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I hope that this caught your attention because I do have a secret. I was reading this week's issue of Automotive News on Monday and there is an article on page 24. If you don't get it, or your owner or GM hangs onto it for a few weeks and then passes it around, go find it. It is about Internet Leads. It basically comes down to how much dealers are not responding effectively to i-leads.
The survey was conducted by Piper of Monterey and shopped 4331 different dealerships and brands. Here are some of their findings:
Breaking it down by brand, there were some shocking things brought to the surface. You would think that Toyota/Scion would be great in responding to leads since it is a little more geared towards Gen-Y (particularly on Scion). They scored second worse with 36% of their dealerships not responding to the leads submitted. Mini was actually worst in not responding to leads.
The top six brands were Lexus and Infiniti tied for first; Acura, third; Lincoln, Ford, and Honda tied for fourth.
Along with this article, Cobalt just released it's eshopper results from 2011. The results are very similar. Here are some of their results and taken from their study:
These are just a few of their results. There is a wealth of information out there on this thing that we call the internet on message boards like Driving Sales among others. Car people are engaged on there and sharing ideas and practices, but the results are showing that so many dealers are missing the mark.
Here is my secret to our success and don't tell anyone. Answer the leads!!! It's just that simple. Yes, response time is important, but more importantly, the quality of the content maybe more important as the Cobalt study revealed. Now, respond to this post, and go respond to those leads sitting in that "New Bucket" in your CRM.
You can read the Cobalt study here. (Take note what you have to do in order to get a copy of the study.)