Brian Kaskavalciyan explores why some dealers generate 80-100 leads daily while others don't. The answer: adequate staffing, competitive pay, and bonuses tied to demos instead of just booked appointments. When compensation rewards actual conversions, lead volume and conversion rates both climb.
Eric just said they're pushing 80 to 100 a day. Are you guys running 6 days a week? Yeah. 6 days a week. Some people in the industry have a hard time pushing that many in a month. And they'll say, well, there are no leads. And then there's companies like you that are doing 80 to 100 a day, 20 a day, 50 a day, 100 a day. What's the difference between somebody getting 100 booked or issued leads a month versus somebody that's pushing 100 a day?
The biggest common denominator that I see is that those dealers are not focused on their call center. They are forgetting that the first person that the potential customer comes in contact with is either somebody in your office on the phone, a canvasser, or somebody working the events and shows. And they are probably not staffed up enough. They probably don't pay well enough to get some of the better call center agents. And in a lot of cases, when I've talked to people and finding out like what they're paying, they're paying a non-net revenue generating metric. Their pay structure is up incorrectly to where I always want to try to pay people on the marketing side based on what I want them to generate. And on the marketing side, our job is to generate demos. We can generate all the set appointments in the world. We can generate all of the confirmed appointments in a world, but unless it becomes a demo, then we didn't do our job on the marketing side. So that's the way that we have things set up within our canvassers, events and shows team, as well as callers, is everybody gets bonus off of a demo.
