A Ghost Customer (GC) is a person who reaches out to his local dealership, can’t find what he/she is looking for, and then reaches out to a multitude of other dealers looking for that same vehicle. In the end, every dealership the GC reached out to thinks they missed a sale, and yet in reality only one dealership missed that opportunity.
We are in the middle of the ordering season. With the majority of dealerships running low on inventory, bad decisions are being made. Phantom demand is pushing dealers to ask for significantly more inventory than most of them will actually need.
A high percentage of dealers came into this pandemic in bad shape. Too much inventory, lots of obsolescence, and low inventory turn rates. The fact that we benefited from the pandemic is a bit of a fluke, and might not happen again. Let’s talk about this time as “The Great Reset”.
Dealers keep talking about the new normal. Let’s make good inventory management practices a part of the new paradigm.
#powersports #marine #rv #inventory #ordering #GhostCustomer