When the market is down, sales are declining, and lead volume is lower than normal, how can your dealership respond, not just to maintain a flat line, but to turn around the trend and outsell the national average? What information is available, and what tools exist, to tackle this not-so-uncommon scenario?
When Morrie’s Brooklyn Park Subaru began experiencing a considerable decline in lead volume earlier this year, they were faced with this exact issue.
In addition to a large drop off in leads, their lost sales and defection rates were significantly higher than the national sales trends. They needed a solution to identify the source of all lost sales, and a strategy to reduce the rate of defection to other dealers, while growing their market share in surrounding zip codes.
That solution, was AutoHook’s Traffic Conversion Analysis tool.
Morrie’s Brooklyn Park Subaru used AutoHook’s Traffic Conversion Analysis (TCA) to identify the sources responsible for the highest number of lost opportunities during the 90-day period. TCA is the first ever report that allows dealers to view and compare their own sales data versus the sales they lost, and defection trends to competing stores or brands in their market.
It works by taking a dealership’s CRM data and matching it up against Urban Science’s near real time sales database in order to reveal their greatest opportunities and losses.