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Selective Buyer
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Lead Sellers: Are you losing buying clients? Would you like to increase your overall sales volume while reducing your costs? Lead Buyers: Would you like to buy higher
quality leads with more certainty? Would you like to Selectively Buy only the good leads?
Buyers seek the highest quality at the lowest possible price. Sellers need to provide an acceptable lead quality to retain and attract new Buyers. Selective Buyer is a win-win for both the buyer and the seller. It quantifies “lead quality” on an individual lead basis so an efficient market is created. Case Study Lead Quality: … is relative & in the eye of the beholder Lead Quality, while can be defined as simply cleaning up bad contact information, it is ultimately defined by a lead’s propensity to result in a sale. For example, Leads from a source that closes at 5% of the time is of lesser quality than those from a source that closes at 10%. Some buyers of leads will require a minimum closing rate. For example, Mazda recently required all providers to have a closing rate above 10% and they ceased the relationship with those that did not meet this minimum close rate. http://www.dealerrefresh.com/mazda-eliminate-poor-performing-lead-sources/ Lead Close Rate is evaluated as a group average Buyers don’t evaluate individual lead quality one by one. After all there is no such thing as a 10% lead – it either becomes are sale or not (100% or 0%). Buyers assess a lead source based on the average close rate of a group of leads over time (i.e., a month). Therefore, Mazda will buy leads from a lead source average close rate over the month of 10%. Individual Lead Scoring Value Many of the individual leads will have the potential to close at a much higher rate than 10% (i.e.20%) while others may only have the potential to close 5% of the time. Accurate Scoring is required to access their potential in real time as they post. Sell More - Optimize the lead bucket mix to increase the number of acceptable buckets to be sold Leads are mix spread to have each bucket meet its required commitment and no more. For example, if Mazda will only buy lead “buckets” from suppliers that average 10% and yet another buyer of a bucket of leads requires only a 5% average, individual leads should be re-distributed to meet each individual buyers requirement and no more. Lower Lead Acquisition Cost Sellers can optimize the lead bucket mix to reduce Overall Lead acquisition Cost. Lower priced leads can be purchased and accurately mixed to maintain required average close rates for each client’s lead buckets. |