We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
We talk about it in our 14-Day Quickstart. We talk about it in our videos. Getting in touch with people who have asked for contact has to happen as quickly as possible in order to improve your chances of successfully converting that lead into a sale.
Now, a Hubspot article published last week and featured on Automotive Digital Marketing cites a Harvard Business Review study on online sales leads that found that companies that reach out within an hour are "nearly 7 times as likely to qualify the lead." By their definition, that means making contact with a key decision maker and having a meaningful conversation. According to that same HBR article (dated March 2011), corporate spending on online advertising to uncover those opportunities for a conversation topped $22.7 billion in 2009, and was continuing to climb.
Think about it in terms of your business: how much are you spending per month on advertising? Do you know what the results are? And to take it a step further, if you do get a hit off of one of your campaigns, do you know what happens to it? How is it handled?
Take a look at your team and your process to make sure that you're making the most of your opportunities by responding quickly to consumers who want you to get in touch. If you're filling the top of the funnel using marketing and advertising but not making the most of what you generate, how much money have you thrown away?
On the flip side, think about how much busier your team could be if they make that call within the first hour -- and improve their chances by 7X.
You'd take that bet in Vegas, wouldn't you? Why not add that requirement at your store?