When we show car dealers real data that shows a TRUE 10:1++ ROI, most say one of 3 things:
- “Let me think about it.”
- “Send me something.”
- “Let’s connect again in a couple of weeks.”
And here it is:
They don’t know how great 10:1 ROI is.
I mean it – keep reading while I explain. I’ll start with some actual numbers for illustration purposes.
An investment of $8,000 to generate $100,000 – $150,000+ in new business.
Because they don’t know that these numbers are better than the numbers they are currently getting.
You may not believe this, but it is rare for the head of a Service Department or even a General Manager to KNOW what their current ROI is when marketing to inactive service customers. SUPER RARE.
If you are the GM of a dealership reading this and shaking your head in disagreement, call your service manager and as if he/she knows the the exact ROI for the latest marketing that targeted inactive database customers
They most likely can’t tell you – and if they can, it will be less than 10:1. If so, it should be a no-brainer that your next call should be to us.
A few reasons for this could be that it’s not easily track-able, or they are doing so many different things that it’s hard to keep track of, or even worse – they get a report from a marketing company that “shows them” how well the marketing is working….because they take credit for damn-near every single customer that comes in.
If you don’t know the exact ROI of your last marketing effort, or a general average ROI of your last few, then you can’t be impressed with 10:1.
It’s just a random number that stands alone and doesn’t mean anything.
Numbers can’t stand alone in business. Growth comes from comparing numbers to other numbers – and then taking action based on those comparisons.
It SHOULD be THAT simple.
But if you don’t really know your exact numbers, and you hear 10:1, you are left to decide on your own what that number means….maybe it’s better, maybe it’s worse. If we are left to make a random decision on whether something we implemented is good or bad, as humans we have a tendency to decide it’s good….even if it’s not. And – who has time to go back and double check anyway, after all, we have cars to sell….
Believe me, 10:1 is better. It’s FAR better than what MOST dealers are seeing when marketing to inactive service customers.
In fact, there is only one time we ran accross a dealership that was already getting better results than our averages – and he showed me the data. I thanked him for his time we parted ways. It happened ONE time.
Here’s an interesting perspective: Buying a car from a customer for $7,000 and selling it for $12,000 is something to celebrate, yet spending $8,000 to generate $80,000 is somehow a tough decision that needs to be pondered. It’s bannanas.
I’m not saying ALL dealers, but yeah- most dealers. And if you’re shaking your head because you aren’t like that and you truly understand and appreciate great ROI, that’s awesome…..
But because of that, you should also be dialing our number right now and partner with us to generate that level of revenue for you too. Unless of course, you are the very rare dealership that’s already getting better ROI than 10:1 with inactive service customers…. but isn’t it worth actually KNOWING?
Growth happens when you see the benefit in numbers that are greater than what you are currently seeing, and take action on them.
Connect today for a more profitable tomorrow and let’s create some real growth.