Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
Issue link: http://autodealermonthly.epubxp.com/i/146907
V IE W P OINT S WHAT IS YOUR BEST SOURCE FOR GENERATING ONLINE LEADS AT YOUR DEALERSHIP? I would have to say that our website is the No. 1 source for online leads. … Once you get customers to your site, it is easier to build a more personal relationship with them, rather than the third-party lead providers sending a customer to multiple stores and customers getting multiple quotes. It seems that customers get confused when they receive multiple ofers, since not all dealers quote their prices the same way. Chris Justice General Manager Valley Hi Honda Victorville, Calif. MAILBAG TO GREG WELLS: I have been working in a BDC for a Honda store for close to seven years now. I have become pretty good at what I do. I have always been [a representative], never a manager. I have read some of your articles and they are full of great info. I have also realized some of the stuf you talk about I already practice. My question is, how long should I try to reach a customer who never responds, including phone and e-mail? Matt Connor BDC Representative David Hobbs Honda Glendale, Wis. Matt, that's a great question. Te simple answer is, forever. So, how do you do that? It has a lot to do with capacity and how many leads you're working personally. If you are a BDC agent working 125 to Te best online source for us is our own website. Not only does our website generate the most leads per month, but the closing ratio on those leads is 3 to 7 percent higher than any other provider. Tese clients are usually local and willing to give more accurate contact information, making it easier for us to provide them with the information they are looking for and close a deal. Te best part is the cost per lead from our site is lower than with any other provider. It's a no-brainer! Ashley Mabery Client Care Center Supervisor Mercedes-Benz of Laguna Niguel Laguna Niguel, Calif. Publisher, Dealer Group National Sales Manager David Gesualdo 727-947-4027 david.gesualdo@bobit.com Executive Editor Gregory Arroyo 310-533-2592 gregory.arroyo@bobit.com Senior Editor Stephanie Forshee 310-533-2496 stephanie.forshee@bobit.com Associate Editor Brittany-Marie Swanson 310-533-2588 brittany.swanson@bobit.com Art Director Vince Taroc Graphic Artist Jeff Polman National Sales Manager Anna Hildebrandt 888-300-8844 anna@autodealermonthly.com Sales & Marketing Coordinator Tracey Tremblay 310-533-2518 tracey.tremblay@bobit.com 150 leads per month, I'd take this approach: Be very aggressive on Day One, Two and Tree. Send only personalized e-mails and use texting and video to increase responses. And be sure to leave voicemails with a call to action. As the unresponsive lead ages, you can reduce the frequency, but stay with the personalized messages for at least two weeks. Beyond that, your prospect should get an email twice a month, maybe an e-newsletter with a unique ofer. Hopefully your dealership has a nurturing marketing e-mail campaign that includes unsold Internet prospects. Call them at least once a month for six months and then maybe once a quarter. Don't give up on them. If you are working with a valid e-mail address and phone number, eventually you'll make the connection and be able to advance the lead from there. — Greg Wells GOT A QUESTION OF THE MONTH? To appear in September's Viewpoints, please answer the following question: Is your dealership planning a crazy or creative promotion for Labor Day? Please submit your answer and a photo to Executive Editor Gregory Arroyo at gregory.arroyo@bobit.com. The magazine also welcomes any comments or questions about any of the articles appearing in this month's issue. — Auto Dealer Monthly 6 Vice President Group Publisher, AutoGroup Sherb Brown 310-533-2451 sherb.brown@bobit.com AUTO DE ALE R MONTHLY • AUGUST 2013 E-Media and Print Production Manager Brian Peach 310-533-2548 brian.peach@bobit.com Web Producer Greg Moon 310-533-2543 greg.moon@bobit.com Audience Marketing Manager Tony Napoleone Chairman Edward J. Bobit President & CEO Ty F. Bobit Chief Operating Offcer Cyndy Drummey Chief Financial Offcer Richard E. Johnson Business and Editorial Offce Bobit Business Media 3520 Challenger St. Torrance, CA 90503 Fax: 310-533-2503 Change Service Requested Return Address: Bobit Business Media PO Box 2703 Torrance, CA 90509 Subscription Inquiries 888-239-2455 BobitPubs@Halldata.com Printed in U.S.A.