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Jared Hamilton
From: Jared Hamilton
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CDK Global

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INFOGRAPHIC: 6 Roadblocks to the Consumer Lead Journey

 

Bryan Armstrong
Wow. IT's simply unfthomable to me that we still struggle with such basics. Is it any wonder that people consider 6% to be an "adequate" lead to close ratio? I can't help but believe that if we actually provide all that we promise to 30% would be attainable. Though I average 18% and 24% on a 90 day average, I can't help but BELIEVE that it is attainable. Can anyone share their #s?
Bryan Armstrong
"Unfathomable"
Kevin Bookbinder
The graphic is somewhat shocking. This clearly illustrates a broken process. The lead to sale process is extremely inefficient and relatively dysfunctional.
Chris Costner
WOW is right Bryan. In my opinion, the most important "touch point" for both the dealer and consumer and we still have these problems mentioned. It makes you wonder who is on board and who isn't with BDC/Internet departments. Bryan we aren't at the 30% "LTC" ratio YET, but are consistent with a 17% - 23% average and have seen it at 25% many times. For the rest of the industry reading and guilty: these leads being "abused" are no different than a customer standing in your showroom.
Peter Kahn
Hi Chris and others, My team did the study. Thanks very much for your insightful comments. It sounds like you are both troubled by the results, but engaged and care about your customers more than most. We have been doing studies like this for years and one of the questions that plague us is "Why?" Why are email leads, particularly the ones where customers clearly state an intent to buy, treated with so little care? Are Internet departments over-worked? Are processes not in place and understood? Are sales reps mostly focused on the "walk-in"? Would really welcome your insight on what are the impediments in the store that keep the close rates so low, and deter customers from even bothering to fill out the lead forms. I would love to publish a more positive study next year. Peter Kahn Research Director: ADP/DM - Cobalt

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