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Gary Sanders

Gary Sanders Sales Manager

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Which one would you keep?

I spoke to a good friend Friday night who is with Hyundai. His store is part of a developed Auto Group and added a new Hyundai point. He was telling me about how great Auto USA leads are for new and how few AutoTrader leads he gets for Used. My leads are just the opposite. We did not find the same success with Auto USA and no longer with them and get great leads from AutoTrader for Used.

 

So my question is if your store said you can only keep one “Third Party” lead source, which one would you keep and why? Please reply and support Used “I’d keep ______” and New “I’d keep_________” or if you are weeding them out all together. Please also include the Make your dealer supports and the main city you sell from.

 

 

Randy Taylor
We are a Hyundai-Mitsubishi-Suzuki dealer. We re-vamped our Internet Departmnt 3 months ago. For new, Autobytel provides the highest lead/closed deal ratio. Let me qualify that with about 90% being Hyundai. We are still trying to sort out Mitsubishi and Suzuki. For used, well, that is still an issue as well. AutoTrader.com probably provides more success than we can give. I common issue (both from a previous store and my current store)I see is that floor sales staff is "afraid" to give proper credit to any "internet" source for fear of having to split or turn the deal. This makes accurately tracking results impossible.
Brian Pasch
@Gary The question is hard because there are some regional variations. I have dealers who swear vendor X in great and in another state it is just the opposite. What would be interesting to see is dealers comparing experiences in the same State or Region. That would reduce variations in local search and population factors.
Alison Perrin
Detroit Trading has quality new car and auto-finance leads. They work with R.L. Polk and utilize a predictive model which determines how likely it is that the consumer will purchase a vehicle. They then provide dealers with the best possible leads. You also have the ability to customize your own lead program so you get leads that best suit your dealership.
Ashok Padhye
Gary, is your experience with the quality of AutoUSA leads current, or is it a few months old?
Brian Matthews
I agree with Ryan that the success or quality of a lead provider could vary based on region. It can also vary from store to store based on the process that the given dealership has in place. If you take the same lead and give it to three different dealers you will likely get three varying reports on the quality of the lead. I think it’s not only crucial to do research on the method by which the vendor generates their leads but also additional value they have in follow up and expertise/customer service. Contact a store with a similar process set up of your own for a relevant opinion or contact a successful store you wish to emulate.

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