- Aug 31, 2011
- 10
- 0
- First Name
- Dan
I have always kept track of internet traffic, and get the numbers down to a science.
I keep track of how many leads come into the dealership. I then keep track of the number of appointments that are set from those leads, I track the show ratio, and then of course how many shows turn into sales.
What a goal for many dealerships should be is this:
100 leads, 50 appointments set, 25 of those appointments show, 12 sales from the shows.
If you can acheive these numbers, you will have a VERY GOOD Internet department.
That would put you at a 12% close ratio, which is well above the national average. The national average is 8% of the leads should result in a sale for a good BDC.
I always tracked every lead, and was accountable for my results. When I started the last dealership, in my first month, I had sold 43 cars, and the GM was extremely pleased, because the most that they had ever sold from that department prior was 24.
I then gave him the numbers, to which I was at a close ratio of 16%. He thought that number was extremely low, and then began to criticize the production. I had to then go and search online, get the averages from numerous websites, as well, I found many sites that gave goals of what dealerships should be at.
I brought the information to him, and he left me alone from that point on. When I arrived at the dealership, I went back several months to see what the department was doing prior to my arrival, and they were between 4 and 6% close ratio from opportunity.
Since I've left, they have not sold more than 16 cars, and 2 of the girls that worked in my department have moved on to other dealerships, both are internet managers at their respective dealerships.
I had trained them, implemented new policies, and they were very efficient.
I keep track of how many leads come into the dealership. I then keep track of the number of appointments that are set from those leads, I track the show ratio, and then of course how many shows turn into sales.
What a goal for many dealerships should be is this:
100 leads, 50 appointments set, 25 of those appointments show, 12 sales from the shows.
If you can acheive these numbers, you will have a VERY GOOD Internet department.
That would put you at a 12% close ratio, which is well above the national average. The national average is 8% of the leads should result in a sale for a good BDC.
I always tracked every lead, and was accountable for my results. When I started the last dealership, in my first month, I had sold 43 cars, and the GM was extremely pleased, because the most that they had ever sold from that department prior was 24.
I then gave him the numbers, to which I was at a close ratio of 16%. He thought that number was extremely low, and then began to criticize the production. I had to then go and search online, get the averages from numerous websites, as well, I found many sites that gave goals of what dealerships should be at.
I brought the information to him, and he left me alone from that point on. When I arrived at the dealership, I went back several months to see what the department was doing prior to my arrival, and they were between 4 and 6% close ratio from opportunity.
Since I've left, they have not sold more than 16 cars, and 2 of the girls that worked in my department have moved on to other dealerships, both are internet managers at their respective dealerships.
I had trained them, implemented new policies, and they were very efficient.