When Kris Nambiar became the internet sales director at Future Nissan of Roseville, Calif., 18 months ago, the dealership was closing 12% to 15% of the leads the department served up. While respectable, Nambiar’s goal was to get that percentage to 20%. He’s almost there, but the internet sales director believes his dealership's current closing ratio rivals the best operations in the nation.
Future Nissan consistently closes 15% to 18% of the leads coming out of Nambiar’s department. In August, that percentage reached 19%. Nambiar lists the typical drivers, such as process, quick response times, solid coordination between his team and sales staffers, and being diligent about lead follow-up. But there’s another reason the dealership is so successful on the leads he and his staff serve up.
The source, he reveals, is data mining software his staff uses to identify customers from the dealership's own CRM who are likely to purchase a vehicle. For each identified opportunity, the platform serves up a customer profile and a buying score. The latter ensures Nambiar's team is targeting the right customers at the right time with the right message. The platform's most significant advantage is its deep integration with the CRM, which means Nambiar's department and the sales team are operating from within the same system. That ensures efforts aren't duplicated and that customers receive a consistent experience.
“For every 100 leads, we’re going to do about 18 cars. It doesn’t sound like a lot, but it is a lot," Nambiar says. "We average about 300 to 320 new- and used-car sales a month at this dealership, and [of that total] we sell about 40 to customers the platform identifies.”