I have been asked multiple times in my life how do I make every dealership I go to head in the right direction? I think the answer is really simple and always hope it comes across as humble as possible. Here it goes.
There are three key elements that you must see clearly and I mean clearly. They are:
#1 Great Advertising
#2 Great Salespeople with processes down and managers that care ( PEOPLE)
#3. Inventory that matches your market and advertising.
You probably already know them and you may thing you are focusing on them. The truth is most dealerships are missing at least one of the key ingredients based on one of the following.
#1 Fear: of turnover, spending too much in advertising, working to hard
#2 Loyalty: to underperforming sales people and managers.
The bottom line is this, if you have the balls to fire under performers ( Yes, I like to develop them too, but some just can not be developed) , and the balls to load up your lot with the right cars and even more balls to advertise heavy to bring BIG traffic there is nothing left in the equation that will stop you dominating your market.
When you are afraid of any of them, they are holding you hostage and keeping you from a big bottom line. Follow your POSITIVE instincts. I never have seen a dealer with crappy or no advertising, a bad sales floor and no inventory KILL IT. They chase a break even number and try not to get hurt. Thats the most ridiculous thing I have ever heard of when it comes to trying make ROI on your multi-million dollar point. You will eventually lose.
Bottom line here: DO NOT BE AFRAID, Step up and believe in yourself, take good risk and make it happen, I promise you look at the biggest player in your market.... He is doing it exactly like i described.