A REPORT has been published that blasts franchised dealerships for producing marketing plans that use wishful or unexplained figures in order to placate vehicle manufacturers.
Describing figures created by many franchised dealerships as ‘a work of fiction’, the paper urges managers to put a fact-based plan into effect.
The paper, published by business advice firm Coachworks Consulting has also highlighted the ‘shameful enquiry burn rate” experienced at many franchises because of poor leadership, limited customer care and ineffective enquiry management – and it has published a range of measures retailers can take to grow sales and profits in 2012.
Coachworks Consulting Managing Director Karl Davis said: “Dealers should have made a New Year’s resolution to create a fact-based marketing plan that shows how they are going to generate sufficient sales opportunities to achieve the net performance figure required.’