Dealers on the Move

Build Marketing Basics First

Marketing may be the most misused word in business today. Tim Young, general manager of Regina, Sask.-based Young's Equipment, says it's critical to have a specific understanding of marketing when business authors keep rewriting definitions to sell textbooks. Young favors the following definition: "The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives."
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3 Slam-Dunk Action Items

Campbell asked for dealers who could say every one of their employees knew what they'd be promoting the following month. Imagine the sound of crickets. "That's a struggle, to get everybody focused in the dealership on the target and what you're going to be promoting," says Campbell. He recalls the day at Birkey's when each store was doing its own thing, often with the parts department running a different promotion than the store, and service
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'Really' Using Your Data Assets

Discussing all the industry valuation tools and guides available, Rocky Mountain Equipment's Laird Munro shared an example of a dealer taking in combine on trade. "The guide says $270,000, so we value it at $270,000. This makes this magical assumption that there's an endless pool of customers who figured out the value. If we have 19 identical combines, the value of the 20th unit is not $270,000 unless we know how many customers are on the other end to buy it.
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Industry Q&A: Dealer 20 Group

What have you found to be the practical benefits of your dealership participating in a Dealer 20 (or peer group)? What have you specifically learned that has opened your eyes to the way you manage your own dealership?
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