ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
What would happen if four customers walked into your dealership but only three salespeople were available to help? Would the fourth customer be ignored and told to come back another time? Or would a manager, or someone else, step in to help? One thing’s for sure: if nobody stepped in to help, you would lose a potential sale. And if this happened repeatedly, well, I wouldn’t want to be in that sales meeting.
Of course, you’re probably thinking that the likelihood of this happening in your dealership is slim. Yet it does happen in most dealerships every day. The only difference is the customers are currently Internet leads in your CRM and not in your showroom.
Not the same, you insist? Think again.
The results of Pied Piper’s recent 2012 Prospect Satisfaction Index (PSI) study indicates that nearly 25%, or 1 in 4 customers, who submit Internet leads are not contacted by the dealership within 24 hours. Another 16% of inquiries received only a simple automated response, followed up by a personal e-mail from a salesperson.
The best-performing brands in the Pied Piper study were Lexus, Infiniti and Acura. According to Pied Piper CEO Fran O’Hagan, these brands performed the best because they have processes in place to ensure that Internet leads are handled properly.
I’m betting that, if I asked you if your dealership had a documented Internet sales process, you would say “Yes, absolutely.” Yet the study proves that these processes are not always being followed. Sales Managers can see when a salesperson drops a customer on the lot without a T.O., or skips from the Meet and Greet to the Write Up without stopping to build rapport or land the customer in the right vehicle. It’s a little harder—but not much—to see what steps are and are not being followed in your Internet process.
If you want to improve your sales performance, improve your Internet lead response with the following steps:
How do you ensure that processes, both in the showroom and in the Internet department, are being followed?