AUTOMOTIVE ADVERTISING & MARKETING

Not Enough Time

“There is not Enough Time!”

JKRAdvertising / Automotive Advertising, JKR Advertising News /

April 8, 2015

Quite often there just is not enough time in the day for an automotive dealer. There is always something (or someone) demanding your attention from the moment you set foot in your store until the second you leave. If it’s not an inventory issue, it’s something having to do with personnel. If it’s not that, it’s probably some kind of paperwork thing or maybe even a customer who is in need of special attention.

When all this happens, it’s pretty difficult to put your best foot forward when it comes to your advertising and marketing efforts. “There just is not enough time,” you tell yourself.

You may very well be right … but that certainly doesn’t mean your store’s advertising and marketing should suffer as a result. When things are going well, you just kind of ignore the situation, because you think you don’t need advertising, anyway. When things are slower, you’re more preoccupied with getting every penny you can out of smaller number of customers you do have.

Not Enough Time? Let JKR Help!

For any client, regardless of size, JKR Automotive Advertising is the perfect solution for the dealer with not enough time to pay attention to his advertising the way he should. But when you call Eric Tigner today at (321) 397-0777, you’ll learn all about what JKR can do for you in the form of a FREE advertising review. All it takes is a short phone conversation, and before long you’ll have a new wealth of knowledge about your dealership and media market.

Once you contact us, we become your strategic partner … and we do all the work to make your dealership look its best. There’s a reason why JKR has more than 120 clients in nearly 90 media markets. Our company slogan says it all.

JKR Automotive Advertising: We Move Cars.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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