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Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

Exclusive Blog Posts

Design: The Driving Factor Behind Showroom Sales

Design: The Driving Factor Behind Showroom Sales

Many factors go into creating a successful showroom. While often overlooked, design plays an essential role in the customer experience and overall success …

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

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DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

Dealers Lose When Vendors Shoot Each Other

 

When vendors look at dealer's marketing and training budgets as a fixed pie, disparaging remarks and misinformation are sure to follow. Virtually everything a dealer can buy to increase sales has been said to not work at some point or another. While every product or service related to revenue generation must be held accountable for the value it delivers, nearly all of them can be justified under the proper circumstances and at the right price point.

The following four-minute video uses animation to demonstrate that performing well with one marketing or training solution often increases the value of complementary opportunities. http://revenuegurutraining.articulate-online.com/8685108185 The more a dealership is fixated on a single solution, the deeper they fall into diminishing returns. The good news is that extreme expertise in one area often enhances the value of other opportunities. We refer to this as The Seesaw Effect. The more dealers understand these seesaws the better equipped they are to place the next investment in the opportunity that will serve the store best.

Dealers will be served best by those vendors who accurately identify the revenue enhancement that will come from investing in their products as well as the complementary products that can be profitably invested in before or after their own product is purchased. Vendors have a responsibility to become trustworthy marketing consultants. When a vendor advises the dealer to invest $10,000 per store per month in their own product and minimize the investment in complementary products and services, it's probably time to hide the checkbook until rational advice can be obtained.

There are some cautions and exceptions. Investing in a branding campaign (usually with TV, radio, outdoor, and general display) is not advisable unless the campaign can be sufficiently funded, a unique selling proposition exists, and there is a commitment to maintain the campaign long term. Still, a great branding campaign can have a positive influence on the production of online listings, newspaper ads, SEM, and even the ability to set appointments and close sales. Conservatively, over $1,000,000,000 in dealer advertising and training budgets are misspent  each year. Thinking through the seesaws within Galbraith's map can go a long way toward cutting your portion of that waste. 

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