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Jared Hamilton
From: Jared Hamilton
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Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

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Social Responsibility of Dealers

 

Consumers can more confidently shop for a vehicle than ever before, in part because they help each other. They rate dealers and write reviews about them. More are positive than negative, but most are helpful to other consumers. Equally important to consumers, the sharing of this information keeps dealers on their toes.

Can your dealership shop for advertising products, information systems, and training services more confidently than ever? The same tools that help millions of consumers buy more confidently from dealers are available on DrivingSales.com to help dealers buy more confidently from vendors. Just as dealers encourage satisfied consumers to post ratings and reviews, vendors should pass the same encouragement along to dealers.

Most of all, there is some level of social responsibility in pooled information. Far more consumers utilize product ratings and reviews than provide them, and it is the same for dealers. However, those who do take a moment to participate are often the ones with the most to contribute, the shopper's who understand car buying best and the dealers who understand modern-day marketing and operations.

Before you make a resolution for the coming new year, end this one with an act of social responsibility that will help other dealers and better keep vendors on their toes. The next time you are with your 20 group, at a dealer conference, or walking the floor of the NADA convention, you will see your place among your peers just a little bit differently, having met or exceeded your social responsibility.

Chris Costner
Great post Dennis. This is a responsibility we all have to each other as we all look to make bigger strides for 2012. Thanks for sharing.
Jim Bell
Great point. We all have to use each other and what our experiences have been with all of the companies that are out there trying to get our business.
Dee Rawls
Absolutely well taken, champion. As discussed in my privileged mentorship sessions with you, 'the future is an amusement park'. Consumerism in auto retail spaces (and, others too) will be driven more and more by socialization. The simple reason is Internet has made 'the handshake' so easy. Any network of value in the future will be driven by socialization of the likes described here. For consumers, social response needs to be thrilling - like a Mickey Mouse or Roller Coaster or any other sensational thing that invites unusual impulse. For consultants, social responsibility is identifying where these sensational things exist in the consumer marketplace. In a recent interview with a media correspondent, I stated it this way: "Auto Retail Past built physical dealerships to support demand by physical communities of consumers. Auto Retail Future will be mostly Virtual Dealerships to support growing demand by virtual communities of consumers. Auto Retail Present is the synergistic work of pioneers like myself to help the industry arrive safely into its new paradigm." Thank you for all you have contributed to Auto Retail Past and Present Dennis Galbraith. I look forward to working closely with you and the Driving Sales champions in 2012 - and well into Auto Retail Future!

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