All Car Sales Leads Are Not Created Equal

Audi of America Inc. dealers are using a software system that scores Internet leads, identifying which ones are hot and which belong on the back burner.

It has helped these car retailers close leads more effectively. Now other auto makers, as well as lead referral companies, are looking at it for their dealers, says Jack Bowen, chief marketing officer for Urban Science, a firm that developed the system.

“We’re in discussions now with manufacturers and lead aggregators,” he says.

Without such scoring, dealership sales people may pursue hot and cold leads with the same energy and sense of urgency. “They need a sorting mechanism,” says Bowen. Urban Science turned to Acxiom, the largest purveyor of data and data bases in the U.S., to help develop a system that prioritizes Internet leads.

The system indicates which people submitting Internet leads are likely to purchase a vehicle within 90 days vs. those who aren’t as ready.



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chewy - 10/25/2006 10:12:50 PM

-2 Boost

A bit confused what a "lead" is, but it looks like Audi is on the right track with this.

nphas042 - 10/26/2006 1:07:42 PM

+1 Boost

Potential Customer?

BimmerFan - 10/26/2006 3:24:17 PM

+2 Boost

If you dont know what a lead is, how can you make a statement in agreement! LOL

Mark - 10/26/2006 7:33:16 AM

+1 Boost

From the Department of Whisky Tango Foxtrot......

BimmerFan - 10/26/2006 3:18:24 PM

+1 Boost

great! A program that hones and tones a salespersons predatory skills.

Neverfollow - 10/26/2006 7:44:41 PM

+1 Boost

Better than trying to chase down a lead from a 12 yr old!

bigslick83 - 10/27/2006 3:41:35 PM

+1 Boost

this isnt anything new or revolutionary i can assure you. sales people from all fields prioratize their leads on a prospect to customer basis and not a first come first serve. this is rightfully how it has always been for every sales job i have ever had.
a lead is a prospect or potential customer that may qualify and/or need your specific product or service.
their really isnt such a thing as a "cold" lead because anything cold is not a lead at all but more like a shot in the dark, or a random guess. leads or sometimes "warm" leads are usually referal or previous custmers that know about you before you talk to them. a lead is really any name, number, and address you can get on a person prior to contacting them. if you were in buisness and you could call 100 people and had their names and addresses, or call 1000 people with nothing more than a number, who would you call?

sold2early - 10/31/2006 8:18:34 AM

+1 Boost

I think the program works by weeding out those people who offer less than 50% of the car's MSRP...