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Sure it’s co-opable but is it in the best interest of your dealership?

I have been selling solutions to car dealerships since 1998. Most vendors I have worked for have always strived to become OEM approved so their solutions could be co-opable, meaning the dealership would get reimbursed for that expense. A couple things happen when a vendor gets OEM approved. They stop seeing the dealership as their customer and start serving the OEM instead. The customer also stops making decisions based on choosing the best partner, many will only be concerned about whether or not you are co-opable. We are not, and never will be.

I participate in a few automotive Facebook groups and this one provider keeps popping up in conversation. They offer reputation management services and social media services. Both are approved for co-op by multiple OEMS. As I review the social sites of the dealerships raising questions or expressing concerns about this provider in these groups, I have learned that after helping some of these people determine that this is definitely not what’s best for their dealerships, some end the conversation with “I know, but its co-opable” It’s duplicate, syndicated content that gets posted to every client simultaneously….”I know, but its co-opable”. They charge a 50% commission on any ad budgets….”I know, but its co-opable”. They don’t respond to any comments posted to your profiles…”I know, but it’s co-opable” #HUH?!?!

This last conversation that came up in a Facebook group I went to the dealerships Facebook page, highlighted the text from the latest post, and search it on Google. Here is what I found.

I looked at some of the pages and also found they had the same cover photos and profile pics. As you can see in the search results, the same post that is being posted on Facebook is also being pushed to Google Plus and others. How is this beneficial? What is the value even if it is free? Very little, the answer is very little.

This doesn’t only pertain to social media and it certainly isn’t limited to this one offender, I mean vendor. Not all things co-opable are bad, but there should be more appeal than the fact that your OEM approves. As for me, they sure make it easy to assemble a prospect list.

Views: 329

Tags: Facebook, Media, OEM, Social


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Comment by Jeff Glackin on February 12, 2016 at 12:15pm

Thanks Christine! 

Comment by Christine Robertson on February 12, 2016 at 8:54am

Shocking to thing the manufacturer may not have it all figured out.. shocking, I tell you!  Great post, Jeff! 

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