Auto Influence

auto-tablet Auto Influence
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Influence Sales by Measuring the Right Things

You achieved 1,000 calls in your BDC. Do you know how many of them were initiated in your VDPs? You got 50 test drives last week. How many can you expect to move on to negotiate and buy? Last month your dealership sold 200 cars. Of those new purchasers, how many will transition into regular maintenance programs with your service department?

If you can readily find this information or can call these numbers to mind, congratulations, you are off to a great start.  If not, you have a distance to go, but can rapidly make improvements on how you view your sales funnel and ultimately, can influence new buyers.

Audience Size

Site Analytics

Search Terms/Keywords

Sales Funnel

In this section, we’ll discuss the factors around which you have control, and what you might do to better understand your influence.

Knowing Your Market

Knowing your market share is important. Where you rank in order of sales of your brands among your competitive set will advise you on tactics. But what about the size of the audience you are competing for?

When initiating a campaign, Advance 360 reviews the audience size for individuals that are ‘auto intenders,’ both within your brand and also those that directly compete with it. Let’s target those that might shop similar sedans across brand, as well as those that are brand loyal. Let’s add to this the number of late-lease holders, knowing that this group will be committed to the shopping experience very soon. The size of your audience will advise you as you may not have been advised before: about what is available to you, and just how many buyers your marketing dollars are fighting for.

What Your Website Can Tell You

The greatest marketing tool you have is your website. Is it working for you, or are you working for it? A great site is easily navigable, and easily searched. New car shoppers will probably “build their own” using manufacturer sites. But there comes a time when the buyer makes a determination about a new car or truck based on what vehicles are in your inventory. While used car buyers are influenced by what is available to them.

Perform a site audit. Want non-scientific results? Observe someone navigating your site for the first time. How do they get to the information they desire? Do they get there in an efficient way, or do they “take the long way home?” You can learn a great deal from sitting quietly with someone for five minutes. Need more detail? Consider partnering with a firm that is equipped to perform a site analysis. From this, you’ll learn where users enter and exit, what they are searching for, and how many vehicles they “consume” before connecting with your BDC.

Using Search to Magnify everything Else

What your audience is searching for on your site (and their ability to find it) is crucial to your sales.  But what is the general population searching for around your brand? Competing models?  How might your marketing tactics change if you knew that 30% of your audience is searching for a competing brand?  It’s important to know what the consumer behavior is, and what it isn’t, and make decisions with your data, rather than your gut.

Perform a site audit.  Want non-scientific results? Observe someone navigating your site for the first time.  How do they get to the information they desire? Do they get there in an efficient way, or do they “take the long way home?”  You can learn a great deal from sitting quietly with someone for five minutes.  Need more detail? Consider partnering with a firm that is equipped to perform a site analysis.  From this, you’ll learn where users enter and exit, what they are searching for, and how many vehicles they “consume” before connecting with your BDC.

Dealer Intel, AKA The Conversion Funnel

Attrition. Decay. “Falling out of the system.” These words describe the natural events that occur in order to generate a sale. It looks something like this:

1,000 people visit your website, which generated 4,500 VDP views

Of those VDP views, 1.25% initiate contact.

Of those that contact, 50% make an appointment.

Of those, 25% will perform a test drive, and

Of those, 50% will buy from your dealership.

Do you know and understand how each of these points along the funnel can be amplified or improved? If you know the conversion metrics, you are better than most. If you’ve identified ways to optimize your VDP’s for more points of contact, you are in the top 2%.  Use what you know to generate more sales!

For more on this topic and to download a funnel worksheet, visit us here.

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