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VP Dealer Development – TrueCar
Making Money on the other 90%
After 10-12 years of selling online, Technology, and BDC enhancements, we turned Dealerships into buying centers. The processes we use focus on the 10% of people we can sell now, not the 100% of people we can monetize at some point. We will look at the best practices from around the country at creating experiences in your store that creates new opportunities across the 90% of people you spent money on to interact with you and you did not monetize.
You will walk away with the industry’s most sophisticated and up to date statistics, data, and real-time analytics, which you will be able to utilize to help make the buying process simple for your customers and give your dealership an overall advantage over your competitors.
Ken Potter manages TrueCar’s field sales and inside account management teams, and oversees TrueCar’s efforts to grow and retain its network of Dealer partners.
Previously, Potter was Vice president and General manager of Automotive for Internet Brands, Inc., where he had profit and loss responsibility for CarsDirect.com, and established processes for profitable and sustainable business. During his 11 years with Internet Brands Inc., he also oversaw inside and outside sales, customer service, accounting and automotive product development.
Potter’s career in the automotive industry also includes serving as General manager of two car dealerships, including nearly three years at CarMax.
TrueCar is an information and technology platform that enables its users to communicate with TrueCar Certified Dealers for a hassle-free car-buying experience. TrueCar’s mission is simple: make the car-buying process simple, fair and fun. Achieving this goal begins with analyzing the most accurate, timely and comprehensive pricing information available and then making it easy to understand and available to all; free of charge. This kind of pricing information, which has only recently become available, will allow consumers to recognize a fair price based on what others actually paid. The result: consumers and dealers now have a guide that helps them establish a baseline of trust and agree on the parameters of a fair deal.
While pricing information is essential, TrueCar also understands that price isn’t the only thing that matters when buying a car. Consumers also want a great experience. So, TrueCar has partnered with a national network of over 5,000 dealers (representing just under 20% of all franchised dealers) who share the belief that truth, transparency and fairness are the foundation of a great car-buying experience. Additionally, TrueCar has partnered with some of the nation’s largest and most respected membership and service organizations including AAA, American Express, Consumer Reports and USAA, to help educate their members about the automotive market and any additional savings and incentives that may be available.