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After working with my dealer for 3 years now I have come across an issue that seems to rear its ugly head quite often... the problem is that my co-workers and managers alike just don’t seem to we willing to embrace the idea that customers are coming from the internet. Because of this we are always spending our entire marketing budget on print ads, "Beacuse thats whats working!" "I have set to see google bring me a deal."
I would like to get some input on my thoughts out-side of my dealer. It seems that we are now entering of not already head deep in the world of online. But the leads that come in via online sources are non-emotional. We have no way to gauge their interest beyond the words they surrender to us in their inquiries and I feel that it is unfair to simply place these leads as part of a dealers active CRM lowering the stats of a dealer.
I feel that if possible Internet leads require a CRM outside of the current systems dealers have in place, as we still cannot consider them as active buyers yet. These leads typically take more time to incubate before we can even establish an emotion connection that moves them into a dealer. If a separate CRM was introduced not only would dealer performance be easier to track without the skew of the delayed online leads but It will also allow for the ROI to be tracked by a BDC team much more effectively compared to having a general sales team listing a random source to a sale. This would allow for much stronger correlations to be seen as we nurture our online leads into active ones where they would then be introduced back into the regular CRM.
I feel that this would allow for dealers to truly see the ROI of placing marketing dollars into driving traffic online and allow for more strategic marketing decisions. Are dealers are simply not recognizing the profitability in generating leads online? Or are they ignoring it all together?
Please let me know your thoughts.