Internet leads are a part of daily life for today’s dealers, but many still struggle with simply getting a hold of the customer. Sometimes, going back to basics helps identify why conversion rates aren’t higher.
Consider whether your dealership suffers from these common errors:
- Working too many leads – Sales reps have too many leads to work through, and “cherry pick” who they think the buyers will be. They don’t have a defined sales process by which they are held accountable. (For example, how many dials/day, talk time/hour, and conversion rate to appointment, with follow up for no-shows.)
- Calling customers at the wrong time – Sales reps can focus too much on getting through every lead every day and forget that if they consistently can’t get a hold of someone at 10am every day, for example, that they should try the prospect at a different time. It’s important to focus on prime contact hours – look at mornings before work, lunch, evenings after work, and weekends.
- Method of contact – Many sales reps don’t try to text the customer. Or they reach out only via e-mail, and if calling leave bland messages that don’t elicit a return call. They don’t examine their customers’ behavior to understand what the best opportunity is for contact.
At CarsDirect, we’ve sold hundreds of thousands of vehicles through our brokering business without ever seeing a customer face-to-face. When optimizing your lead conversion processes, consider the above points, and remember: Dealers need to step into the customer’s buying process, not force the customer to their selling process.