I once saw an owner of a very successful auto dealership open a 2nd location that was a disaster. "
Why Is One Auto Dealership Successful and Another Auto Dealership Not? I once saw an owner of a very successful auto dealership open a 2nd location that was a disaster. None of his "Yes Men" could figure out why? It took me only a few days to figure out why.
- 1. Location: The successful store was located in a very popular college town.
- 2. Competition: The first location had no competition for 50 miles.
- 3. Prestigious Area: The first location was located in a very prestigious area, people wanted to make purchases in that town.
- 4. High Income Zip Codes: The first dealership was located in an area with medium to high income.
"The Owner thought he was just a successful guy and he could be successful anywhere."
Does Pride Come Before The Fall? This owner had been very successful with this dealership. Instead of looking for a similar location. He thought he was just a successful guy and he could be successful anywhere.
"The owner never visited the store before he agreed to purchased it."
The owner never took the time to drive the 4 hours to visit the store before he agreed to purchased it: He never drove the area, He never sat at the store as a customer, He never did any research on the location or asked any questions about why this store was not doing well. It did not bother him that he would now have 20 of the same competitors within 50 miles. He purchased this store in an area that was not prestigious, people did not want to purchase their vehicles in this area. The average income in the zip codes around the dealership was not enough to qualify for the cheapest new car financing.
Pick The Name Of Your Business Very Carefully: The owner was not knowledgeable about the named of this unpopular area and incorporated it into the url and the name of the dealership. Every other dealership in the whole metro area was laughing their heads off when they heard the name of that store. It was embarrassing to tell people the name of the dealership.
"Every other dealership in the whole metro area was laughing their heads off every time they heard the name of that store."
If you need help increasing sales at your dealership; Call Vincent Hoss - Internet Director - Digital Marketing - BDC Manager -Since 2000 - 888-240-8432.