Stop Overthinking ROI
by on Feb 17, 2011
After reading my good friend Bryan's blog yesterday, I noticed one of the comments from a person who had recently cancelled Autotrader because they didn't feel like it was worth what they were paying. The comment reminded me of......well........me.......five years ago.
Five years ago I was, what I considered anyway, a maverick. I had been working in automotive e-commerce for five years already and knew that I was way ahead of everyone else. I had started as a sales consultant, then Internet sales, then Internet director passing leads out of a BDC, and finally, at that time, Internet director over a dedicated Internet team, desking and closing my team’s deals. The Internet team was 4-5 guys doing between 50 and 70 on new car leads only. No phone calls and no walk-ins. The rest of the store took the walk-ins, online credit apps, and phone ups. Total Internet volume in the store sat between 170 and 250. The st...




