Results-Driven Marketing

Making the Most of Your Dealership’s Brand

February 9th, 2010 | Written By: Chuck Patton

Thinking about the future while dealing with the everyday pressures of your job can be daunting. I was consulting a large Nissan dealer in the Midwest about 10 years ago, whose core base of service customers who had purchased their vehicles from his dealership, was steadily eroding every month. The year before this dealer and I met, Nissan and his dealership were doing very well. However, he could see trouble coming because they had seen record lows in vehicle sales over the past three years and he knew that meant fewer units to service as time went on.

Perhaps that Nissan dealer’s situation is the same as what you may be experiencing. In the short term, you really can’t feel the impact, but after about a year, you realize something is wrong. At the end of the second year and into the beginning of the third, you really feel the problem. By that time, it may be too late for the dealership to turn around quickly, and your income, or your job, could be impacted.

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