Ken Potter – TrueCar
DMSC Workshop Title and Description
“Creating a 2013 digital “shopping” experience that drives higher profits and consumer satisfaction”
Consumers are now armed with most of the information they need to buy a car, this has in turn changed dealerships into buying centers and much less of a shopping center. We will examine the top Retail brands such as Apple in addition to highlighting the best dealership practices from around the country to create an experience where customers transition from your Digital Spends into a visit at your dealership to get answers to questions, seek guidance, and ” which in turn leads to revenue. You can only spend more digitally if you monetize what you drive to your site and we will explore how to do that.
A long time ago when I first started selling cars, a wise man told me people aren’t looking to buy cars, they are looking for information, give them information and they will buy from you. In the age of the internet consumers rely primarily on the Internet to get their information but that can be changed where consumers view their local dealer’s website as the place to go for trusted information and to “shop” not simply buy once they are ready. You should be the one delivering the information and we will create processes to do that
You will not want to miss this informative workshop! You will take home 4-6 actionable items that if executed will not only pay for your whole DMSC conference but will lead to long term change around how consumers view your dealership.
About Ken
Ken Potter, Vice President, Dealer Development – Ken Potter manages TrueCar’s field sales and inside account management teams, and oversees TrueCar’s efforts to grow and retain its network of dealer partners.
Previously, Potter was vice president and general manager, automotive, for Internet Brands, Inc., where he had profit and loss responsibility for CarsDirect.com, and established processes for profitable and sustainable business. During his 11 years with Internet Brands, he also oversaw inside and outside sales, customer service, accounting and automotive product development.
Potter’s career in the automotive industry also includes serving as general manager of two car dealerships, including nearly three years at CarMax.
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