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If you’re thinking about change when it comes to capabilities and doing at least one thing
your vendor mix, it’s important to ask three key very well. And that’s OK. Understand where
questions that will help you make the best decision your prospect thrives and don’t be afraid to
for your dealership and bottom line. hire them for that one thing. A “jack of all
trades, master of none” will not help you
W h a t i s t he f e e s t r u c t ur e ? sell more cars or make you more money.
What is the fee structure? Fee
structures typically fall into two buckets:
How is their customer service? When
fixed-rate or percentage-based. Fixed-rate H o w i s t he ir c u s t ome r s e r vic e ?
fee structures guarantee your ability to asked how I feel about a vendor, my first
forecast costs and allow you to increase reaction is almost always to consider how
your budget without increasing fees. A my interactions have been over the years.
percentage-based fee structure may make Do I get a dedicated account manager
sense when your budget is limited, but as who helps facilitate support tickets and
you choose to expand your message and provide recommendations week-to-week?
increase budget, your fees go up. Less of Are requests for analytics or data met with
your actual dollar gets spent on campaigns. push back or is the relationship built on
Fixed-rate fee structures tend to be more transparency? Vendors are almost always
dealer-friendly while percentage-based filled with talented people, but not everyone
fee structures are more vendor-friendly. is a dealer-first advocate. Find the vendor
who puts you first.
W h a t i s t he v e ndor k no w n f or ?
What is the vendor known for? In
today’s day and age, nearly every vendor Making the decision to move on can be difficult,
will provide claim after claim touting their but it doesn’t have to be. Identify the priority items
ability to cover nearly every aspect of your that matter to your dealership, find the vendor(s)
digital marketing strategy. While this might that best meet those needs, and ask the right
be true for some, most of the seasoned questions.
vendors started by focusing on one or two

How DHG Can Help:

DHG Dealerships: With DHG Dealerships, you gain a collaboration with professionals who
have a comprehensive understanding of all facets of dealerships operations. By integrating
our tax, performance and growth, risk and technology services, we are able to provide
dealerships of every size the services and strategies to help you drive profitability, reduce
risk and increase efficiencies. Please let us know how we can put our dealership insight,
technical knowledge and future-focused approach to work for you.

DHG Dealerships’ Digital Solutions: Our dedicated digital marketing advisory services use
software, financial data and benchmarks from unbiased sources to provide dealer clients
with strategies that will make them more efficient with both their time and capital. We focus
on SEO/SEM, web analytics, content marketing, conversion rate optimization, social media
marketing, vendor selection and more.

We also invite you to click here to learn why Forbes named DHG one of America’s Best Tax
and Accounting Firms.

On The Move 2022 15
On The Mo ve 2022 15