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Opportunity Max, a Maritz Company, recently completed a program with a major OEM. As part of the program, 1,037 assessments were run on dealerships to identify holes in their lead handling processes.
The results were very telling, and point to bigger concerns with the industry as a whole.
Utilizing our Customer Engagement Analyses – which seek to reveal gaps in lead handling and customer service processes – we mystery shopped participating stores to assess their abilities to handle leads effectively. Surprisingly, just 3 in 10 dealerships were following through on “reading the lead,” which includes tasks such as answering customers’ specific questions or even simply replying to an inquiry.
Did you know that a lead is 100x less likely to convert if dealers don’t respond via a phone call within 30 minutes? I’m no mathematician, but it seems like a 339-minute response time would make a lead 10,000,000,000,000,000,000,000, or 10-septillion, times less likely to become a customer. (With those odds, wouldn’t you rather just play the lottery?)
Although SMS texting is new customer service artform, we were still flabbergasted to discover only a meager 145 of 1,037 participating dealers were instituting an adequate texting follow-up process within their CRM. Considering how often text messages are viewed – data suggests they have a 97% open rate – it’s imperative that dealers focus their attention on evolving their lead-handling practices to include SMS.
We identified 3 core reasons the dealerships in this study missed the mark. We wrote a white paper and performed a webinar to illustrate and better explain the root causes of some of these concerns, and how you can help your dealership(s) avoid these common problems. If you're interested in learning what we found and how you can avoid these same issues, please follow the links below.
Download the white paper here: [White Paper] Three Pain Points Preventing Dealerships From Custome...
Watch the webinar here: [Webinar] Study of 1,000+ Dealers: 3 Pain Points Preventing Dealers...
Original content written by Danny Chan, modified and formatted for this application.