Work with Any Auto Dealers? Are you talking about this?

13 replies
Internet Leads are huge and in many dealers they are handled very badly.

This article brings up some great facts that once you get past 20 minutes there is little difference in the rate of conversions. This is real world consulting that you can use to help implement a better internet lead policy for their BDC.

http://www.autonews.com/article/2014...rnet-shoppers#
#auto #dealers #talking #work
  • Profile picture of the author Peter Lessard
    Hey Aaron, nice post. I can say from great experience that this applies to much more than car sales. I have been doing offline for 15 years. From paving contractors to dentists to pest control have done it all.

    It is funny but things have not changed much. I build them what I like to call direct response web sites. An exact phrase match of city/service and put on a 2 minute video, phone number and lead form. Add all the basic pages and the proof that is needed to gain visitor trust.

    Since I have been doing this so long I have watch companies fail and I have watched incredible success stories. Without fail the clients I have that have the greatest conversions in any niche are those that took my advice and when they receive their lead forms to their phone stop whatever they are doing and call back immediately. People are so blown away by such fast response that if the service is remotely what they were looking for they buy. It used to really freak people out years ago now they are getting used to it but still very impressed.
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    • Profile picture of the author Instructor
      Care to show an example site/vid?

      Thanks

      Originally Posted by plessard View Post

      Hey Aaron, nice post. I can say from great experience that this applies to much more than car sales. I have been doing offline for 15 years. From paving contractors to dentists to pest control have done it all.

      It is funny but things have not changed much. I build them what I like to call direct response web sites. An exact phrase match of city/service and put on a 2 minute video, phone number and lead form. Add all the basic pages and the proof that is needed to gain visitor trust.

      Since I have been doing this so long I have watch companies fail and I have watched incredible success stories. Without fail the clients I have that have the greatest conversions in any niche are those that took my advice and when they receive their lead forms to their phone stop whatever they are doing and call back immediately. People are so blown away by such fast response that if the service is remotely what they were looking for they buy. It used to really freak people out years ago now they are getting used to it but still very impressed.
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      • Profile picture of the author Peter Lessard
        Originally Posted by Instructor View Post

        Care to show an example site/vid?

        Thanks
        Sorry but I never publicly post links to my client sites on forums. They are often basic video sales pages with lead capture form with a slideshow video and professional voice over. Simple works.
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        • Profile picture of the author IMBlest
          Originally Posted by plessard View Post

          Sorry but I never publicly post links to my client sites on forums. They are often basic video sales pages with lead capture form with a slideshow video and professional voice over. Simple works.
          Question for plessard:

          The direct response websites that you create, are these only one page landing pages or do they contain several pages?
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    • Profile picture of the author GlobalTrader
      Amen to this - I have been told over the phone or by return email how impressed people are when I follow up with them as soon as I read their email, research what they are inquiring about and reply accordingly.

      I can also say that as a consumer it really ticks me off when businesses have a very nice website but when you send them an email asking about a specific product, they never respond? Whether by phone or email.

      One instance I recall was when my 80+ year old Father was looking for a specific type of recliner - he always liked dealing with a store about 20 miles away - he had some questions about one in particular, I sent the questions via their site form, 3-4 days went by and I happened to see a sales flyer from a store about 3 miles away, looked like they had the same chair, I took him in, and he paid cash for it that day, actually ended up being to his benefit as they gave him $50 off the price.

      NEVER heard anything from the other store. I have had 'many' instances like this so the bottom line is, you may have the greatest looking website in the world but if you are not going to take your inquiries seriously and follow up quickly, why bother?

      Originally Posted by plessard View Post

      Without fail the clients I have that have the greatest conversions in any niche are those that took my advice and when they receive their lead forms to their phone stop whatever they are doing and call back immediately. People are so blown away by such fast response that if the service is remotely what they were looking for they buy. It used to really freak people out years ago now they are getting used to it but still very impressed.
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      GlobalTrader

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      • Profile picture of the author Aaron Doud
        Originally Posted by GlobalTrader View Post

        One instance I recall was when my 80+ year old Father was looking for a specific type of recliner - he always liked dealing with a store about 20 miles away - he had some questions about one in particular, I sent the questions via their site form, 3-4 days went by and I happened to see a sales flyer from a store about 3 miles away, looked like they had the same chair, I took him in, and he paid cash for it that day, actually ended up being to his benefit as they gave him $50 off the price.

        NEVER heard anything from the other store. I have had 'many' instances like this so the bottom line is, you may have the greatest looking website in the world but if you are not going to take your inquiries seriously and follow up quickly, why bother?
        Happens way too often. I'm an impulse buyer and I have saved thousands over the years thanks to sales people who never get back to me.
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  • Profile picture of the author maricelu
    Now if you find your client always being busy looking up his email which gets him leads off of his forms on the website, you can setup something like this: How To Setup Gmail SMS Alerts For Urgent Emails for Free Basically, you create a new Gmail especially for him and then use this setup to make him get all the leads to his or the right person's phone.
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  • Profile picture of the author bizgrower
    Hey Aaron,

    In the article it mentions responding to internet leads on Sunday's
    via setting it up so employees can respond from home.

    Do you know if that would work in Colorado where by law dealers can't sell
    cars on Sunday's ?

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    It makes sense to respond super fast. If people are on the internet searching, they are likely to keep moving to get information/quotes. Also, people like to buy from responsive companies -it's a sign of potentially good customer service.
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    • Profile picture of the author Aaron Doud
      Originally Posted by bizgrower View Post

      Hey Aaron,

      In the article it mentions responding to internet leads on Sunday's
      via setting it up so employees can respond from home.

      Do you know if that would work in Colorado where by law dealers can't sell
      cars on Sunday's ?

      ---------------------------

      It makes sense to respond super fast. If people are on the internet searching, they are likely to keep moving to get information/quotes. Also, people like to buy from responsive companies -it's a sign of potentially good customer service.
      We have not in our dealership implemented a Sunday policy but we do respond to some emails on Sunday. The key in most states with a Sunday law is to not sell the car, do a test drive, or have the store open on those days.

      Most Sunday laws in the car world serve two purposes. First they are a hold over from the old Sunday laws which were based around having time for family and religion. Second they were kept in place to give people time to "window shop" without being bothered by sales people.

      Depending on the exact wording of the law in each state it should be legal to help customers via email or phone who have requested help as long as no sale is made (has to be sold Monday if they want it) and as long as the dealership is not open. Which IMO is why there were paying the staff to work from home on this.
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  • Profile picture of the author NewParadigm
    It is mind boggling especially these days w/ struggling businesses that take forever to answer emails, calls, web inquiries. I run into it all the time and it really ticks me off.

    Definitely spelling out a need(that may need to be brought to their attention) and business opportunity with a solution.
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    • Profile picture of the author amanda0731
      Originally Posted by NewParadigm View Post

      It is mind boggling especially these days w/ struggling businesses that take forever to answer emails, calls, web inquiries. I run into it all the time and it really ticks me off.
      There is a reason the businesses are struggling, and the non-response is probably the customers first clue. Would they be struggling as much if they responded to customer inquiries immediately? Food for thought. I worked at a company that had a beautiful website designed by a team that was then not contracted for maintenance because the company wanted to 'save money' and manage it internally. The contact form that was being forwarded to a certain email address was handled by a position that went vacant and no one checked the email anymore. I would get phone calls by pissed off customers who had done business with the company in the past, they had waited for a response and then picked up the phone when they couldn't wait anymore. No one in management seemed to care. I would say the business was struggling!
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  • Profile picture of the author misterme
    There was a Harvard University study which stated web inquiries converted twenty two times more often when answered within five minutes.
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  • Profile picture of the author xlfutur1
    That is an amazing statistic.... After 20 minutes, it doesn't matter if its 24 minutes or 24 hours since the call came in!

    If you are sending leads to car dealers (or any other niche), have the calls ring as many phones at the same time as possible. Also, send them all a text message that says: "You have an incoming lead from [phone number here]. Call them back ASAP!"
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