I was thinking about the Dealer Summit I attended last year; particularly about a speaker from one of the larger 3rd Party Lead providers who spoke regarding 3rd Party Leads and how they still have a place in the dealer marketing process. I agree that 3rd Party Leads to do have a place in a dealers marketing process, but I myself have been cutting back on the providers with whom I deal with and have repositioned my budget, distributing it into different avenues in an effort to get more qualified customers.
I remember asking this speaker, “Why will 3rd Party Lead vendors not disclose from WHERE the lead ORIGINATES (except for the occasional Edmunds lead)?”
Did the lead come from Edmunds or KBB?
If so, I know I have an informed customer who is potentially getting quotes from a variety of dealers. The key point here is that the customer is most likely very informed about the product and could be shopping other vehicles as well. What’s the angle I need to work this customer?
Did the lead come from CarPriceSecrets.com or Carsunderinvoice.com?
Now I know I could have a dealer distruster or just a price shopper and I have to change my selling process and how I interact with this customer via email and phone.
Maybe the lead came from Car and Driver or MotorTrend.com?
Now I’m possibly dealing with an enthusiast and again can change the wording in my emails and initial phone conversation, allowing me the advantage in dealing with this customer’s personality.
What about leads from WomenMotorists.com?
Here is another great example of where you could change your follow-up process and how you interact with the customer.
I was told the reason this specific 3rd Party Lead Provider did not disclose this information to the dealer was due to the possibility of the dealer cherry-picking the leads and not giving all of the leads the same attention they deserve. Though I can somewhat agree, I wasn’t thrilled with that answer. Personally, I think one reason is because they don’t want the dealer to see that the majority of their leads are coming from these inferior price-driven websites.
What do you think?
Would it be beneficial to know exactly what websites your leads are originating from?