In the many discussions and conversations I have with my colleagues at Marktplaats, with dealers, with salespeople and with the fellow competitors at the other portals, the added value of the portals often comes up. What is the value, exactly? Is it just online and telephone leads? Or is it the result of a VDP […]

If you want to be successful in online automotive, and specifically in lead follow-up, then video can’t and shouldn’t be missing from your toolbox. Now, I’m well aware that some tools never get used, but this is one you really must and can use every single day, with every single lead! It’s nothing new! Video […]

You probably know them: Facebook leads. You call them and, surprisingly, a remarkable number of leads claim they never requested anything at all. Nothing whatsoever. Even if you build forms where people really have to fill something in themselves, the DNA of a Facebook lead remains an enigma. Conversion rates of 0.8% to just 3% […]

Do you actually need a portal as a car company or not? Many dealers and automotive entrepreneurs have a love-hate relationship with portals, and that’s a shame. Sure, I don’t enjoy spending every euro either, but marketing is simply necessary to keep a car company visible in this online world. After all, you can’t win […]

In Part 1, we discussed how today’s customer behaves and which characteristics are important in that context. How you handle speed and patience, for example, why the 60% rule is so important, and why lead follow-up is primarily a matter of micro-conversions, with the ultimate goal being the final conversion and thus the sale. But […]

Why first-party leads deserve so much attention In my day-to-day practice I often come into contact with importers who ask questions about how they can get more out of their online leads. Rightly so, too. At many importers, large and small, the overall investment in marketing is large relative to the budget. Ultimately, all that […]

This past Saturday I was looking forward to one appointment in particular. At 2:00 p.m. someone was going to come for that one car that’s been staring at me for sixty days now. Whatever I do, no lead comes in on it. You know, that opportunity you have to be willing to grab. When the […]

An inquiry on the SsangYong Apeldoorn website resulted in a text message on a Nokia 6110 with the salesperson (so with me). No CRM, no automatic follow-up system, no manual. But there was the reflex to respond immediately. Call quickly, personal contact, a clear next step with an appointment. That was 27 years ago. And […]

Sometimes you ask yourself: did I do the right thing? Setting up Ligier Store Doesburg is a good example of that. Four years ago, on my 50th birthday, I gave myself a special present and a considerable challenge: within five years I wanted to become the largest Ligier dealer in Europe. That didn’t work out. […]

This past Monday was Whit Monday: a day off for many, but a working day for everyone who works in hospitality, for example, or at some car businesses. I think it’s a great thing that everyone can decide for themselves whether or not they want to be open. We were open, and with five cars […]