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  1. Sunny

    Creating An Informational Marketing System

    Honestly I just don't see educational content marketing working on an internet lead. In my experience people who inquire about a vehicle have already done some kind of research on it. What they really want to know is the price. I think the best time to educate the customer is when they are in...
  2. Sunny

    What is your new car pricing strategy

    @LotPop Sorry about that! I should have clarified. The closing rate is the sold units divided by the number of appointments that showed.
  3. Sunny

    When do you AXE your TOP Sales Pro?

    @Tallcool1 I guess I haven't met your version of Mr. 30. If this guy is selling 30 cars a month on his own purely through self-promotion and referrals from those who have purchased from him in the past, I would not mess with that. I'd even go as far as to say he is entitled to it. But if he...
  4. Sunny

    What is your new car pricing strategy

    The numbers below were for new cars only at one of our stores. October 2015 iLeads: 412 Appointments: 188 Sold: 102 Close rate: 54.26% November 2015 iLeads: 372 Appointments: 181 Sold: 85 Close rate: 46.91% December 2015 iLeads: 335 Appointments: 137 Sold: 78 Close rate: 56.93%
  5. Sunny

    What is your new car pricing strategy

    We just price ours at MSRP. We tend to get more ePrice requests that way.
  6. Sunny

    Fiat Chrysler Being Sued for Racketeering

    It was an interesting read in my news feed, but unless there's concrete evidence to support the allegations against FCA, I don't see this going anywhere.
  7. Sunny

    When do you AXE your TOP Sales Pro?

    Obviously this is about more than just an iPad lol. Normally I would agree with the consensus here--if someone is selling 30 cars a month, why fix something that isn't broken? Certainly they're doing something right. But here's my thing. Mr. 30 doesn't 100% self-generate his own leads. In this...
  8. Sunny

    When do you AXE your TOP Sales Pro?

    This is such an interesting topic, because clearly it is an issue that everyone is aware of but no one has properly addressed. I've seen this happen at every dealership I've worked at, and unfortunately ownership/management will overlook it.
  9. Sunny

    Implementing Walk-around Videos

    @Chris Leslie, I love this process! One of my biggest concerns was time, and you gave me the perfect solution for this with YouTube Capture. I also appreciate the tips on video rules. I think one of the things we did wrong before was talk too much, which took away from the vehicle and focused...
  10. Sunny

    Implementing Walk-around Videos

    We used to make walk-around videos for our online leads, but it didn’t seem to affect our appointment to lead ratio on a noticeable level, so we eliminated this step in order to focus on other areas of our internet process. Recently the idea came back up in our managers meeting, and I was tasked...
  11. Sunny

    TrueCar sued by dealers

    Thanks for the update. I remember reading about this months ago but hadn't really followed the story.
  12. Sunny

    Owners Buying Same Model

    Interesting question. Based on the data I pulled from our DMS, our Honda and Subaru customers were more likely to buy the same model again. On the other hand, our KIA, Chevy, and Ford customers were more likely to purchase different models within their respective brand.
  13. Sunny

    TAKE POLL Applicant Rejection Etiquette

    I usually don't provide feedback or follow-up, unless someone calls in and asks about their application.
  14. Sunny

    Help Needed in Choosing Digital Advertising Company

    Hi Adam! We've tried going with a couple different digital marketing companies, and in the end we decided on doing it in house. We cut our marketing costs by 50% and still managed to maintain the same effectiveness if not better. The key here is to find the right employee. You may have to hire a...
  15. Sunny

    Help me help my owner - Incentive Pay for Internet Performance

    I was the DMM of a dealership group that consisted of 6 franchises. If your boss is open to the idea, I would suggest negotiating a salary for your position instead of a pay plan.