Get More Leads, Sell More Cars, Retain More Customers

• The on-screen message is simple: get more leads, sell more cars, and retain more customers, and those goals are tied together in a dealership.

• Used vehicle acquisition from your own customers feeds all of those goals at once: a trade or a buy is a lead, a car for your lot, and a reason for the customer to come back.

• Staying in front of past sales and service customers with their vehicle's value every month keeps your store top of mind between purchases.

• The service drive and your team's social posts are acquisition channels you already have; the work is turning them into tracked opportunities.

• MOTO(acquire) integrates with all major DMS platforms and many others, and will build the integration if your DMS is not connected yet.

Every dealer wants to get more leads, sell more cars, and retain more customers. That is the headline on screen in this short clip from Mike Crothers, CEO of MOTO(acquire). The spoken part is just a quick break ("We'll be right back."), but the message on the screen is the whole job of a used car department in a few words.

Those goals are not separate projects. In most stores, the same customer who becomes a lead is the customer who brings you a trade, buys a car, and comes back for service. If you treat acquisition as its own island, you leave opportunities on the table in every part of the building.

How does a dealership get more leads and sell more cars?

Start with the customers you already have and the traffic you already pay for. Your website visitors, your service drive, your past buyers, and your salespeople's social followers are all people who know your store. The question is whether you give them a reason to raise their hand.

For a used car manager, the best reason is usually the customer's own vehicle. People want to know what their car is worth. When you answer that question on your terms, you get a lead, a potential trade, and often a car you can retail without fighting at auction.

• Your website: a trade tool that gives an instant valuation and lets the shopper request a firm offer turns a browser into a conversation.

• Your service drive: customers sitting in the lounge are driving cars you might want. Knowing which ones, and reaching them at the right time, is the work.

• Your team on social: salespeople post every day. If each of them has their own link and the leads land in the CRM with attribution, you can see what is working.

Retain more customers by staying in front of them

Retention is the part of the headline that gets skipped. A customer who bought from you or services with you is worth more than a new shopper, but only if you are still in their head when they are ready to move.

Sending past sales and service customers their vehicle's value every month gives them a reason to open your email instead of someone else's. It also tells your sales team who is paying attention. That is how retention and acquisition become the same activity: you keep the relationship warm, and when the equity is there, you are the first call.

Why this ties back to selling more cars

Every vehicle you buy from your own customer base is a car you did not have to chase somewhere else, and usually a sale on the other side. More acquisition from your own customers means more inventory, more deals, and more reasons for those customers to stay with your store.

Where MOTO(acquire) fits

MOTO(acquire) builds software for dealers focused on used vehicle acquisition, and hundreds of dealers use it. Each product lines up with a part of that on-screen headline:

• MOTO(convert): a website trade tool with instant valuations, firm offer requests, and monthly value tracking. It includes the free buying power tool.

• MOTO(retain): sends past sales and service customers their vehicle's value every month. These value tracking emails have a 36% open rate and 99.5% deliverability.

• MOTO(drive): service drive acquisition using DMS data and automated texts. It pushes VIN and miles to your inventory tools and alerts the sales team when a customer is ready. MOTO(drive) stores consistently buy about 1% of their repair orders without dedicated service acquisition hires.

• MOTO(social): gives each person posting on social their own link, with leads attributed in the CRM.

• MOTO(insite): a consumer site with free vehicle history information.

MOTO(acquire) integrates with all major DMS platforms and many others, including Tekion, Dealertrack, CDK, Reynolds, and Auto/Mate. If your store uses a DMS that is not connected yet, MOTO(acquire) will build the integration.

For more short clips like this one, browse the Odds and Ends video hub. If you want to see how these tools would look on your own website and in your own service drive, book a demo and we will walk through your store's acquisition opportunity.