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From: Jared Hamilton
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Amy Taggart

Amy Taggart Marketing Manager

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Working the Leads - Get 'Em In

Catching up with my reading on DrivingSales.com yesterday morning, I came across a post called "The Secret to My Success." (I also tweeted about it with the comment "Shh...it's 'answer the leads' - don't tell anyone!")

I was astonished to see some of the facts and figures in there, including:

  • 2 out of 10 leads never were responded to.
  • 2 out of 3 weren't invited in for a test drive.
  • 75% of the leads weren't quoted a price when requested.

Better than you might expect, actually, but there's still opportunity being missed left and right. It's been a while since we've discussed best practices, and it's time to revisit that.

We train dealers on how to work our auto finance leads using the 14-Day Quickstart when we bring them on board. It's been nicely encapsulated in a video on our YouTube channel called "Top 5 Best Practices for Follow Up."

Selling a car to a consumer who has reached out to you for help via the Internet is pretty simple when you get down to brass tacks: make contact & get 'em in. Your inventory and your skill as a consummate automotive sales professional will do the rest.

Because you're all consummate professionals, right?

In that case, it's making contact and setting the appointment that becomes the key to success -- just like Jim Bell said.

What are you doing to make sure your team is working the leads, and doing it the right way?

 

 

Jim Bell
I am still flabbergasted by those stats. 850+ dealers never answered the lead! Wow
Amy Taggart
The word "cherrypicking" leaps to mind...
Chris Costner
"Cherrypicking" can happen definitely. I moved to a payplan for the BDC/Internet department that had a heavy concentration on the "appointment show" versus "sold." My reasoning is I was beginning to see some of the same characteristics of a salesman figuring out about a "very low credit score, huge negative equity and zero cash down." Please understand, the BDC/Internet staff isn't getting that in depth for a majority of the leads but it was the picture I was trying to paint. How much eagerness does that salesperson have to work for a deal when they have all those negatives up front? My thoughts are, let's continue to sell every appointment to every lead, resulting in more "shows" and more car deals worked. Right? We have all seen a deal made that we never thought would come together so why make the call prior to them ever arriving? Isn't that what is happening? Maybe a little?
Amy Taggart
Chris, that's exactly what we advocate for our dealers, too. Great to hear that you're doing that. I can't tell you how many times that a co-signer has come out of the woodwork to make the deal work, or something along those lines that isn't readily apparent from the initial lead.

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