Whether Sales are Up or Down, Dealers should Always Look to Improve Their Marketing, from Driving Sales.
There’s a trend we’re seeing from the automotive industry that is both interesting and a little disturbing for conscientious vendors. When sales are down, changes are often made. When sales are up, they’re not. This model needs to be looked at more closely.
We know that it was a worse-than-expected month for many dealers in April because our lead count as a vendor rose. That seems to always happen; when sales numbers are not met, there’s a reaction that prompts many dealers to make changes to their marketing. While we appreciate all of the new business, this should be much more steady from month-to-month. Why? Because when sales are down you should look to improve and when sales are up you should also be looking to improve.
The old idiom states that “when it ain’t broke, don’t fix it.” We agree to some extent, but with a slight variation to that model.
Just because something isn’t broken doesn’t mean that it can’t be improved.
You should always be looking to improve. It’s not just a matter of fixing things when they’re not working. It’s even more important to make sure you marketing, processes, and intangibles are all in a state of improvement and maintenance.