Kelly Kleinman with DealershipNews.com interviews Len Short with LotLinx at Driving Sales
Kelly Kleinman:
Len Short, LotLinx, at Driving Sales, how are you doing, man?
Len Short:
Good Kelly.. Thanks for having me here.
Kelly Kleinman:
Good to finally meet you. We did our podcast together and it’s good to see you in person. So why does LotLinx play a significant role in reducing the costs of aging inventory or what we call a lot rot.
Len Short:
So, you know, our whole model is built around being a dealer, being able to identify a set of inventory that he needs to sell, either to gain more margin, to meet a manufacturer stair step, you know, or to clear units that are costing him cost. And so we’re the only thing that allows a dealer to build a inventory specific strategy and then execute a campaign and the VIN level. So most of what happens in advertising is people choose a channel they put money into a channel targeting consumers. And then it kind of trickles down, you know, onto the lot and it does it very unevenly. So you can’t really manage what you’re getting out of a a campaign on the VIN level. So it you know, and what we see a lot is most of the effect is on the VINs that are moving along just fine. Those are the quick candy, the stuff that gets engaged at a higher rate. You know, that’s the stuff you don’t need as much help with. And you certainly don’t need to spend your advertising resources against moving that. You need to be able to strategically target the inventory that’s a challenge. And that’s been our sort of secret sauce or our big point of differentiation. And that’s what keeps dealers very connected with our platform.
