Technology Does Not Guarantee Success

Technology Frustration

Technology is a great tool for business. But technology will not solve every single problem that you have or automatically bring in more customers. I don’t believe that technology guarantees your success. You can have the latest technology and still be losing to competition. Technology is a great tool for business, but it’s not the only tool you have to use. Let me give you four reminders that will help you find success as you use technology to grow your business.

Dealership Team Assessment

Technology amplifies foundational practices. You have to work on the fundamentals of being a successful dealership. Instead of justifying the need for added technology, you might want to look at the practices that are already in place. Your management, sales team, and service departments must be examined to find areas of necessary improvement. Then, and only then, can you consider what kind of technology is right for your dealership and marketing campaign.

What Tech Works for You?

Technology is not one size fits all. Just because you see other companies using different types of technology doesn’t mean that it will work for you. You have to research what will work for you and bring the most return on your investment. Research what can complement the effective practices at your dealership and what goals you’re looking to achieve. Just because you use a new form of technology does not mean it will automatically drive more traffic to your website, social media platforms, or your dealership.

Strategize for the Campaign Result

Technology exposes the weakness in systems. Technology, like marketing campaigns, will provide incredible benefits for your business. But, at the same time, it can expose weakness. If you use a technology to drive more people to your dealership or service department and you can’t manage that type of volume, what are you going to do? What if you have a virtual interaction feature on your website and you don’t have a trained salesperson to manage the account? Before jumping on the bandwagon, think about what needs to happen before implementing a new technology.

Technology compliments successful practices. Let me ask you a question. Will your dealership still be successful if you don’t use technology? What I mean by this is, will your sales department continue to strive for excellence in selling vehicles? Will your service department continue providing the best customer service? Continue growing your dealership to the highest caliber and seek out a technology that will compliment your growing success.

Technology does not guarantee success. There’s so much that must be researched and examined before considering what type of technology is best for your situation. There is no substitute for hard work and maximum effort when it comes to growing your dealership. Let Strong Automotive help you find the best technology to enhance your success of growing next day traffic.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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