What We Learned at NADA 2014
Mobile is (still) not going anywhere.
Not only is mobile use still hanging on, it is exploding. 33% of your website’s visitors are coming from a mobile device, and that number is expected to continue to grow through 2016 when mobile use surpasses desktops. It is more critical than ever that your dealership invests in mobile strategy. You must understand today’s car buyers and how mobile is changing the way they shop for cars.
It’s time to market your fixed operations.
If your dealership is not marketing your service department, you are missing out on serious cash. Your service department is your key to retention and new sales. When consumers use Google to search for locally, does your dealership show up for oil changes, brakes, tires, and alignment? Overwhelmingly, independent tire and service centers show up in search results, with dealerships not even making an appearance. Get in the game and grab more than your fair share of service business.
Tools are great, but process is key.
It’s easy to get caught up in all the exciting, new, and improved tools we saw at NADA. Before you load your dealership up with latest shiny objects, get back to the basics and make sure you have solid processes that are consistently tested, followed and refined. There’s no one secret tool that will grow your dealership’s revenue. Instead, begin with a strong foundation, the right employees, and an understanding of your customers and your market. Then add in tools that will enhance performance and increase efficiency.
Sometimes, even New Orleans is cold.
For the show, we were prepared. For the weather, we were not. Like many of you, some of us kept the convention going a little longer than originally planned thanks to the polar vortex or arctic blast or whatever they’re calling this freakish frigidity. We certainly learned that we should expect the unexpected, even in terms of weather.
Speaking of preparedness, we would be remiss if we didn’t give a shout-out to Edmunds.com for providing our favorite NADA swag this year in the form of “Roadside Assistance” kits – more commonly referred as hangover kits. Not that we needed anything like that…
Thanks to NADA and New Orleans for the hospitality. See you all in San Francisco!