DISCLAIMER: This post is intended for DP’s/GM’s/ and eComm/Mktg Directors. It’s intended for automotive dealership management personnel responsible for increase sales and profitability. This post is intended to help the aforementioned do that. It’s also written so that dealers continue to reach out to us for our new strategies and our help, a bit of a “sales pitch” if you will. If such posts disturb or frustrate you – please do not read any further.
Okay, the months’ coming to an end and you want to have an even bigger next month. Not just that, you also want to continue increasing sales and profitability throughout the year. You not only want to, but you need to do better than last year. Those are your goals, most likely if you’re reading this you’d like some ideas to help not only execute your goals but also some help in exceeding those goals in a realistic and cost effective manner.
Here then are the 3 CR’s that you MUST DO to have a HUGE and profitable August… and beyond:
- CONVERSION RATE
The first CR that you need to dramatically increase is your website visitor to lead conversion rate. You have thousands (many of you have tens of thousands) of unique visitors on your website. These aren’t people dragged to your site by some clever in-market ppc campaign, these are shoppers who used a search engine or your direct URL and CHOSE TO VISIT your website. They’re not looking for shoes or smart-phones, they’re looking for their next vehicle purchase. On average you’re winning (converting to leads) about 10% of the highly engaged and willing buyers in your market. Just 10% at best. First things first; improve your conversion rate.
- CONQUEST RATE
The second CR that you need to improve is your CONQUEST RATE. By that I mean conquesting those highly motivated and engaged buyers that are on your competitors’ websites. Like you, your competitor is converting just 1.5 to 2% of their traffic… they’re not focused on conversion rates, so in the words of the great Lieutenant Aldo Raine (Inglorious Basterds)… “Oblige him!” Increase the number of leads in your BDC that are coming from people visiting his website. (psst, easy to do by way).
- CLOSE RATE
Lastly your BDC / Internet Department needs to close more, sell more vehicles relative to their effort and the way to do that is with the highest quality visitors and leads from your website. Because not all visitors are equal relative to their interest and motivation, provide your BDC / Internet department with leads from your website that close at double and triple the average 15% close rate of the leads that they get today.
- BONUS: CR… Call Ron!
Really, not kidding because many of the Dealer Principals, General Managers that we talk to everyday say to us: “Why didn’t I know about this earlier?” And of course we explain. Another fun question we get is “Why didn’t xyz Digital Marketing Vendor tell us this?” The answer is simple but two-fold 1) like you Mr. Dealer they’re busy selling so they didn’t see this coming, and 2) if they told you about it, then you’d likely reduce your marketing spend with them. But that’s their problem… yours is for a more prosperous August and beyond! Email me or call me today at (408) 218-6407 and I’ll explain how we can help make that happen!
Have a spectacular August!
As usual, you can reach me directly at ronmorrison@pureinfluencer.net or give me a call directly at (408) 218-6407.