Automotive Digital Marketing

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No matter when you started in this business, we have all been taught that it is a numbers games.  For instance, a certain percentage of people that walk into a dealership will drive home in a vehicle.  If your team is really good, you will move that number up, if your team stinks, you will move that number down.

When I started in the business, customers visited 3-4 dealerships before they bought.  I still remember management saying...."They are looking for a salesperson..."   We all know that although their door to door shopping may have ended when they finally ran into a sales pro, the truth was also that the dealership visit was their many source of information.  Today, you can get your information and shop for cars while your employer pays you to do it right in the convenience of your chair at your workstation...

Although I believe your people are still the number one difference maker, process & technology has affected the landscape, and accordingly, I'm sure has impacted the metrics.

I would like to hear from the experts in our community what those benchmarks are today in the digital world. Not what we would like to see, but what the actual benchmarks/targets.  If you started in this business long enough ago, we taught salespeople 4-3-2-1.  4 Ups, 3 test drives, 2 writeups, 1 sale.




For every 100 inbound phone calls....

1)  How many appointments?

2)  How many appointments that show?


Showroom Visit


For every 100 visits

1)  Testdrive %

2)  Write-up %

3)  Closing %

    a)  Fresh Up

    b)  Phone Pop Appt

    c)  Net Lead Appt

    d)  Beback

    e)  Referral

4)  Type breakdown:

     a)  Walk In

     b)  Appointment

     c)  Referral

     d)  BeBacks

Tags: metrics, process

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Frank, I have been looking for these metrics for some time.  Everything that I have found was put out by NADA decades ago.

The problem is that most dealerships are segmented into two groups, the internet department and the sales floor.  A well run internet department will have averages far better than the floor but they all end up on the same sales log.

Honestly, dealerships that run their floor using "old school" methods can use the old metrics.  

I put dealerships into three categories: Market Leaders, Average Dealers, and Sub Par Dealers with the greater majority falling into the last two groups.  

Dealerships that still consider 20% as an acceptable closing ratio, on their sales log, are delusional. 


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