâ€™s top guys. It shows the power of blogging and the effects of a clearly written article. Jeff wants to talk to me about using this stuff in his training. Who knows what will come from this?
Thanks from me, go especially to Patrick Altoft who has given me help and guidance that has enabled me to pull off this 10-minute trick, and thanks to Google, my business lifeline, for working so efficiently, quickly and superbly â€“ as ever!