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Internet leads can be frustrating, but there can be hidden treasures in each one. Rob Hagen goes on a digging expedition, and shows you why there is no such thing as a bad lead.

By Rob Hagen

Most dealers have a love/hate relationship with internet leads. More and more dealers are shifting their advertising dollars to the internet, but many get frustrated with the leads they get. Well, I am here to tell you that there are no bad leads, just bad processes.

Next week, I’ll dive into good practices for handling leads, but this week I want to get you thinking about return on investment (ROI).

Most dealers calculate leads ROI this way: “I bought 100 leads this month and sold eight cars for an 8 percent ROI.” That might be today’s ROI, but my question then becomes: What did you do with the other 92 people? This is where you find your hidden treasure, or as I like to call it, tomorrow’s ROI.

Read more at:

http://www.fi-magazine.com/Channel/Software-Technology/Article/Stor...

Tags: BDC, finance, handling, lead, special

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I agree, Internet is a love/hate relationship. I'm consistantly top sales person and that's still not enough and my ROI is not enough either. I'm the only one in the Internet Department and in charge of the cash for clunkers and was salesman of the month....UUUGGGHHH! I look forward to your future articles! Thank you.
Rob, treasure is right. I massed a data base of 90,000 customers in a matter of 5 years. When market declined we mined that data base relentlessly and carried the business on less than one third our normal ad budget. I have found that we made more deals off older leads than the freshies. I also archived over 30,000 unique Email addresses and Email marketing was a huge success. When the third party leads declined in volume we stepped up are datbase mining and made deals. Dial!
Rob, treasure is right. I massed a data base of 90,000 customers in a matter of 5 years. When market declined we mined that data base relentlessly and carried the business on less than one third our normal ad budget. I have found that we made more deals off older leads than the freshies. I also archived over 30,000 unique Email addresses and Email marketing was a huge success. When the third party leads declined in volume we stepped up are datbase mining and made deals. Dial!

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