Know how to sell cars and motorcycles in a period of crisis

sell-motorcycleThe auto and motorcycle market is experiencing a profound change due to the crisis. Therefore, adapting the store strategy and organization becomes fundamental. Yeah, but how to do it?

Vito Caramia , an expert mobility business manager who for several years (initially for BMW Italy, currently for Yamaha Motor Italia), is responsible for the sustainability of the sales networks of the car and motorcycle sector and in 2011 wrote the interesting volume ” Il automotive business “( Hoepli Editore , official Facebook page ).

His is the first Dealer Management manual expressly dedicated to cars and motorcycles . Written from the point of view of the visa from inside, and not only from the outside, through concrete examples it offers solutions to many of the problems that have emerged in recent years and the moves to anticipate the recovery.

Since we can define the book as the dealer’s first economy manual, can you get a picture of the average Italian dealer?

«It’s bad to say – Caramia’s words -, but we must recognize the great merit of having given us the opportunity to judge the entrepreneurial level of Italian dealers. Unfortunately, the vote rarely exceeds sufficiency. The reason is soon explained: in the decades of growing “friend” market, characterized by a strong spontaneous demand, the only qualities required of the average dealer entrepreneur were a modest initiative and be in the right place at the right time. Former mechanics, dealers or children of rich and noble families with the passion of cars rented or bought a building, put out a sign, exposed their cars and voila, the game was done.

The wide profit margins, compared to very low management costs, guaranteed returns on adequate investments giving the business the appearance of economic sustainability. Little more than a franchise in short. Today everything has changed. The average concessionaire has two choices: hoping that the descendants have developed a greater entrepreneurial capacity thanks to the expensive schools they have attended (and here the traumatic issue of generational change opens up) or rely on the advice of their accountant, a manager or even worse than his best seller, who will stop playing a role that brought great benefit to the company to go and cover another where everything will be, except that added value. Attention to financial burdens, virtuous management of used goods, the web and social marketing, staff training,

CRM and so on are just some of the aspects that are still hidden by a smoky curtain that the entrepreneur seems unable to unravel. The historical period we are experiencing must represent the best moment to question and review in depth the precarious certainties on which the company management of numerous dealers has been based to date. It is no longer the time of regrets but the time of ideas: to give rise to a new vision of business from the crisis is the main objective that I set myself with the book “.

The historical period we are experiencing must represent the best moment to question and review in depth the precarious certainties on which the company management of numerous dealers has been based to date. It is no longer the time of regrets but the time of ideas: to give rise to a new vision of business from the crisis is the main objective that I set myself with the book “. The historical period we are experiencing must represent the best moment to question and review in depth the precarious certainties on which the company management of numerous dealers has been based to date. It is no longer the time of regrets but the time of ideas: to give rise to a new vision of business from the crisis is the main objective that I set myself with the book “.

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