Your timing on this statement couldn't be better Ed. I just got done having breakfast with one of the largest dealers in the nation. We were discussing this exact topic as it relates to GM's who are afraid to change. You've added a new twist to that conversation with the "consultants/advisers" who weasel their way into a dealership by leeching off of the "old school."
Fortunately, I have seen so many dealers move away from the old school mindset and those old school GM's are either converting or leaving. I can tell you the big shake-up is coming for Toyota stores. I liken Toyota to Microsoft right this minute. The world was theirs and the executives got comfortable. Microsoft thought they crushed that little Apple company, but Apple came back and built the same software (operating systems) a lot better. Are we seeing some of the same in the car industry?
It has amazed me how complacent some of the Toyota GM's I've met lately (and some I've known for years) are. While Hyundai and Ford GM's are embracing CRM, digitally-targeted marketing, and up-front pricing some old school Toyota GM's are still working with their same old marketing reps who are pushing untargeted broadcast messages. Speaking of those same old marketing reps, how many different companies have they now been recycled through?
I'm probably stepping out of bounds here, but I'm going to say it (because I'm not fully caffeinated yet)....
- if you are a GM who still pushes all your marketing through an ad agency...
- if you are a GM who let's the "Internet department" run unchecked...
- if you are a GM who thinks targeted marketing is sending an email blast...
- if you are a GM who spends more time walking the lot than looking at your cars online...
- if you are a GM who does not log into your CRM hourly...
- if you are a GM who still yells in Saturday morning meetings...
YOUR DAYS ARE NUMBERED.
With that said, there are people who want to help you acclimate to "digital." Many of us are here on DealerRefresh and do not ask for anything in return but to see you understand and appreciate a change. Our advice is free.
