1,000 dealers share their thoughts about chat, text and messaging in general...and how these communications pay off. SEE HOW
Yes, this is opinion. However don't take it as fable.
It’s the consistent vicious circle in consulting: do it all as long as it’s what is wanted at that moment, backed up by someone else, doesn’t bite back at the factory stance, mostly makes sense and when you can grab the proper attention. And don’t blink because all of that can change with one call or a visit from a nice set of pearly whites with a tan and a low-slung top.
In a dramatically fluid world, all of that is a constant.
Meeting with a dealer the other day, their factory (only) site has issues, their SEO/SEM isn’t close to completely transparent in work, reporting or results, their new CRM isn’t installed properly or completely and their sales team can’t seem to do their job. And the store is doing, what most would consider, fine.
In less than five hours, a solution to every hole that was shot in their operation was provided, a path to resolution (in some cases multiple) was drawn out and improvement benchmarks were communicated. All without spending a dollar more in vendors, leads, software or services. And everything was documented.
Very few of us in the consulting world face this; because most aren’t consultants. Most of them are resellers, reps, paid advocates, commission reapers, factory program overseers, old-school trainers with a new world attack and/or recently departed vendor/dealership staff. Consulting, ladies and gentlemen, is a craft rather than a hobby. True consultants create understanding, buy-in, advocacy and results, in that order. And they listen, a lot.
If your costs just went up north of $10,000 per month and you’ll see your consultant one day per month, you should check the other hand of the person you just signed a contract (warning sign) with and see if their fingers are crossed.
As the industry shifted slowly over the past ten plus years, it created a natural recommendation engine that exists more powerful than ever. Don’t believe me? Contact your OEM, ask for a solution or provider for a problem you have in any category, especially digital, and then ask about results for any one or a group of dealerships. And get that preferably in a report with before and after metrics, costs, process changes and net improvement.
Oh, and you might want to hold on to your four-leaf clover.
In a world where businesses still make decisions by how many “covers” or “articles” someone was been on/in or how many times they’ve heard of a potential partner during a golf outing or 20 Group, industry metrics are moving slower than the speed of solutions. Hellloooo, it should be the other way around.
There are no overnight solutions, silver bullets or cash cows, at least legal and/or ethical. Use tried and true sensibilities: ask for more recommendations than someone offers. Look at more live solutions than you are given, dig deeper before you spend deeper. Oh, and if it sounds too good………
Car dealers, do yourself a huge favor. Get a second opinion on everything as if you’d just received a heartbreaking medical prognosis. In both cases your life depends on it.