Maximizing your Media Spend:
5 Strategies that Top-Performing Dealers Use
Download the presentation given by Ken Pfau, Cobalt's Director of Conversion Services at April's 4th Digital Dealer Conference in Orlando.
Ken, a 20-year veteran of the automotive industry, presented on how the top performing dealers are blending their marketing dollars to insure they are reaching the right customers, positioned for high conversion rates and feeding the leads funnel with enough prospects to hit sales targets. Is your store utilizing the 5 strategies needed for success?
Learn how dealers are creating a comprehensive marketing plan that blends all elements into a powerful message which delivers the metrics for ROI, tools for optimization and leverages the millions of advertising dollars already spent in driving customers to their store.
Download the presentation
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How Long Should You Follow-up on a Lead?
By Per Arnevik
This is a good question: How long should you follow-up with the lead before you can determine they are not a buyer or they gone somewhere else, so you don't waste your time? In the automotive industry we always joke around that we will follow-up "until they buy or die." I know from experience as a Performance Improvement Consultant at Cobalt, implementing and providing process improvement with CRM, this is not the norm for floor sales. In reality, it is not even the norm for Internet sales departments. This can be proven with Cobalt's eMystery shop results shown below, in which we show what actual dealers are doing with lead follow-up.
The good news is that the general lack of dealership follow-up in our industry offers you - as a dealer - an opportunity for a competitive advantage: An advantage that provides you with an easy and consistent way to differentiate yourself from your competition. You can be the dealership that quickly, and completely follows up with their leads. But, before you can answer the follow-up question for yourself, here are some studies that can help you determine your own follow-up strategy.
eMystery Shop Results: Why there is an Opportunity
Below is the result of 180 dealerships that Cobalt eMystery shopped in 2007. As you can see the overall responsiveness was pretty high, 85.6%. But when it comes to quality of response, number of email follow-ups, or even the percentage of dealers that followed up with a phone call, performance was low.
Click here to read more
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Dealer Feedback
We want to hear from you - we really do! Letus know what you think of the new Dealer News and what you want to hear more about: dealernews@cobaltgroup.com
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