Now I know that managers in dealerships today wear many hats. You have to worry about everything from staffing to closing deals. Things can get overwhelming.
But I want to share a mistake I see all the time with managers across the country. As we all know it costs a lot of money to market your dealership these days.
Plus, you’ve got all these vendors that want your money. There are a lot of decisions to be made.
Pick the right vendor, pick the right message and keep it within budget. – because it’s all on you to make sure everything comes together and makes money.
Before you spend another dollar, don’t forget the most important step of all; PREPARE YOUR PEOPLE. I can’t tell you how many managers forget to do this.
I’ve been in dealerships that are getting phone calls and customers walking in with a direct mail piece and the salesman has no idea they were even doing a mailer. The first time they see the mail piece is when a customer hands it to them. That’s not good!
Listen, you can spend as much money as you want on advertising, but if you forget this step you’re doing a disservice to your staff and your store. Have a meeting. Get everyone on the same page and get them excited. When you do this, I promise you will get a better return on every ad dollar you spend!
