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From: Jared Hamilton
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Amy Taggart

Amy Taggart Marketing Manager

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Diamond Shoes and Internet Leads

Earlier this week, Special Finance Insider published the results of a study conducted by AutoUSA that polled the Internet sales staff at dealerships around the country to find out how they're doing.

Not surprisingly, their findings state that "the economy is having a significant influence on customers' abilities to buy cars."  What was surprising was that "72% of respondents do not plan to cut back on their Internet marketing budgets this year."

That's good news. It means that they know that what they’re doing is working.

The other bit that looks good is item #1 in the list below, though that might be because I'm not an ISM at a dealership:

“What are the biggest challenges for your Internet marketing departments?”

  • Keeping up with lead volume: 31%
  • Quality of staff: 28%
  • Staff’s failure to adhere to written processes: 23%
  • Lack of management buy-in: 21%
  • Lack of staff accountability: 15%
  • Lack of staff training: 15%
  • Additional responses included “other” at 15% that included a mix of responses about quality of leads, lack of inventory and staff morale, and finally, high staff turnover at 11%.

That's what a good friend of mine used to call "a high class problem" -- something along the lines of “my wallet is too small for my $50 bills and my diamond shoes are too tight.”

It’s the kind of issue anyone would love to have, especially an ISM looking to sell cars in a down economy, because there are ways to tackle that shortcoming that are high impact, low resource.

Easy-to-use, lightweight lead management tools on the market today that can support a sales team and a sales process while the challenges around staff training and accountability are being addressed.

I'm sure some examples have already sprung to mind. And if you ask nicely, we may even tell you what some are.

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