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Ok I would like to address this.  We are a dealer who uses MMD.  I am the one who came back from DD in Tampa and talked the GM into giving it a shot.  Not only do I still stand behind my decision but now the whole store is behind it.  I am proud to say that we have our highest closing percentage of any group of leads from MMD.  In four and a half months we have gotten 99 "leads" and had 24 sell.  We have had multiple others come in from set appointments but not purchase due to credit or trade evaluation.  I think I look at it differently.  It may be played off as a tool for transparency or what have you but I see it as a way to get website shoppers that were not converting to a lead before to feel "safe" enough in the comfort of their own homes to submit a lead on their own terms anonymously.  As a dealer it isn't as anonymous as they might first think.  Most of the time people use their first name and last initial as the user name.  I then look in our CRM at leads on that vehicle and match it back to a customer.  What I have witnessed is about half are new leads while the other half from MMD's "leads" are leads that have been in our CRM but that our sales staff have not been able to connect with via phone, text or email.  Also I love that I have a shop by payment feature on our website to give the customers more options to search for vehicles.  I even go as far as emailing all unsold showroom follow up a quick email that links to MMD on our website and allows them to go back and structure their own deal if they choose.  Before you even ask... Believe it or not most people are more willing in the comfort of their home to come back and give us a fair price that they are willing to pay... Not some blown up crazy discount.  Lastly I think that our success has been about how we implement it.  We only have myself and the General Sales Manager who desk the deals.  We are the only ones that the customer responds to before they come in.  This has been the best process for us.  If you would like more information on it please feel free to ask.