We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Vendors have a wide range of methods for demonstrating the value of their products, some of which vary from one rep to another. Some vendors bundle products up in a way that makes it virtually impossible to measure the value of their offerings in any comparable way. Many dealers are responding with their own methods for determining the value delivered by vendors. It would be useful to hear from vendors and dealers alike on what they see as the best methods for demonstrating the value of various products.
Many methods have their flaws. Cost of Sale does not take into account that some sales are worth much more than others. Cost per lead is difficult for products driving walk-in traffic. Last-click attribution models are certainly not ideal. In an integrated campaign, some products benefit from the presence of others, making the isolation of benefits difficult. The focus for some dealers is not to find a perfect method, but to find a basket of objective measures that collectively help the dealer make a decision.
Clearly, it's hard to compare products that drive traffic to a dealer's site with leads or listings products, but in the end they all compete for the same share of wallet. So what are the best ways for dealers to decide whether or not to keep buying a product?