Where your customers come from...

It is beneficial for you to know where your customers originate. With this information you can be more efficient in cultivating your wealth of business opportunities in a cost-effective manner.

Today, large advertising budgets seem to be a way of life. In fact, according to the NADA, the average dealership will spend $225,000 a year on advertising alone. Over the past nine years, advertising expenditures for direct mail have increased 76 percent. Besides promoting service specials and maintenance follow-up, direct mail has proved effective in enhancing CSI and building relationship marketing¹.

For the dealer that effectively follows-up the customer, the advertising dollar is stretched even further. You spend large amounts of money to get the customer into your dealership the first time. Doesn't it make perfectly good sense to invest a couple of dollars to bring them back? The wealth of potential business that is available in a dealerships own customer database is usually ignored. (The closing ratio on Be- backs is 66%.) All you have to do is consistently stay in contact with them. A comprehensive follow-up and tracking service is a necessity in today's competitive market!!!

PRORESPONSE VS. NO RESPONSE

SEVEN EYE-OPENING STATISTICS

1. A salesperson sees an average of 58 prospects per month. Of those prospects, 48 of them are lost to the competition. That's 83% of your business that is buying from another dealership!

2. 75% of all prospects do not buy on their first visit to the dealership!

3. Prospects shop an average of four to five dealerships before buying.

4. The 72-hour buying cycle is history! The customer is now taking between 9 to 30 days before purchasing.

5. 90% of all prospects are never contacted by their salesperson after leaving the dealership and rarely do they return on their own.

6. 90% of all sold customers are never re-contacted by their salesperson about purchasing another vehicle after they take delivery.

7. 62% of all customers have at least one family member or friend who will purchase a vehicle within the next 12 months, but are rarely contacted by their salesperson.

(Source: NADA and JD Power Research Statistics)