Opposing views on cold calling have been boldly expressed online and even in books. Some say that cold calling is no longer effective and that businesses should stop doing it. Others say that although it is a traditional lead generation technique, it remains effective despite being overpowered by Internet marketing strategies. Nevertheless, cold calling is still used by some businesses, including dealerships, today. However, you have to understand that some adjustments should be made when doing cold calling in today’s context.
Don’t Really Sell
Yes, it’s true especially on the first contact with an auto sales lead. Cold calling is no longer used that much to convince prospects to buy. The approach is different now. Rather than being an irritating sales person at the other end of the line, be a sincere car dealer who wants to help auto sales leads with their concerns, making the contact personal and interactive at the same time. It is your chance of making yourself appear credible and reliable to your prospects.
Don’t End There
It is less likely that auto sales leads are ready to buy immediately at first contact. It would normally take several calls or emails before they make a decision. Thus, when you have made the first contact already, make a follow up immediately by sending them an email. Make the message personal by doing it yourself. Provide them with all the necessary information and you can also make an irresistible offer if possible. Do not forget to put a link to your website.
You can also make another phone call with a reasonable time difference from your first call. There have been debates on how many times should leads be called. Even if in most cases, leads get irritated with so many sales calls, some marketing experts say that as many as 6 phone calls in almost 2 weeks is optimal. However, others protest by saying that there are many other lead generation and conversion techniques available now which can be used as alternatives to cold calling.
Don’t Expect Immediate Results
As has been mentioned, it will take time before auto sales leads make a decision or even turn into sales. Try to understand them: Cars are expensive and with the global economic crisis today, buying one is not financially easy. It is also a major decision where car buyers need to take time choosing the right car model, dealership, and loan provider. While waiting for auto sales leads to make a decision, be productive by sending them promotional and informative emails. Keep them interested and never lose contact with them.
In closing, train your sales team to be aggressive and efficient in order for you to be successful in converting auto leads into sales through cold calling. You can also hire the services of a lead generation company like Approved Auto Leads which can also provide training for your sales staff.
Tags: auto leads, auto sales leads, automotive sales lead, sales leads