Let me preface this blog by saying that it has nothing to do with the Dodge brand. It could be called “Get Out of Chevy/Toyota/Ford/Subaru” for all I care. This has to do with the sign of the times and the inability of some people to read signs.
We are now a 2012 cooperative. All of your efforts are being spent to achieve profit and success in the year 2012 and beyond. That is your goal. Your focus. To achieve online sales dominance in the new year. Nothing can stand in your way… except decision makers.
Look at where we are technologically in 2012. Mobile is fully adopted by society. 800 million plus are on Facebook and engagement on social sites is growing. There are over a billion tweets a week. Your television is connected to the Internet. So is your 7 year old. So is your 70 year old grandmother. Data from online resources drives the majority of advertising decisions. Except, for some reason, in dealerships.
I have a request of you. If you are one of those nose-down, shovel-full winners that have been embracing Internet sales for years, selling cars from A-Z, delving into digital media, and begging for buy-in with little to no backing from management… Get Out of Dodge. Leave. Pack your bags and find another dealership home.
We are in the realm of a 2012 world. A digitally connected and socially linked online world. If your ownership/management/decision-makers don’t realize this today… now… you have no other choice than to jump ship and swim for shore. If they can’t recognize the world has 100% changed (not ‘changing’, but ‘changed’ – past tense), then there is no hope for them and no hope for your position there.
Yes, we know the sayings – “the grass isn’t always greener” or “the devil you know is better than the devil you don’t”. Hogwash. Things in life ALWAYS get better eventually if you work hard enough to ensure they do. You may also think, “there aren’t any jobs available around me.” Once again… Phooey. Ask any consultant like myself (or attend any 20 group) and you will hear dealers clamoring for someone who knows what they are doing both in front of a customer as well as behind a computer.
Internet sales skills are worth their weight in gold right now. If lead management, online selling, and eCommerce are what you do best, yet you don’t have the support where you currently sit because of a lack of understanding from the powers that be… Get Out of Dodge. You’ll find a better fit. You’ll be happier. And someone will appreciate the dedication and passion for the craft that you bring to their store.