Indian Motorcycle dealerships have once again taken the top spot in online lead response, earning an average score of 55 and marking the fourth consecutive year the brand has led the rankings. However, a new study from Pied Piper reveals that most powersports dealers are still struggling to capitalize on digital opportunities. The study found that Indian dealers outperformed their competitors by a significant margin, with Harley-Davidson, Can-Am, Triumph, and BMW Motorrad following closely behind. Despite this, the industry as a whole continues to lag, with the average dealership ILE score remaining stagnant at 44 for the third consecutive year.
The study evaluated over 2,100 dealership website inquiries and found widespread breakdowns in basic lead handling. Dealers were missing out on an estimated half of their online sales opportunities due to inadequate follow-up and response rates. This is a significant issue, as dealers who improve their ILE performance from scoring under 40 to scoring above 80 can increase unit sales by up to 50% from the same number of leads. However, despite clear benchmarks, adoption of best practices remains inconsistent, with more than half of powersports customers still receiving no personal response from dealers.
Pied Piper noted that top-performing dealerships are far more likely to combine email/text responses with phone calls, increasing the chances of connecting with customers. This multi-channel approach is key to improving ILE performance and driving sales growth. Dealers who commit to responding to web customers at least once each day and measuring those responses monthly are twice as likely to be top performers. However, this requires a significant shift in dealer mindset and behavior.
The study also highlights the importance of consistency in follow-up and response rates. Dealers who fail to respond promptly or consistently risk losing leads and failing to capitalize on digital opportunities. In contrast, top-performing dealerships demonstrate a commitment to multi-channel follow-up, using email, text, and phone calls to engage with customers and drive sales growth.
Indian Motorcycle dealers stood out for their consistent, multi-channel follow-up and low non-response rates. This is a key factor in the brand's success, as it demonstrates a clear understanding of the importance of digital marketing and lead response. Dealers who adopt this approach can significantly improve their ILE performance and drive sales growth.
The study emphasizes the need for dealers to prioritize digital marketing and lead response in their business strategies. By adopting best practices and committing to multi-channel follow-up, dealers can improve their ILE performance and drive sales growth. However, this requires a significant investment of time and resources.
Despite clear benchmarks, adoption of best practices remains inconsistent across the industry. Dealers who fail to adapt to changing market conditions and consumer behaviors risk falling behind their competitors. In contrast, top-performing dealerships demonstrate a commitment to innovation and continuous improvement.
The takeaway for dealers is straightforward: faster, more consistent, and multi-channel follow-up remains one of the biggest untapped growth opportunities in the business. By prioritizing digital marketing and lead response, dealers can drive sales growth and stay ahead of the competition. However, this requires a significant shift in mindset and behavior, as well as a commitment to continuous improvement.
The study highlights a growing divide in dealer performance, with top-performing dealerships outperforming their peers by up to 50% in unit sales from the same number of leads.
