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From the Trenches - I'll be your baby tonight!


I have a lot of vendor friends and consultants I really love.  In fact, I'm so popular, I make new friends among the vendors every day.  My dealer says I spend way, way too much time with them when I should be working.  But I just love talking to them!

But this message is not to them.  It is to others like me who contemplate hiring the vendors.

There is no silver bullet. Stop looking for it!  Most of the companies I've hired over the years have the distinction that I came to them rather than that they came to me.

I've always told my dealer that the web is called a "WEB" because it is.  Everything is interconnected and everything is incremental to your success.  There is no single be-all!

In honor of that philosophy, I composed a song and asked Robert Palmer to sing it for me.  I offer it to you, that you may enjoy and allow it to be a reminder that it's all the little things you do that truly make a difference!  Enjoy!





Be there and be square!


Written by
 Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 131

Tags: BDC, bullet, internet, marketing, sales, silver, success, vendors


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Comment by Tom Gorham on April 5, 2014 at 4:36pm

Thank you Mark.  It's a cutesy post, I know, but it has a point and that is that there are too many variables to put all your money on one horse, or believe that the latest and greatest thing is going to put you at the top.  But work hard at putting all the little pieces together so that they fit and soon you have a beautiful puzzle called a strategy. 

Although I tease the vendors with this song by Robert Palmer, they are great salespeople and can make a dealer really believe that tune.  I suggest when looking at a new vendor, ask yourself how it will fit into the puzzle you are creating.  How does it fit into your strategy rather than a be-all unto itself?

Comment by Mark Dubis on April 5, 2014 at 8:32am

Tom, you are so right about web inter-connectivity.  If there is one main challenge holding dealers back its they are hesitant to try something new.   No one wants to be the first.  Our industry is one of following the herd.   Flash websites, keywords, pop-up coupons, intrusive chat, Facebook likes, Twitter followers, and many other flavors of the day. 

The best solutions are usually the simple ones, but most of the time people don't understand simple.  They keep spending their money on what they hope will be their silver-bullet, and as you said their is no one silver-bullet.  Success comes from doing a number of things right.

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