The remaining 58 percent of those buyers who submitted a lead purchased their vehicle between 30-90 days AFTER submitting that lead. Those are your deliveries for the next three months, but they were never followed up with after 30 days. However as staggering as this is, it’s true that 55 percent of dealers only responded one time via e-mail to an Internet lead…ONE time! That’s why, of those 58 percent of shoppers, or shall we say buyers, who purchased a vehicle in that 30-90 day time frame, only 8 percent bought from the same dealership they sent their original lead to. Eight percent! Why? Because the dealer they originally submitted the lead to gave up after 30 days. And when they were ripe for the picking, another farmer was there to catch them as they fell from the tree.
Moral? Simple, leads are finite in number, make the most of EVERY single lead. Follow up relentlessly for months after the lead arrives because not all are ripe in 30 days. Be a farmer, not a picker. Plant the seeds, water them, feed them, cultivate ALL of your fruit, the low hanging and the less than ripe. So that, when the ripe ones fall your basket overflows, not your competitors.
Vol 4, Issue 2