Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Paul Rushing

Paul Rushing Lead Generator

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

Dealers have started demanding more and more from their vendors from advertising sources to inventory providers, rightfully so. For years they have paid for products and services which they may not always completely understood or they did it because their competitors were doing it too. Ever heard an Autotrader pitch after being black there? The web has increased their knowledge because there is tons of great content to help guide them to make better decisions, Jeff and Alex's DealerRefresh, Ralph's ADM, Jared's DrivingSales and even a few of my rants. It is too bad industry publications and institutions have not followed suit by providing great content to help dealers and people on the ground improve their performance. We all are in this business to make money and drive revenue. If it was not for the money none of us would be doing it, from NADA to minimum wage lot guys, everybody is trying to grab their share. It's too bad that some do not try to provide value to their target audience and lead with the dollar signs in their eyes and publications. The quality of content found in industry publications is pitiful if not demeaning to it's readership and they wonder why they are having trouble selling conference tickets. Now they are polluting the web with it. When you see a publication that calls itself "Digital Dealer" go to an all-online publication; in this day and age it is to be expected. Too bad they don't try to develop a web presence that is all encompassing in relation to digital marketing first. Digital Dealer does not have an A-game online so how can anybody possibly take their publication seriously? The ezine format has long been dead and content online should be structured so it can be accessed at anytime not stuck in a downloaded pdf or reader that does not let you access back articles. Not to mention the audio greeting with hype from large vendors is not only bad form it's ineffective. Talk about increasing bounce rate! Another recent entry into the land of online nothingness was brought by a powerhouse at all levels and provider of consumer content from cars to alarm clocks. I read a post titled "Another Look at RQF" on the JD Power and Associates blog "Online Automotive Review" (I only linked to it because I am referencing it). It says a whole lot of nothing about how big name vendors structure their lead gen forms. If they just needed some content to fill some space to keep their advertisers happy they should of use a Lorem Ipsum Generator. Then there would be some value to those that have never seen that type of text before in trying to decipher it.  Not to mention I think I am the only person to have ever commented on that blog and it did not even receive an acknowledgment from the author. If you are on the Automotive News email list and try to stay current in the Industry you will realize they have yet to break a real story.  It's sad to see the "Alerts" hit my inbox when the information that is important to me has already been delivered via a Google news alert through another source.  They don't even do a good job of aggregating old information.  Want to see an old article?  Pay up sucker or just use Google.com to get it from the original source. I picked out these resources because they were the easiest to find quick examples of how the big names are dropping the ball online.  They already have built in audiences that would be easy to transfer to competent online enterprises.  Right now it appears to be out of necessity because of dwindling advertising revenue and they need another ad spot to sell.  It is overflowing at all levels. Sure a few people are going to be upset about this rant, but many will not take dig down deep and put it out.  Those reading this are in the top 1% of the top 1% of automotive executives and dealership employees or they got a phone call and email from someone crying foul.  You know where you fit in. If you are a dealer or provider please don't follow these bad examples. Dealers if you want to learn more about online marketing and reaching customers look to sources that do a good job in their own presence and provide you with actionable content without asking for a credit card.  The reason some of us provide content here and other places is to give you value and maybe you will reach out to us to engage our companies' services if you like what we have to say. Providers if you are going to do it, do it right or not at all.  Stop publishing Generic Nothingness and at least give readers something to think about.  Press releases that open up with, "(Insert Vendors Name) the industry's leading provider of (product} ...." are getting tiresome and we are laughing at you. People also know that just because your PR firm says you are the best it does not make it so.  Make them work for their money and stop using fill in the blank forms.  Stop publishing the same content is six different spots. "Participants" are cross-pollinated at the valuable online resources. Some may have a bigger reach than others due to broadcast features or search engine presence. If you contribute to all, do it in a way that talks to that individual audience. Stop talking about hot topics if you know nothing about them.  Just because you have read a few books or talked to a few people out of the industry it does not mean you can transfer it to others via the services you offer.  Take criticism and look for ways to improve don't bolster up to call and threaten lawsuits or make personal attacks, it just draws unwanted ire and damages your brand.  When somebody shows you how to improve your product give them a call and say thanks. Maybe you can establish a good working relationship.  It may lead to some referral business. If you have made it this far thanks for staying through the rant.   I look forward to seeing many of you at the Drivingsales Executive Summit next week.  If you have not registered please do so now, chances are you will have a great opportunity to hear a few more rants and take something back to your dealership you can actually use versus an armful of pamphlets and pitches about the "Industry leading widget..." or even worse, untested bad advice.
Paul Rushing 912-266-1629 www.dealerbytes.com SEGA Systems, LLC “Without Traffic Everything Fails”
Chat Google Talk: parushing Skype: parushing
Contact Me LinkedinFacebookTwitter
* Disclaimer - The views and opinions expressed here are that of Paul Rushing. The comments made are not endorsed or condoned by this site or SEGA Systems, LLC

 Unlock all of the community & features  Join Now