Dealers typically pay marketing companies for their efforts when attempting to produce incremental sales, especially when they are trying to get customers to buy that have no previous sales history with that dealership. We can call these efforts a quest for 'fresh business'. Fresh business direct marketing is based on predictions and guesses. RL Polk, Experian and other list providers rely on 'predictors' to determine who is likely to buy a car. I have proof that these predictive lists do…Continue
Marketing Options: Hunt or Gather or both
The number of buyers in any given market is pretty much set by the simple fact that only a certain number of people are looking to buy a vehicle at any given time. You could incentivize additional people to join in by offering late model Escalades for $3000 and Camrys for $1500, but there aren't a whole lot of dealers out there who could afford to do that. So, you're stuck with what the market provides.