Here’s the scoop: it’s 2020, and it’s too late to keep doing what you have been doing (unless it’s making you rich). Even then, what’s your trajectory of growth? The key to the modern, recurring revenue-modeled Dealer is more business acquisition with minimal attrition. So, how do you do that and structure your business to take advantage of your model?
Dealerships adopting modern SaaS and PaaS models have figured out that although revenue is much more consistent than in the past, there are also lots of new “gotchas” to combat. The first is sales. How do you find them, install them, support them and most importantly, keep them in the long run?
The key is taking inventory of your organization and seeing what differentiates you over other SaaS/PaaS competitors that don’t sell through Dealers. Then, get rid of the rest or turn them into those functions that matter. Here are the parts of your Dealership that matter most:
● Sales - You need networkers who know your products, the technology and the industry. Fortunately, many college graduates working in retail and restaurants today could sell your cloud products on their first day. Running a business using apps is second nature for them. They also understand user experience, user interface and technology; viral marketing and social media come naturally. They understand how to look a business owner in the eye and ask them why they are still using a boat anchor to run their business. Teach them to showcase the value of buying a better product from a Dealer that is professionally delivered.
● Field Technicians - Nothing gets repaired anymore, but where most remote companies fail is not properly setting up the network or equipment in the first place. Business owners’ number one complaint is having to be on the phone with support for hours instead of working on their own businesses. Have the resources to send tech-savvy folks on-site in order to resolve problems, even if you are dropping off a spare and shipping back a unit.
● Implementation - This is the most important department of your Dealership. You need consultants knowledgeable in training and implementing the verticals you target with your products. They should be customer advocates who work with business owners to determine the best way to set up their systems. This is not a drop-and-run job, as implementation specialists go out again and again to teach businesses about new ways to benefit from the system they rent. They can hold free webinars, speak about the values of your POS or even run a blog or newsletter.
You may be wondering about the office and support. Much of what a receptionist and office manager does can now be automated. If you are part of a great Dealer program, support can be a revenue source for you instead of a cost center.
The world has changed. You can’t keep knocking doors, attending trade shows and counting on past clients for success. Nor can you depend on social media, Google Adwords or viral marketing. Consider the three functions of your Dealership mentioned above to ensure a more successful future.