Dealer Principal - October 2007 - (Page 12)

cartango A NEW TWIST TO AN OLD DANCE T he global, instantaneous reach of the Internet has radically affected traditional thinking about how to introduce buyers to goods and services. A nearly overwhelming variety of choices and information available provides potent opportunities for consumers to leverage purchasing power. As growing numbers of buyers transact business in the digital marketplace, it becomes increasingly vital for sellers to reexamine existing models and adopt new technologies in order to retain competitiveness. Automotive dealerships, along with all facets of the automotive industry, have been trying to cope with dynamic shifts in sales and marketing techniques as an increasing number of car buyers utilize the Internet to facilitate the purchase process. It becomes even more relevant as younger and more internet savvy shoppers age and purchase more cars. There is a need for an improvement over current lead generation models. Dan Osborne, Founder and Chief Executive Officer of CarTango Inc., is confident his new company’s approach to lead generation will allow sellers to garner more viable leads along with invaluable buyer intelligence, all the while enhancing buyer experiences. Through the use of revolutionary new tools made available at CarTango.com, both buyers and sellers benefit from a more efficient, effective and satisfying experience than anything currently available in the marketplace. Osborne believes current third-party lead generation sites sell leads to dealerships too early. A buyer is immediately asked to choose a make and model of car and if contact information is provided, dealers provide the buyers with quotes. At this early stage, however, buyers really have nothing invested in the relationship with the seller and often don’t know what they are looking for. When they submit information before they know what they want, buyers are inundated with irrelevant information while sellers waste their time, energy and money on non-qualified leads. A lead sold too early in the process is of little or no value to sellers. The CarTango deliverables are designed to enhance social interaction that avoids preemptive monetizing, thus making the lead more valuable. Osborne illustrates the CarTango method of effectively bringing buyers and sellers together by explaining the “Funnel of Love” concept. Under current models, sellers try to obtain buyers through the use of invasion, lecture and disruption. Under CarTango’s new model, the buyer travels through four specific stages just as one 1 www.dealerprincipalmagazine.com http://www.cartango.com http://www.dealerprincipalmagazine.com

Table of Contents Feed for the Digital Edition of Dealer Principal - October 2007

Contents Reality Check Cover Story: Car Tango Does Your Service Menu Pass the Mom Test? Your Greatest Asset Your Toll Free Number Could Be Turning Customers Away

Dealer Principal - October 2007

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