Increased web traffic isn’t benefiting you if it doesn’t lead to more sales for your auto dealership. Here are a few tips to help you collect more online leads and convert visitors into actual car buyers.
Respond promptly and thoroughly to every lead
Lead responses should take minutes, not hours or days. Studies show that only 16% of dealers responded with a price quote within 15 minutes, despite data that shows how internet shoppers who receive a response within 10 minutes are three times more likely to physically visit the dealership.
It’s important to remember that online leads have the highest point of interest is immediately after reaching out, so stay on top of leads before they start looking somewhere else. Following the leads is vital to re-engage shoppers to find out if they’re still interested and their timeline for purchase.
Dealerships that set goals for lead-response time, as well as incentivize their team to beat goals, simply sell more cars.
Use tools and technology to increase response time
Having tools and technology that respond automatically to your online leads ensures that all shoppers are getting a response even when your dealership is closed. After-hours inquiries can account for up to 40% of leads.
It’s also critical to note that responding to all leads includes those who reach out on Facebook Messenger or other social media sites. A staggering 64% of dealerships failed to respond to leads that reached out via Facebook Messenger.
This is even more important with the increasing popularity of Facebook Marketplace—which is one of the largest used car shopping sites.
Give professional and personalized responses
Make sure customers know who they’re shopping with by providing details about the dealership and the salesperson, including:
- The dealership’s name, tagline, and logo
- A salesperson’s name, photo, and direct phone number
- Positive reviews and review site star ratings
- A strong call to action that informs the customer what to do next
Additionally, responses should be free of typos, inconsistencies and irrelevant information that can distract the customer. Being courteous in every response helps to promote a sense of trust in a dealership, which can turn into sales and referrals.
Answer questions and be proactive
Although this seems obvious, customer questions can often go unnoticed. Despite customer inquiries, including questions about a specific type of vehicle, it’s been found that 53% of dealerships failed to respond to the questions and didn’t list any specific vehicle information at all.
However, don’t just provide online leads with a quote for the vehicle they requested. We know consumers buy the car they can afford, so show them new and used options, lease options, and multiple trim levels.
Even if a prospect sends in a lead asking about a new car, 42% of those leads end up purchasing a used car instead. Despite this, only 25% of dealers provide used vehicle options, and just 15% provide additional new vehicle options.
Dealerships that do provide multiple options are more likely to encourage consumers to work with them over their competition.
Include rebates, discounts, and sales events
Develop the habit of updating lead-response emails with current promotions. Customers can easily overlook promotions on a dealer’s site, so including them in responses helps increase the awareness and overall competitiveness of a dealership.
If your dealership is the only one to include these promotions. Some consumers may assume that you are the only one that offers them. Just the fact that you’re providing the most helpful information will encourage more prospects to come your way.
Although nothing beats face-to-face communication, most consumers today only visit one dealership after spending hours and days researching online.
If your dealership has faster and better responses to all of your leads. You can prevent hot leads from going to your competitors. For more information about how to increase sales at your dealership contact The ACE Group today!