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Hello All.....We are having a debate at the dealership.  The topic is how many internet leads one person can work without a BDC or any additional help.  A few years back, I was told that 80 leads are the maximum one person can handle.  Does anyone have any numbers or information about this topic that they’d like to share? 

Tags: Internet, Leads, Process, Sales, Statistics

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Generally speaking you need to look at a few criteria before being able to answer this question. How many hours a week is the person devoting TO handling and working the leads? Is the person handling the leads in a "soups to nuts" fashion? Also look at the quality of the leads. Are they organic leads of the dealer's own website or leads of the manufacturer website?


To be successful it takes a person that has the discipline and organization to properly handle lead management. There is so much to do. And the amount of leads increase as you move forward because you are constantly following up with unsold leads from the months prior. Also what needs to be determined is the expected closing ratio. If Management expects a 10% closing ratio and they want 20 deals a month then you can gauge the amount of leads you need to have to reach that goal. If the right leads are in place and the process is effective and the person is strong at setting appointments and closing them when they show up you can get away with fewer leads because your closing ratio will be higher. The key is to FINDING THE RIGHT INDIVIDUAL with a strong car sales track record with a good work ethic, great communication and e-mail skills.

To answer your question: Generally 70 to 90 leads is the right number, I have seen Internet managers that handle 120 leads plus per month effectively. They utilize every minute of their day to communicate with present and past prospects and sold customers. But to start out I would aim at about 90 to 110 leads per person. That equates to about 3 to 4 new leads a day. See if you can get them close to a 10% closing ratio. Then go from there!

Call me if you have any questions!


Alex Kraenkel

Internet Director

Weir Canyon Acura Honda

Anaheim Hills, Calif.



Anyway to make a long story short: If you are good at what y

I agree on the numbers with Alex. Luckily I can say that my teams are now for the last years clsoing 13%+ and higher. Actually just wrote my "Pavlv" blog here and on other forums about this issue.

Make sure that your leads and all other venues resulting in a full circle Digital Marketing Mix - 3rd party leads, Digital Advertising packages, Website and immediate digital interaction nuggets like chat and Social Media.


Here too, please fell free to contact me at any time


Volker Jaeckel (a.k.a. VJ)


Jack and Alex, Thank you for the replies and the input.  It sounds like monitoring the closing rate is the best tool to make a determination on the amounts of leads one person can handle.   Thanks again.  Bill


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