How to review leads and communicate with prospects.
32% of consumers travel more than 20 miles to a dealership – does your dealership have a good process in place for before, during, and after they arrive? When it comes to customer experience, a good dealership process is just as important as a good price.
According to recent studies:
• 45% of consumers bought a different make due to a poor process
• Brand deflection is high without a great Internet Sales Process
• OEM market share can erode
Most prospects have champagne taste and beer pocketbooks as customers tend to “car up” while on the internet. This in turn causes salespeople to struggle on the phone because the lead is not consistent with the customer’s actual needs.
Here are a few tips to communicate with customers clearly:
1. 84% of prospects want to be communicated back by e-mail.
• You must earn their trust via e-mail before going to the phone
• Make them want to talk to you
2. Almost 1/3 of prospects buy after 90 days.
• Long term follow-up is critical
• Use the power of appropriate internet follow-up
3. 28% of prospects actually buy the vehicle they originally requested.
• 72% purchase a vehicle with less equipment or a different model
• Focus on getting them into the dealership, not selling them over the phone
Consumers most often ask internet salespeople two questions – what’s the price and do you have it? Do you have a process to retain them after answering these two questions? Before we can say we can make a difference we must analyze what consumers are doing now. E-mails are designed to get customers to trust, to like you, and to want you more, while phone calls should be used to get them to schedule an appointment and come in. Does your dealership’s process incorporate all of this?
This is an excerpt from . For more information on mastering response time, visit Autobytel at NADA booth #1329 in Orlando, FL February 8–11, 2013; e-mail [email protected], or sign-up for dealer training by emailing [email protected].