DealerRefresh

VIDEO: How to Reduce Lost Sales and Defection Rates with Traffic Conversion Analysis

When the market is down, sales are declining, and lead volume is lower than normal, how can your dealership respond, not just to maintain a flat line, but to turn around the trend and outsell the national average? What information is available, and what tools exist, to tackle this not-so-uncommon scenario?

When Morrie’s Brooklyn Park Subaru began experiencing a considerable decline in lead volume earlier this year, they were faced with this exact issue.

In this video featuring Morries Automotive Group Marketing Director Ben Robertaccio and AutoHook President David Metter you get a first-hand account of how Ben’s Subaru dealership was able to increase sales and reduce defection rates despite down market conditions and a considerable decline in lead volume.

Topics Included…

  • Hear straight from the dealer’s perspective of how they were able to reduce lost sales by over 50% in just 90 days.
  • Learn how to define your greatest sales opportunities and losses tied to a specific salesperson, lead or traffic source, model, competing dealer or brand, zip code, & more.
  • Continuously grow your market share using the latest methods of exposing holes within your dealership’s operations and the sources responsible for lost sales.

About the Presenters

David Metter, President, AutoHook powered by Urban Science, brings a wealth of automotive knowledge and experience to AutoHook, both from a dealer and service provider perspective. As an early adopter of arising technologies, he built a prospecting and follow-up system that helped him rise to become one of the top Chrysler salesmen in the country, and eventually General Manager of a dealership. Prior to AutoHook, David served more than six years as CMO for MileOne Automotive, where he built an industry-leading marketing organization, leveraging technology and the Internet to increase market share while dramatically decreasing advertising spend per vehicle sold. David previously headed sales for Autobase, where he helped grow the company from a start-up to the leading automotive CRM software vendor. David is regarded as one of the foremost experts in the automotive marketing and e-commerce space and is a frequent speaker at the industry’s most influential events.

Ben Robertaccio, Marketing Director, Morrie’s Automotive Group, has over 15 years retail automotive experience in sales, service, marketing and leadership roles. He currently serves as the Group Marketing Director for Morrie’s Automotive Group, an 11-store dealer group based in Minneapolis, Minnesota. Within his role Ben leads Morrie’s in-house marketing group known as Buy Happy Creative (BHC), oversees marketing activities across all retail locations, manages Morrie’s agency and vendor relations, is responsible for Morrie’s philanthropic activities and serves on the executive leadership team. Prior to joining the Morrie’s team, Ben worked onsite a General Mills Corporate headquarters managing market research programs. Armed with this knowledge and experience, Ben introduced annual programs of market research at Morrie’s. Ben got his start working in automotive as a service runner at a Minneapolis based dealership. It was there that he learned the retail business inside and out working up the ranks from service to sales and beyond over a ten year employment period. Ben holds an MBA from the University of St. Thomas, located in St. Paul, Minnesota, and believes strongly in continuous education. He admits his most fulfilling education has been raising his five-year-old son and three-year-old daughter.