You just need to get them to your dealership for that appointment! But for the most part, the vast majority will buy from you. Obviously, this excludes if something goes wrong or if they are upside down on their trade, their credit is unqualifiable, the vehicle is not available or they are not realistic. This means if you are successful in getting them to the dealership you will sell them an automobile. An actual in-market, qualified buyer only visits 1.2 dealerships period. Folks, we know there is no such thing as a. That is why NADA says it’s “1.2” dealerships they visit. Hardly anyone that buys a car (who is qualified) goes from dealership to dealership (physically) anymore. The data is clear, it is not an opinion – it is fact. To be specific, I am talking about actual in-market buyers…people that are qualified to buy an automobile from you. What this means is that if you get them to the dealership as an appointment, they will buy from you unless something goes wrong at the dealership. The average closing ratio for an internet prospect or phone prospect once they show up to an appointment is 45 – 52%!.The average in-market buyer ONLY visits 1.2 dealerships.The average prospect is visiting 10 dealerships or websites (online) before they ever visit a dealer onsite.The average car shopper spends over 11 hours conducting research.92-99% of Americans go online before they step foot into a dealership.It has to do with infrastructure, philosophy and strategy. There are dealers today that have better franchises, better location, better inventory, more inventory, more money, more people, and still do not even come close to what we were doing in New Jersey, 16 years ago. I’m sad to report that despite increased tools to aid sales efforts, a vast majority of dealers today are not even close to delivering 110 units per month online - what I was doing 16 years ago! And NO, it’s not just because of opportunity or location. I’ve learned so much about what works and what doesn’t. I’ve trained more than 25,000 automotive sales professionals, and worked with 1,100 roof tops, everything from single-point “mom-and-pop” dealerships on the brink of bankruptcy to billion-dollar and publicly-traded dealer groups. I went from averaging 30+ units per month on the showroom floor (I was a sales consultant but “handled” all the internet leads because no one else wanted to), to becoming a manager and getting recruited to a dealer group in Central New Jersey (Pine Belt).īy 2002, I was delivering 110 units per month online at a Nissan Kia Cadillac dealership and holding gross!įast forward 16 years later to today, where I am blessed with perspective.
I earned certifications in this new field so I could evolve with the world in my new career. I studied as much as I could on my own, taking classes on everything from website design, to SEO, etc. Many in the industry had negative feelings surrounding internet prospects and internet sales.Īfter I read “ Who Moved my Cheese,” I was determined to avoid getting sucked into this negativity, and instead, I embraced the internet and took an active role in overcoming the challenges that came with it. Most thought (incorrectly) that the internet was merely a fad. When I got into the business, the vast majority of dealers and managers didn’t like or understand the internet.
Our data mining / equity mining and customer retention was done from a little box filled with index cards. We were receiving internet purchase requests from our OEM via fax! Our “CRM” was a paper desk log and a highlighter. The “internet” had just started to become something. I entered the automotive industry at an interesting time. It was this book that inspired me to think outside of the box. This motivational fable centers around navigating through unexpected twists in your journey to find “cheese” (a metaphor for what you want in life). When I first entered the automotive sales industry in 1999, my sales manager at the time gave me a copy of the New York Times Best Seller, “ Who Moved My Cheese,” written by Spencer Johnson, M.D.
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