Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
You can't make sales without customers. As one of the fundamental rules of retail, whether you're selling vehicles, clothes or light fittings, you would think that customer service would be the one area of business that everyone focused on getting right. But you'd be wrong.
Earlier this year, research revealed that 50% of inquiries to the automotive sector didn't get a response.
As perhaps you would hope, dealers did slightly better than OEMS, getting back to 66% of the inquiries that they received, but let's not kid ourselves - that still means that
out of every 3 inbound inquiries to a dealership, 1 received absolutely no response.
Is business really doing that well that dealers can afford to ignore customers?
And that's before we even start looking at how long it takes dealers to respond. One third of dealers failed to respond to inquiries within four hours. In a world of digital diversity, if you don't respond to your customers quickly you will lose their interest. Or, in other words, you snooze, you lose. After all, when a customer is looking at 10 different vehicles, why should they need to make the effort?
So here's my challenge to you. As we come up to the beginning of a new month, challenge yourself to respond to every inbound inquiry within 1 hour. It may seem impossible. But unless you're one of the very few dealers who have got their process here right, then you are forgetting the most basic rule of retail: you can't make sales without customers.
Responding to inquiries promptly and professionally will boost your sales. What will boost your sales even more is responding with a video. Imagine you're the customer here. You've got in touch with 10 dealerships about 10 different used vehicles. Based on the research done by the mystery shopper survey, let's see what you can expect and how many points you'd score as the dealership:
As it stands, dealership number 9 is winning by a long way in the battle for your business. They may not even have the vehicle that you were most interested in but given that according to Google only 1 in 5 car purchasers end up buying the car that they initially looked at, you're highly likely to be swayed by good customer service. Now let me introduce dealership number 10.