For those of you who have entered a supermarket in the last twenty years, at some point in time, I’m sure your eyes have fallen upon a tabloid. Is the Pope an alien? Is Lindsay Lohan dead? Is Pat Buchanan a transexual? Unless you just woke up from a coma, you probably just snicker to yourself, and buy your spirulina and flax seeds.
Sometimes, though, throwing out random “facts” can be dangerous. A few weeks ago, I was sitting through a sales pitch that was thinly disguised as a presentation. The audience was subjected to a barrage of “statistics” without any listed sources or sample sizes. In fact, this likable gentleman guaranteed a 20%-23% closing ratio (on third-party leads, no less) if you followed his five-step plan. He GUARANTEED it!
Now I’m guessing most of you are probably scratching your heads, thinking aren’t there a lot a variables to be making those assertions? Inventory? Pricing? Market? Value proposition? Salesperson hygiene? After seeing the results from 30,000 leads/month (give or take) for about 9 months, I would tend to agree with you. Imagine, however, you’ve never read an article or attended a conference regarding automotive Internet sales. You’re a Green Pea. You don’t really have any reason other than to take these proclamations as the rule because you have nothing to compare them to. Therein lies the problem.