by David Cates » Tue Nov 23, 1999 3:58 pm
Just a quick note on my background - I was with ADP 11 years, 3 as a software installer (AE), 2 as a Client Operations Analyst (COA), and 6 years as a successful sales rep. Two years ago I decided to leave ADP and start my own consulting business, so I have seen things from the dealer's point of view as well. I have also worked with R&R dealers and UCS dealers, so although I speak mostly from ADP experiences, I believe my perspective is applicable to all DMS vendors in the automotive industry. I am going to give my thoughts on some of the causes of the unpleasant relationship that exists between many dealers and their DMS provider. Remember, these are just my opinions. I am in no way implying that there are not many satisfied dealers who have a good relationship with their vendor there are. But there is an obvious general negative feeling in the industry with regards to dealers and their vendor.
Putting together a new system, or an upgrade, is not an easy thing to do these days. Beyond the standard considerations of ports, disk space, and hardware and software, there is a multitude of issues that have to be considered. Networking, manufacturer initiatives, third party applications, new technology, and others all have to be considered. Trust me, it can get awful confusing for the sales rep as well, especially in the larger organizations with many users and multiple franchises.
There is also a tremendous competition between ADP & R&R. This helps the dealer when it comes to price, but is harmful when it comes to other considerations. The sales reps, just like many dealer salespeople, are constantly under pressure to perform and win every deal. The average deal takes approximately six months. You can put a lot into it, and to lose it can be a large strain both financially and mentally. I think this pressure is what makes salespeople tend to sometimes say and promise things that they may or may not be able to follow up on. Im not saying its right, I just think it is one of the causes of the problems.
All of the points about getting addendums, etc. are valid. Get it in writing! Of course, sometimes that should work both ways. I have had deals where things were said by the dealership that I wish had been written down (of course well send them to class, or sure, we can be down for one day, etc) There is a lot said during the various stages, and sometimes people truly forget. It might even be a good idea to leave the specific considerations out of the picture until you have decided who you are going with (in the case of switching vendors, of course most upgrades are competitive these days as well). You can still figure out a way to get a price comparison, and this would allow the vendor to configure the system (ports, terminals, etc..) without having to worry if the competition is putting a terminal there, or selling this software, etc... It is also true in most cases things are less expensive up front, during a system change or an upgrade. That is when the greatest discounts are made, especially in a highly competitive deal. Price protection is also important, and you should try to get some type of guarantee for as long as you can (usually 36 months is about the best). It is also important to get additional ports and the right amount of disk space and memory to meet your dealerships long-term needs.
Richard was right when he mentioned the importance of training. This is a major issue and a major cause of some of the problems. Although I understand why some dealers need on-site training, I think it has caused a lot of problems over the last few years. The systems are becoming more complicated, and the training levels have decreased. It is hard to adequately train dealership personnel at the dealership. There are too many disruptions and distractions. The result of this is inadequately trained personnel. My experience is the way you start out on a system is usually the way you end up for the next several years. I have always been amazed that clients would spend $150,000+ on a system but not want to make the investment in training. I think this is a major reason why so many dealerships underutilize their system. I also think the vendors should do a better job of making sure their clients understand the product (UCS does the best job of this). In the long run, it would be to their benefit if they did this. Better-trained dealership personnel would understand the product, use more of its functionality, probably like the system better, and thus be a better reference for their product. It would also mean they could decrease some of their internal support staff, as a lot of the issues they deal with would be resolved by dealership personnel. I would like to see more pro-active training and follow-up from the vendors, but I dont think this is going to happen.
I think the primary issue involves ownership of the system. Microsoft may have provided you with the software you run on your PC, but they never came out and set up your spreadsheets for you. I know were not on the same purchase level from a price standpoint, but I think the idea holds true. Your DMS is a tremendous investment, and plays a significant role in the success of your dealership (and is only going to be more important in the future). The dealership ultimately has to be responsible for making the system work, for understanding it, and for making sure the capabilities are utilized to the fullest extent possible. The vendors sure arent going to do it. During the purchase of a new system or an upgrade, if youre not sure of exactly what is going on, get some help. Dont make an uninformed, pressurized decision you will regret later. Also, put someone from the dealership in charge if the process. If you dont have a systems administrator, designate one, and train them. It should be up to this person to make sure there is enough disk space, memory, ports, etc Dont leave it up to the vendor to do this. Understand every product, why it is important or not, and if it is truly something your personnel will use. And dont let yourself be undersold either. This can be just as costly to your dealership. Some vendors will undersell just to keep the price down and get the deal, and then will keep coming back to sell you the products you should have had in the first place. Make the vendors do the right thing! After the purchase decision is made, have this person play the lead role in the implementation process, and have them trained as much as possible on all applications and hardware. This can save time and money down the line when new personnel are hired and training is required. It gives you a person in the dealership that understands how the system and the vendor work. This person can also be responsible for reviewing the monthly computer bill. Honestly, I can walk into just about any dealership these days and knock a few hundred dollars a month off of their bill. If youre not already doing so, take a look at the bill every month to ensure its accuracy and see what youre actually paying for. I know not all dealerships can afford to have a person solely designated to system administration, but at least find the one person in the dealership that could do this along with his/her other duties. The less you have to rely on the vendor, the better off you are!
There are many sales reps out there (from all of the vendors) who do the right thing, and try hard to help and support their clients any way they can. I was fortunate to understand the product I sold, and to have the hands-on experience to personally work with the clients I sold and help them understand the system and its vast capabilities. These salespeople see good and bad dealerships everyday, and can help your dealership in some way or another. Take advantage of them when you can. For what its worth, I always wanted to help everyone, but I am only human, and always preferred to go to the dealership where I was not constantly bitched at, but instead welcomed.
Lastly, sites and forums like this go a long way in helping dealers and personnel gain a better understanding of these issues. Hopefully, ADP, R&R, and the others also take a look at them to get the real pulse of the industry. They could see first-hand that a lot of clients are concerned with GM DCS issues, e-commerce, Internet capabilities, etc.. Sometimes I think they tend to look too much at the large picture, and forget that the large picture is actually made up of many smaller pieces you guys. I wish I had had this site when I was selling with ADP. No doubt it would have made me a better salesperson.
I am always available if anyone has any questions about ADP or other DMS questions.
David Cates