- Mar 17, 2014
- First Name
At times, I find myself being guilty of this type of mentality.Good times can bring the luxury of bad decisions.
It can also be said that 2008 was forgotten too fast. Or the recession didn't last long enough to have stronger long-term impacts on our business minds.
I am noticing a regression occurring at the moment. Over the last 5 years it seemed that 3 out of 4 dealerships were thinking more about the impacts of their decisions longer than just the current calendar month. It seems this has dropped to 2 out of 4 in the past few months.
For me (someone that has been in the industry for 25 years) there is always that temptation to regress to the way this business was managed in the past. We would plan our marketing on a 60 day cycle. Actually, marketing is probably not the right word. Advertising is more like it. It was a time of instant gratification. If we were even a little bit creative, it could be like turning on a faucet. We really didn't care about institutional advertising. We didn't need a long term strategy. It was easy, it worked, and we could quantify the results.
I challenge myself every day when it comes to this. It is not easy to change the way that I think. It is not easy to be a fish out of water. It is not easy to resist the temptation to constantly throw money at every issue that involves even the most minute degree of technology. It can be done.