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if you’re part of the management team of a dealership and you need to sell more cars or pre-orders, fill up your service department, sell more parts and tires, or acquire quality pre-owned vehicles to navigate the inventory shortage; who do you want working on filling up your pipeline?

Mark? Or Arnold?

Please don’t take me wrong; there’s nothing wrong with Mark.

He’s a great guy!

He works hard from 9 to 5 every day, takes only 30 minutes for lunch and a quick little break here and there, and he’s rarely late.

But Mark does take his weekends and holidays. He does need to sleep 8 hours and spend quality time with his family daily. And there are some days when Mark is just not feeling 100% and can’t bring his A-game.

It’s doesn’t make him a bad guy; it just makes him human!

On the other side, Arnold is an Ai. He works 24 hours a day, seven days a week and never gets tired.

Arnold doesn’t take nights or weekends off and never goes on holidays. He doesn’t need a break.

He is also never sick, late, and always on his AAA game.

I should also mention that Arnold costs only a fraction of the salary that Mark requires to work.

So let me ask you again: Who do you want to have running your dealership ads to fill your different department pipelines with hot prospects so you can grow the sales and profits of your dealership?

Don’t worry; this is not a philosophical or trick question about humans versus machines.

Your answer has everything to do with the growth of your dealership, your sales and your profits.

Contrary to the fable of the tortoise and the hare, there is no moral outcome.

My comparison is strictly about speed, like in the upgraded version of my story between the Renault Twizy and the Bugatti Chiron.

You can be sentimental about it, but there is only one clear winner.

Look, the point I am trying to make is that if you’re currently unhappy about your car sales or pre-orders, your service department is not at total capacity, you’re not selling out of parts and tires, and you are not acquiring pre-owned vehicles fast enough to fill up your pre-owned department to navigate the inventory shortage; your problem is speed.

You are not reaching enough prospects, not making enough offers online, and your inability to follow up fast enough with every potential opportunity raising a hand is detrimental to your success.

Your problem is a lack of speed.

Are you telling me there’s a lack of customers, that people are no longer servicing their vehicles, that people aren’t buying parts and tires, and everybody is keeping their current vehicle?

No! There are tons of vehicle owners around your dealership who engage in these automotive transactions daily.

Your dealership is simply not capturing its “unfair share” of the money-changing hands in your market.

Imagine if you could reach out to everybody around your dealership who needs a new vehicle the second they enter the market, no matter where they start their shopping journey online.

Imagine if you could have thousands of ads perfectly crafted for every automotive need and target every combination of keywords that prospects might be typing across the Web to find where they will spend their money.

Imagine if you could follow up 24/7 in real-time with every prospect around your store, so your dealership is constantly top-of-mind right up to the moment they are ready to pull the trigger on their next purchase.

And finally, imagine if you could track every visitor, every phone call and every interaction from the first click, right down to the moment they decide to take action, so you can perfectly attribute every penny you spend on advertising.

That’s the power of speed.

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