What to do in January 2009?

Michael Sweigart
What are you, as a dealer, going to do when the market takes it's seasonal dip after the last piece of confetti hits the floor and Dick Clark slurs out Happy New Year? (sorry, Dick) The first quarter is always a tough one. Some dealers cut back, some stay consistent and take advantage of lower advertising costs. However, 2008 may go out with a bang due to the financial situation many customers are facing. The stock market's rough, many dealer's have already gone belly up and some are preparing to give some of their lesser performing franchises back because they can get more money leasing the land than they can selling cars. Right now, we already see major scaling back of traditional budget (OK it was already trending that way but the current economic crisis may have supplied the nail in the coffin). More budget getting shifted to the web, which is good. However, some dealers are so trimmed back with staff, resources, and money to invest, so I'd like to know....what are you going to do in the first quarter

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