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Are You Waiting? Still? Well…..Goodbye!

This is officially the beginning of the end for many. December 27, 2011. There will be a moment over the next couple to handful of years in which you'll reflect back to this post (or others like it) and say "oh crap". Or it may be the longer rendition which usually sounds something like "Why did I allow me to get in my way over and over again? Why did I shut down and refuse to change, giving garbage excuses?"

As time went on from December 27, 2011 Acute Death by Delusional Digital Defiance, we'll call it ADDDD for short, you invested more and more in the comfort zone, allowing vendors to do with you money and brand what they wanted and would essentially squandering opportunities while you were convinced you were actually doing something. Your business was actually disappearing at the same time everything looked the same from your vantage point behind the desk or golf cart steering wheel.

And who could blame you? You read the ads in the trades and took advice from your 20 Group and absorbed the Powerpoint presentations. You wrote the checks. You took the training, however often that someone actually showed up and you attended the conferences. It never dawned on you that everything you relied so heavily on was the white elephant in the room. You took the easy way out instead of asking the tough questions and not believing the hype. Simply put you allowed yourself to fail.

Why did this happen? You didn't take the road less traveled when the paths diverged in the woods. As far as you knew, you believed it wasn't supposed to be about "hard work" anymore: you're senior management or, better yet, a business owner. Add to that the whole "Internet thing" was just too difficult to understand and should be handled by young kids and "people who text a lot and surf the web".

So wind it down now so you don't experience the slow, deliberate march of self-induced death. Ignore the articles from Joe Webb prodding the salespeople that you mistreat (http://bit.ly/rVN66B) and from HubSpot on Harvard Business Review about Google changes (http://bit.ly/ub6iOH) that your website company will not talk about, or some trends to capitalize on (http://bit.ly/rU9VAt) and what's going on with mobile (http://bit.ly/smRSOt) from Search Engine Watch. You've been reading all of these…right?

Nope…"too busy running a business". More like "too ignorant to run a business"

So while you idly wait for the inevitable why don't you ask:

Your website company why:

  1. your pages have the same names and metadata
  2. you don't have model and trim level landing pages
  3. you don't have separate tracking numbers
  4. you don't have original content on your pages (heard of Google Panda?)
  5. you don't have a truly optimized mobile presence
  6. you can't track conversions on Google Analytics or your PPC/SEM
  7. they don't truly offer eCommerce
  8. their proouction team doesn't talk with their marketing team (ie SEO to SEM)
  9. they lack in customer support
  10. they're not up to date on what's happening with Google and social

Your CRM company why:

  1. you can't track email opens, bounces, links, shares, etc.
  2. you can't change headers and footers dynamically
  3. they don't append and integrate for text/mobile delivery
  4. you are still on servers and not on the cloud
  5. they don't offer true mobility
  6. they can't make lead duplication management much easier
  7. data "siloing" still existst (lead based: service/sales/finance)
  8. they're not up to date on what's happening with Google and social

Your social media company why:

  1. they don't actually write content
  2. what they do publish is redundant and automated (ie "Caption this photo" of dogs or cats)
  3. they don't create engagement
  4. they sold you on 20+ "social media sites/platforms" when traffic comes from 4-8 of them
  5. they pitch and don't produce (and not actually active on the networks at all themselves)
  6. they are disconnected from the store
  7. they're not up to date on what's happening with Google and social

Waiting? You've been told your entire life that good things come to those that wait. Well, we're here to set the record straight. Only the leaders thrive. You can wing it today, sure. There will be "those" that still make it with no true effort. However, it is a false existence and leads to ADDDD.

The grim reaper is coming and his sickle has your business' name on it. Are you waiting? Still? Well…..Goodbye!

Thanks to @HarryHaber and @BryanCarGuy for a little insight on the list of dealer pain points… you're great friends and car guys!

 

Best Practices: Professional Insight, Powerful Results

December 27, 2011 by Gary May 1
Don’t Have The Time? You Can’t Make It But You Can Absolutely Get It Done!

So many people…so little time! Man, you can't get away from the fear and excuses….it's the age of "I don't have enough time do to that"…"I can't add anything to my plate"…"If only I had another day in my week to pull that off"! Everyone is busy but few are actually doing much. The ones who see opportunity always figure a way to get things done, followed by the rest thinking they're just 'lucky' or that they have more 'resources'.

Can you hear it now? Most people pulling up to the drive-thru and…"I'd like to get a couple orders of comfortable, one with a side of laziness and the other with some lack of desire. Oh, and a serving of nothing new please for dessert!". Fear may keep you from being the bottom producer but only a strong control of your calendar and priorities can make time seem like your friend, even advocate!

Prioritization is not a strength of many. It's a skill put to good use by the few. Most of the time the difference between getting something done and not is simply how much drive you have to get to a desired result. Last time I checked, you can't make a mortgage payment selling two, three or even four cars a month. In bike racing it's not the fittest that typically wins. Rather the smartest, most attentive and thorough that takes the gold.

Is what you're doing taking you toward your goals or further away? It's that simple! Planning, priorities, assessment, review, comparison, tracking and visualization are all tools that you must use to be an effective user of time. Read: user, not controller. You absolutely can not control time. However it is your effectiveness that allows you to be less controlled by it!

Challenge yourself to learn the skills of better controlling what you do and fitting more into your schedule that drives results. Your other choice is to have another month of the same. Which is your better opportunity right now?

Time is relentless…You should be as well!

Best Practices: Professional Insight, Powerful Results

May 2, 2009 by Gary May 0
What Are You Doing About What Your Competition Is Not?

Everyone's worried about their bottom line, revenues, expenses, marketing,future and what's going to happen next. Worrying so much they have forgotten how to think forward and act intuitively. Better yet, they're not even paying attention to what is not being done by competitors (in and out-of-brand) that can easily be capitalized on.

Two years we were talking about 'an edge'. Now most every dealership is talking about falling off of it. Nothing has changed…nothing! Now, you may have to be more selective and conscience. But you have to market, you have to connect, you must communicate and you absolutely need to build.

Here's a little secret about what 80-90% of dealerships in your market are not doing (or doing effectively at all):

  • Online marketing: SEO, SEM (paid search/PPC, banner ads, etc)
    • Google Analytics (please!)
  • Customer Relationship Management: email, events, incentives
  • Social networking: Facebook, Twitter, Plaxo, etc for increase engagement
    • And drives first two bullets!
  • Reputation management: DealerRater, CarFolks, MyDealerReport, Yelp, etc
    • And drives first three bullets!
  • Capitalize on resources for education
    • Automotive Digest, Digital Dealer, AutomotiveDigitalMarketing, Driving Sales
  • Capitalize on resources for training
    • Consultants, brand events, networking (chamber, local businesses, etc)

More often than not, 10% or less of the 'things that must get done' are and even when they do get done, they're not maintained. Some of the MOST fundamental activities are just not being done and for what?

  • The road to hell is paved with good intention
  • The road to debt is paved with discounts
  • The reason that 90% of people fail is the inability to deal with people
  • Nobody ever earned a dollar without spending one

These are the times when (as a good friend of mine in the industry put it) you can get a larger piece of a smaller pie or you can save yourself to death. Most everything listed here can be done for free to hundred of dollars per month.

One of IM@CS' clients has reduced their marketing expense by nearly 85%, increased their brand exposure, delivered more cars in the past month than they did over the past six, is driving over 25% more web traffic and nearly doubling their own website leads over the past three quarters. They're doing all of the above.

It's completely up to you. So what are you doing about what your competition is not? Someone has to wake up first and get going. It might as well be you!

Best practices: Professional Insight, Powerful Results

February 19, 2009 by Gary May 0