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How Successful Is Your Internet Sales Effort

How can I measure how effective we are in handling internet leads?

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How Successful Is Your Internet Sales Effort

  1. 1. How successful is your internet sales effort?<br />
  2. 2. How effective is your internet sales effort?<br />Usually when I ask an automobile dealership executive how they gauge the effectiveness of their internet sale effort they respond with the number of internet sales the store generates each month.<br />
  3. 3. How successful is your internet sales effort?<br />I once asked the GM of a large Honda store how his Internet Department was performing. His answer:<br />Him:“We are closing 20 to 30 units per month. Pretty good, huh?”<br />Me: “I don’t know. If you are getting 20 to 30 leads per month that is phenomenal. If you are getting 2000 to 3000 leads per month, probably not so good!”<br />
  4. 4. How successful is your internet sales effort?<br />The point is that there are steps in the process that can be measured (in the form of ratios) that will tell you how effective your people are in converting internet leads to internet sales.<br />
  5. 5. How successful is your internet sales effort?<br />Measurements of effectiveness:<br />Click-thru ratio (the number of customers who “click-thru” from your website to information on specific vehicles.<br />Contact to appointment ratio (the number of internet leads divided by the number of met appointments.<br />Closing ratio (the number of met appointments divided by the number of closed internet sales)<br />
  6. 6. How successful is your internet sales effort?<br />There are other ratios, but these three will go along way to help you measure the effectiveness of your internet sales effort.<br />

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