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Of course, everyone wants to pay less if you’re a dealer or car company, especially on marketing and portals in particular. Actually, that’s strange. In many countries, we see movements emerging where people find it ‘horrible’ that the ‘power’—if you can even call it that—lies with a number of car portals, and that the prices there, like everything else, only keep rising.
Since the beginning of #DCDW, we’ve been highlighting the most abused lead of them all: the phone lead. Often originating from portals like Marktplaats or Autotrack, this lead has the highest conversion rate to appointments and sales. Yet it is mishandled in two major ways.
Last week was tough for me in terms of sales at the Ligier Store… and it was entirely my own fault. But it turned out to be an important learning moment, a clear lesson to do better next time. It also once again proved how crucial mental preparation and having a clear head are for any salesperson.
People sometimes ask me: “Paul, why do you keep inviting Brian Pasch to the #DCDW Event?”
My answer is simple: because every single time, he’s worth it. And this year, perhaps more than ever.
Brian isn’t just coming to the Netherlands and Belgium for the fun — he’s bringing the very latest insights straight from his own Digital Marketing Strategies Conference in the US. What’s discussed there usually takes months to reach Europe. But at #DCDW, you’ll be the first to know.
In Doesburg, at a place where mobility and entrepreneurship come together, we’re building something special: two unique stores at the front — each with its own character and potential — and a strong foundation behind the scenes.
Two stores
On one side, we have the Ligier Store Doesburg, the Experience Center for Ligier Citycars in the Benelux. It’s all about experience, new mobility, and the freedom these vehicles offer to young people. On the other side is the Experience Store Doesburg, currently operating as a sort of Lynk & Co Outlet Center. Here too, we’re constantly exploring what the next step could and should be.
Yesterday was the moment: the announcement of the Used Car of the Year. The winner is the Lynk & Co 01. I’ve known this for a while, as I’ve been on the jury for several years and had a vote in the selection. I was in the room during the Remarketing Event when the winner was announced. A silence fell the moment the name was spoken.
Maybe that wasn’t so surprising. Among the finalists were former winners like the Volvo XC40, the Toyota Yaris and Aygo, and the VW Polo. All models that any dealer would love to sell as a used car—unlike a semi-Swedish, partly Chinese copy of the Volvo XC40 with a slightly larger battery.
The answer is simple: no! Nothing beats a face-to-face conversation, and if that’s not possible, a phone call comes next. Data from Walcu at Ligier Store Doesburg – Experience Center shows that spontaneous showroom visitors convert the best. Next is a phone appointment, then WhatsApp. Then comes a long gap, followed by email and SMS.
Still, you can’t do without WhatsApp in the mix for online lead follow-up and store accessibility. It offers a lot of value, as I recently discovered.
I couldn’t believe my eyes this week… Trump and Musk, side by side in a Tesla at the White House. Trump, a first-class EV-hater, buying a Tesla for show from his new best friend Musk. And of course, Trump couldn’t resist voicing his complaints: falling Tesla sales, protests at the showrooms, and the plummeting stock price – all “unfair” to his buddy Elon.
This week, it became crystal clear to me once again: when do you give a salesperson too many tasks that have nothing to do with direct selling? And why does that approach ultimately cost you sales?
At many car dealerships I visit, salespeople are busy with customers: following up leads, handling showroom visits, following up on those, and delivering vehicles. That’s a full-time job. Ideally, a salesperson should be hitting at least 25 sales per month to be truly effective. But the market average is much lower — around 12 sales a month. Why is that?
Many car companies (both dealers and independent businesses) place the salesperson at the center of their online lead follow-up, often without even realizing it. That’s strange, isn’t it?
That’s the statement I want to highlight. After all, not every owner or director will agree with this claim! They will emphasize that, of course, the customer is at the center—not the salesperson. Unfortunately, the facts often tell a different story.
