About Turner Parlin


Posts by Turner Parlin:

The decline of the dealer call center

A front-page article in this week’s Automotive News asks the provocative question about business develop centers at dealers also known as call centers – “Is the dealership sales call center obsolete?”


I can’t answer this question since each dealership is different and the call center is clearly working well for Rick Case. I want to highlight a point made in this article that relates to a post I wrote a few weeks ago. [keep reading]

How to calculate the real cost and ROI of leads

Mojo Motors is not a lead generation company. We don’t believe it’s the best experience for the consumer or the dealer because it’s a poor measure of value. We’re all about building awareness around a dealership’s inventory through VDP views. Despite this, we are repeatedly judged on the quantity of leads that we provide to dealers, not the quality of those leads.

Dealership Leads

Dealers will sometimes look at their CRM and tell us they want more leads. I’ve tried to explain it’s all about the quality of lead, but it wasn’t until Digital Dealer 14 that I was able to point to specific reasons why. Thanks to Kevine Frye’s presentation, I can now prove why quality over quantity matters so much.

Kevin Frye (@KevinFrye1) is the eCommerce Director at Wyler Automotive Group and he gave a terrific presentation at Digital Dealer debunking many of the myths that are pervasive in the dealer world. He touched on a topic that we spend a lot of time discussing here at Mojo Motors with our dealer partners – the cost and return on investment (ROI) of leads.

Kevin pointed out that when most dealers calculate the ROI of the leads they buy, they almost always leave out a critical variable – the cost of labor. When you factor in the cost of labor, the ROI changes significantly. [keep reading]

You don’t know car shoppers, we do

One theme I kept hearing at the NADA workshops was that the buying funnel is dead. Since the 1950’s, marketers have operated under the assumption that consumers buy stuff in a process that resembles a funnel. At first consumers are aware of many options and in time narrow this down until they settle on a final purchase decision. Pat Ryan Jr., Founder of FirstLook and MAX Systems has a perfect graphic of funnel.

Buying FunnelThe buying funnel is a nice way to think about the process because it’s simple and it makes marketing decisions easy. In order to increase purchases, all one has to do is focus on filling the top of the funnel – raising awareness. I think this is probably the reason that car dealers budget such a large percentage of their marketing spend on television, print, billboards and SEM. [keep reading]

Why you should bring a tablet to a conference

Earlier this month I had the pleasure of representing Mojo Motors at the Digital Dealer Conference in Las Vegas.  At the last minute I decided to bring along a company iPad so I could show convention goers our  redesigned website.

Bringing the iPad turned out to be the second most important item to bring to a Las Vegas conference, right after business cards.  I ended up using the iPad for everything – I used it for directions, to show off our site and to take notes at presentations.  I could leave my maps, notebooks, pens and computer at the hotel.  Tweeting from the iPad was also much easier than tweeting from my phone. [keep reading]

Why I love Yesware

As awesome as our website is, no product sells itself. Like sales teams at almost every startup, Mojo Motors has to find creative ways of getting our message heard. We need to break through the noise to sign up dealers since it takes roughly five calls before we get a decision maker on the line.

People that work at dealerships are busy and they’re constantly being sold new tools and products, so they have a habit of blowing off any new product that gets pitched to them. And really, don’t we all do that?

The challenge for us is to find ways of differentiating ourselves from all of the other products currently being pitched. Of course we can try different messages and using our gut we can guess what’s working and what isn’t. Thankfully, it’s 2012 and sales can be a lot more science than art so our gut can rest up for lunch. [keep reading]