How To Sell 10 More Cars This Month

Page: 42

• Todd Dearborn• VP Sales,

CarsDirect

About Me

• Update: Exclusive Survey Data

• Top Reasons Customers Didn’t Buy

• Knowing Lead Sources

• What to Improve – Best Practices

Agenda

Customer Survey Data

How long did it take the dealer to call you?

Customer Survey Data

How easy was it to get a price?

Customer Survey Data

How satisfied were you with your dealership salesperson?

Customer Survey Data

If you hadn’t used our website, how likely is it that you would havevisited this dealership?

Customer Survey Data

Why did you decide not to proceed with this dealer?

• What content did the customer see?• Was a price offered?• Did they configure a car with options?• Was the lead organic?

Knowing Lead Sources

Knowing Lead Sources

• MSRP$23,540

• Invoice$22,290

• CarsDirect Price$21,790

• Destination Charge:• Included (National +

regional)

• Ad Fees:• Included

• Incentives:• Included (Special Pricing)

Knowing Lead Sources

• MSRP$23,540

• Invoice$22,290

• CarsDirect Price$21,790

• Destination Charge:• Included (National +

regional)

• Ad Fees:• Included

• Incentives:• Included (Special Pricing)

Knowing Lead Sources

• MSRP$23,440

• Invoice$21,513

• Fair Purchase Price $22,038

• Destination Charge:• Incomplete (National only)

• Ad Fees:• Not Included

• Incentives:• Available (Special APR)

Knowing Lead Sources

• MSRP$23,520

• Invoice$22,287

• Average Paid$22,024

• TrueCar Price Estimate$20,057

• Destination Charge:• Incomplete (National only)

• Ad Fees:• Included

• Incentives:• Available (Special APR, Grad, etc.)

Knowing Lead Sources

• Pricing Factors How are incentives handled?

What about doc fees / “dealer fees”?

How does their configurator work?

What about stair-step money?

Knowing Lead Sources

• Pricing Factors

What is your competition doing?

Does the local dealer have input?

Was the lead organic?

Do they price from Sticker or Invoice?

Knowing Lead Sources

What To Change

• Dealer trades – quote these too!

• Use C/S Notes

• Sell back end – Loan/Lease, Service Contract, GAP, LoJack

Customer Notes

Questions?