ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Recently I was let go from a company who "specialized" in OEM contract bidding and copied old play books to execute the actual consulting. When I joined this company I was excited to be working with the latest and what I thought was the greatest. What I found? Old fashioned politics that is the core problem with the industry. Before I left I had a conversation with a one time friend online, who I promise to remain nameless who wrote this message to me, now mind you I will not disclose names no matter how many times I am asked:
MR. SMITH WROTE: I had to dumb myself down 400% and settle in. NO dealer does it right or put another way the way I would do it. Had to drop my ego as a National talking head. Why now spend the time? This is the job I worked into for the season. Here is what I have come to realize. Who is the expert in the room? Whoever talks the longest or the loudest!!!
MY Job 1. Make the OEM love me
MY Job 2. Make the OEM love me, while making my boss look like its all him and love me
MY Job 3. Make the OEM love me, while making my boss look like its all him and love me, Make the dealer love me
I am not made for the politics game. Plain and simple I want what is best for the dealers I know, respect, and love working with. OEM management team say they want partners, this is one of their biggest lies, their don't want partners, they want ego strokers. One time as I was listening in on an OEM DMC call, I heard the "trusted advisor" and "partner" guest speaker spout off inaccurate and rather offensive information about Yelp.com. I audibly snorted and said, "wow, I couldn't disagree with you more but thank you for sharing" after hearing this OEM team continue to work with companies that openly bash another company that they do not understand I began having great reservations about my long term career plans.
What is wrong with the OEM?
3rd party leads-
They buy them and force feed them to dealers, they blame lead limits and radii as why they fail not the fact that they are actual junk
They don't understand digital-
I attempted to sit through a national digital sales manager presentation, it was like hearing nails on a chalk board, he could not tell you the difference between geo-targeting or retargeting...
Ends Justify the means-
Integrity shows your character and when you have no character you care only about results not the implications of the actual actions. When onsite review generation came up as a topic of discussion and a "best practice" came to present itself where there was the recommendation to find ways to "Game Google" and no Larry Bruce wasn't on the call... The Sales Manager said, well who cares as long as it gets it done.
If you work for an OEM and are looking for a digital marketing partner, please look for ways to help your dealers not for kickbacks from the bidding companies.
Dealers, if you have an oem dmc come into your store ask them who they actually work for and who created the syllabus they are following... the actual one and how old it is. If it hasn't been revamped in the past 3-6 months ask them why not? Why are they talking about Star rating and volume of reviews and not content of reviews and quality response time. Where is your action item created from negative online feed back?
If you are an OEM DMC DONT DUMB YOURSELF DOWN! Push yourself harder each visit and leave it all on the show floor...
and yes I lost two friends over this entire situation... saddens me and is the greatest regret of my professional life.