Traffic is everything—traffic is ALL. And I don’t mean traffic to your site, or any digital referrals at all. And I don’t mean phone calls, either.
I mean floor traffic: folks that drove over, parked, and entered your showroom to consider buying a car from YOU.
THAT is Traffic. And it is EVERYTHING. Prospects visit, and you sell them a car. If they don’t visit, all the other things you do mean NOTHING.
Yeah, that’s old school. Before OEM's CSI, before online reputation, before SEO, before PPC, before CPM, before websites, before phone training, before Internet leads. Back when you papered the tower with the ads from the newspaper. Remember what you worried about?
It was Floor Traffic.
And it is STILL Traffic. Throw out any consultant or trainer or company or entity that argues it is anything else. Why?
All dealerships spend effort on CSI, and money and effort on other things like online reputation, SEO, PPC, CPM, websites, cable TV, radio, print, direct mail, email, appointment-setting, and so on—all in order to GENERATE TRAFFIC TO THE STORE.
However, the way some people talk and advise in our business, you’d think all of that is done for some other reason. Like we do these things for some lofty goal, some point of artistic beauty.
Baloney. Guess what? We do these things ONLY TO GET TRAFFIC, PERIOD.
Don’t agree? Ask any successful GM or owner if they had to choose only ONE thing to spend money on this month, which would it be: a) train their staff, or b) pay to generate more traffic.
The answer will be TRAFFIC. And don’t split a hair in your own answer—we’re not talking “well, we’ve got to train in order to HANDLE the traffic.” That’s not the point.
And how do you handle and track all this traffic? CRM. However, the worst feature of every CRM out there is the lack of CRM use by the dealership.
Well, you can bury every problem on the floor with good sales from great traffic. Even that one.
However, a great dealership will generate and marry great traffic with great use of CRM by great, trained sales staff. No doubt. And have great sales and make lots of money.
A good dealership will generate great traffic and let the salespeople and managers sort it out. And haphazardly use the CRM. And still make money.
A poor dealership will spend no money to generate traffic and also no money on training the salespeople. And pay no attention to the CRM. And make little money.
So choose to be a great dealership! Because it is, and has always been, all about:
Traffic. Traffic. Traffic.