Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
(This is basically an expansion of a comment I made on a previous post, but thought it was worth repeating)
Generally-speaking, I am not a fan of dealership "best practices" because of the way they are pitched. If they are pitched as a "thought starter," I can live with that. But if they are pitched more like a plug-and-play solution (which unfortunately is more often the case), then we are doing dealers a great disservice because every dealership (and even brands for that matter) have very different dynamics, nuances, facilities, logistics, etc., and one solution rarely, if ever, fits all.
Dealers should really try to understand what is behind any "best practice" before blindly jumping on that bandwagon, implementing that "best practice," only to discover that it did nothing to improve performance (and quite possibly, it made things worse). Textbook example...the myth that shorter internet lead response time leads to higher closing ratios.
Too many people mistakenly attribute high closing rates to quicker lead response times. What are people pushing now, 10 minutes or less by phone and e-mail? Totally ridiculous and unnecessary. This is a classic example of a plug-and-play "best practice" that has no meaningful impact to the desired result (i.e. more sales).
There is a positive correlation between quick response times and higher closing ratios, but this is NOT a direct cause-and-effect correlation. Quick response times are a by-product of a very good internet lead management process in the dealership, which results in strong closing rates, regardless of whether the response time was in 10 minutes or 90 minutes. Simply responding quicker to an internet lead with a still-broken process and a lousy customer message will yield the same result...a lousy closing rate.
Instead of blindly chasing a bad "best practice," focus on implementing a simple, efficient, and effective process that consistently delivers a superior message and a superior experience to the customer. Do this, and you will beat out any competitive dealership that responds to the customer first but with an inferior message.