Marietta, Georgia (PressExposure) February 19, 2011 -- Advertising costs have skyrocketed at new and used car dealers nationwide. While dealers have shifted ad dollars away from print, online choices have exploded and monthly rates continue to rise every year. While Autotrader.com was once free, they now command a premium in the online ad market.
How much does it cost your store every time your phone rings or you receive an email lead?
Let's keep this simple and concentrate on Autotrader.com since they seem to be the 800 pound gorilla at this time. Let's assume you spend around $4000 per month to post 27 vehicle photos to Autotrader.com. During this example month you receive 200 new leads and sell 30 vehicles. Each time your phone rings cost you twenty dollars to generate that lead. $4000 divided by 200 leads equals $20 per lead. Have you ever heard a staff member tell a customer the vehicle they are calling about is sold and hang up and not gather any contact information? Your store just wasted twenty dollars and calls like this happen many times every day. But not only do you spend twenty dollars to create each lead, you spend one hundred and thirty three dollars in ad spending to create each sale. $4000 divided by 30 sales equals $133.
Once you realize how much money is wasted because of poor sales staff habits the sooner you can provide necessary tools to correct these bad habits. With Dealer Lead Track's easy to use web based lead management system, sales staff capture proper customer information maximizing every sales opportunity, eliminating wasted ad spending.
Dealer Lead Track's advertising report can be viewed daily, weekly, or monthly clarifying exactly which ad sources are producing leads and sales, and exactly how much each lead and sale cost to produce. With this valuable information, managers can adjust ad spending and shift funds away from sources that are not producing, potentially saving dealerships thousands of dollars per month.