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One of (if not the) largest sales forces in the industry did this.The problem is Autotrader is too high up in the purchase funnel to drive significant traffic toward a lead, phone call, or a visit to an easily trackable website. It also brings a lot of online "tire kickers." At the end of the day two things caused all the dealers' frustrations: 1. The idea that they can charge newspaper money for digital2. A massive sales staff on quotasPair these together and you have promises and perceptions that weren't accurate. The need for a sales staff to sell and to sell at higher prices than what others were charging for digital ads. However, I have to give ATC credit for changing some of their ways. It wasn't that long ago we were fiercely debating them religiously on DealerRefresh: AutoTrader.com Pricing???Have you been blitzed by team AutoTrader yet?
One of (if not the) largest sales forces in the industry did this.
The problem is Autotrader is too high up in the purchase funnel to drive significant traffic toward a lead, phone call, or a visit to an easily trackable website. It also brings a lot of online "tire kickers."
At the end of the day two things caused all the dealers' frustrations:
1. The idea that they can charge newspaper money for digital
2. A massive sales staff on quotas
Pair these together and you have promises and perceptions that weren't accurate. The need for a sales staff to sell and to sell at higher prices than what others were charging for digital ads.
However, I have to give ATC credit for changing some of their ways. It wasn't that long ago we were fiercely debating them religiously on DealerRefresh:
AutoTrader.com Pricing???
Have you been blitzed by team AutoTrader yet?
