Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
"If I close my eyes forever, will it all remain unchanged?
If I close my eyes forever, will it all remain the same?"
In less than 20 years, the Internet has become the central focal point of our personal, political, business and commercial experience.
Amazing as it sounds, many dealers still struggle dealing with the Internet even though it has reached a level of saturation in our lives. And while they are still struggling with that, mobile, social media, reputation management and changing customer expectations are spinning their world around.
Unfortunately, what worked before is still hanging in there but is increasingly unstable and failing to provide optimal results. Many dealers seem to be in denial. They want to continue old strategies with new technology.
Customers are not going to let them because ...
Wrapping the "tried and true" tactics of the past in new technology is not a strategy.
Some dealers are feeling the strain... will they be too late when they hold the following conversation with their customers:
"Will you ever take me?"
"No, I just can't take the pain."
"But would you ever trust me?"
"No, I'll never feel the same..."
It's not too late to adopt customer friendly attitudes and procedures within the dealership. It's still possible to avoid the the following admission...
" I know I've been so hard on you, I know I've told you lies
If I could have just one more wish, I'd wipe the cobwebs from my eyes"
There's a new culture taking the place of the "old guard". It's been sneaking up on us for 20 years or more. It's called customer empowerment.
It demands great customer service, respect, honesty, transparency, and integrity. These things are not anti-profit. They merely require a re-thinking of our business model.
Are you up to the challenge (opportunity)?
Written by Tom Gorham
Editor, From The Trenches