The new year demands a fresh start, and that begins with holding your digital agency accountable. Too many dealers are partnered with conflicted vendors whose business models are inherently opposed to the dealership's goals of increasing sales, share, and lowering Cost Per Acquired Customer (CPA).
You cannot expect to reach your 2021 goals until you've put your agency to "The Test" by asking the tough questions that reveal if they have the capabilities and alignment to help you win.
The most crucial question you must ask is: "Will you work for my direct competitors?"
The Truth: Most big digital companies are conflicted. For you to sell more, your rival clients would have to sell less. Since they are unwilling to "rob Peter to pay Paul," they cannot help you gain market share.
The Outcome: When a vendor is conflicted, they are not motivated to customize your campaigns, innovate your SEO, or invest in the data necessary to solve your unique market challenges. They are more likely to advise you to simply spend more.
The answers to these questions are hidden in your agency's business model. Use these questions to determine if your goals are truly aligned.
Will you work for my direct competitors?
Do you measure success by sales, share, and cost? (The only metrics that matter.)
How many accounts will my rep handle? (The industry average of 100-150 means you get roughly 10 minutes of productive time per week.)
Is my account manager Google-certified? (Lack of certification indicates a lack of investment in expertise.)
How often do we meet, and for how long? (An effective agency should meet weekly for an hour minimum.)
What roadmap are you following? (They should be referencing Google’s Dealer Guidebooks, not proprietary guesswork.)
Will you reveal your data sources to me? (An unwillingness to share suggests they have no real data or are trying to hide conflicts.)
Do I pay the ad networks directly? (Always pay the ad networks directly for transparency and control.)
Are you selling me a product or a service? (A product is templated and uncustomized; a service is flexible and adapts to your unique market fight.)
What reports should we be discussing? (Focus on OEM reports: Sales by ZIP, pump-in/pump-out, and competitive make data.)
You’re OEM approved; what else do I need to win? (OEM programs often have limits. You may need an unapproved partner to fill holes and annihilate the competition.)
If your agency is a product company that is conflicted and refuses to give you the time and expertise needed to win, you are being held back.
The Decision: Find an unconflicted partner with low client-to-rep ratios, a proven commitment to expertise, and a willingness to be measured by your sales and profit goals. The resources are available; the decision to make the change is yours.
For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM, watch the full webinar below.