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Big Pimpin-is it happening to you?
I met with a dealer client the other day that was in a very enviable position, which is they are a brand new point. Even better, they had taken over a well established dealership with over an 80,000 customer base in a good location with a beautiful facility. New names, fresh start, almost like being able to go back to one’s youth yet retain all your accumulated knowledge.
So what is the downside? In meeting with the new e-commerce director, he showed me his marketing plan which consisted of subscribing to various 3rd party sites to post inventory and obtain leads for which he would pay approx $20k a month. Now I ask you, would you allow someone else to steal your identity and pay for the privilege? How about I take all that makes you unique in your marketplace (your inventory) and make sure that if anyone looks for your product they are sure to see all your competition and have plenty of distractions to divert them from doing business with you? Best of all I’m going to ask you to pay me for this privilege.
Congratulations, you have now entered willingly into the world’s oldest profession and since you’ve relinquished control over your own identity, in order to protect it I and can charge you more and more down the road.
Look at your marketing mix. Are you being “Pimped”?
That instant gratification you experience by signing away your rights is sure to cost you more in the long term as you strive to obtain and keep control over your page one results. Building an on-line identity can pay huge dividends if done right but beware of the “plug-in” solutions. They can enslave you for life and be even more expensive to remedy long term!