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