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Once upon a time, cars were driven off the road by horse drawn carriages. Drivers were mocked and told to revert to the old methods of transportation. Where, exactly, would we be if we had listened then?
The fight between online and offline is very similar. Sure, you may feel ill prepared to make the change, but that doesn’t mean that you should remain unchanged.
Facts are facts. When 90% of consumers are online, 90% of your business is online. If it’s not, you’re in trouble. Why should you approach 90% of consumers with 10% of your dealership? Those numbers simply do match.
It’s time for your dealership to step up and get online - all of it. It may seem harsh, but a good employee that can’t figure out the Internet is not going to be a good employee for long. There are two ways to deal with that. You can either help your good employees by getting them trained on your e-Initiatives or you can hire their replacements. You have faith in your people now, but rather than letting that faith convince you to stay on a path that’s destined for extinction, have faith that they can learn how to be effective in this new world.
Times are tough. The only way to combat the situation that the industry is in is by focusing your efforts on the one place with the furthest reach and highest measurability. You need all your best people making sure that your e-Business is everything it ought to be. All hands on deck need to be working to ensure that customers get what they need, get it quickly and get it online!