CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
I have often engaged in telephone conversations with sales managers and internet sales managers who have stated they don't have enough employees to handle the leads they receive. I understand it is not so easy and a delicate balance with lead providers, but, my initial reaction (to myself) was, "Then why don't you hire more salespeople?".
A survey I found from Aquent and the American Marketing Association (AMA) indicated that less than half (46%) of marketers say their teams are well equipped to handle new trends and technologies. The study also found that slightly less than half of the respondents feel that they have the people needed on their team to meet the organization’s marketing objectives, despite that fact that their marketing strategy will positively impact their organization financially this year. This could be possibly due to the fact that 44% of marketers are expecting an increase to their budgets this year.
Even though organizations are expected to improve financially this year, wouldn't you want to further your dealerships prosperity by functioning at top level? Here are some questions you might want to ask yourself:
If you haven't done so already, maybe it's time to look at all your lead sources and determine which gives you the highest conversion ratio. We believe that a large concentration should be towards leads you are already driving to your own website, customers who are reaching out to connect with your dealership, also known as first party leads. Or finding additional avenues to capture more visitors from your website... a call to action.
According to industry experts, most dealers close about 7% of their leads, however, close their first party leads at more than 20%.
Organic website leads are your most serious buyers because they found your website on their own, were converted, are in the market consumers ready to buy now and have come to you to make that possible. The only thing you have to do to close the sale is not lose them. Capturing these consumers is imperative and makes the use of fewer, higher quality conversion tools worth while.