We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
You know this story: The new GM comes in, sweeps out the current management, and replaces them all with "his" or "her" guys and gals.
Maybe this is smart, but it doesn't seem so. ESPECIALLY with eComm Directors and Internet Directors who are juggling websites, reviews, reputation, lead sources, training, marketing, and CRM, all while very often leading a sales team AND desking deals.
Revolution is a natural affair of human organizations, and--though dangerous and painful--revolution is very different from a radical takeover and replacement of the government by the military in the RESULT. History shows that a coup is hardly ever an improvement.
And just this week a good friend of mine, really an excellenteComm and Internet leader, was swept out. I'm sick of "that's the way it is". Really?
Thank God nothing ever changes in this business. Like the Internet. Do we REALLY have to live with regime changes that decapitate every key department?
I don't think so. That dealership will be a long time recovering from this particular loss. Right about the time the Google Reviews fade, the Internet stops producing, thepay-per-click goes south, and the sales drop off . . . it will be time, sadly, for another GM. And another house cleaning.
House SMASHING, more like it. And we need to stop doing it.
VP of Research, CAR Research