Ok. So I've decided to put my two cents in here. I've been lurking around here too, and have been reading a lot of the same stuff on a bunch of different message boards. The conversations aren't that different from what I am hearing from former co-workers.
I used to work for Trader myself. I started as an inside sales rep for TraderOnline for the old Trader Publishing. I went to work for Auto Trader Magazines as an outside sales rep, went to work then for the Alpha Dog of them all, AutoTrader.com as an outside sales rep, and then jumped divisions into a regional sales training position for AutoExtra.com.
I, like many others out there, have had my share of angry moments at our (former) company. But if I step back for a minute, and try to be objective, I have to say, it wasn’t all bad. During my time with the Cox organization(s), I was able to very quickly move from inside sales to outside sales to working for the flagship to being a regional sales specialist. All in about 4-5 years. What other company offers you the opportunity for growth like that? So for that, I am and will always be grateful.
HOWEVER. I too fell victim to layoffs this time last year from my regional position. So I know the pain of what those who were recently let go, are going through. I have to step back for a minute and say something about the demise of our company, Cox Auto Trader/Auto Mart. As a team, we are responsible for where it ended up. And don’t get angry guys, this is just my opinion, and my experience.
I hear a lot of reps complain, about the fact that upper management didn’t care about what was going on, and what changes were being made. Well for someone who actually made it into a management position, and got to actually talk one-on-one with district managers and regional managers, I can say they were doing what they had to do, and were doing the best they could.
AutoExtra.com had the potential to be a great site. They even brought over Joe George, one of the originators on the AutoTrader.com team, to oversee it. I remember having a conversation with him at a team meeting, about how we were in a truly good place at the right time—at a very similar place he once saw AutoTrader.com at. We had a fighting chance, it was just going to take time.
The reps however, (and this goes for AutoMart as well, as I heard about problems with rate integrity, dealer maintenance, and lack of sales enthusiasm from my AutoMart.com counterparts), failed to effectively position, sell, and service their internet products. They treated it simply as an add-on, or would HIDE it, and its cost, in the weekly invoice. I myself tried to share all of the practices I had learned with AutoTrader.com, with my reps, and very few took it to heart. They couldn’t see past the print, instead of looking at the total-market solution of print and internet, that would bring their dealers good leads. They tried to blame the site, the team in Norfolk—everyone but themselves for why it failed. Search engine marketing was our only main form of advertising? Well if the inventory isn’t there it’s not going to show up in searches! If the dealers aren’t there, the site won’t work! CAT and CAM gave reps a way to offset the costs of the print, and if they had done a better job, ACROSS THE COUNTRY, the division wouldn’t have fallen. Internet revenues with smaller overheads could have balanced out the print revenues with the higher overheads. Now yes, some reps had every dealer on an internet package, but if in one office, one city, your entire team isn’t on board, it just won’t work. And if nationally, you don’t build it, it won’t work.
I understand everyone feels hurt, angry, betrayed, lost. I was there too. And some days, I still find myself wandering back asking “what if?” But what’s done, is done. It’s time to take that anger, frustration, and sadness, and refocus all that energy. It’s time to move on. Believe me, I’ve been there.
THAT’S NOT TO SAY, AutoTrader.com didn’t have its shortcoming’s either.
I came on board in June 2006 as an Advertising Consultant, and while I was excited, and happy to be there, the honeymoon would soon come to an end. I took over a territory that had been DEMOLISHED with regards to ATC’s reputation.
Previous to me coming on board, 2 reps in that area and a sales manager, were all let go due to VERY shady practices. They had been giving dealers “free” product, such as upgrades to featured plus, or spotlight power packs, and then charging them later. “Don’t worry, they’ll thank me!” When the dealers refused to pay because they didn’t ask for the product, they were put into collections, or paid the balance to not ruin their own credit, and then cancelled ATC. Then of course, there was also the practice of selling, putting them live, and then never going back in the dealership again. Dealers LOVE that.
Now you all out there know dealers talk to each other. You can imagine how big of a fight it was then, for me to come on board, and try to work against such horrible experiences. And ATC management, WAS aware. However, they didn’t grant me any leniency. Yep, I made sales, but when times got rough because of the many uphill battles I was fighting, they were VERY quick to put you on a performance plan. Managers, as great as they were (and I REALLY DID respect my first DM at AutoTrader.com), couldn’t see past their own ambition to move up the ranks. I had a new manager come on and try to have a “come to Jesus” meeting with me, yet he had NEVER been out in the field with me, and didn’t even know my abilities as a sales rep. So, I knew it was time to move on, and was given the opportunity to move up. (This is part of why you, as dealers, saw such high rep turnover in your dealerships from ATC…their AMBITION, that sometimes border-lined on GREED…actually hurt them).
I’ve met Chip Perry. He is a great guy, and a very powerful, motivational speaker. So I believe when he says they are shifting focus this year to becoming more service oriented. And I believe it will be what’s good for ATC. And I believe in the power of AutoTrader.com.
Sorry I’ve rambled, my Red Bull hasn’t kicked in yet…
David, great post, and as someone who used to work with Mile One dealerships, you definitely have my respect and appreciation for what you do.