- Dec 19, 2018
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Based on this, I know there are a lot of people who work with a lot of different dealerships, so who has a couple of dealerships that they think are dominating internet lead response?
That's quite a bold idea, but ethical business practices are crucial for sustained success. Fair competition and genuine leads contribute to a healthier industry overall. What are your thoughts?Here's an idea for a company...keep in mind this is pure evil and no one should actually do it.
Setup automation to bombard all of your local competitors with fake leads including, responses, return calls...everything. Watch as they melt down as their conversion rates plummet. They start thinking every customer is not interested, they try every sales technique, pay for training, start replacing sales people, bdc teams, managers...a death spiral of bad morale. Tune it right up to the point before they think it's as a result of a bad actor, like the allies in WW2 after they cracked enigma.
I am certain this has and is being done in most industries but with all the tools today you could make it almost perfect.
That's quite a bold idea, but ethical business practices are crucial for sustained success. Fair competition and genuine leads contribute to a healthier industry overall. What are your thoughts?
Here's an idea for a company...keep in mind this is pure evil and no one should actually do it.
In my opinion, I never understood the concept of 'secret shopping' my own stores for Phone and Internet when we have a complete real-time log and recording of all in the CRM. Stores should be reviewing these in real-time throughout the day with correction and coaching coming just as fast (not waiting a QTR). It's been a minute since I secret shopped a competitor because we don't have our own process locked down let alone need to second guess whether our process works by hearing someone else's magic one-liner. If I don't have access to their real conversion metrics, why would I put stock in their process? "Comparison is the thief of joy." - MomI recommend to all my dealer clients I do consulting with that they hire a company to do formal mystery shops and do it quarterly. If you think email response is bad try listening to phone calls and in most cases it’s even worse. Covid “order taking”made bad habits even worse then they already were.
I am tattooing that on my arm."Comparison is the thief of joy." - Mom
I get what you are saying, but I like to see what other ideas people have. It's not really about comparing myself with them. It's just like going to different websites to see what someone else has thought of that I haven't. I know I'm not the smartest or most creative guy in the world, so I'm not afraid to take a look at what others are doing.In my opinion, I never understood the concept of 'secret shopping' my own stores for Phone and Internet when we have a complete real-time log and recording of all in the CRM. Stores should be reviewing these in real-time throughout the day with correction and coaching coming just as fast (not waiting a QTR). It's been a minute since I secret shopped a competitor because we don't have our own process locked down let alone need to second guess whether our process works by hearing someone else's magic one-liner. If I don't have access to their real conversion metrics, why would I put stock in their process? "Comparison is the thief of joy." - Mom
If I did secret shop someone else all it did was reinforce they may have faked their Internet composite numbers input in a NADA 20Group that a GM or principal attended. "These guys are killing it, let's see what they're doing..." Uhm, they be fudging number to get to the top of the page is what they're doing. Even with that, I still had no bearing whether the rep was following the stores process or going rogue. I've found the best way to find if they're real is just call the store and talk to the "internet" manager. You'll know pretty quick what the reality is.
I have guys running 18-22% on Internet and I have guys running at 3-6%. I don't need to secret shop to start the process of re-directing leads and finding where the holes are with managers and reps. There is no silver bullet. Review leads daily to find the bad actors and if they're coachable, and they have the capacity, send them in the right direction. If they're not, PIP then promote them to customer.
It was just my response to Todd and hiring a consultant. It was my opinion on self-checking by a secret shop. I think it's a waste of time if one has a CRM and can review their own leads.I get what you are saying, but I like to see what other ideas people have. It's not really about comparing myself with them. It's just like going to different websites to see what someone else has thought of that I haven't. I know I'm not the smartest or most creative guy in the world, so I'm not afraid to take a look at what others are doing.
Although my post was about their performance, my intention going in had nothing to do with that. I didn't set out to compare those things. I was just out to see if anyone had gotten creative about anything. This was just a byproduct. If anyone had been doing anything original, I would have shared that instead.
It was just my response to Todd and hiring a consultant. It was my opinion on self-checking by a secret shop. I think it's a waste of time if one has a CRM and can review their own leads.
The fact is I have lost the ability to even remotely think like an online shopper...
I'd pull by my curtain for you @BillKVMotorCo...