This is my very first blog hosting experience therefore let's be bold!
There must be a legitimate reason that General Motors continues the "Hand Raiser" lead program other than to identify a customer accessing their GM Supplier discount pin. However, after my internet manager guys have weeded through hundreds of these hand raisers we are still trying to identify their value. I have linked you to this e-auto dealer blog because I value your opinion and believe others can benefit from this dialogue.
So let me give my opinion first: I believe GM should continue the program but allow a dealer to opt out if they see no value or haven't the time to tackle these leads when they come in 20 to 30 at a time. I guess ultimately you want as many names, phone numbers and email addresses in your lead management tool as you can possibly gather, but there should be a better way for GM "mission control" to scrub these for good email addresses and/or good phone numbers.
Further, if we are truly moving this ship toward "e"-commerce then there should be another mode of sending these leads that only want a "mailed" paper brochure. These "brochure"customers almost never give a working phone number and they are missing an email address. So, let's work on keeping e-commerce online and old-commerce thru the post office.
Subscribe to:
Post Comments (Atom)
3 comments:
I for one believe that anytime you can get a lead regardless of the "quality", you should take it. I'm just looking for opportunity. However the amount of time and resouces used to determine the value should be minimal at first. My recommendation is to dedicate someone within the dealership that has some downtime during their day to make the exploratory phone calls and emails. I would use templated emails/phone scripts developed by the Internet Director to test/explore the validity of the lead and the prospect's interest. After making positive contact immediately turn that call/lead over to an internet salesperson, hopefully skilled at that.
In my experience as Internet Manager for a GM Dealer, the handraiser leads can be viable and quality leads....about 10% of the time. However, when these leads come in with no contact info other than name and zip, they are wasted time and effort. I have received 129 handraisers in one hour. Not only were they received all at once causing grief and headaches, GM wants these leads responded to in 24 hours when 90% have no way to contact the potential client. The "leads" will ask for info on an entire line of GM Products thus narrowing how effective you can be to that person with info and pricing. GM needs to filter the leads with no contact info and no general concept of what vehicle in which they are interested. Get their contact info or give them a hat and send them on their way.
great point, but one good note, i did recently find out from gm certified internet division that they now aren't counting response time on hand raisers against you. whew! one breath of life.
Post a Comment