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Vendor Ambiguity = Dealer #FAIL

Technology is a collection of wonderful tools and processes that continue to develop and change at the speed of light. What worked last year in certain situations may be regarded today as a passing fad while other products have stood the test of time with minor improvements along the way. It can be a formidable task choosing what will work best for your dealership given how rapidly the move to obsolescence is today.

When pitches come in with a lot of sizzle (and very little steak) they all have one major underlying theme: They don't really tell you what they’re going to do to make you more money. More traffic, more leads, better follow up, exclusive, etc. data don't mean anything unless they can show how it translates into incremental business and directly improves the bottom line. To determine what works for your store would require an in depth audit measuring results based on bottom line improvements and determining the correlation.

Here are a series of questions to ask yourself to measure how successful your technology vendor or “consultant” can be in meeting the demands of helping you improve profitability.

  • Do they continually improve their service to enhance your return or does the service remain stagnant without much change?
  • Are they in constant contact with you in a one on one basis, not just emailed reports?
  • Do they tell you what you want to hear or do they tell you what you need to hear?
  • Are they asking for your input on how to improve their product to meet your demands? 
  • Are their employees champions of the company?
  • Are your employees a champion of the service?
  • Will their executive management help an end user or do they defer when asked for help?
  • Do they have a core that they do really well or do they have a massive menu?
  • Do they constantly have a new widget or do they try to make their core the best in the space?
  • If you need help can you get it or is it a process that seems to intentionally infuriate users?

Using their performance reports to determine value is self serving and how you answer these questions will help you determine what your current relationships really bring to the table. If you don't like the answers you come up with chances are you need to make changes to improve your profitability. 

 
Paul Rushing is the Search Marketing Manager for iMagicLab.  He brings over 15 years of automotive experience to iMagicLab and stays ahead of the curve on search marketing and social . He can be found on Twitter and Linkedin if you dare...

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