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For some, this next level is new car sales and others it is used car sales.
Yet for other dealers it may be accelerating their Fixed Operations revenue but let me suggest that all dealers are standing at a fork in the road.
The path to take at this fork in the road for many dealers is not clear.
In fact, many dealers are coming to realize that what they have been doing for the past 10, 20, or 30 years is NOT working any more.
The lack of clarity comes in many forms. One humorous theme, which is actually not funny aside from its commonality with dealers across the country, is that Dealer Principals are looking at their monthly CRM sourcing reports and wondering why their "walk-ins" and "drive-by" sales counts continue to increase while they move portions of their traditional media budgets to digital strategies.
Didn't digital marketing promise greater accountability and tracking?
Can anyone same Amen to this phenomena? Is something broken here?
If you don't recognize you are at the fork in the road to success, can you identify with any of these statements?
Their presentation was the single most eye-opening messages that I have heard at any automotive conference in the past two years. Jimmy and Travis are the founders of www.Richdealers.com.
Their best selling book "Gravitational Marketing" should be a must read for all car dealers. But my accolades mean nothing if car dealers did not connect with their message. But they did.
Some of the most respected dealers in attendance at the Boot Camp were either clients of their firm or signed-up shortly after the conference. Why? Because these two thought leaders encouraged dealers to look at their business in a different way.
These two men made it very clear which path dealers should take for their business. At first I was not sure if their message was truly innovative but on further inspection they are truly brilliant marketers. You owe it to yourself to be able to make that judgement call.
The message I have for dealers is to step back and be honest with their vision for their dealership. I believe the solution for deciding which fork to take is education. Dealers need to invest in education and consult with industry leaders to help guide their success, which means they have to set aside their egos.
Dealers need to feel comfortable with asking for help.
Dealers do not have to call me. They don't have to call Jimmy or Travis. They need to admit that things are changing much faster than they can handle. They need to find people that they like and trust to lead them to the next level of success.
Where can dealers get the type of education that can lead them to the next level? Let me give you two suggestions:
1. DrivingSales Executive Summit - October 9-11th in Las Vegas.
To register for any regional Pit Stop Conference, visit: http://www.pcgpitstop.com . Special discounts are available for multiple employee registrations from same dealership.
The DrivingSales Executive Summit (DSES) and PCG Pit Stop conferences provide both education and access to industry leaders which is exactly what dealers need to succeed. If the ONLY input they get is from vendor sales professionals, they could be lead down the wrong fork in the road.
You are at a fork in the road.
If you need advice on which path the take just ask. I'll be the first to offer my personal assistance to gain that clarity that you need and there will be other on this forum that will offer assistance.
You just need to ask.