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Jared Hamilton
From: Jared Hamilton
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Marc McGurren

Marc McGurren Partner

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#SeekTruth

Will the real industry experts please stand up?!!?!

As I sit on the plane heading back from DD10 my head is a spinning.  So much information from SO many voices in such a small amount of time. #Overwhelmed.  I would call myself a pretty smart guy, but I am by no means an expert at all things digital marketing.

What I am is a car guy that is passionate about this business and loves to take care of customers.  I have enough knowledge to make educated decisions…as well as to get me in trouble.

With that said I can’t help but feel for some dealers who are finally entering this “internet world” of the automotive industry and are just plain ignorant, and I mean this in the best possible description.

ig·no·rant/ˈignərənt/Adjective

Lacking knowledge or awareness in general

Many dealers lack the basic knowledge or awareness in general to make educated decisions.  With 100+ vendors reaching at us as we walk through the shark-infested waters in the expo hall, it truly is hard to believe and know who the real experts are.  Who are the ones we should trust? What is really the best thing for my organization?

As I sat on a panel next to Shaun Raines from ReachLocal he was asked the question what should we as dealers look to find and get out of DD10.  Shaun’s one word answer truly hit home – “truth”.  Seek the truth.  Look for it high and low and don’t take anything less.  Translated: don’t get bamboozled, razzle-dazzled, or taken advantage of. 

So – how do we do that?  How can we sort through the muddy waters of Vendorville?  My advice is simple…go with the companies that have been there and done that. Lived it. Loved it, and have other clients that can scream to the roof tops on how great they are

Just as our customers are looking at our online reputations, we must do the same.  We must hold the light and mirror up to the vendors we pay month in and month out.  We must utilize each other; Driving Sales Vendor Ratings, other forums, and all other sources we have at our fingertips.  We must not forget we are the customers.  We are the ones that make this thing go around.  Don’t settle for anything less.

Bottom line, do you homework, dig around, and don’t be afraid to #justsayno and #seektruth.

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