The absolute most rewarding part of my job is working with a dealership and watching them evolve and become successful. This month instead of an article I wanted to interview an amazing success story, Lindsey Toscano, ISC of Nelson Mazda in Tulsa, Oklahoma. This is a single point Mazda dealership that was doing less than 10 units a month online. They contacted Dealer Synergy to create an Internet sales department. Last month they delivered 50 units online!!!
SVB: Lindsey, first I want to congratulate you on your success here at the dealership.
LT: Thank you, we are working hard and it’s paying off.
SVB: Lindsey, how long have you been in the car business?
LT: Almost 10 months
SVB: So, your car experience started when Nelson Mazda built this department.
LT: That is correct.
SVB: How many leads do you receive a month?
LT: Approximately 250
SVB: Before Dealer Synergy set up the Internet department at your dealership you were delivering around 10 units a month, what did you deliver last month?
LT: About 50 units
SVB: You went from 10 units to 50 at a single point Mazda dealership in Tulsa Oklahoma… with only 250 leads???
LT: That’s right
SVB: That’s amazing, a 20% closing ratio on the Internet
SVB: What are the grosses like?
LT: At least the same as the floor if not more.
SVB: What is your best 3rd party lead source provider?
LT: Hands down Carsdirect.com.
SVB: Why?
LT: We have the highest closing ratio for new cars through them, Carsdirect.com closes 3% higher than any other 3rd party lead source provider we have but its more than that. They have very good quality leads and very detailed purchase requests.
SVB: How is their support?
LT: Actually it’s amazing… Our CarsDirect rep is very attentive. Anytime we need assistance he is right there to help. He returns all of our calls pretty quickly too.
SVB: I am sure everyone reading this would love to find out how you are doing it. Can you please tell us, what is your secret sauce?
LT: Sure, I would love to share some of my thoughts with your readers…

• Be repetitive and don’t be afraid to call the same people again, again and again.
• It is so exciting to start seeing the results of all your hard work, when your appointments start rolling in and your dealership starts selling more cars than ever because of you it makes all those voicemails that you’ve left so worth it.
• Every lead that comes across is just another opportunity for everyone to make money so never, never count anyone out.
• Even if you never get in contact with someone, don’t ever completely remove them from your prospects…we have sold a few cars from going back through our non-responsive file.
• It’s so important for everyone to work together as a team; everyone needs to be aware of the customers that are scheduled for appointments so anyone in the department can take care of each customer’s needs.
• Be organized from the time you walk in your office until you leave, when a customer does call you back and you are in the middle of 50 phone calls you need to be able to immediately pull their information.
• Make sure that you are professional at all times. If you tell someone that you are going to call them back, do it. Most people are just so impressed that you actually follow through.
• Stay positive, even on the days when it seems like you’ve made no progress, work just as hard the next day.

SVB: Lindsey, thank you so much for your time. I am sure your GM, Brandon Murphy must be so very proud of you and your department.

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