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Chasing Your Tail or Serve, Serve, Serve the Customer

As we chase customers, we are starting to chase our tails.

Not smarter than the average pup or kitten that wants to catch up to a non-achievable experience. We want leads. We want form fills. And to be fair, unlike our animal brethren we think we know what we would do if we catch one.

However, it’s precisely the behavior that occurs when we land a lead that keeps pushing our customers further and further away. We follow with an instant e-mail which more than likely doesn’t answer the questions the consumer asked. It does, admittedly, stop the clock.

Then we follow with another e-mail from a BDC rep that’s a 50-50 jump ball on whether or not we answer the consumer's actual question. And then we just want to get the customer in. Don’t worry about the price—"We never lose a deal to price.”—or so the story goes.

In most cases, the consumer is accustomed to hitting submit and having Uber arrive 5 minutes later, or having Door Dash drop food off an hour later. Push the submit button on Amazon and the transaction is finalized with a clean receipt and an estimated time of arrival. Hit another app and you have your Fantasy Football score with a live feed of the game.

Is it any wonder consumers struggle with our clunky configurations of pricing, trade valuations, service schedulers, model types, and accessory additions?

The digital retailing technology is there, we just have to stop chasing our tails.

Views: 63

Tags: Chasing, Customer, Serve, Tail, Your

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Comment by Bobby Morales on January 20, 2020 at 9:43am

Great Topic and so true. Issue is in knowing what to do. Even answering the customer's question does not automatically put the customer in your showroom. I would say that more leads are sent in without a specific question being asked by the customer due to the way dealers setup the request for either additional information, quote request, etc...

I do put myself in the shoes of the consumer and when a consumer reads "Click here for a Quote" - What I feel they are expecting is the quote to materialize right after clicking. When they get the next screen of asking for their key information (email, phone, etc..); they are immediately drawn off from engaging. To them, if Amazon can supply the price in 1 or 2 simple clicks; why can't dealers do the same. 

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