If you’re a small to medium-sized dealership who competes in any moderate to large-sized market selling readily accessible vehicles. In other words, not ultra high-end luxury or supercars. Today’s message is for you. Regardless of what is happening in the market right now. The reality is that there is always going to be a way to get more out of what you currently have and this video is going to speak to how you can do that.
Let me set this up, like this. Regardless of the current socio-economic climate, when it’s time to buy, consumers are visiting one dealership and buying there. Unless of course their experience resembles getting a colonoscopy in which case that dealership has a lot of issues to fix all together, but we’re not here to talk about those types of stores or colonoscopies.
The reality is that once they’re in the dealership, it’s highly unlikely they’re going elsewhere. So while yes, you need to make sure you have a properly trained sales staff who can answer questions, handle paperwork, and whatnot, the commonly overlooked area that never receives the correct attention to detail is in setting the appointment.
While this is, in the grand scheme of things a small piece of the puzzle, it’s the deciding factor of where consumers will buy, and the dealerships who are not backed by a publicly-traded company or six to seven-figure monthly ad budget need to focus more time, training and attention to this area. Doing so will allow any dealership to improve appointments set, which will of course increase sales and it can be done without having to spend large amounts on leads, or firing and rehiring which we all know costs both time and money.
Crossing the chasm from cold prospect to booked appointment is now the most important piece of the puzzle as foot traffic decreases in favor of online traffic so ensuring your appointment coordinators do the right thing will ensure your showroom is filed with a higher number of ready to buy customers.
As discussed in previous videos only a small percentage of prospects will be ready to come right away, so the key is to find out why the prospect is in the market for a vehicle in the first place and then dig for data from there. The more information you can extract from them, the better chance you’ll have for finding a reason for them to book a showroom visit to look at their vehicle of interest.
It seems small and some might even call it counter productive, but this method will still get the ready right now crowd into the dealership while working on the not ready right this second one crowd and transform them into ready right now.Try it and see what happens! That one subtle question when asked to right person can lead to an appointment far quicker than if you went straight for the kill right away.
If you’d like to know more about how we help dealers increase their lead generation and appointment booking using our direct to consumer marketing and lead accountability program go to leadengagesystem.com and sign up today.