Dealer Principals, you started your business because you were good at being a sales man, orgainizer, financer or leader etc. Most every schoooling or college programs do not teach you how to properly market your dealership, so you have to learn it on your own; or find someone who does know marketing to help you.
The typical answer of “I’m TOO BUSY to worry about marketing” is said by almost every Car Dealer in North America. This is the worst excuse you could ever use.
As the owner of your dealership one of your most important duties is to properly market your store. This is in addition to leading your company. If you completely third-party this to someone else, or even worsel, ignore marketing completely, your dealership will suffer sales and high Retern-On-Investment profits. The real money is in the marketing of your dealership and not in the vehicles you sell or services you provide.
Take the time to gather an understanding so that when "typical" sales people are trying to sell you advertising you can choose to spend your dollars more wisely on higher ROI items. This will also give you the knowledge to find the best companies to help your dealership out to achieve better profits.
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