Methods & Results:

We, like you, live in the dealership.  Our days are consumed with managing daily operations and keeping an eye out for opportunities to grow.  When it came to the Internet, it seemed that there are so many wild and differing approaches that it became difficult to know what is best. 

Research Methods:

Our approach was to look for unbiased, proven information.  We met with academics such as the Chair of Marketing at the Haas School of Business (UC Berkeley) and the Chief Economist of the Nada. We analyzed the most comprehensive reports published and conducted our own surveys and large scale mystery shops to gain a unique perspective of the market.  

Then to gain first hand knowledge we went straight to the source of information.  Each week on our day off we traveled to meet with another “Master” and witnessed some of the most impressive Internet departments in the country.  We also went to companies like Google to learn about search and eBay to learn about auctions; all the way recording and documenting the tutorials we received for all to experience. 
It is important to note that we did NOT accept any contribution or sponsorships of any kind from any participant. The project was completely self-funded to insure the interviews were unbiased and journalistic in nature. This media is truly by dealers, for dealers.

Results

All totaled, met with well over 30 “Masters” of online retailing and captured over 60 hours of footage.  We categorized the content into what has become “The Three Pillars to Online Success.”  They are:

• A dealerships organizational structure: We documented 5 successful organizational structures in use around the country

• Process, the “king-pin” to success:  We found 7 common process points that align a store with online consumer behavior to maximize close    rates.

• Marketing: There are 14 online marketing disciplines proven to open the flood gates of customers for dealerships regardless of franchise and    location. 

We have published the resulting media in two formats. First, is a multi DVD set with the feature documentary and 7 special features covering the hot topics facing dealers today.  Second, we will be releasing an additional 30 hours of content in our online media center which will include full interviews of “the Masters.”  Please check back weekly for updated content.