Leeann Miller  100k?! That sounds right. Human Capital Management is where it's at!

Arthur Bratton  Does everyone/anyone A/B test their CTAs?  If yes, what software do you use for the testing? Also, are your CTAs the same or different for mobile vs desktop? I feel like a lot of vendors talk about testing various CTAs but I don't feel like they do a good job of reporting the test results to the Dealers.

jamie mcbee  It depends on what time of day you receive the lead.  I agree with Curt Campeau if you receive the lead in the AM.  Phone call first because this is often the most effective way to communicate (live) to a customer.  Also, always forcast your next communication in a voicemail if customer doesn't answer.  1st day - Call, text, email, 2nd call in evening after dinner time.  Video is also something to consider, possibly instead of that 2nd phone call...

Daryl Sanders  BDC costs related to lead costs/appointment show costs/sales costs - is a number that must be understood.  When the BDC gets a show and the sales people take over and close the sale (getting a full commission), the total costs to get that sale can get out of hand in a hurry. I would like to stir up more discussion about recognizing these costs and consider alternative ways to get these functions done and the best way to pay for them.

Derrick Woolfson  Now regarding cost per lead, there are multiple ways to do this! What CRM do you use? There are some CRM's that have reporting that show 'cost per lead,' however - with their being duplicates (i.e. the lead first came in via dealer website to then convert on an OEM site) it might not be 100% accurate. That being said, we took the leads - duplicate or not - and divided it by the total cost. We then took all of the sales that were associated with the lead source and divided the front-end gross vs. the cost to see what the actual ROI was for the lead source. 

Derrick Woolfson  Daryl, sadly - there is not much data out there other than the typical closing rates, set rate, & show rate. As for the cost, I have always taken their income + expenses (i.e. health insurance, employment tax, etc.) and divided that by the appointments of theirs that led to a sale. I am cognizant that they are not necessarily responsible for the sale. However, they are what brought the potential sale to the dealership. That said, once you divide their 'costs' vs. 'gross profit'  you will see what your actual ROI is for the BDC. The only thing that can make it harder is the variation of the sales consultants pay plan. 

Derrick Woolfson  Steven, I agree CTA's are a must. What I was saying in my post was that you do not need several CTA's. Less is more. I cannot tell you how many dealers have CTA's on their site that block the VDP or worse, interrupt the customer's experience. 

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