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Evaluating Dealership Leads Provider

Posted on: March 20th, 2012 by credit

Lead providers like Approved Auto Leads help car dealers accomplish lead generation tasks—from finding to managing them.  However, not all lead providers can generate dealership leads that will help car dealers achieve an increase in revenue.  A good lead provider should be able to generate quality leads.  Quality leads are those that are really interested in the dealership’s offer or services, and have complete and verified contact information.  For car dealers to guarantee a good working relationship with a lead provider, they should thoroughly evaluate if the company is qualified.

When evaluating a lead provider, it is better if car dealers would call up their prospective providers, instead of just relying on reviews and online sources, to clarify and ask things.  Through the phone call, car dealers can ask the provider relevant and important questions to test the reliability of the company.  One of the things they should ask is the data validation process of the company.  This process is important as this is where the authenticity of the personal information provided, especially the contact information, will be tested.  Leads with inaccurate contact information are of no use to car dealers.  This is also where car dealers would know if the lead is qualified or not.  The company’s validation process ensures that they will only be selling their clients quality dealership leads.

Another point of evaluation is the lead generation techniques used by the lead provider.  Car dealers should work with lead providers that know what they are doing, especially the techniques they use to generate dealership leads.  They should also make sure that the lead provider rightly implements lead generation techniques to produce quality leads.  On the contrary, if a lead provider abusively employs SEO techniques, for example, by using deception or other tricks, they would just generate leads which were compelled or deceived into taking action.  Such leads are not considered as quality and have a very little chance of being converted into sales.

Car dealers should also make sure that the dealership leads sold to them are not sold to anyone else including non-competing third parties.  Why?  It is because leads might get disappointed with how their information were obtained by others who they did not contact.  The tendency is that they will blame the car dealer for divulging their information which the lead provider actually did.  Some lead providers sell the same information they sold to car dealers for added profit.  However, the implications of this transaction is bad.  Before finalizing partnership with a lead provider, car dealers should ensure the exclusivity of the leads they will be purchasing.

In conclusion, car dealers should only work with lead providers who generate quality leads.  Otherwise, seeking the services of such company would not help them at all.  Car dealers should then carefully select the best lead provider by following the aforementioned guidelines.

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