Hey Joe and Bill,
I am looking to get some benchmarks for Internet leads and sales performance so we can compare our current results. I’ve searched online but there isn’t much out there and I thought you would have the most up to date information we can use to evaluate our performance.
Sales Manager,
C.D.
________________________________________________
Hey C.D.,
Data has shifted somewhat over the last 3-4 years, but not dramatically. The last thing I would recommend you do is compare high-water benchmarks for Internet leads or sales calls because far too many companies throw out some outlier data from their one client that hits an insane level and acts as if it is attainable by all dealers. That is unrealistic (and rather reckless). This data below is in line with the average dealer performance across our stores, both new and tenured, regardless of BDC or sales teams handling the leads and calls.
For every 100 email leads…
60% should be contacted (responded back by email or reached on the phone, but goes up to 80% if able to opt customers into texting manually)
30% should be appointed
67% 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.
For every 100 sales calls…
50% should be appointed (leaving a 40% appt set rate for phone and internet together)
67% 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
17 sales for every 100 sales calls.
Again, I would use these metrics solely to see what key performance indicator you’re farthest from reaching the average benchmark for internet leads or sales calls, hone in on that one issue at first, incorporate a training program to improve it, and once it is back into a respectable (or even above average ratio), move onto the next one. But it is better to compare yourself to month over month or year over year, than to an average benchmark. Let me know how I can help.
Joe Webb
