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Not surprisingly, their findings state that "the economy is having a significant influence on customers' abilities to buy cars." What was surprising was that "72% of respondents do not plan to cut back on their Internet marketing budgets this year."
That's good news. It means that they know that what they’re doing is working.
The other bit that looks good is item #1 in the list below, though that might be because I'm not an ISM at a dealership:
“What are the biggest challenges for your Internet marketing departments?”
That's what a good friend of mine used to call "a high class problem" -- something along the lines of “my wallet is too small for my $50 bills and my diamond shoes are too tight.”
It’s the kind of issue anyone would love to have, especially an ISM looking to sell cars in a down economy, because there are ways to tackle that shortcoming that are high impact, low resource.
Easy-to-use, lightweight lead management tools on the market today that can support a sales team and a sales process while the challenges around staff training and accountability are being addressed.
I'm sure some examples have already sprung to mind. And if you ask nicely, we may even tell you what some are.