Tips for Communicating DMS Change

Who, what, when, and how to share the exciting news with your team.

By now, your DMS transition team is all-in on your switch to Dealertrack DMS. But what about the rest of the dealership employees? For them, the thought of changing dealer management systems could be daunting, so you’ll want to make sure that the entire staff is on board by communicating the transition in the right way.

Who should communicate: It’s important that employees hear about this important technology transition from leaders in your organization and not through the office rumor mill. They need to understand that the change is being led and supported by those at the very top of the company.

What to communicate: When announcing your new DMS choice, be sure to communicate that the decision was not made lightly. Often, it helps to describe the in-depth search process that occurred and the factors that led to your final decision. It may also help to share the shortcomings of your previous system and, more importantly, the many exciting benefits they can expect from Dealertrack DMS.

When to communicate: Develop a communication strategy and share your decision as soon as you possibly can. Generally, people react more positively to change when they’re included early in the process.

How to communicate: There’s no right way to announce a DMS transition and the best channels for communication will depend on your dealership’s specific structure and culture. Many dealerships choose to share their decisions during in-person town hall meetings or through simple videos. These more personal channels offer some benefits over email announcements because they convey the importance of the change and demonstrate the support of company leaders. A detailed email communication may be a helpful follow-up to the initial announcement.