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With more and more customers originating from the internet, it is important that your dealership has a good internet process to respond to every lead quickly and efficiently. If a customer submits a lead on a Third Party site, that lead is often sent to multiple dealerships. This is one reason why response time is so important because most customers usually buy from the first person who responds to them. What are you doing to make sure your internet depart is doing the absolute best it can do?
One thing I have learned is not every customer that’s sends in a lead is in the market to buy a car right now. Often customers are online doing research and submit a lead or request a quote by mistake. For example, many customers don’t know that when they go to Cars.com or CarsDirect.com they are actually going to be sending a lead to a dealership. Often they just want to know if the car is in their price range. These customers are sometimes as much as six months out from buying a car. This is the leading reason, in my opinion, that sales people often are unable to connect with the customers or they don’t respond to your calls and e-mails. Do you have an internet follow-up campaign that goes out to six months?
At the end of the day, it’s all about the relationships. Dealerships have the ability to choose and customize which process they use based on their own unique needs. Just remember that this industry is constantly evolving and what worked a year ago might not have the same success today.
Hunter Swift is the Business Analyst at DealerSocket and specializes in Automotive/Dealership processes that help dealerships become more effective by maximizing their opportunity to improve all aspects of the sales cycle, including: driving traffic, marketing, proper sales, and demonstration techniques. He also specializes in helping dealerships increase their customer satisfaction, reduce their web-lead response times and to improve accountability.