The Best Offense Is a Good Defense -- Learn Proven Conquesting Strategies (Backed by Real-World Case Studies) That Increase Same Brand Attention and Reduce Off-Brand Interest

  • Room: S322
Thursday, April 12, 2018: 10:05 AM - 10:55 AM


Scott Pechstein
Vice President of National Sales
AutoWeb, Inc.


Less than 50% of today’s car buyers are committed to a specific vehicle make when they start shopping. On their path to purchase, they spend 60% of their time online getting barraged with information while adding and deleting vehicles to and from their consideration set. The competition for attention among consumers is fierce, making successful conquesting critically important to increasing website and showroom traffic, and most importantly, growing sales. Learn how to conquer your competitors with a solid conquest offense and defense – one that keeps your local customers loyal to you and one that engages competitive consumers at the precise time and place, and with the right content and communication strategies, to drive more car buyers into your brand and onto your lot.

Primary Learning Objectives:
- Identify primary influencers of today’s car buyers while they are actively researching their next vehicle purchase, and the primary reasons for brand and dealer defection based on data from millions of automotive consumers.
- Combat defection by identifying new communication and sales strategies and by applying these tactics to their current processes, to ultimately catapult their brands and stores above competitors.
- Apply proven loyalty and conquest tactics in their daily operations – tactics backed by real-world case studies and supportive sales data – to reach and engage with larger volumes of in-market car buyers, to keep local customers loyal and to engage larger volumes of competitive consumers.



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