What is an appointment worth?

There are a lot of ways to answer this question in the minds of many dealers. In my mind, this is a question about math.

The average dealer closes at least 60% of appointments that are set with the customer via the phone.

That same dealer averages at least 2k per copy…

OK, Please put your hand all the way up if you know how a micro site can help you sell cars?

Many ageless dealers might even be first asking themselves, “How can my actual site help me sell cars -let alone a micro site?”

All of these questions start with the same answer: “how much is an appointment worth to you?”

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How many ideas that get heard about the internet are really good ones? For most, the answer is: not many.  

  The focus of most internet endeavors on the table for dealers is on the wrong thing, and also the reason the results are unpredictable. For dealers they think the internet is a race to cut in the “up” line and have the first crack at the next customer. This is how we do it on the lot;  but the reason you want to have the first crack at a customer –…

Ok, let’s get ominous…

True Car – is going to eat us all. Oh, they are coming alright, they look nice enough but they are already RICH with profits that dealers refused to earn  themselves. I intercepted some emails from TrueCar (*not true) and these…

People like acronyms, they always have. Acronyms are easy to understand.

I want to talk briefly about the acronym - “S.E.O. “. This has been the most common "word" found in subject lines, in every dealer’s email inbox this year. It is a very misunderstood word lately, it doesn't mean to "get customers" . It’s fun to say - and hip to talk about, but what does it mean?  

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Industry Leaders,

    What would you think if I told you there was a “brand new” way to sell cars, and make customers happy...

It goes like this –

  When customers come on your lot you must stay hidden inside the store, lock the doors, and send no one outside. The customer will wander your lot for a bit, and sometimes they find something they want. Make sure not to interrupt this process! Do NOT attempt to give the customer(s) a reason to decide on…