只须仔细看一眼任意一个高度成功的经销商网络，即可发现这一网络在运行中必定采取了针对标准管理的强效方法。这种方法可提供适当的工具，从而始终符合公司标准。由于各种经济方面的棘手问题逐日增多，现在就该行动起来，确保在发展过程中采用一个灵活、可靠、具有成本效益的系统。就从这里开始行动！

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Lead qualification (scoring) not only improves dealer satisfaction on the leads they receive, it improves close rates and ultimately the ROI on your lead management efforts. And it all comes down to the science of accurately predicting a leads’ sales potential by estimating close rates. This in turn enables the development of relevant response strategies, and can lead to significantly improved dealer performance and increased sales. Although the concept is not new in automotive marketing, it is as important as ever. With effective lead qualification efforts, dealers can focus their efforts to maximize sales by identifying and targeting unique customer segments with the right differential treatments, at the right time.

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For decades, automotive manufacturers have created performance benchmarks by comparing an individual dealer’s performance against that of the “average” performance of a larger group of like-brand dealers. That group can range from a national dealer network down to a small subset of dealers operating in the same section of a metropolitan city. This process is used to compare such things as vehicle sales, financial data, customer satisfaction, warranty costs, parts sales and virtually every other operating performance metric. The average is then considered to be the “standard” for measuring whatever performance metric is being assessed.

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In today’s economy, marketers are under pressure to do more with smaller budgets and demonstrate contribution to sales and profits. More so than ever before, they need to prove the effectiveness of their campaigns by measuring results in order to justify their marketing spend. How can this be done? Predictive analytics is the art and science of building statistical models that predict customer behaviour. By harnessing predictive analytics, automotive marketers can turn customer data into actionable insights that increase campaign profitability and improve the return on marketing investment.

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Several forms of dealership performance data are collected every day. Some of it is used to generate daily, weekly, or monthly reports, but is it really being used to its fullest extent? In many cases a multitude of performance data are collected, transformed into key performance indicators and evaluated by individual departments and dealer contact personnel. Typically, the industry “standard” of measuring an individual dealer’s results is to compare it against a collective dealer group “average” or versus themselves during a prior time period.

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