EP 8:19 A Deep Dive Into FordDirect and OEMs

In this episode of the Millionaire Car Salesman Podcast, join us for a deep dive into the rapidly evolving world of automotive digital tools and strategies with Trent Cannon, Manager of Product Innovation at Ford Direct. As the industry undergoes a profound shift towards digital compliance and optimized dealership tools, this conversation explores the pivotal role played by Ford Direct in shaping this evolution!

Trent Cannon provides valuable insights into the unique positioning of Ford Direct, a company partially owned by both Ford OEM and Ford dealers. Acting as a crucial bridge between individual dealerships and broader corporate objectives, Ford Direct is at the forefront of driving digital transformation in the automotive sector. The episode delves into the strategies employed by Ford Direct to align with dealer interests, offering a glimpse into the wealth of resources available to Ford dealers for enhancing their operations and profitability!

Trent's candid discussion covers key aspects such as the significance of dealership websites, the crucial role of OEM compliance, and how Ford Direct supports dealerships in navigating the intricacies of the digital landscape. Whether you're a seasoned industry professional or a newcomer to the automotive scene, this episode provides valuable insights into the dynamic and complex world of digital tools and strategies in the automotive industry!

Join us for an enlightening conversation that explores how Ford Direct is shaping the future of automotive sales by providing essential tools and strategies to dealerships, ensuring they stay ahead in the digital revolution!

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Key Takeaways

• Ford Direct serves as a quasi-agency, jointly owned by Ford OEM and Ford dealers, focusing on aligning dealerships with digital advancements.

• The potential for dealerships to maximize their relationship with Ford Direct exists but may be underutilized, with active communication being key.

• Implementing OEM-mandated tools and compliance ensures brand consistency across various dealerships, which benefits manufacturers and customers.

• A crucial factor for dealership success is focusing on lead management and optimizing their digital assets to convert more sales.

• Challenges in adopting single-point contact models and proper CRM strategies are common but necessary for achieving higher dealership efficiency.

"We are ultimately here to move units, not SRPs and VDPs."

About Trent Cannon

Trent Cannon, a true Raider at heart, hailing from the Black Hole of the Las Vegas Raiders and remaining a devout member of the Raider Nation. His journey in the automotive industry began during the recession in 2010, with the expectation that it would be a short stint of six months at most. Little did he know, it was just the beginning.

Trent's career trajectory has been nothing short of remarkable, evolving from the sales floor to roles such as Internet Manager, Internet Director, and Corporate Marketing Director. His professional journey has taken him through various locations, spanning Houston, Austin, Dallas, San Antonio, and currently, he calls the border of Mexico in McAllen home.

With a wealth of experience and a diverse background in the automotive landscape, Trent Cannon brings a unique perspective to the table. As the Manager of Product Innovation at FordDirect, his insights and expertise contribute to shaping the future of automotive marketing and technology. Stay tuned for more as Trent continues to make waves in the industry.

The automotive industry is perpetually evolving, particularly in how digital tools and strategies impact sales and dealer operations. A recent conversation with Trent Cannon from Ford Direct provided a wealth of knowledge for automotive professionals, especially within the Ford dealership community. The insights gained can orient dealers toward a future of informed decision-making and optimized digital engagement.

Key Takeaways:

• Understanding Ford Direct: Distinguishing between Ford OEM and Ford Direct is essential, where the latter supports dealers with a blend of oversight from the OEM and dealership contributions

• Dealer Communication: Engaging with Ford Direct's offerings, like Dealer Performance Consultants, can maximize dealer success in a digital-centric automotive market

• Website and Vendor Compliance: The push from OEMs towards certain tools and compliance needs scrutiny to ensure dealers are not just achieving compliance but also driving real sales results

Ford Direct represents a distinct entity that's not just an arm of Ford OEM but a partnership partly owned by Ford dealers. This structure allows for a proactive approach to supporting dealers, knowing that it understands both corporate and on-ground dealership needs. Ford Direct serves as a bridge between the manufacturer and the dealers, ensuring that the interests of dealers remain at the forefront. Working with Ford Direct enables dealerships to receive tailor-made advice and reports, helping them understand the history of their store's performance and how to enhance it. Additionally, Ford Direct offers access to various tools and integrations, acting as a resource for enhancing multiple aspects of the dealership, from digital presence to backend operations.

Dealers who fully engage with Ford Direct and its consultants, such as the Dealer Performance Consultant (DPC) team, position themselves for greater success. As Cannon suggests, dealers should actively seek discussions with their Ford Direct consultants who can provide prescriptive insights and help navigate complex digital landscapes. From websites to CRM systems, Ford Direct consultants are equipped to help dealers optimize every facet of their operation for improved customer engagement and sales outcomes.

One contentious point within dealer communities is the OEM-mandated tools and websites. While compliance often comes with benefits such as co-op money, Cannon explains that these directives primarily serve the OEM's need for data and brand consistency. However, dealers should critically assess these mandates, not only to ensure they're receiving the data and support they need but also to ensure they're achieving substantive results like the actual movement of inventory, not just compliance for compliance's sake.

As the digital landscape within the automotive industry continues to shift and expand, dealers must be acutely aware of how to navigate it successfully. The insights provided from the perspective of Trent Cannon and Ford Direct offer a roadmap for dealerships to understand better and utilize the resources available to them. By engaging deeply with Ford Direct and its dealer-centric approach, monitoring the effectiveness of OEM-mandated tools, and focusing on driving real sales rather than mere compliance, dealers can forge a path to sustained growth and success in a highly competitive digital marketplace.

Resources

Dealer Synergy & Bradley On Demand: The automotive industry's #1 training, tracking, testing, and certification platform and consulting & accountability firm.

The Millionaire Car Salesman Podcast: is the #1 resource for automotive sales professionals, managers, and owners. Also, join The Millionaire Car Salesman Facebook Group today!

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