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Posts with cost tag.
When You Hit The Wall…Again. And Again.

From time to time, even with the best plans, strategy, resources and more, it becomes painfully clear that you're not going to make it. Unfortunately, some people experience this state of being for far too long. In automotive retail, there are even those that are paralyzed by it for, well, eons. In sports if you have two false starts you're gone. Why does 1,479 false starts constitute holding on to a process or salesperson at a dealership?

One of the many benefits of calling on dealers all over the country is the face time with some great people. Hearing many clearly defined business and action plans is inspiring and creates hope that things continue to look up. Having dealerships that used to track leads in archaic software, or even Excel, switching to advanced CRMs is inspiring. Chopping off the top salespeople or totally turning your sales department upside down and starting over? Now that can make even the greatest skeptic smile!

There is no question that times are changing for our retailers. About five years late. Some of the areas of greatest discussion recently (not counting social media) are how we keep the best and brightest, or attract them, and compensate them, how to incorporate tools that should help us but ultimately cost too much or don't do what they are supposed to, how to cut costs and how to stop giving up gross.

We don't claim to have the answers but have some thoughts to mitigate the typical course of (1) I can't change things so I won't even try, (2) I don't know where/how to start, (3) I tried before and failed, or (4) fill in the excuse you use: take risks in small doses in the right direction, ask for help because there is a lot of good, free advice (especially in the online automotive forums), start creating more buy-in with top management before you try to 'sell it' and simply convince yourself that the goals you envision are worth achieving!

Many times turning heads and making waves is actually less of a risk that doing the same things over and over and expecting a different result. We've all seen or known people who were burned out that we had pegged as being a superstar.

For most of us, the greatest help we can receive in avoiding 'hitting the wall' is common sense, some outside counsel and a firm dedication to what we know will work. Remember, we're here to (clap) pump…you up!

Best Practices: Professional Insight, Powerful Results

April 4, 2010 by Gary May 0
Dealeritis or Vendoritis? Has The Game Changed At All?

There seems to be a perpetual struggle in the dealer world between the client needing services, needing to change/improve, needing to stay in front of the competition and the vendors needing new places to hock their wares, prove their value, bang the 'we're the leader' drum and pay back their investors. They're both right while not typically paying attention to each other.

In the course of recommending vendors, after assessing the needs of the client, it is sometimes difficult to pinpoint what services will be beneficial. This is more the case today with some providers offering truly integrated, real-time solutions. There are times when, over the course of an engagement, fitting vendors are brought in to do their jobs, but in hindsight it's realized that one larger provider could have done the work. And likely at a lower price while providing a more streamlined experience.

It is always appropriate to push for the larger picture and achieve more but automotive retail has been hit hard over the years with less-than-promised services at outrageous prices and lackluster support. This has been painfully evident with DMS and CRM systems. Many dealers are numb to the pitch today. But have they turned a deaf ear and a blind eye when now is the right time to hear them out again?

Many consultants have the benefit of working with leading-edge and/or forward thinking dealerships and it is a pleasure. In providing best practice recommendations (i.e. the suggestions are honest and the vendor doesn't pay anyone a finder's or recurring fee) it is always necessary to keep goals in mind while ensuring the possibility of exceeding them. Too often the client feels it's the vendors job to 'perform' and the vendor feels it's the client's job to do so as well.

Getting over this 'dealeritis' and 'vendoritis' type of game is essential. and many think it's not happening fast enough. One event started changing things last year and we need more change.

What suggestions do you have to get vendors and dealers together in not-simply-for-large-profits-for-the-promoter forums around the country? Can it be sponsored so the cost is free-to-low for everyone and vendors pitch or should it be a pay-your-way-and-bring-a-sack-lunch event? This is the year of the automotive community: pitch in so you'll win!

Best Practices: Professional Insight, Powerful Results

January 15, 2010 by Gary May 0
Cracking The Code: Marketing Presence

What is it about marketing that has dealers so perplexed? It's not the act of marketing your brand, inventory, service panache, amazing staff, luxury facility, location, exclusive offerings and more that matters as much as how you do it and the completeness of your marketing.

It used to be enough to 'silo' advertise: one ad in the newspaper, one direct mail, one newsletter, one TV spot (over and over again…) and the like. The issue was that if the target didn't see/threw out/ignored/didn't fully read, etc your ad, you were done for. Remember: people want to consume content when they want, how they want, where they want, the amount they want and react to it the way they want.

So why are you content with a website and some email blast activities? That's not marketing as much as it is a band-aid. Think of it this way: how complete is your coverage? Would you buy insurance for two tires, a headlight, the drive shaft and tailpipe and not the rest of the car? Why are you partially marketing then?

Not only does your content need to be timely, contextual and relevant, it needs to be able to be seen by anyone, any time and anywhere.  Do you have a mobile site with inventory? Do you text message? Is your website dynamic? Are your eNewsletters actually engaging and do they drive results (traffic and sales)? How is your Facebook and Twitter volume in addition to your other social media efforts?

You wouldn't want to leave the house with one sock missing, half your collar sticking up, two different shoes and a jacket with a hole in the back (although I've seen some salespeople looking like this…) so don't leave your marketing undone or incomplete.

And another thing: you don't have to do everything you hear about. Do what you do well, learn news ways to market and effectively communicate, work with your vendors on new technology and push the envelope consistently. Every dealer tells me the same thing: "I just want to sell cars and not worry about the other stuff!". You have to worry about it and do something as well, but if you market the same way you did six months ago, how are your results going to be any different?

Build a presence that you're proud of and work it…or someone else will work you!

Best Practices: Professional Insight, Power Results

March 18, 2009 by Gary May 0