The Four P Concept
It’s great that you decided to build an Internet Sales department or BDC in your dealership. But how are you going to do that? You can’t just buy a website and some leads delegate “someone” to sell some cars…that’s what most dealers do and in 2005 it’s a shame that most dealers and I mean literally most dealers are still not maximizing the full potential of the Internet or BDC. Even dealers with good intentions fall short. The reason is they have no plan, just desire…if that much. You can be a very hard worker or a dealership that grinds and grinds and still not be successful because it really isn’t just about working hard… its about a combination of working hard, working smartly and being consistent. If you can condition yourself to get to that level or train your department to that level then you will realize true success that is being a true professional that has mastered their craft.
You need a plan. Bottom line it’s that simple. You need a solid plan to build your department on. Luckily you have Dealer Synergy to assist you in the creation of that plan. We have tried it every possible way in the near decade that we have been doing Automotive Internet Sales and Business Development. We have tried every combination of strategy before we developed the 4 “P” Approach. You will benefit from all of our trials and errors… so you don’t have any.
What we have found is pretty sweet. The success or failure of the department is dependent upon 4 key areas (or quadrants):
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