Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
CDK Global

CDK Global

Exclusive Blog Posts

Most Valuable Insight WINNER - Ian Curickshank

Most Valuable Insight WINNER - Ian Curickshank

How well does dealership VDP engagement correlate to car sales? What do you measure your online marketing on? I'm sure lead form submissions are…

New Vehicle Retail Demand Slumping, Edmunds Forecasts

New Vehicle Retail Demand Slumping, Edmunds Forecasts

SANTA MONICA, Calif. — April 26, 2017 — Edmunds, the leading car shopping and information platform, forecasts that 1,431,695 new cars and trucks …

Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

BMW of Sarasota will host its first ever BimmerCon on Saturday, April 29th from 6:00 p.m. to 9:00 p.m. at its dealership located at 5151 Clark Road, Sa…

Audi Clearwater Among Top 86 U.S. Audi Dealers, Earns Coveted Magna Society Status

Audi Clearwater Among Top 86 U.S. Audi Dealers, Earns Coveted Magna Society Status

The Crown Automotive Group dealer was 1 of only 86 U.S. Audi dealers to qualify for the prestigious 2016 Magna Society Award. Audi Clearwater was evaluated…

How to Draw in Traffic With Video Marketing

How to Draw in Traffic With Video Marketing

After quickly rising to the top of the charts, YouTube has become one of the the most popular of any website online. It makes sense for any marketer to use…

(This post is based on an article I wrote for Dealer Marketing Magazine's March 2009 issue.)

In working with thousands of dealers, delivering tens of thousands of leads, and studying 1,000 calls to dealers from used car prospects, we came up with some key findings that will help dealers optimize their success with phone leads.

Our research found that nearly half - 43% - of the callers from our study actually purchased a vehicle within two weeks of making the phone call. And according to Cobalt’s 2007 Dealer e-Business Performance Study, most shoppers want to know two simple things: “Is the car still available?” and “How much is it?” Dealers who have a good follow-up process, including answering their prospect’s basic questions, will have good odds of selling the car, and doing so quickly.

 Three Key Things to Do to Optimize Your Phone Leads

1.      Ask for the appointment. In the calls we reviewed, 72% of the dealers who had an interested buyer on the phone did not ask for an appointment. Here’s one way to ask: “Yes, we have that car in the lot. I’m here today until closing and would love to show it to you. Does either 3 or 5 pm work for you?”

2.      Suggest an alternative if the vehicle is no longer available. In over one-third of the calls (35%), the dealer did not offer an alternative vehicle to the prospect if their first choice was not available. Offer them a similar vehicle and then ask for the appointment.

3.      Keep your voicemail system up and working. With calls placed when the dealership was closed, one-fourth reached voicemail systems that could not record the call, typically due to the fact that the voicemail boxes were full. This is an easy fix: Get a bigger voicemail box and check it regularly.

 What to Look for in a Phone Lead Provider 

 Using a quality provider also plays a key role in your success. Here are some things to consider:

 1.      What is the time duration for a call to be “billed”? The vast majority of phone calls from serious prospects are over one minute in duration, while some shorter calls come from serious buyers who simply want directions to the dealership. If your provider charges for all calls, even those under 40 seconds, you should be wary.

 2.      Are calls from phone leads available as audio file for later review? Reviewing your phone calls can give you great insight into how effective your sales person’s dialogue with the prospect is, and what needs some polishing.

 3.      How does your provider ensure phone number quality? Unfortunately, toll-free phone numbers are often recycled, and you can get “junk” calls meant for the previous “owner” of the number. Make sure your provider doesn’t assign phone numbers until they are “ring free” for at least one month or longer.

 4.      Can phone leads be integrated with your LMT or CRM system for easy tracking and management? Whether they are form, email, or phone leads, you should be able to monitor all your leads in one central system. This helps with follow-up and in identifying which lead sources are high quality and which should be cut.

 5.      Does the vendor have lead “enrichment” capabilities? A provider that is able to append a phone lead with the caller’s address and send it to your LMT or CRM system is offering you a far superior lead than one who is not.

The combination of a rock solid phone lead handling process coupled with a top notch provider is the perfect formula to generate the highest closing rate from your phone leads.


Jim Chamberlain
Salespeople will only become what they are trained to become. So, take a look at your managers. It takes a Salesperson to train a Salesperson. There are plenty of very highly qualified Sales Managers and Salespeople out there looking for jobs right now and there will be many more by the end of the year. The dealerships that survive this market will be the ones that grab the best managers and salespeople and raise the bar. When it’s done well people want to be “sold” a car. It gives them the confidence that they made the right decision in the vehicle they selected and the person (dealership) they purchased it from. It’s the beginning of a great relationship.

 Unlock all of the community & features  Join Now