1101 Montano NE
Albuquerque, NM 87107
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Does Your Dealership Have a "Talk to the Dealer" Website Page?
Recently I was contacted by Darin Wade, the owner of the new Power Ford of New Mexico in Albuquerque to assist in the development of a BDC and Digital Marketing Strategy. One of the key differentiators that Darin had already implemented, which I became aware of during my visit was a feature installed on his website that is titled "Talk To The Dealer".
Here is a screenshot of what it looks like:
Here is where it gets interesting... As I was meeting with Darin and John Fachko, his GSM, I submitted the form from this page and asked Darin if he received it... Nope. However, I did receive an automated response telling me that my inquiry had been assigned to a Power Ford salesperson...
Huh? I thought I was "Talking to the Dealer"?
We contacted the Power Ford website provider and rerouted the form submission to Darin's personal email and his cell phone email. As they were instructed when the page was requested...
Every hear the acronym "QA"? It is an acronym for "Quality Assurance" testing, a process that technology providers are supposed to implement after a change is made to verify that it works as intended.
This is a great example of a well designed and thought out tactic which could have easily been determined to be a failure had too many customers submitted the form and then received an automated response from Power Ford's Contact Management system informing them of the salesperson who has been assigned to their "Talk to the Dealer" inquiry... This would have been perceived by most customers as being what a Twitter user would describe as an "#EpicFail". The "Quality Assurance" process from the dealership's website supplier SHOULD have uncovered this point of failure, but it is also incumbent on the dealership to verify the quality of the work being delivered by their suppliers... Which we did, within 15 days of the new website being launched.
Lesson Learned? Periodically validate each and every online lead form and customer inquiry tool. Ensure that you know each customer inquiry is being routed to the right place. I recommend that dealers submit a test lead via each every Call to Action online form offered to website visitors each month and then evaluate any automated responses for optimum messaging and how appropriate they are relative to the nature of the customer's inquiry, as indicated by the location and intended use of the online form.
BTW Bonus... Take a close look at the "Copy and Paste" from the Power Ford "Map & Location" page I posted below. Then, use the comment form to tell me what you think is the most interesting element. If you look closely, you will see something that I believe every dealer website should provide, but which I have never before seen on a dealer's website...
Be the first ADM Member to tell me what it is (using the comment form below) and I will pay for your registration to attend AutoCon 2013, an $895 value.
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