How can my dealership get a better customer response from our leads?
By: Matthew Belk
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A few years back I was responsible for the eCommerce for 60 dealerships. It was a great position. What became clear was the need to find simple answers to sometimes complex issues. Complex solutions could not be easily conveyed to our team members in a consistent fashion. It turns out that complex solutions can rarely be communicated at all.
One of those simple solutions was about how you respond to email leads. We had tens of thousands of leads coming in every month. We created some great performance tracking applications and we measured what we could. We looked at how independent leads are different than web leads or manufacturers' leads. In the end, there was only one factor that you could count on to increase your closing ratio. Contact back from the customer to your initial email response. I believe you should pick up the phone first. If you don't make contact it will take 20 seconds to leave a message.
Now is your time, awesome salesperson! This is what they pay you for. This is why you won't be replaced by a robot. You need to send out an email that will get the prospect to respond.
Here's the secret.
Question your customer!
There are other important elements (pricing, alternative vehicles, value propositions) but only the question will get the response. There is an art to asking the question.
Asking for an appointment on the first email is the first mistake that salespeople make. It is too soon. Sure the appointment is what you want - but you must think of what the customer wants. They are gathering information to eliminate you. There are other dealerships and makes and they need to vet. You need to make a compelling case to not eliminate you and get them to respond.
Be Personal
A well formed question is all about the information you know about the prospect. If you have any personal information then ask a personal question. You have to closely examine the information that you do have. If they have a .edu email address you could ask, "Are you a teacher or a student at State University?" The goal is to make some kind of connection.
The Trade
If you don't have any personal information ask them about their trade-in. Being specific here really counts. "Does your 3 Series have the cold weather package?" My best salespeople would look up trades on AutoTrader to find specific questions to ask.
Vehicle
When there is no personal information and no trade then challenge what they are looking for. It may sound too direct, but you only get one chance to get them talking. "Why do you want a 4x4?" or "Why do you want the XLT package?" will allow the customer to communicate that they have a boat to get out of the lake or they would just like leather. Now you are light years ahead of the dealership that said "When can you come in?"
Homework assignment: Go in your CRM and look at least five of your past responses. Are there questions that you would respond to? If not, get them in there on the next leads and watch your contact ratio soar regardless of the lead source.
If you can successfully engage the prospect you increase your chances of setting the appointment and making the sale.
Matthew Belk is the CEO of Better Car People helping auto dealers with marketing and BDC development and training. He was previously an executive with the Hendrick Automotive Group for over 8 years. His website is http://www.bettercarpeople.com
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