After years of going with the flow of traditional blitz print and television media auto advertising, Premier Auto Group knew that there had to be a better source to get more “bang for the buck.” Since they were considering the entire group’s advertising, this was a major decision which could affect profits over the next several years and not to be taken lightly. The final decision was made after reviewing the results of third party Internet lead source CustomerFunding.com that was marketed in the Mitsubishi store. It was determined that the profits resulting from this service surpassed their current television media advertising by 100 percent while costing thousands less. At this point, they knew which avenue to pursue and decided to commit the entire group to CustomerFunding.com and discontinue all TV advertising. Since that day, their success has been outstanding. During the first quarter of 2005 months the group grossed over $590,000 with their leads, and each month has been more profitable than the last.
Premier Mitsubishi and Premier Kia of Kenner were affected the most from the decision to give up TV advertising and commit to a third party Internet lead provider. It was the shot in the arm that propelled them to higher profits. Timson Edebiri, general manager for Premier Mitsubishi, stated, “Customerfunding.com was their saving grace. The first month we used their leads we went from our lowest selling month ever to breaking all previous sales records at the dealership.”
Edebiri’s Internet Manager Randy Robertson said, “Without this service they would still be struggling for sales. With their help, we were able to put together a great Internet program that was adopted throughout the group. We’ve brought on other Internet lead providers to complement our ‘bread and butter’ service. For March  alone, we sold 40 cars to their customers and grossed over $80,000.”
Brian Pesses, general manager of Premier Kia of Kenner said, “Customerfunding.com has been a great tool for additional customers we would normally never get to see. Our average closing ration is 15 percent of their leads while holding our advertising cost per sale under $150. The only thing I have to say bad about them is that they weren’t around when I was a sales person. Their proactive approach to service and Internet sales showed us how to handle all our sub prime Internet leads no matter what the source”.
Everyone, from the managers down, is held accountable. They collect pertinent sales data from all the dealerships and use it to make improvements throughout the group. If a department isn’t doing as well as the others they find the cause and make the correction. As long as they follow their 11th commandment and keep dialing for dollars, profits will always shadow their showrooms.
Vol 2, Issue 5