AUTOMOTIVE ADVERTISING & MARKETING

Frustrated Dealer

What’s the Cure for Frustrated Dealer Syndrome?

JKRAdvertising / Automotive Advertising, Automotive Advertising Advice /

February 2, 2016

Many automotive dealers suffer from Frustrated Dealer Syndrome. No, it isn’t a real medical condition (and truth be told, we came up with name ourselves), but some dealers probably can relate to this and would tell you it does feel like a real issue. What is it? Well, there often isn’t enough time in the day to get everything done and still have a life outside of work.

Frustrated Dealer Symptoms

Between meeting with employees, monitoring the inventory, dealing with hot customers, making all your appointments, handling personnel issues and spending time with everything else that comes up, it’s a daily grind.

Then, once you’re finally through with everything, you still have to muster up the energy to think about your advertising if you don’t retain an agency (or don’t trust the one you have). It is no wonder Frustrated Dealer Syndrome is such an epidemic all over the country.

Side effects include burnout, anger, confusion, exhaustion and wondering what to do next. Worse still, these symptoms can trickle down into other facets of your life.

The Wonderful Solution

If this sounds like you, you’re certainly not alone. The good thing is that there is a cure for Frustrated Dealer Syndrome, and it’s just a phone call away. JKR Automotive Advertising has helped many dealers just like you, and the assistance is easier and faster than you probably think.

JKR has earned the confidence and trust of more than 115 automotive dealerships of all sizes nationwide, and our clients routinely outperform their peers, markets and competitors.

As one of the nation’s top-five advertising agencies, JKR specializes in TV, Radio, Digital, Print and Public Relations. Our capacity for creating highly effective advertising campaigns is well-known, and our performance is reflected in the success of our clients.

To find out more, give Eric Tigner a call today at (321) 397-0777. In exchange for your time, he’ll provide you with a complimentary, no-strings-attached advertising review that will give you information you didn’t know about in your market. It’s well worth the effort, so call today!

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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