Palmer didn’t spend a mint on his tech-tools. He did what I’ve been telling you works for months. (1) He got a solid, dealer-branded website (www.parksatthelake.com
). The site’s leads have his highest closing ratio of any lead type (forty percent). (2) He got a good bunch of 3rd party lead providers. He says Dealix is “best for quality and generates about a fourteen percent closing ratio on new cars.” (3) He got an easy to use ILM system to track his leads (Dealerskins’ TrafficCenter). These tools get the job done at a total marketing cost per rattle ($250) that makes the boss grin.
Tell the Truth
Palmer is “upfront and honest”. He says Internet buyers are looking to “escape the dealership run-around” even more than walk-ups (that’s why they went to the Internet in the first place). The Internet leveled the playing field and now consumers often know your rebates, incentives, holdbacks, and invoice costs better than the dealer. By embracing this new reality, smart, honest dealers like Palmer have seized an opportunity to be a consultant, not an adversary in the transaction.
Dave Palmer sets a great example – he earned his respect with a simple process, some solid tools and a passion for the truth. He proved that, with a bit of hard work, a country-talking ISM in North Carolina can generate BIG online sales!
PS: since writing this article, David has been promoted to BDC manager for his entire 26 store group. Way to go David!
Vol 1, Issue 6