Ask the Experts – with Joe Webb on Basic Results

Hello Ask the Experts at DealerKnows,

For every 100 email leads from Internet sources, can you tell me some basic results on what my team should be achieving?  Just standard expectations are fine.

Thanks.

Great question, Phillip.  First off, we always believe you should just look to improve your own numbers month in and month out rather than trying to attain national averages.  With that said, here are the “basic” estimates we believe Internet teams should be achieving.

For every 100 email leads…

60% should be contacted (responded back by email or reached on the phone)
50% reached by phone should be converted to an appointment
30% that respond back by email should be converted to an appt. (a 40% appt set rate)
50% of those with an appt-set should show (for a minimum 20% appt show rate from total leads)
50% of customers that show for an appt should convert to a sale which leaves
10 sales for every 100 leads.

Hope that gives you a basic understanding of how metrics breakdown.

Thanks,
Joe Webb