What Lead Sources Are Right for Your Dealership?

By Stephen Jackson

Deal­ers today have many dif­fer­ent ways to col­lect cus­tomer infor­ma­tion, but most just don’t have the sales force nec­es­sary to keep up with all of them! Unqual­i­fied leads can waste a salesperson’s time, drain inter­nal resources, and mess with your mar­ket­ing data. Let’s  focus our efforts on leads that have the high­est clos­ing ratio.

  • Deter­mine which lead sources have the high­est clos­ing rates: You’ll need to pri­or­i­tize the sources you are cur­rent­ly using. Leads from your own web­site are inher­ent­ly more valu­able than those giv­en by third-par­ty list­ing sites. Chase down and qual­i­fy the leads com­ing in from your web­site — they’re going to be the most valu­able, and the most like­ly to buy.
  • Try out a lead scor­ing sys­tem: When you can’t deter­mine lead source pri­or­i­ty by your­self, con­sid­er using a lead scor­ing sys­tem (such as those pow­ered by Polk), which use pre­dic­tive mod­el­ing to rank leads on a 1 to 10 scale so that deal­er­ship sales per­son­nel can pro­vide the cor­rect fol­low up in the appro­pri­ate time peri­od. Lead scor­ing tools allow you to assign “points” for var­i­ous demo­graph­ics and behav­iors, and help you dis­cov­er which leads are most like­ly to buy.
  • Ensure that your deal­er­ship is staffed to han­dle incom­ing leads: You’ll need a sales team that can ade­quate­ly fol­low up with them. Try to par­ti­tion the work­load by assign­ing a few sales reps to focus exclu­sive­ly on Inter­net leads.

Stephen Jack­son, a Social Media Spe­cial­ist, can be reached at info@activengage.com.

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