Digital Dealer - November 2019 - 41

recently Experian looked at a group of
1,300 off-lease customers and found
that only 400 bought new, while 900
bought CPO or used. Dealers can now
put information like this to use, providing the right deal to the right customer
at the right time.
During this session ("Doing the Data
Thing"), Amy Hughes will help you to
learn how demographic and psychographic information and life events
for current customers can help you to
better target customers. You'll walk
away with a roadmap for how to use
these techniques for a sales boost of
approximately 10 percent.
PRIMARY LEARNING
OBJECTIVES:

Learn how leveraging local
market data leads to more profitable
sales.
Learn quick and simple measures
to start leveraging data immediately in
your store.
Learn how to find customers
higher in the marketing funnel and
create a relationship earlier in the
sales process.
UNCOVER THE ANSWERS TO
MARGIN COMPRESSION LIVING
ON YOUR LOT

Over the past decade, margin compression has been a leading challenge
in the automotive industry. According
to the 2018 mid-year NADA report,
franchise dealers' new and used gross
margins are down compared to five
years ago, with an estimated gross
loss of $300/unit.
While there is no single culprit, this
major loss is the result of a combination of what may seem like insignificant or infrequent sales sacrifices.
Having a stronger understanding of
inventory opportunities can help you
set proactive strategies focused on
promoting vehicles on your lot, meeting sales objectives, and preventing
margin compression.
John Gottschalk's session "Uncover
the Answers to Margin Compression
Living on Your Lot," will pull from

industry data and headlines to outline
the current climate of the automotive
industry, touching on fluctuating floor
plan and used car reconditioning
costs, as well as overall gross margin
compression. You will learn the most
important metrics to use to understand
the health of your inventory and the
likelihood of specific units to sell in a
timely manner.
PRIMARY LEARNING
OBJECTIVES:

Recognize the factors to consider
before reducing a vehicle's price.
Understand what metrics to
monitor to assess the health of your
inventory.
Gain insight into how to get the
most profit out of a vehicle.
INTELLIGENT MESSAGING -
THE SMARTER WAY TO SELL!

Intelligent messaging has opened
the door to better engagement -
allowing consumers to do more than
chat with dealerships on their websites. It's now the go-to solution for
businesses wanting to engage their
customers and move them further
down the sales funnel on multiple
channels, including websites, social
media, messenger apps, and text
messages - 24/7.
The technology capabilities are
beyond just simply capturing contact
information. It brings car buyers closer
to the purchase by allowing them to
discover inventory, get vehicle quotes
and trade-in values, fill out soft-credit
pulls, and more - without ever leaving
the messaging conversation.
In Jeff Cole's session, "Intelligent
Messaging - The Smarter Way to
Sell," you'll explore the real ways
that innovative dealerships are using
intelligent messaging to solve staffing
challenges, increase website visitor-to-lead conversions, and ultimately
sell more.
PRIMARY LEARNING
OBJECTIVES:

4 TOP
REASONS
TO ATTEND
100+ SESSIONS in Sales
& Variable Ops, Marketing
& Advertising, and Dealer
Ops & Leadership. Build
your entirely custom agenda
by choosing the sessions
that address the topics
most relevant to your needs
and interests. Sessions will
share strategic insight, along
with step-by-step guidance
on how to successfully
implement new ideas,
technologies, and proven
approaches immediately
upon return to your store.
130+ INNOVATIVE
TECHNOLOGIES and
services from leading
providers with product
categories across all areas
of auto retail -- all available
to demo in the DD28 Expo
Hall! Meet one-on-one to
learn from leading tech and
solution providers.
PEER-TO-PEER
IDEA-SHARING: Connect
with peers from dealerships
based across the U.S. to
discuss best practices and
solutions for problems in
your store!
RECEIVE EXPERT
COUNSEL from marketing
and digital experts; seasoned
automotive trainers and
consultants; and leading
dealers and managers
from the country's top 100
dealerships.

Learn how AI can work on mulContinued on pg. 42

D I G I TA L D E A L E R . C O M

NOVEMBER 2019

http://www.DIGITALDEALER.COM

Digital Dealer - November 2019

Table of Contents for the Digital Edition of Digital Dealer - November 2019