Stop me if you’ve heard this one—from dealerships, top management, or even your own mouth:
“You don’t understand: We’re not like other dealers.”
So why do dealers keep saying it?
As a Group Service Director at a large dealer group, I’ve worked with plenty of dealerships. At every single one, I’ve heard at least one person say: “We’re different. Our manufacturer is different, our customers are different, and that’s why this system won’t work.”
That’s three dollars right there. Pay up, guys.
We all want to believe our own challenges are different. But when you take the long view, car dealers haven’t changed all that much since the Model T (there are more colors now, though.)
Step one: Car breaks. Step two: Customer comes to us. Step three: We fix it.
So what really makes us different? If you’re looking for the secret sauce, it’s this:
Everything that happens in between.
Providing value for customers’ time through efficient, productive service. That’s where dealers really have the chance to stand out. I’m no fortune teller, but I’m willing to bet the customer who just walked through your door wants two things: Fair service at a reasonable price.
Dealers who “get” this are the most successful, because they focus their time on what matters most. They understand the technical solutions that provide consistency and efficiency in their business. They’re involved. They envision how the process should work and then they make it happen.
They have the energy to do that because they’re laser-focused on outcomes people want.
That doesn’t stop at the customer; it also extends to your entire team. The best leaders—the ones people want to work for—lead from the front. They use positive encouragement, evangelize their vision and show respect for everyone. People do their best when they feel that accomplishment.
Software doesn’t do it for you: It’s all in how you use it.
If you apply a system like ReconTRAC correctly you’ll create a value for both your store and your customer. They’ll come back to you even if they don’t really understand what’s going on behind the scenes.
But if you don’t have the processes, teamwork, and energy, ReconTRAC is no more useful than Excel. I use Excel every single day, and so do my stores, but if I don’t require my team to send me their Excel reports every day, and I don’t look at them and get involved with impacting those numbers, the Excel reports lose their value quickly.
It’s not the report, but the ability to analyze and follow through that makes the difference.
And so it is with even the most impressive tool, of which ReconTRAC is definitely one.
Technology is growing fast. But technology is just a means, not an ends. It aggregates data so you can do your best work. You plan, communicate, and monitor the change until it becomes a habit.
So, what’s the deal with ReconTRAC?
Bottom line: It’s a great used car reconditioning program our departments trust to provide consistency and visibility. It helps manage the process you expect to happen, so you can ask the right questions and put your finger on the right vehicle at the right time.