From Click to Close: Why 62% of Powersports Leads Never Get a Real Response | NPDA Webinar Series

Here is a number that should bother you. Only 38 out of 100 powersports dealers replied to an online digital lead in a recent study. That means the customer who just spent weeks researching, comparing, dreaming, and finally hit submit on your website is probably getting nothing back from you.This episode is from the NPDA Partner Series webinar, hosted by Mark Sheffield of the National Powersports Dealer Association. I joined Chris Yeloushan from Rollick for a front-to-back breakdown of what actually happens when a customer clicks on your inventory, submits a lead, and waits to hear from someone.Spoiler: most of the time, they wait forever. And then they buy from the first dealer who shows up.This is one of the most practical, numbers-driven conversations I have had on digital lead handling, follow-up strategy, and what separates dealers who are winning online from the ones who are still flying blind.What we cover:Who the modern powersports buyer actually is and what they have already done before they ever submit a leadThe five Google Micro Moments that map the customer buying journey before they contact your dealershipWhy 60 to 80% of buyers do not purchase the exact unit they originally inquired about and what that means for your follow-upThe Pied Piper ILE 2026 data: half of all powersports leads go unanswered and the industry average ILE score is 44 out of 100A dealer with 100 leads and a great process will outsell a dealer with 500 leads and no process every timeThe five-step Day One response playbook from the birth of the leadWhy you only need to be bad to be better than most of your competitionWhat call-to-action buttons actually convert best on a VDP page (and which one is broken on almost every dealer website right now)Why showing room floor photos outperform both factory images and photo booth shots for lead generationThe 36% increase in close rate that Rollick saw from dealers using automated email nurture versus those that did notHow to shop your own dealership with a fake Gmail and what you will find when you doWhy the fifth, sixth, and seventh follow-up email can outperform the first autoresponderPricing transparency and the out-the-door price debate with data from thousands of Dealer Spike websitesNPDA membership and what 400-plus member dealers are getting for $395 a yearWatch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠Connect with Chris Yeloushan (Rollick): ⁠https://www.linkedin.com/in/chris-yeloushan-b078b55/⁠Connect with Mark Sheffield (NPDA): ⁠https://www.linkedin.com/in/markjsheffield/⁠Learn more about the NPDA: ⁠https://www.npda.org⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠MotoHunt for Dealers: ⁠https://dealers.motohunt.com⁠