Automotive Digital Marketing

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Dealership: Location: Date:______________

Primary URL:__________________________________________ Phone:_________________________ Fax:_________________


Dealer Principal: Direct Phone: Email:

General Manager: Direct Phone: Email:

eBusiness Manager: Direct Phone: Email:

New Vehicle Manager: Direct Phone: Email:

Pre-Owned Manager: Direct Phone: Email:

Service Manager: Direct Phone: Email:

Parts Manager: Direct Phone: Email:

Business Office Manager: Direct Phone: Email:


1. Facility Address:

1. City: State: Zip:

2. Mailing Address:

2. City: State: Zip:



1. MONTHLY SALES RESULTS:

Current: Objective:

1A. Overall Dealership Operations:

Total Store Volume _______ _______
New Volume _______ _______
Used Volume _______ _______
Gross Profit PNVR _______ _______ (available by model line?)
Gross Profit PNVR _______ _______ (available by model line?)
Showroom Traffic _______ _______
Showroom Closing % _______ _______

1B. eBusiness Operations:

Monthly eBiz Sales Volume _______ _______¹
eBiz Sales Volume - NEW _______ _______¹
eBiz Sales Volume - USED _______ _______¹
Gross Profit - PVNR _______ _______¹ (available by model line?)
Gross Profit - PVUR _______ _______¹ (available by model line?)

Total Leads - Volume _______ _______²
New Vehicle Leads # _______ _______²
Used Vehicle Leads # _______ _______²
Dealer Web Site(s) Lead Volume: _______ _______²
OEM Web Site(s) Lead Volume: _______ _______²
3rd Party Providers Lead Volume: _______ _______²

Initial Response Lead Management Process:
Email Average Response Time: _______ _______³
Phone Call Response Time: _______ _______³

Overall Sales/Leads Received % _______ _______³
Direct Phone Contact/Leads % _______ _______³
Appointments/Leads % _______ _______³
Showroom Visits/Appointments % _______ _______³
Sales/Showroom Visits % _______ _______³
No Response Leads/Total Leads % _______ _______³


2. DEALER EBUSINESS STRATEGY:

Is Dealer satisfied with the Results from eBusiness Operations? ¹  Yes  No

What are those results, and why is dealer either satisfied or unsatisfied? ¹

What Challenges is the dealership experiencing with eBusiness Operations? ² ´ ³

Strategy to overcome these Challenges and get from the Now (is), to where they want to be Tomorrow (should)? ³

Has the dealership’s management team participated in an eBusiness Strategy Workshop? ³  Yes  No

IF YES, describe the outcome:

3. INTEGRATED MARKETING OPTIMIZATION:

Dealership has their own web site that is 100% controlled by the dealer?  Yes  No
Dealership has an OEM mandated, provided or controlled web site?  Yes  No

What is the primary (#1) advertised URL?

Additional URL’s owned by Dealership:

URL #2: Directs Browser to:

URL #3: Directs Browser to:

URL #4: Directs Browser to:

URL #5: Directs Browser to:

Does dealer make use of any URL’s that are NOT OWNED by the dealership?  Yes  No

What is Dealer’s dealership’s marketing strategy to attract visitors to Dealer’s web site?

What can a customer do on Dealer’s web site(s)?

What is Dealer’s strategy for driving web site visitors to visit the dealership in person?

What is Dealer’s strategy for using their web sites to generate incoming sales related phone calls?

What is Dealer’s strategy for compelling web site visitors to submit Internet Leads?

Please Describe Dealer’s:

Integrated Marketing Strategy?

eLead Management Process?

Showroom Sales Process when eLead Appointments Show Up?

F&I Process for Online Credit Applications?

Delivery Process for eBusiness Sales?

eBusiness Sold Follow-Up Process?

What is Dealer’s pricing philosophy for Internet Quote Requests?

What is Dealer’s pricing philosophy for incoming sales calls?

What is Dealer’s pricing philosophy on the showroom floor?

What percent of Dealer’s showroom visitors do online research before coming in?

What percent of Dealer’s salespeople have been trained to use online research?

What types of training have the showroom sales people had to prepare them for Web-Informed customers?

What additional training does the Sales Staff need?

How is Dealer using eBusiness to increase the efficiency and volume within Fixed Operations?

How does the Dealer measure or evaluate eBusiness success?

Does Dealer have an Integrated Marketing budget?  Yes  No How much is it? ______________________ Month / Year

Has the Dealer registered a URL, or signed up for paid listings with any of the search engines?  Yes  No

Has the Dealer evaluated spider-readable text and use/balancing of key words throughout Dealer’s web site?  Yes  No

Does the OEM’s web site have a dealer search feature that links through to Dealer’s web site?  Yes  No

Is Dealer getting: Leads from OEM’s web sites?  Yes  No Leads from other sources that Dealer’s OEM uses?  Yes  No

Are OEM referred leads being sent into Dealer’s primary Lead Management system, application or tool?  Yes  No

What (if any) 3rd Party Lead Providers is the dealer currently enrolled with?
Name of Lead Source on Invoice: Lead Volume: Monthly Sales: Subscription Fee: Per Lead Fee:

Does dealership have any local/regional web site links or lead referral Alliances?

Where does the Dealer have dealership’s URL published or listed?

Does Dealer have any Links or Banner Ads on other web sites?  Yes  No

IF YES, describe:

Is the dealership’s URL displayed or listed anywhere without additional cost?  Yes  No

IF YES, list how:

Is the dealer advertising/promoting Dealer’s web site to internal customers? (vendors, employees, wholesale)  Yes  No

IF YES, describe:

Is the dealer advertising/promoting Dealer’s web site to current customer/owner base?  Yes  No

IF YES, describe:

Is the dealership advertising/promoting their web site to customers in Dealer’s Area of Responsibility?  Yes  No

IF YES, describe:

Is the dealership advertising/promoting their web site to customers outside the Dealer’s local market area?  Yes  No

IF YES, describe:

Does the Dealer have a strategy for retaining Sold eLead customers for parts and service business?  Yes  No

IF YES, describe:

Does the Dealer have a strategy for marketing additional vehicle sales to previously sold eLead customers?  Yes  No

IF YES, describe:

What is Dealer’s most effective advertising medium for generating phone calls?

Is it possible to use advertising dollars to promote dealership’s web site(s) using this medium?  Yes  No

Does dealer have an e-mail marketing campaign strategy?  Yes  No

IF YES, describe it:

Is the dealer getting permission from customers to contact them by email about new products or promotions?  Yes  No

IF YES, describe how this works:

Is dealership collecting showroom visitor e-mail addresses in the sales department?  Yes  No

IF YES, describe how this works:

Do Service Advisors collect/update e-mail addresses in the service department?  Yes  No

IF YES, describe how this works:

Is dealership updating e-mail addresses in Dealer’s marketing database when contacting customers?  Yes  No

IF YES, describe how this works:

Does dealer register customers for web based owner services offered by OEM at the time of sale?  Yes  No

IF YES, describe how this works:

Is the dealer giving customers the option to be taken off of Dealer’s e-mail marketing list?  Yes  No

IF YES, describe how this works:

4. INTERACTICE WEB SITE:

Does dealership have a web site that can be modified and/or updated by dealership staff?  Yes  No

How many web sites does the Dealer have?

Who designed the Dealership’s primary web site?

Who supplies/hosts Dealer’s web site?

Is the dealer satisfied with current dealership web site?  Yes  No

Check the features/functionality that the Dealer’s primary web site includes:

 Research Product information  Make-An-Offer Feature for Actual Inventory
 Multi-Brand Vehicle comparisons  Map showing dealership’s location
 Inventory Search engine  Directions to dealership using customer’s address
 New Vehicle inventory  Photos of customers w/Vehicles purchased
 Used Vehicle inventory  Photos of dealership and personnel
 High-Quality inventory pictures  Service appointment request using online forms
 Build-A-Vehicle configurators  Parts order/request using online forms
 Internet Pricing – Quote Request  Customer-utilized/controlled Personal web page
 Dealer Invoice information  Access to Owners manual and Warranty information
 Trade Appraisal Request Form  Register for Service reminders, recalls & campaigns
 Links to information sites (kbb/Edmunds)  Accessories descriptions/pricing/ordering
 Monthly Payment Estimators  Employment opportunities at dealership
 Secure Online Financing Application  Live or Intelligent chat functionality
 Secure Online Credit Approval  Customizable Online Forms
 Lease vs. Buy Comparisons  Dealer-Customizable web pages & text
 Great Deals/Promotions/Best Buys  Web stats package

Who has overall responsibility and accountability for accuracy of Dealer’s online inventory?

How does Dealer’s online NEW VEHICLE INVENTORY get updated?

How does Dealer’s online USED VEHICLE INVENTORY get updated?

How frequently is Dealer’s online inventory updated (Sold units purged + New Inventory added)?

Who collects/documents detailed USED VEHICLE specifications, options and descriptions?

Who inputs/data entry for USED VEHICLE information into the DMS inventory?

Are USED VEHICLE retail selling prices entered into the DMS inventory – Vehicle Management System?  Yes  No

Who sets USED VEHICLE retail prices that are shown in the DMS and/or the web site?

How are USED VEHICLE retail prices determined?

How accurate is Dealer’s online inventory - NEW VEHICLES? 10% 20% 30% 40% 50% 60% 70% 80% 90%+

How accurate is Dealer’s online inventory - USED VEHICLES? 10% 20% 30% 40% 50% 60% 70% 80% 90%+

Dealer’s online vehicle descriptions include listing of standard equipment – NEW VEHICLES?  Yes  No

Dealer’s online vehicle descriptions include each specific vehicle’s optional equipment – NEW VEHICLES?  Yes  No

Dealer’s online vehicle descriptions include listing of standard equipment – USED VEHICLES?  Yes  No

Dealer’s online vehicle descriptions include each specific vehicle’s optional equipment – USED VEHICLES?  Yes  No

Who takes digital photos of USED VEHICLES:_____________________________ How many photos of each vehicle?_________

How and when are Dealer’s USED VEHICLE pictures updated when fresh inventory comes in?

How and when are Dealer’s USED VEHICLE descriptions and equipment updated when fresh inventory comes in?

Where are USED VEHICLE pictures taken (what background shows)?

Does dealership send USED VEHICLE inventory data to 3rd party online listing services?  Yes  No

 Autotrader.com  eBay Motors  Cars.com  OEM Certified Pre-Owned Listing Sites

 Yahoo!Autos.com  MSNauto.com  CarsDirect.com  Kelley Blue Book Classifieds

 Edmunds.com  UsedCars.com  LocalAutoMall.com  Auction-USA.com  AutoNet.com

How does USED VEHICLE data and photos get transmitted to online inventory listing services?

Dealer lists market-competitive prices on the web for USED CARS?  Yes  No Who’s responsible? _____________________

IF NO, describe why:

IF YES, describe how USED VEHICLE competitive pricing is calculated:

Are USED VEHICLE special offers and promotions published/posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are Sold units automatically deleted?  Yes  No

Who is responsible for updating USED VEHICLE Specials and promotions?____________________________________________

Describe dealer’s use of USED VEHICLE specials and promotions on the web:

Are NEW VEHICLE special offers and promotions published/posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are Sold units automatically deleted?  Yes  No

Who is responsible for updating NEW VEHICLE Specials and promotions?____________________________________________

Describe dealer’s use of NEW VEHICLE specials and promotions on the web:

Are FINANCING special offers and promotions published/posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are expired offers automatically deleted?  Yes  No

Who is responsible for updating FINANCING Specials and promotions?________________________________________________

Describe dealer’s use of FINANCING specials and promotions on the web:

Are SERVICE DEPARTMENT special offers and promotions posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are expired offers automatically deleted?  Yes  No

Who is responsible for updating SERVICE DEPARTMENT Specials and promotions?____________________________________

Describe dealer’s use of SERVICE DEPARTMENT specials and promotions on the web:

Are SERVICE CONTRACT special offers and promotions published/posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are expired offers automatically deleted?  Yes  No

Are PARTS & ACCESSORY special offers and promotions published/posted on dealership’s web site?  Yes  No

IF YES, how often are specials updated? ______________________ Are expired offers automatically deleted?  Yes  No

Are NAMES and CONTACT INFORMATION for dealership staff listed on dealership’s web site?  Yes  No

IF YES, WHO updates information? __________________________ Are management and staff photos displayed?  Yes  No

5. INFRASTRUCTURE:

A dedicated place that is noise insulated provided for Dealer’s eBusiness Operations/BDC/Internet Dept.?  Yes  No

Dedicated PC(s):  Yes  No Dedicated phone line(s):  Yes  No Dedicated printer, copier and fax?  Yes  No

What type of Internet Access?

Connectivity to DMS/OEM systems:  Local Area Network (LAN)  Wide Area Network (WAN)  Standalone PC

What Internet Lead Management Software does dealership use to receive and manage eLeads?

What Incoming Sales Call Tracking System does dealership use?

What Showroom Traffic Management System does dealership use?

Does dealer use email templates?  Yes  No Does dealer use wireless notification of Incoming eLeads?  Yes  No

Does dealer have these wireless communication tools: Email Device?  Yes  No Mobile Phones?  Yes  No

Phone Contact presentations/scripts?  Yes  No Presentation Book?  Yes  No Posters?  Yes  No

Dealership Management System (DMS)?  ADP  R&R  UCS  EDS  Other

Does the eBusiness/Lead Management Staff have access to DMS inventory and pricing information?  Yes  No

IF NO, How do they get this information?

Does the eBusiness staff have access to and make use of the following items?

 Digital Camera  Appointment Board  Showroom Welcome Board  Results Board

Does dealership have broadband Internet access for showroom sales staff when working with customers?  Yes  No

Describe any unique Infrastructure characteristics or challenges that dealership has in place:

6. PEOPLE:

Does dealer have a Business Development Center (BDC) handling eLeads?  Yes  No Full Time Staff:  Yes  No

Does dealer have specifically assigned personnel handling eLeads?  Yes  No Full Time:  Yes  No

Is there dedicated staff exclusively handling eLeads from 1st response to delivery?  Yes  No If Yes, How Many? ________

List the names of people handling eLeads and their Lead Management Process (LMP) responsibilities:
Name: Job Title: Email Responses Phone Contact Demo Drives Close Sales
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No
 Yes  No  Yes  No  Yes  No  Yes  No

What have the people handling eLeads been trained to do?

What additional training (if any) has been scheduled or is needed?

Outline the job description and responsibilities of Dealer’s Internet Sales Specialist(s):

What is Dealer’s Internet Sales Specialist/Manager pay plan?

What is the typical weekly work schedule for Dealer’s Internet Sales Specialists/Manager(s)?
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

What type of training have Dealer’s Internet Sales Specialists/Managers had?

What senior manager is responsible for supervising the Internet Sales Specialists/Managers?

What manager is responsible for performance metrics and sales from eBusiness Operations?

What is the “eBusiness Director’s” specific role and job responsibilities? (if there is one)

What is the Dealer and/or GM doing on a daily, weekly and monthly basis to support eBusiness and monitor its’ growth?

Who is responsible for proper handling of ONLINE SERVICE APPOINTMENT requests?

Who initially receives ONLINE SERVICE APPOINTMENT requests from Dealer’s web site?

Who is responsible for proper handling of online PARTS ORDERS & PURCHASE requests?

Who is responsible: CONFIDENTIALITY & handling of online EMPLOYMENT APP.’s?

Who is responsible: CONFIDENTIALITY & handling of online CREDIT APP.’s?

Who is responsible: CONCERN RESOLUTION & handling of online customer complaints?

7. PROCESS:

How do those responsible for responding to eLeads get notified when new eLeads arrive?

Where are the places that the Dealer’s staff can receive and respond to eLeads?

How does dealership route eLeads and assign responsibility for each eLead?

Does dealership cross reference Internet leads with showroom traffic data?  Yes  No If Yes, how? ______________________

IF NO, why not?

Does dealership use an automated response for incoming eLeads?  Yes  No

IF NO, please write down why:

IF YES, attach a copy and check each of the following features contained in the dealership’s automated response:

 Acknowledgement of being an automated receipt  Explanation of dealership’s Internet Customer Service Process
 Contact Names, Phone Numbers & Emails  Direct Links to Value-Added features within dealership’s web site
 Map Showing dealership location  Directions and an Invitation to visit the dealership in person w/arrival instructions
 Merge-Codes that auto-list contact information received, along with invitation to reply with corrections and missing information
 Dealership’s Hours of Operation  Link to Online Credit Application and explanation of Streamlined Sales Process

What is Dealer’s first response to an Internet lead? (Indicate the sequence of what is done 1st, 2nd and 3rd)
____ Automated Email ____ Personalized Email ____ Phone Call ____ Other Activity:_____________

What is the Dealer’s initial personalized email response’s objectives?

-(Attach copies of Dealer’s initial personalized response emails)

If Dealer’s initial response is by e-mail, when is the eLead customer contacted by phone?

What are the initial phone call’s objectives?

-(Please attach any scripts or forms used when making the call)

How does dealer handle eLeads when the customer does not include a phone number?

How does dealer handle customers that state in writing that they only want to be contacted by e-mail?

What is Dealer’s average personalized email eLead Response time?

What is Dealer’s strategy to decrease average personalized eLead Response time?

What are Dealer’s monthly volumes and process performance ratios in the following areas:

Total # of Leads Received: # Appointments Made: # Appointment Shows: # Units Sold:
# # # #
Sales/Leads %: Appts./Leads %: Shows/Appts. %: Sold/Shows %:
% % % %

What percent of Dealer’s eLeads are looking for:

Selection/Availability:______ Price (Quote Request):______ Trade Value:______ Financing:______ Payment:______

What is Dealer’s policy for disclosing the dealer invoice on a NEW VEHICLE?

What percent of Dealer’s customers do you give a price to in the following stages of the buying process?

Email:______ 1st phone contact:______ 2nd phone contact:______ At dealership:______ Never:______ Other:______


Does dealer provide Lease payments and cash due at delivery information by email?  Yes  No


Does dealer provide monthly finance payments and down payment due at delivery information by email?  Yes  No

Based on the following categories and point system, check the boxes that correspond to Dealer’s current initial Lead Management Process. Then, tally up the total score and enter that score into the box provided at the bottom of the section.

Is Dealer’s dealership’s average Personalized Email Response Time to incoming eLeads:
 5 Hours or Greater……… 0 Points
 Under 5 Hours………….. 1 Points
 Under 3 Hours………….. 2 Points
 Under 1 Hour…………… 3 Points

The Information that dealership provides in the initial personalized Email Response includes:
 Availability (Specific Vehicle)……………............................. 1 Point
 MSRP (Reference Price)…………………………….………. 1 Point
 Selling Price……………………………….................………. 1 Point
 Price “Good Until” Date…………………………….………. 1 Point
 Offer Alternatives (Specific Vehicles)……............................ 1 Point
 Directions and map to dealership’s location………………. 1 Point
 Hyperlinks to dealer web site features……..............………. 1 Point

 Dealership reviews each eLead, details and comments submitted by customers, then answers specific customer questions in the initial email response……… 1 Point

 Dealership’s Autoresponse and the first personalized email advises customers why direct contact is a benefit, and that phone contact will be attempted…... 1 Point

 Dealership calls each customer that submits a phone number (or looks up the number), after responding by email, on SAME business day lead received………. 10 Points

OR,  Dealership calls customer after responding by email, on NEXT business day after the lead is received…………………………………………………………. 5 Points

Total INITIAL eLead Management Process Points (25 pts. Maximum) =
Examples of Information (other than pricing) requested by Dealer’s eLead Customers:

What percent of Dealer’s customers are looking for a vehicle that is not in Dealer’s inventory?

Does Dealer have a dealer-locate policy for Internet customers?  Yes  No If yes, what is it?__________________________

Does Dealer have a strategy for handling product comparisons?  Yes  No If yes, what is it?_____________________________
(i.e.: Intellichoice, Manufacturers site, web site etc..)

How do Dealer’s eLead Management Process specialists access specific vehicle pricing information?

What is Dealer’s strategy to handle the customer’s trade-in during their research phase?

What is Dealer’s strategy for handling the customer’s trade-in when they show up at the dealership?

What is Dealer’s strategy for handling customer’s financing information requests?


Does dealer have financing Applications available online for customer use?  Yes  No

Does dealer have online access to lender approval information and stipulations?  Yes  No

What is Dealer’s strategy for providing customers dealership arranged financing payments and information?

Describe Dealer’s appointment scheduling process?

Where does Dealer document and track appointments? (Lead management system, Appt. board)

Does Dealer confirm appointments by email?  Yes  No Does Dealer confirm appointments by phone?  Yes  No

Does Dealer offer to take the vehicle to the customer for a demonstration drive?  Yes  No

Does Dealer offer home/work vehicle delivery?  Yes  No If yes, what percent of Dealer’s deliveries? ______________

How does Dealer handle eLeads when there is no customer response after initial email and no phone contact is made?

How does Dealer handle customers when phone contact is established and an appointment is not made?

How does Dealer handle eLeads when 2-way email contact is established and original lead had no phone number supplied?

How does Dealer handle the customers who do not show for their appointment?

What is Dealer’s strategy and process for handling eLead customers when they come to the showroom floor?

Does Dealer have an appointment welcome board visible when customers enter showroom?  Yes  No

IF NO, why?

IF YES, where is it, how and who updates it?

What percent of Dealer’s eLead customers, who buy a vehicle, drive the vehicle before they buy it? ___________

What is Dealer’s F&I PROCESS for eLead customers who come in on an appointment and buy?

What is Dealer’s DELIVERY PROCESS for eLead customers who come in on an appointment and buy?

Is the BUYING EXPERIENCE 90 minutes or less for eLead appointments who come in?  Yes  No

How does Dealer handle the customers who DO NOT BUY after coming to the dealership?

Do managers conduct exit interviews with eLead customers?  Yes  No If yes, who does the interview?__________________

What is Dealer’s strategy to follow up on UNSOLD eLead prospects?

What is Dealer’s strategy to follow up on SOLD customers that contacted dealer via an eLead before buying?

What is Dealer’s process for retaining eLead customer’s SERVICE BUSINESS?

What is Dealer’s process for repeat-selling eLead customers, their family and friends?

PROCESS: (Continued on next page)
Map Flow Chart outlining Dealer’s eLead Management Process from receipt of an eLead to a sale or out to 90 days:
8. PRICING:

How do you present Dealer’s price for new vehicles to eLead customers?
 A dollar amount over invoice  A percentage over  Internet Price Other _____________________________

How do you present Dealer’s price for used vehicles to eLead customers?
 A dollar amount below book value  A percentage below book value  One price Other _____________________________

Does dealership establish specific pricing for Internet Quote Requests?  Yes  No

If yes, does dealership provide a pricing matrix by model line?  Yes  No

If Dealer’s sales management provides an Internet pricing matrix, how often is it reviewed and updated?

How are customers educated about Dealer’s pricing philosophy? (Pricing Philosophy on site? On showroom? A Presentation?)

How are special order vehicles priced?

How are locates and dealer-trades priced?

How is “hot” inventory priced?

How does dealer handle a customer if they get different prices/payments from showroom and Dealer’s web site or eLead response?

Does dealer have a low price guarantee program?  Yes  No

If yes, how does the program work?

Does dealer offer to buy the customer’s trade-in vehicle, whether or not they buy the Dealer’s vehicle?  Yes  No

IF YES, how does the program work?

Does dealership have web based menu pricing for accessories and after-market items?  Yes  No

Does dealership have web based menu pricing for Service Contracts?  Yes  No

Does dealership have web based menu pricing for other F&I products and services?  Yes  No

9. PERFORMANCE MEASUREMENT:

Does the dealership measure the following items:

• Dealership Web site traffic  Yes  No Monthly Avg.:_____________________________

• Internet Leads from all sources  Yes  No Monthly Avg.:_____________________________

• Average Personalized Lead Response time  Yes  No Monthly Avg.:_____________________________

• Appointments set from eLeads  Yes  No Monthly Avg.:_____________________________

• Appointments set from web generated phone calls  Yes  No Monthly Avg.:_____________________________

• Showroom visits from eLeads & Appointments  Yes  No Monthly Avg.:_____________________________

• Total Sales made from eLeads & Web Calls  Yes  No Monthly Avg.:_____________________________

• Other:__________________________________________________ Monthly Avg.:_____________________________

List the reports used by dealer to monitor and manage the growth of the department: (Please attach copies of the reports used)

Check the following reports that are being currently used:

 Volume & Closing Ratio by lead source
 Cost per lead by lead source
 Cost per sale by lead source
 Gross Profit by Model Line Report
 Lead response time
 eBusiness Profit & Loss report
 Leads received by Distance report
 Appointments Scheduled to Leads Received %,
 Appointment Confirmation %
 Appointment Show %
 Demo %
 Showroom Closing %
 F&I Back end report
 Trade-in wholesale profit & loss report
 CSI report
 Other _______________________________________________

What are Dealer’s most effective reports?

Does dealer survey eLead customers?  Yes  No (Please attach any surveys or summary reports)

How profitable is Dealership’s Internet department?

How did you calculate Dealer’s profitability?

What is the profit & loss?

How often does Dealership management team meet to discuss Dealer’s dealership’s eBusiness Operations performance?

What are the topics of review and discussion when meetings cover eBusiness Operations?


Other known issues or unique characteristics of Dealer’s dealership’s eBusiness Operations:

Tags: Automotive, CURRENT, DIGITAL, MARKETING, PROCESSES, STRATEGY, assessment, eBUSINESS, questionnaire

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