Aimsmith, you’re right to respond in the manner you have after reading these statistics. You probably operate in a corner of the world that really gets the importance of follow up and lives it every day so I’m sure the numbers don’t apply to you or anyone you’re associated with.
I’ve had exposure to these statistics as well and probably in the same context as you. Industry trainers cite NADA as their source and if you dig a little you’ll find that Chris Carey, then CEO of Stronghold Technologies, used the stat you’re questioning in a press release about a workshop he did at the 2003 NADA convention entitled “Turning Be-Backs into Buyers”.
I quote: “Cars dealers typically ‘capture’ or record information on barely half of the customers who come into the showroom. This poor capture rate severely affects the dealer’s ability to follow up with prospective customers and generate return visits to the dealership. In addition, according to NADA statistics, only 10% of prospective car buyers are contacted by dealer personnel. There is an opportunity for a dealership to improve the processes for capturing prospect information and for contacting these prospects, setting appointments, getting customers back into the showroom, and closing once they return to the dealership.”
Yup, the 90% stat is at least five and a half years old, but as was probably said when you first heard it, “If the number’s too high, cut it in half.” Bring the stat back to life by mystery shopping a few showrooms in your area. If you play informed consumer, not lay-down, you’ll find the challenges Carey cited, while possibly diminishing over the last few years, still exist.
