One of the interesting parts of my job—both a blessing and a curse—is the amount of screen time I rack up each day. Between my desktop, phone, and a steady stream of emails and industry content, I also spend more time than I probably should browsing LinkedIn. And what do I often see? Complaints—about systems, websites, platforms—usually from people who have no ability or intention to build anything better themselves. To be clear, I include myself in that group. I’ve been around websites for 25 years, and I’ve lost count of how many dealers have told me, “My site looks just like every other dealer’s.”
Guess what? It probably does.
But instead of focusing so much on what your competitors’ sites look like, why not focus on your own? Are you doing everything in your power to make it the best it can be? Because at the end of the day, it doesn’t matter how flashy your site is if your team isn’t following up on leads.
Think about the tools you use every day. I use both a ThinkPad and a MacBook Pro. They’re both laptops, but their commands are completely different. Should I complain on Reddit or write Tim Cook an angry letter? Or should I simply learn how to use both systems? Same with Apple TV and a Firestick—different interfaces, but I learned them both through manuals, YouTube, and good old-fashioned trial and error. I didn’t always like how each system worked, but I accepted it and learned to adapt.
Another favorite part of my job is visiting dealerships. In just an hour or two of sitting down with a dealer, I learn more than I could from any online article. I also get to meet reps from OEMs and distributors. But the moment people find out who I work for, it usually leads to a flood of complaints: “Why doesn’t it do this?” “Why can’t it do that?”
Let’s put it in perspective. Lightspeed has been around for 40 years. It’s used daily by over 4,500 dealerships across North America. And the majority of those dealers? They’ve taken the time to learn the system, implement proper training, and work with it as it was designed.
So before blaming your website, DMS, or CRM for your challenges, take a step back. Ask yourself: Have I really learned how to use this system? Have I invested the time to make it work for me and my team? Because thousands of other dealerships are running similar operations using the same tools—and they’re getting it done.
After four decades, built by dealers for dealers, I’d say we’ve created something pretty solid. The question is: are you willing to adapt, or will you be left behind?
Jeremy Johnson
I'm a seasoned veteran in the powersport, marine, and RV industries with over 25 years of experience. I've spent a significant amount of that time in the digital and website space, and I absolutely love it. I recently celebrated my three-year anniversary at Lightspeed, where I get to work with OEMs and dealers and help them succeed in the digital world. When I'm not at work, I enjoy traveling with my family, watching my kids' sporting events, and exploring the beautiful outdoors of Northern Minnesota through hunting and fishing. I'm incredibly passionate about what I do, and I love sharing that passion with others. Whether it's working with my team at Lightspeed or spending time with my family, I'm always up for an adventure.
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