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Mr. Car Shopper is viewing screen after screen of various websites trying to find the vehicle to fit his buying criteria. A vehicle catches his attention- well equipped, low miles and a price that seems lower than the other like vehicles so it is time for an action. Mr. Car Shopper links to the dealer website and considers four choices:

1. “Like” the dealership by hitting the Facebook button

2. Contact the dealership by email 

3. Call the dealership

4. Visit the dealership in person

Mr. Car Buyer likes the vehicle and is ready to initiate contact so he sends an email requesting more information about the vehicle. His email is received and a lead is automatically generated in the CRM system. The quick and diligent BDC and/or Internet Manager sends an email to Mr. Car Buyer and attempts to set an appointment. 

 

Across town, Ms. Car Shopper is viewing screen after screen of various websites trying to find the vehicle to fit her buying criteria. A vehicle catches her attention- well equipped, low miles and a price that seems lower than the other like vehicles so it is time for an action. Ms. Car Shopper links to the dealer website, looks at the “contact seller” link and considers four choices:

1. “Like” the dealership by hitting the Facebook button

2. Contact the dealership by email

3. Call the dealership

4. Visit the dealership in person

Ms. Car Buyer likes the vehicle and is ready to initiate contact so she calls the dealership and speaks with a dealer representative. Ms. Car Buyer is happy to hear that the vehicle is available but the dealer representative is unable to nail down an appointment with Ms. Car Buyer. If the dealer representative decides Ms. Car Buyer is a legitimate prospect, Ms. Car Buyer's information is entered into the system. If not, no lead is generated.

I’m not trying to downplay the “Like” button or any other social media connection and there is nothing better than the prospect walking through the door. The question is why are emails automatically populated as a lead in the CRM system and a phone call is left to the discretion of the dealer representative? 

I know, you cant paint with a broad brush but this is a common practice.


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Replies to This ADM Discussion

Live customer contact trumps everything except a lot visit.

No doubt about that... Real is real, and remote/delayed is... well, remote and delayed!

I think we actually agree, but what I may not have made clear is the difference between an Internet Lead and a customer initiated email... First of all, an Internet Lead that is created when a consumer fills out a lead form means that the dealer only has a 50/50 chance of any emails sent in response to that lead from completion ever getting through to the customer... A dealer responding to a DIRECT EMAIL request made by the consumer to the dealer... NOT A LEAD FORM has more than double the chance of his/her email reaching the customer and 3 times the likelihood of making a sale that when receiving an Internet Lead. 

 

Direct emails from a customer are a far different contact than a lead resulting from a web based form completion. Direct emails happen less than staffed chat sessions, but they still are showing a higher sales close rate on the data that I have access to. 

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