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Shetterly's Three Laws of... Sales Success

1) Great technology is not success; it is only part of process or marketing, or both.

2) Great marketing alone is not success; it only prolongs less-than-best results.

3) Great processes + great marketing = great sales, which IS success!

 

(from the dealership series "Shetterly's Three Laws of...")

 

by Keith Shetterly, keithshetterly@gmail.com
www.keithshetterly.com Copyright 2011
All Rights Reserved


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Comment by Keith Shetterly on April 28, 2011 at 6:43am

Yes, Dennis, we are on the same page.  I'm trying to distill things to their bones, if you will, so that we can think "does what I'm doing serve the Laws of Dealership Success (or the laws of reputation http://www.automotivedigitalmarketing.com/profiles/blogs/shetterlys...) to add the "meat".  And I'm trying to get people to think, not basically, but rather as a core of what they do.

 

So, yes, all the things you mention add "meat" to these laws.  Make sense?  And thanks for commenting!

Comment by Dennis Galbraith on April 28, 2011 at 6:34am

Keith, 

It's difficult to talk about laws with respect to something subjective like "success," but that only addresses the framework of your discussion. The substance of it invaluable! This is even more true today than it was 16 years ago, since much of the impact of technology in marketing has been to create participatory advertising models. For example, those dealers getting the most out of Cars.com or AutoTrader.com are generally the ones with great processes for fast reconditioning, proper pricing, and outstanding merchandising, not to mention great processes for handling the resulting contacts. Some of the technological advances in automotive marketing are strictly focused on improving processes, like systems to help develop seller's notes or the presence aware system used to improve chat. 

 

I'd like to spice up your conversation by suggesting that great sales/marketing management is essential for success. That is where decisions are made regarding what processes to improve next and what marketing opportunities to pursue next. It is also the source of difference between great execution on these initiatives and just saying, "we tried that and it doesn't work for us." I find more examples of processes and marketing that work than I find stores that work them well. Those store that do execute are making a great deal of money. I suspect profit would be a key part of your definition of success. Are we still on the same page?

Comment by Keith Shetterly on April 27, 2011 at 9:20am
What, nobody argues?? Nobody says it should be 4 rules, or 5?  Everybody just accepts the law??  :)

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