Pub. 11 2012-2013 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 27 new jersey auto retailer W W W . N J C A R . O R G LOOKING AHEAD  continued from page 25 WE CAN HELP. CALL TODAY, FOR A FREE CONSULTATION. (973)790-8800 Alan E. Ginsberg, CPA Sal DiBello, CPA aginsberg@brunodibello.com www.brunodibello.com In a JAM when it comes to taxes? RELIABILITY • QUALITY • PERFORMANCE AUTOMOTIVE TAX SPECIALISTS If you feel you have the basics covered, here are three power tips to energize your Internet department: • Brainstorm with experienced people: Would you readily take parenting advice from someone who isn’t a parent? So why discuss Internet strategy with colleagues lacking strategic Internet experience? • Recognize that technology isn’t a silver bullet: All technology is created by people. Technology also can be utilized effectively or ineffectively by people. • Train, train, train: Albert Einstein said the definition of insanity is doing the same thing over and over again and expecting different results. How do you move the needle in your dealership if your employees are using poor or, worse, undef i ned techniques, processes or follow-up action plans? An investment in training i s a n i nve s tme n t i n improving results. The best thing any dealer principal or decision-maker can do is get involved in the educational process. They should also be involved in determining where the de- partment is, where it needs to go and how. They also need to be involved in the execution of the plan.Success online this year will depend on the same things that drive the showroom: people, processes and technology. Yes, I know the tech part is a moving target, so properly vet your providers, talk to other deal- ers and don’t be afraid to get multiple opinions regarding your next steps. There is no logical reason why the dealer down the street should be burning it up online while your Internet department is stuck in neutral. So, ask yourself: “Am I the one standing in the way of my dealership’s online success?” If the answer is “Yes,” get out of the way and into the game. Cory Mosley is principal of Mosley Automotive Training LLC, a New Jersey-based consulting firm focused on new-school techniques and progressive selling strategies. Cory can be reached at 973.577.7881 or cory.mosley@mosleytraining.com. Success online this year will depend on the same things that drive the showroom: people, processes and technology.