CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
The huge success of Ebay in the last few years has made it a prime location for car dealers to reach a nationwide marketplace. That success has in turn saturated the online auction site to the point that the general consumer has so many options it's almost overwhelming. Many dealers have conformed to the idea that they need to list many if not all their inventory to ensure they get into consideration. In turn this has led to huge Ebay fees and even more saturation of the site. Being a dealer you find yourself in a predicament. Do you post your vehicles and hope you can compete in this national market or do you let this Ebay trend pass you by and hope it doesn't affect your bottom line...
I've found huge success in positioning Ebay much like all my other 3rd party lead providers. Basically what we've done is post 1-2 vehicles of each make/model we carry at a rock bottom price to attract customers. Once the customer contact about a certain vehicle, you have their contact info and know they are in the market. This allows you to switch the customer to any number of vehicles on your lot, thus becoming another prime lead in your CRM..
Once I started using this method I was able to reach customers in places that didn't have access to car lots with huge selections. Everything from a Corvette collector in the lower Midwest, to a soccer mom in the upper northeast looking for a pearl white QX56 with captains seats instead of bench. The customer’s first question about your item opens you up to switch them to anything on your lot. Not only do you get the lead but you also retain their name, address, email and more. This in turn grows your overall customer base, sales demographic and client database. End result, you keep your Ebay fees low while staying relevant to the national market.