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WHAT I RE-LEARN WHEN I READ YOUR POSTS:
1. High-level performers read articles and blogs to stay on top of their game.
2. “Old School” managers don’t.
3. You have to be prepared to try things that others aren’t willing or able to do in order to differentiate yourself from the competition.
So, let’s start at the beginning: Top-performers (especially top Internet performers) know that the only constant in automotive digital marketing is change. Consequently, they work to keep their collective ear to the ground in an effort to improve performance (or even to remain where they are.) So, my hat is off to everyone who commented, particularly on the initial ‘Pricing on the Phone’ post (http://www.drivingsales.com/blogs/phoneking/2011/06/27/to-price-or-not-to-price-that-is-the-question).
On the other hand, Old-School Managers think there is no other way but theirs – and I don’t completely blame them because its human nature to validate our professionalism by refusing to even consider another way to engage in the business. As a mega-dealer once told me with a proud smirk on his face when I presented a new training path for him, “Look at my empire; are you telling me that I’ve been messing up all this time?”
“No,” I replied. “What I’m telling you is; what got you where you are today will NOT take you where you want to be tomorrow.” So, despite their occasional cluelessness about automotive digital marketing, understand that many old-school managers are often merely extensions of old-school dealers.
Where does that leave us? It leaves us with a real opportunity to consider new perspectives. If we don’t, we’re well on the way to becoming very much like the “Old Schoolers” ourselves.
So, top performers, let’s hear it: what new approaches have you tried in your dealership lately? How have you measured your successes?