Case Study

Dealership Development, Training and Communications

Helping increase sales leads and sales for a global automotive manufacturer.

A major automotive manufacturer wanted to introduce a new, customizable, dealership-specific sales tool to its dealers that would enable consumers to shop for new and used vehicles online, including estimating their trade-in, calculating a payment and applying for financing. The tool showed great potential for providing both sales leads and sales to individual dealers, but first the dealers needed to adopt the program. So the client turned to long-time partner, GP Strategies, for a communications and training plan to help put the tool in place.

GP Strategies developed an integrated communications and training program that interspersed written and video communications messages with 20-minute e-learning courses, building interest, excitement and awareness for the program over time. By the time the tool was launched, dealers were prepared to adopt the new tool on their own websites and unroll the program.

This staggered, integrated approach resulted in high rates of adoption in the first year. More than 1800 dealerships have come on board and are getting high quality leads, 30% of which are converted to sales. The tool is also delivering a younger and more affluent customer profile, exposing the manufacturer to a new audience and laying ground for future sales. Without the integrated marketing and training program implemented by GP Strategies, dealers would not have been aware of the application’s many benefits and how to implement the tool to increase their sales. Training has been revised to incorporate best practices revealed during the program’s first year.

Impact
Gained program adoption from more than 1800 dealers within the first year of the program, which led to more than 124,000 high quality leads, 30% of which were converted to sales.

Learn more about our Dealership Performance Solutions.

Results at a glance
Gained program adoption from more than 1800 dealers within the first year of the program, which led to more than 124,000 high quality leads, 30% of which were converted to sales.

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