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Outdoor Power Equipment Business
Compact Tractor Dealers Ignore Two-Thirds of Potential Website Customers: Pied Piper Study
February 2022
Dealers selling CNH’s New Holland compact tractors ranked highest in responsiveness to Internet leads from dealership websites, according to the 2022 Pied Piper PSI Internet Lead Effectiveness (ILE) survey released today. Agco’s Massey Ferguson brand and Mahindra were tied for second, followed by John Deere and Kubota.
However, even among the top brands, the overall responsiveness of the compact tractor industry to customer queries to dealer websites is poor – especially when compared to the automotive and powersports industries.
Response to customer web inquiries varied by brand and dealership, and the following are examples of performance variation by brand:
- New Holland, John Deere and Massey Ferguson dealers on average sent an email or text that answered the customer’s question within one hour 20 percent of the time or more. Kioti, and Case dealers on average emailed or texted an answer within one hour less than 10 percent of the time.
- Massey Ferguson dealers on average phoned website customers within one hour more than 10 percent of the time, while Yanmar, Kioti and John Deere dealers on average responded with a phone call within one hour less than 1 percent of the time.
- John Deere and Mahindra dealers on average sent a text message at least 5 percent of the time, while Yanmar, Kioti, Case and Bobcat dealers on average texted less than 1 percent of the time.
“Customers today begin their shopping online regardless of product, and it’s simple to measure how quick response to website customer inquiries directly drives sales,” says Fran O’Hagan, CEO of Pied Piper.
