Imagine that you owned a successful business. For many of you reading this today (including me), you don’t have to imagine, because you’ve done it. If you owned anything from a lemonade stand to a global airline, you’d have a pretty good idea of your costs and profits. You’d know which advertising sources worked best for your business. You’d strive to know where your customers came from. You’d have a system for hiring and training employees.
You’d do all of this and more, because you must have all of your ducks lined up in pretty little rows to be successful.
Well, that is unless you’re a car dealer. In that case, you may have no idea about any part of how your business works and still make money hand over fist.
Don’t believe me? Over the next several weeks, I’ll prove it to you. Today we’ll start with a simple concept that befuddles most dealers: online merchandising.