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 are considering make a couple of changes to the way we handle our internet leads. First I will explain a little bit about what we have done with our leads in the past vs. now and explain our logic.
When we got a lead in the past, we would make an attempt to call the customer and set an appointment first. If we failed to make contact over the phone with the customer, we would then send out a price quote with 2 quotes on a new vehicle and 1 quote on a used vehicle the same day we got the lead.
For the last 2 years or so, we have done the exact same process with the exception that we switched to sending the 3 price quotes after 5 days. The reason why we made the switch is because we partnered with a company called Travor and they recommended doing the quotes after 5 days to give us some time to build rapport with the customer and identify what they were actually looking for.
We have averaged an 11% closing percentage on our internet leads this year but we have a goal at 15%. We feel like we are losing some deals by not doing a price quote up front but that is purely speculation. Also, we haven't closed our leads from Ford at a very high % lately. We feel like if we make the switch back to sending the quote the first day, that we will be able to push that percentage closer to where we want to be. Any thoughts???