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.
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