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Follow this customer down the rabbit hole of getting a quote


I found this post on a BMW message board and felt it was important enough to post in a few places.



The author of this post wanted a very specific configuration on a new BMW and couldn't get one from the two dealerships in his hometown. So he sent in an information request with every dealer within a 200 mile radius
and documented every bit of the experience for the entire world to see
(or at least the BMW community).

Looking over this posting should make you consider your lead response
system, pricing, negotiation and also serves as a reminder that nothing
we do is private anymore.

The other aspect that really caught my attention (as a marketing major)
is that none of them attempted to differentiate themselves in any real
manner. The dealers that he was happy about are the ones that didn't
screw anything up really. There was very little done in the way of a
USP (unique selling proposition) or dealer-added value whatsoever.

Check out the article here


What do you think? Will these buyers become more prevalent or less? Are your processes ready to be evaluated for your entire market?

Views: 8

Tags: Lead response, pricing strategy

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Comment by Phillip Cannon on June 30, 2010 at 7:52am
I just read an article by Greg Wells in the newest Auto dealer monthly on page 36. Talking about proper follow up and treating the internet customer with the same urgency as someone in the dealership or someone calling.

Lead response is nowhere near my field of the automotive industry, but as a consumer I know that you get very little time with me. The company's response shows me whether they have their act together or not. If they can't respond to someone wanting to buy a car (what the dealership is supposed to be there for), how will they react if I have a post-sale issue? Have a question, etc?

Also I don't know much about auto responders, but I know I've seen enough template emails in my life to recognize them when I see them and I rarely pay them any attention. I would prefer to have a human being (complete with a personality if possible) responding to my request (either by phone or email and I want to be able to specify which) in a timely manner.
Comment by Katie Urbain on June 28, 2010 at 10:37am
Wow! This is eye-opening. So many are so willing to not differentiate themselves and use the same tools as the rest, and not follow up.

It makes me crazy when I hear about the preference of the UPs on the lot as compared to a phone calls or Internet leads. If handled appropriately a sales person could really leverage the Internet to get people in the door. And if a sales person does this work on his/her own accord they will gain clients before they arrive so they don't have to tackle their fellow sales person to get the sale.

This is also a fantastic example of why you need to respond timely to leads. This person is spreading his experience around the globe which can affect the future business these less than stellar dealers get. I wonder if any will find themselves on this posting and retort, explain, or correct the situation... Being criticized openly sure presents a great opportunity to do the right thing (publicly)!

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