Q&A: Why You Mishandle Your Best Leads

Q&A: Why You Mishandle Your Best Leads

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A mystery-shopping study performed by Digital Air Strike finds dealers need more training and tools to properly respond to internet and social media leads.

Last week, Digital Air Strike released the results of a mystery-shopping study involving more than 1,500 U.S. dealerships to which the company’s analysts submitted leads online and via Facebook Messenger. Each “lead” included at least one question requiring a specific answer.

The results were, to put it gently, not encouraging. The majority (84%) of dealerships failed to respond to internet leads within 15 minutes, and some (18%) never did. They fared even worse on leads submitted through Facebook Messenger, for which 64% of tested dealers offered no reply.

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