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It’s almost overwhelming how many ways people can research future auto purchases. Even more overwhelming? Connecting with those shoppers and turning them into sales leads. It’s why you build good websites, have a social media presence and advertise inventory throughout the Internet. It’s why you’re always looking for the best, fastest way to connect with the consumers who come from those online locales...and turn them into ups.
But you may still have holes in your digital presence that shoppers can fall through.
I’ve referenced this before, but it bears repeating: Car shoppers now have 24 research touch points on average, according to Google. Have you implemented easy, live communication options everywhere you can?
For example, let’s say you have chat on your dealership site. What about all those who start their car research on a third-party advertising site or the OEM brand site? Do you make it easy for them to ask questions and get answers right away? If you have a social media page, what’s your response time to customers there? (According to eMarketer, the average for auto companies is 10.9 hours—almost an eternity by today’s standards.)
Leaving these locations “unmanned” could mean missed opportunities and influence. Without an easy contact option, they may decide to keep researching instead of taking the time to call or email (or fill out a lead form, especially if they’re on a mobile device). And, as Automotive News reported, if you respond too slowly when they do reach out, you’ve just wasted that lead. Even if you respond to emails within minutes, you’re playing follow up—how many games of “email tag” have your salespeople played lately?
So how can you create the experience car shoppers want?
If consumers expect fast responses and other dealers aren’t giving them that...then you could woo and win them by being instantly available (phone, chat, text) where they’re looking (websites, mobile sites, third-party sites, social media, online ads, etc.) all the time.
It takes some work, but the right tools and right mindset in your dealership make it attainable:
Car shoppers who are serious enough to start a conversation with a dealership are probably going to be buying from someone sooner vs. later. Become the dealership with the easiest communication and fastest responses, and you’ll be the one ready to reel them in.