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Trying To Move Your Business Forward Alone? You’ll Get Tired…And More Lonely!

There you were, grand opening day. Glistening bright showroom, gleaming inventory, balloons, refreshments and customers. Fast forward however many years and maybe a few of those items have faded. But the one thing that can't go away: customers! More businesses are waking up to the fact that it's about the customer and some even realize more specifically that it's what they can and will do for your business.

Whether you're involved with social media or not, crowd sourcing (and all its forms and descriptions) is one of the best and most efficient ways to move your business. There is no question that your business must move from the inside but it moves more quickly if your second greatest asset (yes, your greatest asset still is your people) helps from the outside. It may be the greatest step in avoiding greater amounts of failure than necessary (read: failure is necessary, just not to much).

Now if you believe that means you need to have a ground-moving meetup or tweetup, stop there. If you have plans to crush your competition with a Facebook page or more Twitter followers because someone says you're great, put away your soap box now. What you simply need is your customers to help move your business forward with direct interaction. You know, real conversation! Have you collected an opt-in email database? Have you surveyed random sales and service customers within one hour of their visit using free online services? Ask and you'll be told.

That being said, if your engagement online is mature and you get compelling responses, all the better. Remember that your customers having a say in your business is not an "in a silo" activity. Your greatest opportunities are in the great areas of volume and you should likely reward your most helpful clients as well (in legal ways).

Businesses must move forward to keep up with their customers today. Keep the conversation to your management team, and you'll likely keep your results as they are today. The suggestions from a 47 year-old mother of two or a 22 year-old fresh-out-of-college-with-a-first-job kid are likely more in-line with what will make you successful. Go on, do it…surprise yourself!

Or you can be like too many businesses today that are getting hammered in reviews, CSI rankings, word-of-mouth and other media only to decide how to move forward alone. When you try to do that alone, you'll get tired…and more lonely! Ever heard of the customer that got into a great conversation with the GSM or GM, came back for another chat during their first service, ended up working for the dealership and is not only killing it now, they've brought everyone with them?

Oh yeah, that would never happen to you! You're not looking outside for help anyway….

Best Practices: Professional Insight, Powerful Results

March 23, 2010 by Gary May 0
Why 2010 Is The Year For The Dealer In The Automotive Communities

You've seen them. You've registered. You've looked a couple times. You've even mentioned them at some of the events you attend to be in the 'know' . But the most you've been involved with what is likely the greatest area of information and opportunity for quicker growth ends with exactly that: not much. Post a comment on a forum? Nonsense. Ask a tough question of your peers? Waster of time. But your processes, results and even poorly rated vendors don't change and the answers are staring at you, through that nice flat screen you convinced your general manager you had to have.

So what will it take to propel dealership involvement in the communities? If we don't change retail, as great as the products have gotten, the fact that new cars are now launched on the web or mobile devices exclusively rather than traditional advertising (about stinking time), the fact that you read reviews of hotels and restaurants on review/forum sites and a list of other valid reasons, the dealer voice online is about as frequent as (fill in your least favorite 80's or 90's pop star here, mine's Cher) appearing on the Billboard Chart's number one spot today.

We can all agree, or let's just say we can, that a lot has had to change in automotive retail. And some are doing it with rewarding results. Even with 'better' results, it's not enough to drop your marketing expense by $50,000 a month compared to a couple years from now, redesign your website and expect cars to fly off the showroom floor. We must share and help each other.

Considering how many have chopped expenses including travel and 20 groups, stopped attending most events and don't even see their reps as much as before, how can you not leverage the online automotive industry communities? That is a rhetorical question considering how many dealers still step over a dollar to pick up a penny.

And let's have real involvement rather the same old list of suspects. A changing of the guard is totally needed, appropriate and refreshing. Does your favorite publication use the same contributors every month? (yawn) Boring! It's no different online.

Dealers, here is the challenge: write down your two or three biggest challenges. Everyone posts them starting tomorrow, for the next 50 weeks. Stupid questions? No such thing! Someone already asked the same or close question? See who else can answer it. What are you afraid of? This is your opportunity to learn while everyone else does. No two people will execute exactly the same so make sure you've got your spin on it.

As an example, after last October's DrivingSales Executive Summit, the comments were consistent not only about the value of the event but the content was more in line with what dealers needed. It was dynamic. The speakers were fresh. The subjects impacted attendees. Then, crickets on the website.

Folks, this is THE year for the automotive online community. Our future success depends on what we do today and for the next 354 days. We have one of the best industries out there, we should treat it as such.

Best Practices: Profession Insight, Powerful Results

January 10, 2010 by Gary May 0