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We are in fact a buying center. The huge time investment I was referring to was calling and e-mailing leads that were on product I did not have or even worse could not get and trying to introduce our Ford product into the conversation to someone who was using our buying center as an information gathering tool to work with another dealership.

 

Our used car manager was not really using the product to buy cars all that often. I understand that this is what the program is more geared towards than it is a lead source, but we failed to implement it that way and this was in part due to how the product was presented to us initially.

 

I think that to get the product adapted into a dealership the right way and fully utilized, you would almost need one full time employee who worked by following up on these leads, scheduling appointments for appraisals, and engineering purchases from people. I don't know how anyone could be making this work without a position dedicated to that cause. That might work in a bigger store with more than one person managing and buying used cars, but it couldnt happen in my store.