I was planning on sitting down to write about PPC, however after reading an interesting blog by Lindsay Shaker of Shaker Family Ford http://lindseyatshakerfamilyfordandlincoln.blogspot.com/2014/06/smashing-misperceptions-of-buying.html . This made me think about the daily “grind” of working in a Dealership. What are you doing to grow your “personal business” daily?

Are you competing or dominating? Do you know what the difference is between the two? Let’s start here with the “definition” between competing and dominating. Competing-To strive against another or others to attain a goal, such as an advantage or a victory. Dominating-to have control of or power over (someone or something): to be the most important part of (something): to be much more powerful or successful than others in a game, competition. So, now that we have the definitions, you have to ask yourself which are you.

I think that most people in dealerships today are barely competing. I mean how many times have you looked around the salesroom, checked the pace sheet, and thought I’m doing pretty good? Heck, I know I have been there. What tools do you use to prospect? Are you using Facebook, Twitter, LinkedIn, etc.? How many people that you know have bought a car then said to you “I forgot you sold cars”? That is because you are competing not dominating.

Dominating requires enthusiasm. When talking to a customer do you always have a smile and show your customer that they are the single most important thing that you have going on at that exact moment? If not your not dominating, heck your not even competing. Can you honestly say “I am totally committed” all day every day? Just enough is not enough, if you aren’t willing to be over the top with your preparation, then why show up? Dominating requires being “on your game” 24/7/365. You are always going to be promoting yourself and growing your business if you are going to dominate. Prospecting in all that you do will grow your business to levels that you can’t imagine.

Competition in the workplace, is it good or bad? The more important question that you have to ask yourself is, “why do I want competition at work”? Quoting Grant Cardone “Competition is only helpful for the consumer”. If you are not willing to set yourself apart and became completely dedicated to dominating at the dealership, then why show up? A forty hour a week will keep you in the world of just getting by. To totally dominate you have got to work bell to bell and then leave the office and continue to working until you have to get a few hours of sleep. Dominating requires a full commitment and it is a way of life.

I know that this topic is not a popular topic in dealerships today, but it is necessary in order to for you to reach your full potential. If you are not willing to dominate then again I ask, why show up? If you can’t give this commitment, then why should management settle for you to just “go through the motions” everyday? It’s time that we all take a step back, look at ourselves, and say “am I ready to do whatever it takes”.

I challenge you to not read this roll your eyes and keep on getting by. Read this, think about what you can do to dominate your situation, and make plans to succeed daily.

Just my thoughts.

-Shannon

Did you ever stop and think when you started in the auto industry that you would be working in a digital industry? I know I didn’t. It is crazy how the business is changing daily. The question that you have to ask yourself and your dealer is, are we going to change or will we be left in the dark ages?

I mean where do you start? Websites, third-party, SEO, PPC, Chat, mobile, blogs, and the list can keep going. The fact is that no matter what your opinion on digital it’s here to stay, and it will keep changing. I think they all have their place, but first you need to decide what aspect is most important and build out from there.

I think the most important thing is to have a great website. This is where you will start to establish your brand. The first step here is finding a company that you trust to build you a custom website. You need to find someone who will take your ideas and can be creative to the point of getting your brand established.

After creating the website I would suggest starting to make a place in your budget to develop a purposeful and “brand centric” SEO campaign. This is a very key step in establishing and promoting your brand. Organic traffic will help with your Google search rating. Also you need to make sure that SEO content is created in a way that Google will recognize you as being what you are advertising that you are. PPC should be added to continue generating more traffic and continue to help with search ratings. Mobile websites are becoming more and more important everyday. Many dealerships and providers have neglected mobile for far to long. According to a recent Cars.com and Placed study 63% of customers are “showrooming” while on your lot. The same study shows 71% of all US auto shoppers have used a smartphone or app to shop for their next automobile purchase. This and other similar studies prove the need for a strong mobile website and marketing plan.

Now third-party sites are where the argument usually gets started. Some people will swear by them, some will swear against them, and still some will call them a necessary evil. I happen to be in the later at this point. I’m located in a “rural” area, and using third-party sites such as Autotrader and Cars.com are a necessity for us to gain more leads. The ultimate goal is to get my brand to a point where they aren’t needed, but as for now I do have a need for them.

The main thing dealers have to remember in order to increase our market share and promote our brand, is that being a digital player is not a choice, but a requirement. If you don’t embrace this aspect of our business I’m willing to bet that you will continue to become less and less of a player in your market.