Cost per lead (CPL) is a key indicator that measures how much a company spends to acquire each potential customer, i.e., per lead. In the digital world, this value is often linked to online marketing campaigns, such as Google Ads or social media. However, in the automotive industry, this cost should not stop at just the lead generated, but should also include the subsequent qualification and conversion process into a showroom appointment.

Many dealers focus on CPL as if it were the only indicator of success. But if the lead generated online is not then converted into an actual appointment in the dealership, the whole investment risks becoming ineffective.

The Business Development Center (BDC) is a key element in completing the customer acquisition cycle. While digital marketing can generate leads, it is the BDC that turns these leads into actual appointments at the dealership, through its team of telephone contact center. In other words, our work is not limited to bringing contacts online, but is committed to setting real appointments, often using the direct, personal contact that only a phone call can provide.

The BDC is responsible for qualify the lead, answer questions and, most importantly, motivate the customer to visit the dealership. The quality of telephone follow-up and the ability to properly manage the entire process, from generation to closing, are what really make the difference in converting a lead into a sale.

For dealers, the key to optimizing CPL is to ensure that each step in the process is well coordinated. Generating leads is only part of the job; the real goal is to maximize conversion of these leads into appointments and sales. Here are some suggestions for optimizing CPL:

1. Integrating digital marketing with the contact center: If the digital lead is not followed up properly by a BDC worker, the risk is that the customer will “run away” or lose interest. Working together with a contact center team can close the loop and improve the quality of sales.

2. Invest in ongoing training for the sales team: It is not enough to attract leads, you need the staff in the showroom to be ready to convert the visitor into a customer by providing an excellent sales experience.

3. Measuring return on investment (ROI): A good dealer doesn’t just calculate CPL, but tries to figure out how many sales actually come from each lead generated. The goal is to maximize the value of each contact.

4. Adopt an omnichannel strategy: The modern customer uses several channels to get in touch with a dealership, from digital platforms to phone calls. Using a strategy that integrates all these channels increases the likelihood of conversion.

Cost per lead in the automotive industry is only one part of a complete marketing strategy. Generating digital leads is the first step, but the real value is created when these leads are turned into actual appointments at the dealership. With an effective BDC and an integrated marketing and sales process, you can not only reduce the CPL, but also increase the return on investment, significantly improving sales.

Remember: Generating leads is just the beginning of the journey. The real challenge is to get the customer all the way to the dealership, ready to make a purchase decision.