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Every dealership in the automotive industry has some sort of relationship with vendors and their products.
Whether it be for a CRM, Website Design, DMS, Email Marketing, Call Reporting…You name it and it’s covered by a business in this industry. And while most will have the main argument in their quest for your business, the age old pitch “We Will Show You The Results You’ve Been Missing”, this isn’t the largest transgression against these vendors. What is, and what this article will focus on, is the TRUE problem with so many in the automotive vendor industry; false & fluffed reporting of the results their products provide.
Looking at the dealerships results, in comparison to what the vendor provides, is the key in a long lasting relationship with these suppliers. However, with so many dealer programs and vendors layering and clouding results, it’s become difficult to disassociate the good from the bad, no matter the size of the business. In some cases name recognition and sheer size of the vendor can make it simpler to be able to skew results. Viewing the warning signs for your vendors, and what they’re supposedly bringing to the table vs. what they’re actually doing for you, may help to clean house and find the right and TRUE product for your dealership. Here’s a quick guide in what to look for when being provided results from a vendor.
Too many vendors are equating a correlation to a causality; trying to influence dealers that because they may have had a slight touch on the customer, they must be the only one to award credit with that sale. This is not every vendor, but the number of honest reports is outweighed by the dishonest in so many areas. Preemptively targeting certain cautionary areas of vendors before signing contracts is a must these days. This must be done in order to find transparent companies that show every detail to better the dealership, not themselves. For example, automotive suppliers such as CRMSuite, and its CRM Software, provide detailed and analytical reporting with a complete layer of transparency. This allows the dealership management to oversee the entire operation without any of the cloudiness that appears in so many results and reporting by other vendors. Every aspect of all reporting needs to show the dealership, its personnel, and any outside eyes looking in, a complete view with no filters or gaps between the data and the ROI. Because, if that dealership cannot fluff their bottom line, why should any vendors be doing it?