Todd Dearborn – How To Sell 10 More Cars This Month
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Transcript of Todd Dearborn – How To Sell 10 More Cars This Month
• Update: Exclusive Survey Data
• Top Reasons Customers Didn’t Buy
• Knowing Lead Sources
• What to Improve – Best Practices
Agenda
Customer Survey Data
If you hadn’t used our website, how likely is it that you would havevisited this dealership?
• What content did the customer see?• Was a price offered?• Did they configure a car with options?• Was the lead organic?
Knowing Lead Sources
• MSRP$23,540
• Invoice$22,290
• CarsDirect Price$21,790
• Destination Charge:• Included (National +
regional)
• Ad Fees:• Included
• Incentives:• Included (Special Pricing)
Knowing Lead Sources
• MSRP$23,540
• Invoice$22,290
• CarsDirect Price$21,790
• Destination Charge:• Included (National +
regional)
• Ad Fees:• Included
• Incentives:• Included (Special Pricing)
Knowing Lead Sources
• MSRP$23,440
• Invoice$21,513
• Fair Purchase Price $22,038
• Destination Charge:• Incomplete (National only)
• Ad Fees:• Not Included
• Incentives:• Available (Special APR)
Knowing Lead Sources
• MSRP$23,520
• Invoice$22,287
• Average Paid$22,024
• TrueCar Price Estimate$20,057
• Destination Charge:• Incomplete (National only)
• Ad Fees:• Included
• Incentives:• Available (Special APR, Grad, etc.)
Knowing Lead Sources
• Pricing Factors How are incentives handled?
What about doc fees / “dealer fees”?
How does their configurator work?
What about stair-step money?
Knowing Lead Sources
• Pricing Factors
What is your competition doing?
Does the local dealer have input?
Was the lead organic?
Do they price from Sticker or Invoice?
Knowing Lead Sources
What To Change
• Dealer trades – quote these too!
• Use C/S Notes
• Sell back end – Loan/Lease, Service Contract, GAP, LoJack