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I have been working with a few Clients lately that have fallen into what I call the " technology trick bag" this is where they believe that everything has to have an automated response or some other automation that eliminates human interaction.

I am and always will be a huge proponent of technology, but I think that we can all agree that technology only assists the dealership employee's in doing their job in a more efficient way. I only bring this up because I remember the days you would talk to a dealer about technology and they would laugh at you and say " That's crazy, we have and always will sell cars the old fashion way". Now I see these same dealers and they act like technology junkies looking for their next fix! They see me walking into the dealership and they ask me what is the latest and greatest new technologies they can implement. Whenever they ask me these questions I often try and turn it back on them by asking... Of the systems you are currently using do you think you are using all of the systems tools and functionality now? Whenever I pose this question what do you think the dealers response is?...Wait for it....Wait for it... they ALWAYS say of course we are!

Now I am not saying that GM's and Owners are not intelligent, and not that they don't have the best intentions but the facts are that if a dealership uses 50% of the systems capacity they are doing great. People and procedure will always be the most important and technology will never be better than the people that operate it. So in closing I challenge all of you to look at you technologies and see if you are in the technology "trick Bag" who knows maybe you will be able to find redundancies in the systems you are currently using and be able to do a little trimming off the technology budgets.

Good Luck

Views: 70

Tags: Automotive Suppliers, Car Dealers, Dealership, Dealership Technology, Trick Bag

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Comment by David T. Gould on September 18, 2010 at 9:44am
Scott, your observation of " if a dealership uses 50% of the systems capacity they are doing great... " is very much on the money. Combine that with turnover and my guess is you are high. The challenge of getting efficiency out of digital advertising / marketing is the opportunity afforded pretty much to everyone here... The answer to raising efficiency and reducing redundancy (for me) lies in coordinating all digital efforts and opportunities... then carefully pick solution(s) with the least amount of redundancy and the greatest amount of support. NOTE: Of the dealerships you have called on... how many had individuals that truly understood the products (including your competitors) that you presented? How many thought they knew the same... That is the difference in my world. Good Selling! DTG

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