How much business are you missing?
If your internet salespeople are dropping leads, and doing what one dealer told me the other day (he lets 2 guys handle close to 400 internet leads in a month), you may be what I am starting to call a “flash in the pan internet department.” This is like the gold that shines in the bottom of a pan when panning for gold (for those who don’t know what the term means). An internet manager needs to follow the lead for at least 60 days – some people say 90 – with emails and phone calls on a daily basis in order to provide enough follow-ups to turn the lead into a prospect rather than just a dead lead.
Here is an exercise: Get a lead count from your internet department for the month of February and divide the number of leads across the number of people you have handling them. If you have more than 100 leads going to a single person, you are wasting their time, your time AND you are missing business AND losing money.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.