Whether you have a BDC Manager that handles all of your Internet Sales Managers... or if you strictly have and Internet Director handling all of your Internet Leads, Marketing Strategies, SEO, and such... are we putting the right person in that position for our Dealership? Do you have one that will ensure your leads are being handled correctly and ensure your Lead generation is top notch? Most Dealers have gone to this strategy. Instead of paying outside sources to do the grunt work for years and years... we have started hiring Internet Directors/Internet Sales Managers/Digital Marketing Directors/BDC Managers to do it for us. In the 20 years I have been in the business, this has changed drastically. But are most Dealerships hiring the right person? Or are they hiring People that say they can do it, but have no experience REALLY DOING IT?
Most of what I have seen is Dealers filling holes with People that really don't do what is required nowadays to keep their Dealership generating leads as it should. It should be your best lead generation tool hands down. It always has been.. and if done correctly.. always should be. So how do we ensure that we have a person that can fill this role correctly and effectively for our Dealership. I would say hands down the proof is in the pudding. Yeah I said that. Scour their previous work. Check the Dealership websites and Social Media sites for the Dealerships they worked at before. Their should be some trace of what they did there. Ask the right questions. What did you do to effectively increase lead generation? What about Social Media strategies? Did you have any? Did they at the least increase your Dealership Website Traffic? Have you looked over our Dealer Website to see what help it needs and have at least some ideas on what can be done to help?
Now I know there are some People who still think outside sources are the best for handling this. That it takes too much time from your Staff to effectively handle this. I strongly believe if you have the RIGHT PERSON that this is not true. That you can run your centers and increase your Dealership Visibility effectively with that strong person... that they can weed out the bad third party lead providers... effectively keeping the cost of your center at it's maximum potential. But what do you say?