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Martin  Saavedra JR

Martin Saavedra JR EVP/Founder

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2019 is going to be a great year, right? 

Interest rates are up and so are inventories. Consumers demand is expected to be less and your stores are still expected to make the number. 

Most dealers will still do the same thing over and over only to apply pressure the last 10 days of the month in order to make the numbers happen, somehow. The fact remains that you still have consumers who are still in the buying cycle. They have not gone away and they are still shopping you and others. It's 2019 and you still have no idea who they are. Your team does not correlate how many times this customer has been back to the site who what they are actually shopping for now. 

Dealers today need to know what their digital recapture rate is month in and month out. Your team needs the data displayed simply within the CRM to quantify to them how many times this customer has been back to the site over the last 30 days. With this understanding you team will be empowered to do two things. 

1. Increase the appointments

2. Increase the show. 

These two things will increase the closing percentage and add an additional 10 - 12 units per month without adding additional marketing cost, change in personal, or training. 

Understanding consumers on the path to purchase provides your store with the ability to be direct and personal in pricing, and provide transparency throughout the process, it allows your store to engage customers with purpose. 

This year look at the strategy of why you are marketing and find a system that will quantify how many shoppers / consumers you still have in funnel next month. Most importantly know you lead recapture rate and how to increase it. 

Have a great 2019 and sell more!

 

Bryant Gibby

Great insight Martin. Thanks for the post!

This information would have been super helpful in the 2 stores that I ran. For other dealer's understanding, does this integrate with all CRM's?

Martin  Saavedra JR

Thanks Bryant. Yes it certainly does and with the ups and downs in the market dealers need to spend less and do more with the data they have trapped in the CRM.  

Derrick Woolfson

@Great article! I wish more CRM's had the ability to track customer visits to the website. It is an invaluable tool! We get an alert each time our customers are back on the website (and break it down into categories; i.e. 90-60-120 days). We can then also track how many sales we got from them. A much easier way to manage long term follow-up. 

Martin  Saavedra JR

Thanks! and I agree. With SILLOET we are displaying Visibility of the customer journey also marketing back the to consumer their Equity / Trade valuation all of it. If not then what is the point of having the data trapped in the DMS / CRM.  

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