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Marine dealers urged to respond quickerMarine dealers urged to respond quickerPosted on November 18, 2009
ORLANDO, Fla. - Dealers have a 20 percent conversion rate on leads that get a response within two hours, Bob McCann told attendees at the Marine Dealer Conference & Expo, so why then is the industry's average response time 23.91 hours? However, if not used correctly, the Internet - especially a dealer's Web site - could be a liability. McCann said 129 dealers at the conference were "mystery shopped" by being sent an e-mail lead. He heard back from 77 percent - or 99 dealers. Of those, 60 percent responded with an e-mail, 40 percent with a phone call and 23 percent with both. However, the average response time was 25.86 hours for this group of dealers. Of 1,347 dealers industry-wide who have been "mystery shopped," 56 percent responded. Of those, 43 percent responded through e-mail, 26 percent through a phone call and 13 percent through both. McCann suggested dealers respond with an e-mail and follow up with a phone call. That phone call, he said, should be used to set up a face-to-face meeting. E-mails, he said, need to contain a dealer's logo on top of the e-mail; a subject line that gives the dealer's name, as well as the brand name; an answer to any questions the potential customer may have asked in their initial inquiry and it should set the stage for a phone call. Dealers may also want to attach photos and include any sales programs that may interest the potential customer. A template that can be easily personalized is a good idea to keep on hand, McCann said. Following his presentation, McCann awarded sales people from the following dealerships Pride awards for their lead responses: Bohner Lacefield Marine, Lake Union Sea Ray, Lynnhaven Marine, Dockside Marine and Seattle Boats. -Beth Rosenberg |
About Channel Blade and ARI
Channel Blade, an ARI company, provides online lead generation, lead management and sales education solutions that drive more leads and sales to manufacturers and dealers within the marine and recreational vehicle industries. Channel Blade supports its clients worldwide with its award-winning, cost-efficient solutions and hands-on education programs -- including 70 percent of Boating Industry's prestigious 2008 Top 100 Dealers.
ARI Network Services, Inc. (ARI) is a leading provider of electronic parts catalogs and marketing services to dealers, distributors and manufacturers in the manufactured equipment markets. ARI currently serves approximately 100 manufacturers and 190 distributors worldwide, as well as more than 25,000 dealers in several markets, including outdoor power; power sports; marine; recreation vehicle; appliance; agricultural equipment; floor maintenance; construction; and aftermarket auto and truck parts. Both of the companies’ products, as well as the websites designed for its customers, have received numerous industry awards, including Editor’s Choice Award for SearchEngineSmart™ in February, 2009 awarded by Powersports Business Magazine and this year’s Best Dealer Website of the Year for MarineMax.com.
For more information on Channel Blade and ARI, please visit www.channelblade.com and www.arinet.com.
Media contact: Lindsay Rapoport, (757) 222-6723; lindsay.rapoport@channelblade.
