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Rural Lifestyle Dealer
Compact Tractor Dealers Ignore Two-Thirds of Potential Website Customers
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.
To create the 2022 Compact Tractor ILE study, Pied Piper submitted customer inquiries through the individual websites of 760 dealerships between July 2021 and December 2021, asking a question about a tractor listed in inventory, and providing a customer name, email address and local telephone number. Pied Piper then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours.
Twenty different measurements generate dealership ILE scores, on a scale of 100. However, only 6% of compact tractor dealerships nationwide scored above 70 (providing a quick and thorough personal response), while 59% of dealerships scored below 30 (failing to personally respond in any way to their website customers).
