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Dealers Can Not Afford To Invest In Continued Education

The Irony Of Dealership Budgets

In a few weeks the 2013 Digital Marketing Strategies Conference kicks off and I will be presenting a number of workshops this year.  Last week I called up some of my friends in the industry to invite and encourage them to attend this conference in Orlando, Feb 5-7th.  


I decided to share my frustration on ADM because many members who work at dealerships will identify with my observations.  The dealership executives on ADM who set budgets should share their perspective in the comments area below. 


My observation is simple:  Dealership budgets have little funds for continued education yet those investments could have the biggest impact on their bottom line in 2013.


Awareness Impacts All Areas Of Dealership Ops


I can share dozens of stories of dealership staff members that attended a powerful conference workshop and returned with new ideas that significantly impacted their bottom line.  I have seen tens of thousands of dollars of waste be eliminated from budgets from the advice given at conferences.    I have been able to show dealers flaws in their Adwords strategies that were costing them thousands of dollars every month.  

I've seen dealers get inspired by Jerry Thibeau phone process workshop and invest in phone training only to see their lead to show rates double in 90 days.  How was the ROI of that conference ticket? 

You get the idea.  When you get 30+ industry leaders in one place that dealers can go up to and ask questions, dealers benefit in a big way. 

I challenge any progressive dealers to tell me that the top automotive conferences are a waste of time.  Dealers may be surprised just how empowered employees come back from a great conference.  If you were inspired at a recent conference, share your story in the comments below!


Our industry is moving fast and our dealership staff is growing stale in their knowledge.  New ideas, strategies, tools, and accountability measures are available to impact the bottom line of our industry. Yet less than 20% of the employees that should go out to conferences are ever sent.


Where Is The 100K?


Do the math with me.  There are approximately 17,000 franchise dealerships.  At each dealership important leadership roles include the dealer principal, general manager, general sales manager, fixed operations director, Internet sales manager, marketing director, and the list goes on.


Each of these key roles are impacted by search, social, mobile, process training, marketing, and customer retention strategies.  So there should be over 100,000 dealership employees getting the best training available to improve their marketing and operating investments.


Our industry needs a "refresh" of operating and marketing strategies mixed with some old fashioned "blocking and tackling" on the basics like phone skills and follow-up.  Conference like DMSC 2013, NADA 2013, Automotive Boot Camp, Internet Battle Plans, AutoCon 2013, and DSES deliver outstanding value for attendees.   It's time to expand the list of people dealerships send out for education.

With the hundreds of thousands of dollars on the line each year, a few thousand dollars in education is just the right medicine for every dealership.   Don't use the excuse that you are too busy to invest in education.  You can't afford to be left behind...and you will be if you ignore education.

What's In Store For Dealers at DMSC?


If you want to see what is on the schedule for DMSC, check out the workshop agenda:  2013 DMSC Workshops.  You can download the color brochure that shows the keynote speakers and bonus features for the conference here:  2013 DMSC Brochure 


ADM Members can get discounted registration for DMSC compliments of Ralph Paglia, one of our featured speakers this year.  

Save $200 a ticket when you register using the ADM membership link:  ADM DMSC Registration 


I look forward to seeing ADM members in Orlando at DMSC and NADA.  Drop me an email if you plan on attending so we can plan to meet up.

Brian Pasch, CEO

PCG Consulting

P.S.  Stop by our booth at DMSC to pickup our latest book "Selling Cars In A Digital Age".  It is a comprehensive guide to boost profits at your dealership through better lead handling processes and accountability.





Views: 192

Tags: autocon, dmsc, dses, education, nada, training


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