Bridges are a tribute to ingenuity. They are an engineering marvel that gets us from here to there, and without them the road would stop! In our discussion of the spikes and dips, the challenge is how to bridge those times without falling to the bottom of the valley. The answer is simple: make a plan, put it in place and plan again!
We mentioned some steps you can take in building your dealership bridge already, but just as every bridge is designed to the terrain, you need to assess what is going to work best for you. Processes within your dealership can motivate the sales team, prepare for product shortages, and encourage the most techno-savvy Internet possible. In your planning sessions, it is imperative that you also look at direct mail in the first part of the month. E-blasts should be timed to show advantages for immediate response. Take a long look at the calendar for the months ahead to schedule weekends for marketing thrusts that bring traffic into your dealership when conditions such as inventory are optimum.
Unexpected surprises we have faced and overcome, like weather-related events or vehicle recalls, are always going to happen. Spikes and dips are also going to occur, but good planning with open communication and precision execution is a bridge you can build on. What is the difference between riding an amusement park roller coaster and being in the automotive business? In our line of work you have always got to keep your eyes (and mind) open.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
