Please remember that the success of converting an online lead into a sale, benefits the entire dealership and not just the salesperson. In simple words, no sales member is ever alone when handling a potential client or lead. Management and sales force can work together towards a higher ROI on the marketing campaigns. If there is an established sales process that is taught, tested, dissected and believed on, there is a higher possibility for success.

1. Tips to improve your ROI on
Lead Generation Processes
Up to this point, there is probably hundreds of
thousands of articles and videos on how to manage
your lead generation process and the importance of
getting those particular prospects to the store. Many
car dealers are actively involved in numerous
marketing campaigns that are aimed to capture the
online viewers’ attention.
Even though it may not be a common practice, the responsibility and accountability for the ROI on
these digital marketing campaigns usually falls on the internet department and the internet sales force.
One of the key structures that has to exist in order to achieve the desired ROI on the budget spend on
any lead generation campaign, is an established sales process.
Spending money on digital marketing campaigns to generate leads and convert these in potential
clients, is not enough is there is a weak or even worst, a sales process doesn’t exist and the dealership is
only relying on the sales team experience.
In a prior article about car leads, we listed some of the basic items that need to be followed in order to
begin a positive interaction with a prospect and the importance of getting the client to the dealership for
a more direct and person to person approach with the prospect.
Please remember that the success of converting an online lead into a sale, benefits the entire dealership
and not just the salesperson. In simple words, no sales member is ever alone when handling a potential
client or lead. Management and sales force can work together towards a higher ROI on the marketing
campaigns. If there is an established sales process that is taught, tested, dissected and believed on, there
is a higher possibility for success.
Review your sales process on a regular basis and be open to feedback from your team and make the
needed improvements when needed. Sales process may vary due to seasons, specials, manufacturers’
incentives, etc. Take this into consideration and stay one step ahead of the game at all times.