This black book auto dealer wasn’t getting the info he needed….

By: Felicia Savage

Black Book auto dealer, Gary Yeomans Ford, wasn’t quite satisfied with their most recent trade-in tool. Not only were they disappointed with the number of leads generated; they were dissatisfied with the quality of leads as well. All that changed, however, when PERQ called with a solution that would knock their socks off. In mid-September 2015, Gary Yeomans Ford integrated PERQ’s online guided shopping solutions onto their website; which generated 87 leads in their first 45 days!

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Earlier this month, Kyle Meier had the chance to speak with Gary Yeomans Internet Director, Troy Lerdo to learn more about his experiences with PERQ Web Engagement. Here’s what Troy had to say:


Kyle: How long have you had PERQ Web Engagement?


Troy: We’re currently in our 3rd month of using PERQ Web Engagement. We’ve been running it throughout most of September, October and now, November.


Kyle: Do you know the number of leads and the number of sales you’ve received so far?


Troy: From September to now (Nov 2015), we collected a total of 87 trade-in leads and sold 10 cars.


Kyle: So, what did you have before PERQ Web Engagement?


Troy: I didn’t have anything really that was giving me any leads. I had a black book mailer, and I had a black book type of appraiser; but it didn’t really generate the stuff that we’re getting now.

“I had a black book mailer, and I had a black book type of appraiser; but it didn’t really generate the stuff that we’re getting now.”


Kyle: Before PERQ Web Engagement, do you know (roughly) the average number of leads and sales you received a month from Black Book?                 


Troy:  Prior to PERQ, we generated 115 leads from the first of the year (an average of 12 leads per month). I don’t think we had anything that was really, really generating anything for us to be honest with you.


Kyle: What are some of the things you think your sales team benefited from using the information collected from PERQ?


Troy: With PERQ, you know exactly where a customer is standing. The questionnaire that consumers fill out really digs a little deeper then just finding out what your trade appraisal is. It asks about stuff like financial assistance, so they’re more prepared to interact with them when they get that lead.


Kyle: Was transitioning to what you had before to PERQ Web Engagement challenging for you guys?


Troy: No. We knew what goals we needed to accomplish and we took action accordingly.


Kyle: Did you have to change anything about your sales process when transitioning to PERQ?


Troy: No. For the most part, everything was pretty normal. However, the fact that we’re able to get more refined details on each lead helps us a lot!


Kyle: If another dealership asked you about PERQ Web Engagement and what it was, how would you describe it to them? Would you recommend it to them?


Troy: I would tell them that PERQ Web Engagement is a great tool, and that there are reasons why it’s great. For one, consumers are more enticed to put in the correct information because they have the chance to win some money.


Secondly, dealers have the opportunity to ask buying questions and pre-qualifying questions that show you (the dealer) where these buyers stand in the buying process. Those two things are really, really good things about the tool.


Kyle: As far as “return on investment” and the price point of PERQ Web Engagement goes, what do you think? Is it worth it?


Troy: Yes! It’s definitely worth it. It’s a super affordable tool.


Kyle: [Laughs] So, you’re going to tell all your dealer friends about us?


Troy: Oh yeah, that’s a no brainer. These leads [generated from PERQ] are higher quality than any leads I ever got before