CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Eight years ago we started a business development center at our Hyundai store. That store currently does a great job on internet leads. They are closing the internet leads at 18 percent and the leads from our web site at 21percent. Most of our leads are given to sales people and they are backed up by bdc representatives. Some of the lead sources go directly to the business development center reps. We attribute those good numbers to a change in the dealership that we made several years ago. We decided at that time to sign up with the internet training that driving sales offers. We also implemented a certification process for the sales reps. This process involved ongoing monitoring of the sales reps handling of the internet leads that they received. We used a version of the scorecard that driving sales refers to in order to do this. While this was very time consuming for me to do on twenty sales reps it paid off.
About a year ago we purchased a chevrolet store an hour away from our hyundai store. We now have a Business development center for them.......however we are only closing internet leads at that store at 6-7 percent. We will be moving the same process that we used at the hyundai store over to the Chevy store. I would be interested in hearing what other Chevrolet dealers are doing in this area. Are close rates lower at a chevy store?