Auto Jargon
Dealers Gross Profits
Objections
Service
Third Party Leads
100

OEMs (i.e., Ford, Honda, Toyota, etc.)

What is Tier 1?

100

Profit made directly from car

What is front-end profit?

100

We spend money on direct mail.

What is "Did you know the open rate is .5% to 3%?


100

2 million fewer vehicles were built in the last 3 years.

What is "Can we help conquest your competitor's service customers?"


100

2x ROI

What is Third Party Math?

200

Regionals (i.e., Carolina Honda Dealer, Southeast Toyota, etc.)

What is Tier 2

200

Revenue made in the finance department

What is back-end profit?

200

We use manufacturer's approved digital vendors.

What is "Are they creating a customized strategy?  Would you like a customized strategy?

200

2/3 of the dealership profits.

What is the Service/Parts Department?

200

Highest closing rate, highest return, and best conversion rate

What is a lead from the dealer's website directly?


300

Local Auto Dealers

What is Tier 1?

300

$800 - $1,200

What is the front-end gross profit for new domestic and foreign cars?

300

We spend money on cable.

What is "Did you know Cable is in only 30% of homes so 70% would not see your commercials?"

300

Dealer needs more technicians

What is a recruiting campaign?


300

What is a Third Party Lead Provider?

400

Competing Dealers selling cars in your backyard

What is pump-in?

400

RO

What is Service Repair Order?

400

No one watches TV anymore.  It's all gone to digital.

What is "Local broadcast news is still being watched.  Let me bring you a customized plan on how our local programming and OTT can help you sell more cars."


400

Profit dealer makes in the Finance Office by selling a service contract.

What is back-end gross?

400

$10k - $20k/month spend on lead source

What is "The average spend for third party leads?"

500

Dealers selling cars out of their PMA

What is pump out?

500

45% - 55%

What is the range for Gross Profits on RO?

500

I've already spent my Co-Op Dollars.

What is "Most dealers spend 2x to 3x more than co-op, is that what you do as well?"


500

Complimentary baby seat anchoring inspection

What is creative campaign for a dealer's service department?


500

27

What is the number of checkpoints people make before visiting the dealers Vehicle Display Page (VDP)?