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Gary May

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Why Educating Car Shoppers Is So Important!

Why Educating Car Shoppers Is So Important!

The average consumer doesn’t understand the complex dynamics of the automotive industry. In fact, they probably don’t even care enough to learn about i…

OP-CODES?

OP-CODES?

      At one time or another, we are all (assumably) guilty of running the same service specials online month to month. Asking …

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Boy, things were really humming there for the longest time and then the train ran off the track, or maybe the wheels simply came off. No matter what, we got to find out what it would be like for the industry to have a brake test. But instead of 60 to 0 in 137.6 feet, it was more like 17 million to under 10 million in a blink (try that supercars!)

Add to that the fact that somewhere along the way, we got just a little more than complacent...ok, we got really frickin' complacent! Now we have the choice to do things over the way 'we' did, or go down the road less traveled.

So we have to ask ourselves collectively some tough questions. Do we advertise the same way we did? Do we communicate the same way that we did? Do we build the same way we did? Do we sell the same way we did? If so, how can we expect different results? And for those that want to wait, how can you expect anything doing that?

Many indicators seem to show that we're doing a lot of the old things and just a few new things, and neither incredibly well. To get the results we truly want, it is so important to be realistic, admit when we can't do what's expected, challenge ourselves to new ways of thinking and get out of the way when it's time. If this train is getting back on the track, it had best be a brand new track and the engine clearly needs replacement rather then modification.

No matter what you're doing, start thinking and acting like consumers and start believing that success is our only goal. I'd like to tell you that the latest ads on TV, spots on radio, full pages in the magazine and full-disclosure rant in the newspaper were absolutely effective. Since I don't do any of those activities, I can't. And none of the people I regularly hang out with or talk with do either.

If we start thinking and believing that we can, and it truly shows, it'll likely happen. It's not rocket science. It's not about ignoring other very related issues. If we are going to be successful, we have to do it by ourselves. We have to believe that the results will be there because we did everything we had to...not somethings, everything.

And I think we can, I think we can (insert favorite choo-choo noise now).

Best practices: Professional Insight, Powerful Results

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