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Don't Hit Yourself With a Hammer! . . .

"It's not what you have, but what you use, that makes the difference." -- Zig Zigler

I am no expert, but I'd say the #1 problem with dealerships today is that their process hasn't changed but the shopper has--or, more accurately, the dealership's lack of good process hasn't changed. As a dealer, do you have a process? Is it modern and in use? Then you're doing well, no matter what tools you have, and so better tools will only improve you. Otherwise, what is a CRM supposed to do? What is Social Media supposed to do? What is SEO for?

We all know that more shoppers and UPs become buyers if you apply a consistent and good process, but, regardless, when business was great the poor process issues didn't show as much as when business fell off.

No CRM will ever replace the skills of a good salesperson, and no technology will ever save a dealership dying from bad processes. Technology alone is a desperation move from folks who didn't get it anyway--sales still need people and good processes. Expecting a CRM to be properly used to help salespeople keep track of, contact, and sell their customers when no attention is made to correcting, improving, and USING sales processes is like hitting yourself in the head with a hammer: It will feel so good when you stop.

So, if you have no process to use The Greatest Hammer Ever that you have, don't complain at the knots on your head--especially to me or ole' Zig!

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Comment by Katie Urbain on June 24, 2010 at 10:56am
Thank you! Keith.
Comment by Keith Shetterly on June 23, 2010 at 4:25pm
Katie, I have to say two things: I love your comment, and I love that a good comment can come from a vendor that doesn't carry a clumsy sales pitch. I also like what your company touts on your website--I was just lamenting on here how an up-and-coming DMS provider has a website that essentially says (noisily!) "HONK IF YOU LOVE NO INFO ON WHAT WE DO". Thanks!
Comment by Katie Urbain on June 23, 2010 at 2:19pm
Well said! Well said!

The issue is Change! Change is uncomfortable. Change is scary. Change is perceived as "risky". I would argue that NOT changing is the biggest risk of all. Everyone and everything around you is changing every second of every day. If you have not changed your ways or even evaluated your processes for improvement, then you are being left far far behind in the dust.

I recommend if you are looking to catch up with your customers, start by listening. Get out on the blogs, forums, facebook, twitter, anywhere and everywhere your customers are talking. Set up a Google Alert for your dealership name, search for yourself on Yelp.com. Take a week and just read, read, read. Use this information as evidence of what you need to work on, what you are doing well and work on doing it all better! Whatever you do, Don't do Nothing. And Don't just do one thing. Evaluate every area of business for improvement. And Improve It!

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