One of the biggest challenges dealerships and other business people face is the rapid pace of technology innovation. Just when a dealer or manager feels they have a grasp on where Digital Marketing technology is, new developments come to market that confuse the audience. For many, this results in the dealers either making no decision, or very uninformed decisions. Progressive dealers will attend training at conferences, read articles, and try their best to ensure that when that next vendor begins explaining “the next big thing”, that they have some idea of what’s being discussed.
In my new book, Unfair Advantage, co-authored with some of the most respected names in automotive retail, in his gripping introduction titled “The Fear Stops Here”, Brian Pasch outlines these challenges and assures the reader that the book will help them be more educated and informed. He advises dealers to “…take one step at a time,” and embrace the change. Brian is right. The old adage that you must approach eating an elephant one-bite-at-a-time definitely comes into play with gaining an understanding of technology.
I also feel that is goes far beyond reading, attending conferences, and listening to informed consultants. I would argue that you could attend a dozen seminars on how Twitter can help your dealership, but you still won’t truly “get it”. In order to truly understand, you must immerse. What does this mean? Immersing means saying goodbye to your fears of the unknown, and instead diving right in headfirst. In order to understand technology, you must begin to truly experience it. You must sign up for, and use: Twitter, Foursquare, Tumblr, and Facebook, recognizing that early sledding may not be easy. There will be periods of confusion, misunderstanding and general frustration! But over time immersion will lead to osmosis. Without even realizing the moment, you will begin to understand, you will begin to “get it”.
Dealers and dealership managers should resist the urge to outsource this to their IT folks, or people that already understand technology. If you outsource it, you will miss out on both the true confidence to make informed decision, and the experience of trying and learning something new. In addition, if the person you outsourced it to leaves the dealership, your knowledge goes with them. New technology is not that tough, but you have to make a commitment to embracing and immersing.
So what exactly do I mean my immersing? First it means stop saying, “I don’t Tweet”, “Foursquare is a time-waster”, and “I’ve got better things to do than be on Facebook”. Go online, sign up for these services, and begin experiencing them. Don’t be worried that at first everything seems confusing and overwhelming. On Twitter for instance, you can start out by simply setting up an account, picking 20 of your favorite automotive industry folks (or others) and commit yourself to following them daily. I guarantee that will only take about 10-15 minutes per day. At the same time you’re learning about Twitter, you will also be learning about what is going on in the industry, what trends they see, and what they’re thinking. Over time the # hash tags and @ symbols will begin to make sense, and you will start to “get it”. It is only by this commitment to immerse that you can become one with the new technology that your shoppers and customers are using, and trying to communicate with your dealership with. Another great benefit of immersing is setting a great example for the rest of the dealership personnel. If you want them to embrace technology, then their boss needs to do the same. Lead by example by diving in, asking them to dive in, and then learning from each other along the way.
Brian was right, the fear needs to stop here, and it needs to start with you embracing and immersing yourself in technology, before you’re left behind.