Think about how fragmented the showroom process has become. If 20 years ago we knew that eventually the showroom would be disintermediated, the knowledge base would gravitate to the Internet.
How come its so fragmented? Could it be that everyone is focusing on a specific aspect since they have expertise or technology in the "specific aspect" and in some way obfuscating the big picture. Agreed the picture by now is immense, and fraught with peril...or is it?
The astute dealer...
Lets not go back 20 years, or even 10 year, lets focus on the emergence of "social media" going mainstream in late 2009 and early 2010...lets say 4 years ago.
Imagine that this dealer 4 years ago committed to acquire an advantage in cyberspace, through the Internet, and social media. The dealer made an enduring commitment to finally have a digital dealership comparable to his brick and mortar business.
This same astute dealer did not buy a web site from one suppliers, SEO from another supplier, BDC/CRM from again another supplier, and so on. Put aside the technology fatigue, and the rampant digital immaturity. This dealer went out and did it himself, with his people, and acquired "pieces" he needed to control his execution.
Now in 2013 this astute dealer has a compelling digital presence, is proficient in social media, is proficient in generating content for his customer base, is socially involved with his customers and prospect at his brick and mortar dealership, and at his digital dealership. The dealer paid more attention to actually building an enduring digital dealership, than trying to measure ROI on social media, conversation rates on leads. Stopped complaining that it costs too much, feeling nickle and dimed at every turn, needing a ton of suppliers to presumably achieve an online presence.
This dealer controls his destiny, and makes his luck.
This same dealer endured a bunch of his peers telling him he was crazy, that he should buy a piece here, a fragment there, that he should wait another 15 years to see how it will develop, just in case.
That this dealer tells his peers how its done, and what they should do, in the meantime he has a 4 year head start, his content makes him the darling of search engines, is engaged with his customers and prospects.
This dealer "fooled around" with the Internet for 15 years, tried a bunch of stuff, endured a myriad of vendors and suppliers, improved his knowledge base, and finally made a commitment after 15 years to finally build his digital dealership from the foundation up.
Imagine for a moment the dealer that made a comitment 10 years ago...
In a group meeting he tells his peers "Guys I finally started building my digital dealership, I have a digital lot boy, I have a digital editor/content generator, I have a digital receptionist/greeter"....his peers look at him and question his sanity.
Someone in the back of the room comments "If I undestand this, you went against the flow, stopped talking about it, have a well executed digital dealership, and are well positioned for the future"
We will continue...
PS: The first Social Selling