We also need to look at how online marketing is changing, and what you/dealer does consider a lead. When we look at what we normally consider a "lead" in the internet department, I think allot of us are not looking at the big picture. I would rather call a lead an "opportunity"...email, phone, or walk-in - they should be considered opportunities based on the advertising source that brought them in.
Salesperson: What brought you in?
Customer: I saw your car on the internet
SP: Great, what site?
C: Autotrader.com
SP: Great, let's go find the car.
That is a opportunity (lead) from AutoTrader.com...right? And, should be sourced in the CRM as such....ya right, that happens...but that is a whole other topic.
I know we have seen reports/studies from AutoTrader.com and the likes. Like many of you I was just blowing it off as "they are just trying to validate their low numbers". But, I am slowly becoming a believer. While I am still looking and putting together hard data, my gut is telling me that more and more people ARE just coming in with-out calling or submitting a lead. Floor sales are up, internet department is flat. And for 3rd party leads, IMO, the ones that do submit seem to be "duped" into a lead via a contest sign-up.
I think the days of the "separate" internet department are shortly numbered. Are we ready, can your dealership handled a "melded" sales floor? Start planning now, it is coming sooner than you think!