Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
The world is full of people whose notion of a satisfactory future is, in fact, a return to the idealized past. Robertson Davies,
In mid 2000, my General Manager told me, “I don’t like you. I don’t like the Internet. It’s a waste of time. You should be taking “Ups” not photographs of cars. I want to see you on the floor, not in front of a computer. If I had my way, you’d be gone.”
Within two weeks, I had another job offer as an Internet Manager. My current dealer asked me to stay and offered to match any offer from the new dealer. It was hard to say goodbye, but I did. I liked that dealer (the man) very much, but I had already moved on in my mind.
Within six months, that General Manager was gone. Within two years, that dealership was gone. But I have been at my current dealership for eleven years since then.
I was unpleasantly reminded of those times these past couple weeks with the controversy about TrueCar. No, this isn’t going to be an article defending that company. I agree they are not good for the industry and the people and companies I care about.
But I have to ask the same questions I asked back in 2000. Are you going to stand in front of the locomotive and try to hold it back, or are you going to find a way to profit from the future?
“As a rule, I am very careful to be shallow and conventional where depth and originality are wasted.” Lucy Maud Montgomery
This is business, not solidarity, just as it was then. Picture this scenario:
If ADM (AutomotiveDigitalMarketing.com) were in existence in 2000, what would the major players and their followers be saying about the Internet at that time?
“It will destroy business as we know it.” Yes it has, but we have adapted.
The truly progressive dealer who has only one thing in mind, survive and prosper, will find a way to adapt to whatever changes are thrown at us.
“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin
Written by Tom Gorham
Editor, From The Trenches