Bold move pays off handsomely for Palo Alto dealership

Gross profits per car climb dramatically at Magnussen's Toyota
A growing dealership in a highly competitive California market, Magnussen's Toyota of Palo Alto was spending huge amounts of its marketing budget on newspaper ads – without really knowing whether the ads were driving business. General Manager Kevin Kopacz decided to find out once and for all whether the newspaper ads were effective, even if it meant taking the risky step of canceling all of them.

Thanks to Who's Calling, Kevin found the answers he needed to make a series of bold decisions. The results were astonishing. Gross profits per car sold climbed dramatically and the dealership's average monthly net profit nearly doubled over a six-month period. CSI ratings went up, too!

“Who's Calling has proven invaluable to us. Gross margins per car increased and our average monthly net profit nearly doubled, jumping from $79,000 to $144,000 in just six months. We're selling more cars, making more money and our customers are happier.” Kevin Kopacz, General Manager Magnussen's Toyota of Palo Alto

Challenge: Magnussen's Toyota of Palo Alto spent thousands of dollars a month on newspaper advertising without seeing direct benefits.

Solution: Who's Calling enabled GM Kevin Kopacz to measure the impact of each ad buy, finally giving him the specific knowledge he needed to reallocate his marketing resources more effectively. Who's Calling also enabled Kopacz to improve the performance of his sales team through coaching and positive feedback.

Result: Marketing dollars were reallocated to produce more leads. Calls were handled more effectively. Customer satisfaction levels went up significantly. Sales climbed. Gross margins per car increased. Most impressive gain: average monthly net profit nearly doubled, skyrocketing from $79,000 to $144,000 in just six months.

Call 1-866-688-9300 for a free consultation with your local Who's Calling consultant and find out why it pays to know Who's Calling.

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