Broken is the new status quo. Status quo is a Latin phrase meaning the existing state of affairs, particularly with regards to social or political issues. In the sociological sense, it generally applies to maintain or change existing social structure and values. The way things are done at dealerships has gone near-completely political and, oh my, are we broken!
Thoughts are always swirling is our minds here at IM@CS, and the current state of affairs something that we poke at a lot. It came around again last evening, looking at a page that someone had liked on Facebook. Going to the info tab on the FB page, we noticed that the company was “founded in October”. Excellent! Like us in September of 2007, a startup! Click the link to the website and the domain is not even registered, it’s available for sale. facepalm. Don’t know whether to laugh or cry…
Whether it’s many marketing or website or “digital consulting” companies now evergreen inside the OEMs, the state of broken that exists is staggering. Stupid is as stupid does, we know that from Forest Gump’s momma, so broken must be as broken does. And the industry accepts broken. Enterprise website providers that aren’t completely responsive (or adaptive for that matter) fit hand-in-glove with marketing companies managing PPC campaigns that don’t perform while taking a management 20% fee (or higher)… Bueller? Bueller? Bueller?
Dealership executives have choices when it comes to what takes their time. We call it priority management. Many people at fly-by-night SEO and social media companies call it time management (that tickles us so much, we pee). Yes, there are many “subjects du jour” right now including customer experience and whether to go BDC or Internet department especially on the heels of the recent conferences. But one thing is clear, even considering how many are yelling about “owning the basics” and “doing what we’ve always done”: we are broken while many scream we’re great.
And it”s easy to blame the consultants and trainers who, quite frankly, spout off about expertise they don’t have and subjects they can’t actually tackle live in a business, but let’s hit on the responsibility that business owners and executives have. Are you in business or are you hoping to catch up still? Can’t wrestle that extra “marketing expense” out each month when it doesn’t get covered by the factory via co-op, so you decide instead to make the payment on speed boat number two?
We’re broken because we have dealerships that don’t own and manage their local citations, don’t expect everyone to use CRM and trust vendor promises over actual results.
Don’t be the company listing a website that’s not in existence. Don’t be the blind following the blind because it’s the path of least resistance. Don’t be broken and happy because you’re better off than 7 other broken dealerships in your market area report. It’s not easy and it takes more resources that you’ll likely be comfortable with. Don’t settle. No business that has ever been successful did.
Best Practices: Professional Insight, Powerful Results