Dear Cars.com…

do mathDear Cars.com,

I would like to volunteer to participate in the email program that you recently pulled. I must say, Cars.com, I am a little disappointed in your missed opportunity to defend yourself.

To begin with, I am a dealer. I am not an industry expert, nor do I give a Google about MOST of the arguments made on both sides of this discussion. I am used to dealing with mathematics and that is exactly why this topic interests me.

Let me make sure I understand correctly.

I get a lead on one of the vehicles that I have listed with you. Check.

I have three full days to work that lead and then you send them an email with my vehicle and possibly some competing vehicles. Check. (and yet another email a few days later…)

If ANOTHER dealer gets a lead on one of THEIR vehicles, then Cars.com sends THEIR lead emails a few days later with perhaps one of MY vehicles in it. Check.

So my vehicle was exposed to the customer on the initial lead (exposure #1), then in the first email (#2), then in the second email (#3), and possible in my competitors first (#4) and second (#5) emails on a like vehicle. Check.

If I am following up with my leads better than my competition, then my inventory simply gets exposed to more customers with more frequency, whether it is my store’s initial lead and the subsequent follow-up emails or the result of your follow-up emails to my sleepy competitors.

More vehicle exposures + more customers + good follow-up processes + thoughtful pricing/quality photos/good descriptions = More Sales

If I feared my competition, this program would terrify me.

But, until that day comes……….Sign me up.

Who’s your Danny?

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