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Jared Hamilton
From: Jared Hamilton
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Martin  Saavedra JR

Martin Saavedra JR EVP/Founder

Exclusive Blog Posts

Using Images in Your Walkaround

Using Images in Your Walkaround

    Here's a quick tip you can use in your walkaround that can increase your sales performance TODAY.  Your sales process does…

Want Happy Service Advisors? Give Them the Pay Plan They Want

Want Happy Service Advisors? Give Them the Pay Plan They Want

You learn a lot about yourself in the service drive. You quickly find out if you’re truly an extrovert or an introvert-in-disguise, you discover if y…

Recession Proofing Your Dealership

Recession Proofing Your Dealership

Right now, there’s all sorts of talk and murmurings about a coming recession. If you weren’t in business ten years ago, then you might not real…

What's the Deal With Split Deals?

What's the Deal With Split Deals?

We have all had one time or another where we had to split a deal. Splitting that deal, however, was often easier said than done. Once we had an agreem…

Top Reasons to Avoid the Island Mentality When it Comes to Meetings

Top Reasons to Avoid the Island Mentality When it Comes to Meetings

Week after week we have the same meeting at the dealership. That is the GM sitting down with each department manager to review where they are at, projectio…

Increase the Who not the Digital.

We see it time and time again where the digital spend increases but the sales do not. Most dealers still only capture a small percentage of traffic to their site and have to rely on third parties to make up the difference. Of course this take more profit out of the deal really only provide a one time engagement with the customer. 

Dealer need to own the journey. They need to know WHO and WHEN a customer is engage with their content. They need to know when does that customer switch their vehicle consideration and price point so that they can follow up in a more real time and personalized engagement. Having a digital marketing company that creates clicks, VDP's and stalks people on Face Book only to bring them back to the site just to create more clicks does not provide real actionable data to your team. As Dealers you need to know the WHO. 

Remember that if the average dealer is only getting about 2 - 3 % form fills then what about the other 97% of the traffic? Who is still in market and how long have they been in market? How many site visits have they had? These are answers that should be easily displayed within you CRM. If not then you need to find out how do we get the WHO. 

The most important part of digital is the recapture rate and most dealers do have any insight as to what that might be. For our dealer we find that if we recapture 15% of their traffic that is should be able to add another 15 deals per month, new or used. So remember it is important to know your recapture rate. 

Keep selling and keep testing. 

Mark Rask

we are going to try this aproach

Martin  Saavedra JR

Sounds good. I am excited to learn how it pays off. 

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