Word of mouth used to be the most sought after advice when it is time to seek a dealership to buy a new car. I went yesterday to Holler Classic Dealer in Altamonte Springs, I was ready to buy a car and the sales person Randy was nice, he show me a power point presentation (make feel like I was buying a Time Share)explaining why they couldn’t go lower in the price and told me they were giving me the lowest price in the car, i did my homework and it was over $300 more but I was getting a warranty and service was good.
Subsequently, after going to dealer school and passing through the chairs, Jimmy’s dad took over as General Manager; the store thrived; and Jimmy not only bought the dealership land and facility, but bought the Ford store in the next town, and is currently building a new Toyota store so that his Chevrolet and Toyota franchises can have separate facilities.
It’s not that they are incompetent or incapable, it’s that they have so many other duties piled on to them, that the time they allocate to increasing Sales is never enough or is sandwiched between everything else that happens in a Dealership every day.
A little, but don’t be intimidated by it. After Jimmy Vasser won the CART racing championship for Target, I put together a transaction for Jimmy to buy a dueled Chevrolet-Toyota franchise, in Napa, that lost money for the previous 10 consecutive years.
Some of the commentary on each one will provide some helpful advice to help dealerships avoid these pitfalls, and others are so self-explanatory that simply doing the exact opposite will have beneficial effects on both their business and their own personal reputation.