SCHENECTADY, N.Y. -

In his latest video in the online series, “Think Tank Tuesday,” Paul Potratz described a showroom scene managers likely know all too well. Salespeople are fretting “ups” are not coming in droves and inventory is aging by the minute.

The chief operating officer and founder of Potratz Partners Advertising said he has a way to mitigate the problem. It’s through what he called actionable data.

“Who hasn’t heard, ‘What are we doing? We have no traffic!’ Think about it. Back in the day we used to do radio, TV and newspaper to drive traffic to the brick-and-mortar,” Potratz said. “But now dealerships and businesses across the country are still doing that strategy. If that’s not madness, I don’t know what is.

“Granted in some markets, that will still work, but think about your own habits. What do you do as a consumer? You’re on the iPhone. You’re on the Android. You’re on the tablet. You’re on the computer,” Potratz continued.

He then asked, “We spend so much time online that doesn’t it make sense to actually start your marketing strategy to say I’m going to start digitally?”

Through online solutions now available to monitor shoppers coming to a stores website, Potratz highlighted how actionable data can be gathered and used to contact and work with potential buyers in much the same way salespeople do when the conversations are being done on the lot and the showroom.

“Your traffic, your ups, that’s people on your website. Your lot is now virtual,” Potratz said.

“With the technology and the coding you can have on your website — and the technology is there — what you can do is start to generate leads for your sales department instead the salespeople standing around going, ‘Where is the traffic?’ I’ll bet there are hundreds of people shopping on your website right now,” he added.

Potratz explained the method in the video that can be viewed here.

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