When we speak with automotive manufacturers about lead follow-up, nearly all tell us that their dealers are contacting 75% or more of leads by phone. However, when real data is analysed, the actual figure can often be less than half that, with an average of just 28%. This discrepancy, known as the Reality Gap in lead contact performance, highlights a significant disconnect between what manufacturers and dealers believe is happening and what is actually taking place.
Our best-performing clients, and their dealer networks are contacting 90% of their leads by phone. This impressive result demonstrates what can be achieved when accurate tracking and proactive measures are in place.
What Is the Reality Gap in Lead Contact Performance?
The Reality Gap in lead contact performance refers to the difference between the perceived vs actual number of leads being contacted.
Most manufacturers rely on data from CRM (Customer Relationship Management) or LMS (Lead Management System) platforms to assess performance. However, self-reported data can be subjective and may not always provide a complete picture.
When brands implement TrackBack, the real figures come to light, and the gap becomes clear and undeniable. The actual contact rates are often far lower than the optimistic numbers reported.
This disconnect is the Reality Gap in action.
Why the Reality Gap Matters
The Reality Gap has far-reaching consequences for manufacturers and their dealers.
Letting leads fall through the cracks affects both sales opportunities and customer experience.
Here's why closing this gap is so important:
- Missed Sales Opportunities: Leads that go uncontacted grow cold, significantly reducing the chances of conversion.
- Impact on Customer Experience: A lack of prompt follow-up erodes trust and damages the customer’s perception of the brand.
- Inefficient Processes: Decisions based on inaccurate data prevent manufacturers from identifying and addressing key performance issues.
The Reality Gap skews reporting and holds businesses back from making informed decisions and taking impactful improvement actions.
How TrackBack Exposes the Reality Gap
TrackBack provides the data necessary to uncover the true story behind lead follow-up performance.
By embedding TrackBack into the lead management process, brands gain the clarity they need with an objective view of how many leads are actually being contacted and how fast.
Here’s what TrackBack achieves:
- Increased Visibility: Brands can see the real-time activity levels for lead follow-ups, leaving no room for guesswork.
- Faster Lead Follow-Ups: Dealers are motivated to act more quickly, knowing their efforts are being accurately tracked.
- Higher Contact Rates: TrackBack clients see significant improvements in follow-up rates, with top performers contacting 90%of their leads by phone.
- Improved Outcomes: More phone calls lead to more test drives, increased conversions, and better customer experiences.
The data doesn’t lie.
When brands adopt TrackBack, they can finally see the full picture and can take concrete steps to close the Reality Gap.
Transforming Dealer Performance
Exposing the Reality Gap is only the first step.
Once objective performance numbers are revealed, brands and dealers can work together to improve follow-up strategies.
Here’s how TrackBack solutions drive results:
- Efficiency Gains: Dealers focus on contacting the right leads quickly and consistently.
- Accountability: Objective tracking ensures follow-up efforts are accurately measured.
- Enhanced Customer Satisfaction: Prompt and consistent communication generates trust and loyalty.
These changes not only improve contact rates but also create a ripple effect, increasing sales and strengthening customer relationships.
The Path Forward
The Reality Gap in lead contact performance is a challenge that many manufacturers and dealers face, but it doesn’t have to remain a roadblock.
TrackBack tools offer the clarity needed to identify and close that gap, ensuring every lead gets the attention it deserves.
By moving from perception to reality, brands can transform their lead contact strategies, improve accountability, and create a better customer experience.
The question is: are you ready to uncover the truth and take action?
Discover how TrackBack can help you achieve results like these. Let’s talk about how we can optimise your lead response rates and increase your sales.