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Jared Hamilton
From: Jared Hamilton
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Jim Bell

Jim Bell Performance Manager

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Do the Underpants Gnomes Know the Car Business?

I was talking with another internet manager the other day and this video came up.  There are dealers out there still that are flying by the seat of their pants and don't really have a plan like the Underpants Gnomes.

Phase 1.

  • Get Underpants (Go out and acquire cars)

Phase 2.

  • ??

Phase 3.

  • Profit (or lack there of)

Without a phase 2, there will be no profit in the automotive industry and the dealership maybe on their way out.  With the way that dealerships are getting to be more and more transparent, this will definitely knock those dealers out because they have a plan 2 when it comes to marketing and merchandising their vehicles.

So if you are a dealership that doesn't have a phase 2, start one sooner than later.  If you don't, you will feel the hurt.  Get a plan in place.  Get the vehicles online as soon as possible with photos, descriptions, and video.  Make yourself stand out from the others.  You have to remember that a customer will hit an average of 18 different websites before making a decision.  If you don't stand out, you will be forgotten and the mouse will just go right over your vehicle on to the next one.  So get your plan together for 2012 and make it happen.

If you have never seen the Underpants Gnomes, here is the link

Brady Irvine
Excellent post Jim. This trap is fallen into by anyone who focuses on what THEY want to do (Phase 1) and doesn't pay attention to what the customer wants...
Eric Miltsch
Great creative analogy Jim. (One of my fav. SP episodes as well)
Jim Bell
Thanks Eric. I love those little guys even though I am unsure on their business model.
Jim Bell
Thanks Brady. We all have to listen to what the customer wants and have a plan on how to execute phase 3.
Marc McGurren
Haha - very nice! So freaking true for SO many dealers. I am amazed at how many of us still operate! I do think you are right though - there is a shift happening and if dealers do not get on board, they will get left behind.

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