An “op-ed” piece
As the infamous vendor in the automotive space struggling with the balance of bringing bold innovation while also staying relevant for dealerships, this commercial resonated with me (seriously, watch it). Dealerships have good processes in place– you invest in SEM with an agency, you have a working website (most of the time), and you probably do some kind of training for your sales team to keep them up-to-date with the latest strategies on how to sell to women or how to negotiate a pre-owned deal. You probably get some kind of report that tells you how you’re performing– conversions, CPC, website health metrics, and, of course, how many cars you sold from your current vendors. Sometimes even down to the VIN. You get the drill.
But what happens when there’s a new technology — or revolutionary innovation — in the space that may replace something that’s been working for you for years?[Read more…]