Monday, March 7, 2011
DO YOUR E-PROSPECTS SHOTGUN THEIR INFO? REALLY?
What percentage of your leads also send their info to your competitors? Are you sure about that? Some dealers I’ve met say “All of them!” Most have no idea. You can get this number every month from your fmcdealer.com Lead Details Report. In the Dallas region, most dealers get shotgunned by approx 15% - 30% of their e-prospects. That's it. What does that say? I think it means that most people just want to find one dealer with whom they can establish a trusting relationship. Then they can stop dealer shopping. So they send their info to one dealer, giving him the opportunity to delight them - or disappoint them. This is great - if you delight them, they are yours for life. However, if you disappoint them, you are toast. They move on immediately, and you have very little chance of recapturing them.