1,000 dealers share their thoughts about chat, text and messaging in general...and how these communications pay off. SEE HOW
Many people that are concerned in all types of businesses talk the same talk today: waiting. Some have been waiting for a new administration, some for a car czar, some for banks to loosen up, some for 'the bottom' and some just for the fun of waiting.
When you're in business, you can't wait especially when it costs you money. In the car business, it's been about waiting for people 'to really go online' or for the 'next up', or even the holy grails of 'cheap gas', 'more hybrids' or 'better advertising'. You can wait as long as it takes you and your business to turn the lights off.
Or you can become the car czar, the new administration in your dealership, the VP of Internet sales or even the authority for your entire area. Why do reporters cover auto stories IN FRONT of the "fill in the brand" dealership WITHOUT interviewing staff? The point is you can't wait, you have to act!
When I was at CarsDirect.com nine years ago, I heard a lot of 'nobody will buy a car online!'. Now my memory is likely not spot on, but I believe sales hit over 12,000 units that year. Anyway, you can keep waiting for people to hit your showroom after visiting your (mostly) average websites or stop waiting, start changing and keep changing.
Waiting does not typically evolve into a leadership position, even if it does work in your benefit every now and then. Now there is inherent risk in not waiting and taking a position on the front lines. But now is the best time to make the move.
It sounds like NADA dealership attendance (via pre-registrations) is down around half, depending who you talk to. That means A LOT of people will save one, two, maybe three thousand dollars over the weekend. It will likely cost them tens if not hundreds of thousands of dollars this year. What are you waiting for? I'll see whoever is going there to share ideas, meet vendors and start making more decisions that will grow business.
Oh, I'll be Twittering from NADA (@imacsweb on Twitter)
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