Every day for the last two years, I have spoken with automotive dealers. Whether a loyal or prospective client, I have noticed a recurring theme: most decision makers share the same fears as customers shopping for a car. Will my salesperson be there for me after the sale? Is this the right company to do business with? Am I getting a good deal? More importantly, am I getting a good value?
As a former automotive retail salesman, I know what goes on inside of a dealership. I understand the intense amount of pressure to get things done and hit monthly sales numbers.
I also understand just how important it is to choose the right vendor or partner to work with. An entire year could be riding on what SEO company to go with or what CRM to use in the store. Every decision affects business and it is the responsibility of the vendor to ensure a positive impact.
Despite what you might be thinking, this isn’t a plea for you to grab your phone and call me for our services (although I would gladly welcome that with open arms). Rather, this is a former car guy sharing his knowledge with dealers to let them know that there are vendors that understand where the frustrations in a dealership come from and how to combat them.
Separate a Strategic Partner from an Average Vendor
When speaking with decision makers about long-term agreements, it’s not uncommon to be met with resistance. It is clear that many dealers have been let down by their chosen vendor partners in the past. If you have any doubts about the people you’re working with and their intentions, then you shouldn’t do business with them at all.
When selecting a vendor, the vibe during the sales process is very important. Make sure the team you will be working with understands how important their contributions are to the overall big picture of your business. As someone who got his start in automotive retail, I know it is important to choose a partner who respects and feels a sense of loyalty to the industry as a whole.
Many vendors offer SEO and SEM and many consulting agencies promise superior on-site training. So what separates a strategic partner from just another vendor you’re taking a shot in the dark with? Their intentions and core values as a company. Do their core values match your core values? Do their intentions match your intentions? The next time you are on the phone or having a GoToMeeting session with a potential vendor, be sure to ask questions that show the character of the team you would be working with.
At the end of the day, the vendor you choose should always keep in mind that you are entrusting them and believing in them. You deserve to be in a relationship where you are excited to continue, and not counting down the months until you can finally break-up.
PCG offers award winning digital strategy and consulting services that always keeps the CLIENT in mind.