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Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

Exclusive Blog Posts

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

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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