Digital Dealer - March 2020 - 10

DEALER OPS & LEADERSHIP

Strategic Planning

By
Champ Rawls
Partner,
The Rawls Group

Strategic Planning for a
Sustainable Future

>

With all the challenges associated with operating a dealership
today, surviving and thriving
into the future has never been
more complicated. The economic
environment, global competition, manufacturer relationships, customer and
employee demands, shrinking margins,
and the everchanging and polarized
political environment are all impacting
retail auto dealers.
The way I see it, you have to make the
customer happy, keep your employees
paid and engaged, move the product for
the manufacturer's to ensure you receive
your needed product/allocation to sell
while simultaneously managing the
expectations and business model of your
manufacturer in the process. Therefore,
as auto dealers, the challenge of succeeding has never been tougher. Conducting a
simple self-assessment will hopefully tell
you all you need to understand this core
concept: "you cannot do things the way
you did yesterday and expect to survive
into the future." Simply, where and how
does the dealership of yesterday move
to what it can and needs to become to
succeed tomorrow?
To answer this, you first must look at
your foundation: "who are you," what is
your mission (external marketing), vision
(internal employee marketing), and purpose for turning the lights on every day?
These need to be clearly defined for you
to be able to get where you want to go.
You may have to go back to a discussion of owner motivation and perspective
(why did you go into business in the first
place) to find this foundation, in some
cases, re-educate yourself on what your
business is all about. A part of the process is identifying your business's core
values. This can be particularly important
because the process of developing and
communicating those values gives your
staff the "playbook" of how to success-

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fully operate and make decisions, and
identifying and communicating your vision
provides them insight into the future of
the organization and their opportunity
to grow within it. Remember, people are
attracted to thriving growing things;
articulating this as a value will attract and
retain talent.
If you adhere to this premise: "The
dealership or "auto group" of tomorrow desires to position itself for success through
increased efficiency, higher profits, better
employee satisfaction, and the potential
for growth," then a self-assessment of the

dealership needs to be implemented to
explain where they are currently based
on where they want to be. This is the first
step in identifying a strategic plan. A
proper strategic plan has a 3-5-year time
frame objective, with continued review
and execution over time.
The goal in strategic planning is to
identify potential challenges and opportunities you can tackle in a scheduled
and manageable timeframe. You look at
areas of management deficiencies, structure, people development, processes in
culture and collaboration and teamwork;

B
A 4-Step
Process to Meet
Your Objectives
The following four step-process will
help you meet your objectives.

Complete a SWOT A strength, weakness,
opportunity, and threat analysis uncovers critical items of
importance. If you and your
team have tried to develop a
SWOT analysis and have just
given yourselves headaches,
here are some guidelines to
help you concentrate on the
big picture:
a. Strengths and Weaknesses (the S & W) are all
about business models, practices, policies, and procedures
that the team has control

March 2020


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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