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From: Jared Hamilton
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Chris Purser

Chris Purser President

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Are You Handling Your Leads as Well as You Could?

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:

  • Are your employees equipped to handle marketing objectives?  
  • Do you have enough salespeople to handle the leads you receive?  
  • Are you receiving so many leads that you are unable to followup on all of them?  
  • Is it possible that you need to hire more salespeople, or,
  • Could it be as simple as lowering the quantity of dead-end leads?

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.

 

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