Bank robber, Willie Sutton when asked why he robbed banks stated flatly,
“Because that’s where the money is.” Good answer. The car business has forever been changed by the Internet. The customer has the invoice, trim levels, and can even quote sales word tracks. On any new car the customer comes with a wealth of information and the strategy to sell and satisfy this customer has brought a revolution in how car dealers do business. Generally selling new cars is not so much about profit…Continue
Work the service drive. That’s grist for the weekly sales meeting. The General Sales Manager wants his sales team talking to the service customers. This is smart for a number of reasons:
a) The service customer is familiar with service team and presumably comfortable with the dealership as a whole.
b) The service customer is statistically more likely to buy a car at the dealership where they service their car.
c) There is more information about the service customer and…Continue
Technology has revolutionized the car business. The advent of cheaper computing power, more sophisticated software, and the accumulation of data has made it easier to describe customers, understand trends, and evaluate campaigns.
Right now there are few companies that can evaluate buyer behavior; companies that are true solution vendors. Dataium is a true solution vendor. What Dataium does is track the buyer across websites defining the "path to purchase". Let's say that…Continue
One of the big and expensive questions for all car dealers is advertising budget. Tens or thousands or even hundreds of thousands of dollars drop per month without metrics that define their success. The buying argument is what advertising is all about. The effectiveness of this message determines whether a customer "votes" with his pocket book.
Who is my dealership's customer? Let's say that your customer is a man\woman between 27-35 who lives…Continue