Comments on: AutoUSA Study Finds Accuracy of Information in 3rd Party Leads Keeps Dealers Satisfied http://www.dealerrefresh.com/autousa-study-finds-accuracy-of-information-in-3rd-party-leads-keeps-dealers-satisfied/ Obstacles, Observations and Opinions of an Automotive Internet Sales Manager Wed, 08 Feb 2012 23:21:37 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Mike Muncy http://www.dealerrefresh.com/autousa-study-finds-accuracy-of-information-in-3rd-party-leads-keeps-dealers-satisfied/comment-page-1/#comment-2081 Mike Muncy Tue, 25 Mar 2008 19:05:29 +0000 http://dealerrefresh.groovecommerce.com/?p=279#comment-2081 I second the "uh duh" Jeff. AutoUSA doesn't need to have studies conducted (though I applaud the focus on empirical research) to convince dealers that lead quality is an important issue. Accurate and complete consumer data must be the lead providers priority. It should be tied into what generated the lead. Authenticity in offering something of value in exchange for said consumer data still needs to be of focus and more widely practiced. On the flip though, there are many providers out there that will do whatever is necessary to generate a lead for sale. There quality is definitely an issue, but they are quickly identified when you have the right software in place. All too often dealers do not have the right software. So the question is who's watching the dealers back? I second the “uh duh” Jeff. AutoUSA doesn’t need to have studies conducted (though I applaud the focus on empirical research) to convince dealers that lead quality is an important issue.

Accurate and complete consumer data must be the lead providers priority. It should be tied into what generated the lead. Authenticity in offering something of value in exchange for said consumer data still needs to be of focus and more widely practiced.

On the flip though, there are many providers out there that will do whatever is necessary to generate a lead for sale. There quality is definitely an issue, but they are quickly identified when you have the right software in place.

All too often dealers do not have the right software. So the question is who’s watching the dealers back?

]]> By: Lau Shi http://www.dealerrefresh.com/autousa-study-finds-accuracy-of-information-in-3rd-party-leads-keeps-dealers-satisfied/comment-page-1/#comment-2080 Lau Shi Tue, 25 Mar 2008 01:20:07 +0000 http://dealerrefresh.groovecommerce.com/?p=279#comment-2080 The only way to be sure you are not paying for duplicate leads is to audit and reconcile the monthly statement. When you see a duplicate lead you just do not pay it. The reputable lead providers do not expect you to pay for duplicate leads as long as you are able to verify. I think most dealers will agree the most quality leads they receive and the leads with the highest conversion to sales success are from the OEM’s. Now if we can get the OEM's to budget more of their advertising budgets to the web, add more creativity to their promotions and stream line their pricing strategy and finance specials we will all be happier. The Internet is really where consumers learn more in-depth information so that focusing more of their efforts online will have the greater impact for sales. Toyota and Lexus as well as a number of other OEM’s are learning this. Both have been shifting money away from cable /TV buys and production of commercials to the Internet as a way to narrowcast even further than is possible through traditional media channels. The nice thing as they are discovering ways to make the process interactive which will be a dynamic addition to the process once it is perfected. Running a commercial on traditional media costs money every time it is run; on the web the more you run the commercial the more ROI you receive on the investment. 75 to 80 percent of luxury car shoppers use the Internet in the research phase of their shopping process and more and more have made their decision before they come in. The only way to be sure you are not paying for duplicate leads is to audit and reconcile the monthly statement. When you see a duplicate lead you just do not pay it. The reputable lead providers do not expect you to pay for duplicate leads as long as you are able to verify.

I think most dealers will agree the most quality leads they receive and the leads with the highest conversion to sales success are from the OEM’s.

Now if we can get the OEM’s to budget more of their advertising budgets to the web, add more creativity to their promotions and stream line their pricing strategy and finance specials we will all be happier.

The Internet is really where consumers learn more in-depth information so that focusing more of their efforts online will have the greater impact for sales.

Toyota and Lexus as well as a number of other OEM’s are learning this. Both have been shifting money away from cable /TV buys and production of commercials to the Internet as a way to narrowcast even further than is possible through traditional media channels. The nice thing as they are discovering ways to make the process interactive which will be a dynamic addition to the process once it is perfected.

Running a commercial on traditional media costs money every time it is run; on the web the more you run the commercial the more ROI you receive on the investment. 75 to 80 percent of luxury car shoppers use the Internet in the research phase of their shopping process and more and more have made their decision before they come in.

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