There’s a reason our product is called TrustView Analytics. The right relationship with the vendor always begins and ends with trust. Often times we see that relationship getting married with a long-term commitment, or relational equity getting results lost in the wash. When you’ve developed a relationship of trust with a vendor in the first year you work with them, ideally that relationship of trust will continue through subsequent years. But with employees coming in and out of both dealerships and vendor companies, often the value a vendor brings doesn’t translate over to numbers. Instead, a vendor relies on trust equity to maintain a business relationship with a dealer.
Is this ethical? That’s up in the air and not something we really want to get into, but we do want to point out that vendors establishing value where there is none is a non-truth. If you want to call a non-truth a lie, you certainly can- but that’s not our point here. The point is that relational equity should not usurp the details of a bad deal. If a deal is bad for you and a vendor is giving you information that supports their effectiveness when there is none, that’s tantamount to a non-truth. Nothing damages business relationships faster than broken trust, non-truths or half-truths.
We never want to go out of the way to damage relationships dealers have with their vendors. Quite the opposite-we’re constantly looking for ways to strengthen existing marketing and make that marketing stronger so that more cars are sold. So the long answer to a short question: what should a dealer do when a vendor lies? The answer is, take a non-emotional approach to relational equity and let the numbers speak for themselves. Lies and half-truths can always be told, but numbers never lie.