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My team and I have been very busy this year producing dealer assessment reports.
The goal of these reports are to benchmark the dealer's current Internet/BDC operations, staff phone skills, website merchandizing, budget effectiveness, and the strength of their digital marketing investments.
The research culminates with a final report which often includes:
There is always a bit of concern when our assessment reports are presented. We never want to imply that a dealership isn't doing a good job running their business. We do want to identify opportunities and ways to achieve the desired outcomes of the dealership; sell more cars and achieve greater profits.
Most dealers assume that their operations are basically efficient and that defined processes are being followed. To date, there has never been a case where the dealer or General Manager didn't read our assessment and find a number of "holes" in their strategy that required immediate action.
I want to encourage dealers to hold up the mirror to their budgets and operations. Make the investment to get an honest assessment of your BDC/Internet processes, your website merchandizing, and your marketing strategy.
The opportunity cost is significant. In the past 60 days I have personally inspected failed processes that are costing clients over $100,000 a month. Can dealers afford to be blind to such holes?
PCG Consulting is just one of many great companies that can help dealers find the leaks in their BDC/Internet department. Companies like Kain Automotive, DealerKnows Consulting, Mosley Automotive Training, and Joni Stuker are all well known names that can help dealers.
The DrivingSales Vendor Ratings section of this website lists great resources that can help dealers in all aspects of their business operations. Have you utilized this resource?
With a variety of choices, why do dealers not get an honest assessment from third parties? I am not sure there is just one answer but it surely is costing dealers a lot of money and market share!
To all Dealers and General Managers reading this article, I have one simple question. Are you ready to look into your mirror?
Brian Pasch, CEO
PCG Digital Marketing