It Doesn’t Start Until They Park: Lessons from the Lot

By Todd Vowell | Disrupt Marketing Group

I had the honor and privilege of consulting with another automotive group, this one in Southern California for two weeks, guiding them through a fully integrated digital, direct mail, and social media campaign. Personalized. Data driven. Targeted. The works.

I am convinced that the more things change, the more they stay the same.

Here’s what I mean…

Dealerships are willing to spend serious money. Big budgets. All focused on campaigns designed to get qualified car buyers and sellers physically on their lot. They invest in custom direct mail with matching digital assets and social media that all work together to drive real results.

But then something gets missed.

They forget that all of that marketing is just the invitation. The real show starts when the customer parks their car and steps foot on the lot.

That is when the return on investment begins… or dies.

But if we are being real, it actually starts even earlier. It starts with the phone call.

How fast was it answered? More importantly, how prepared was the person who answered it?

The BDC and sales teams have to know the campaign. They need to understand the message, anticipate the questions, and guide the conversation with clarity and confidence. Whether the customer is calling to ask a quick question or to confirm what they received in the mail, those first moments make a difference.

If the call is vague, rushed, or ends with "let me check on that and call you back," you have already lost momentum.

And I have seen it play out for over 30 years.

Two different dealerships. Same campaign. Same weekend. Same state. Same weather. Both get qualified traffic showing up. People arriving with their vehicles, ready to talk, ready to engage.

One dealership experiences record breaking success.

The other ends up with a flop.

What made the difference?

Preparation. Culture. Energy. Execution. Leadership. The experience on the lot and the experience on the phone.

It is not just about the mailer. It is about what happens when the customer shows up or calls in.

Did your managers know what to do? Did the BDC set the tone? Were your salespeople ready with the right mindset, the right language, and the right approach?

Or were they just waiting for the next "up" and scrolling on their phones?

Getting them on the lot is our job. Helping your team be ready when they arrive—that is where we come in too.