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10 Internet Department Metrics You Need to Manage
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Transcript of 10 Internet Department Metrics You Need to Manage
10 Internet Department Metrics
You Need to Manage
Brad Hampton
Marketing Manager
KPA Internet Marketing
Brad Hampton
Marketing Manager
KPA
Previous:
Digital Marketing Manager
7 Dealerships
CRM, Websites, Lead
Providers, Sales Training
Data Action
Data Overload
Data is everywhere
Use scalable data
Keep your data clean
Control your data
Route your data
Clean your data
Scrub Internet Leads
Track / Route Phone
Source Walk-In’s
TRAINING
1. Track Total REAL leads
Name: Peyton Manning
Lead Source: Dealix
Vehicle of Interest: (blank)
LEADS
OR
OPPORTUNITIES
2. Contact Ratios
What defines a Contacted Lead?
Benchmark: 75%+ Contacted
2 Way Communication
Why is my contact ratio low?
Messaging Response Times
Lead Providers Website Problems
CRM Follow Up
3. Response Times
Benchmark: 30 min or less
Increasing your response time
• CRM Escalation
• 15, 30, 60
Still no contact?
Transfer lead to another salesperson
4. Getting the Appointment
• Appointment to Lead Ratio
• Is this an appointment based business?
• ASK FOR IT!
• Wall of Accountability
• Follow the steps to the sale
Benchmark: 40% Appointment to Contacted Lead
Getting the Appointment to Show Up
• Confirming Appointments • Manager Confirm: 88%
• Sales Person Confirm: 62%
• Appointment Row
• Calendar reminders
Benchmark: 80%+ Show Ratio
5. Emails / Phone Calls per Lead
Which sales people are
bringing you down?
Benchmark:
5.4 Calls per Lead 1.5 Emails per Lead
Are my sales people
cherry picking?
6. Total Internet Leads Sold
• What is a sold Internet deal?
• Who determines it?
• Set the standard!
• Sourcing the deal
• Self made reports may be necessary
Sold Internet Lead Benchmarks
Benchmark: 40% Appointment Closing Ratio:
Benchmark: 25% Internet Sold vs. Total Sold:
Benchmark: 15% Closing % on Total Leads:
Benchmark: 20% Closing % on Contacted Leads:
7. Pipeline Management
• How many customers are “stuck” in your
pipeline?
• Untouched active opportunities
The average Internet Sales Person
90 Active Opportunities 60 Daily Tasks 5 new Internet Leads 1 Appointment 4 Phone Calls
An overwhelmed salesperson will… A. Not complete the tasks B. Fake completion of tasks C. Move the customer to Lost
8. Store Visit to Demo %
This one should be easy right?
• Slow down the sales process
• Cannot sell the car online
Benchmark: 100%
9. Demo to Write Up %
• Getting the customer into numbers
• Under 90%?
• Trial Close
• Follow the sales process
• Best practices
Benchmark: 90% Demo to Write Up
10. Write Up to Sold %
Benchmark: 70% Write Up to Sold
Example Internet Department
ABC Auto Group
Total Leads 500
Contacted Leads 375
Contacted % 75%
Appointments 150
Appt / Lead % 40%
Showed Appts 120
Show % 80%
Demos 120
Write Ups 108
Demo to Write Up % 90%
Write Up to Sold % 70%
Total Sold Internet Leads 75
Contacted Lead Closing % 20%
Shameless Plug
KPA Professional Services
• On-site dealer training
• Internet department optimization
• Marketing budget allocation
• Reporting and Tracking
Questions?
Brad Hampton Marketing Manager
KPA