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Excellent Dealer Response: Key Element to Satisfy New Car Leads

Posted on: June 27th, 2012 by credit

One of the most important aspects in converting internet new car leads is your response to them. It doesn’t take a rocket scientist anymore to figure out that your response must be quick. Here are some facts to give you more concrete reasons why you should take your internet-generated leads seriously.

Response Time

Customer satisfaction is a vital element in keeping your leads and having consistent growth in sales. One way to achieve that is to have excellent responses to each query.

Based on a J.D. Power study, customers love receiving responses within an hour or less. In a 10-point scale, an 8.6 satisfaction rating was given by car shoppers to such response time. So far, dealers have been doing a great job responding to online queries almost all the time. The study also noted that car shoppers most likely buy from dealerships who responded to their queries.

Sufficient Information

Aside from being quick, satisfy your leads by giving them the information they have requested. In the study, a small percentage of the respondents said that some dealerships do respond but only answer with limited information. Apparently, this kind of response pushes customer satisfaction rating down. The study noted that some dealers only give limited information because they prefer disclosing more information when the new car lead visits their dealership.

According to the study, the information that leads often request for are the car price and the availability, features and specifications of a car model. Among these, the car price is the most requested information. It is therefore important to respond to your leads by providing them with the information they have requested for to win their satisfaction.

Other Contributing Factors

The study also showed that internet leads must be contacted immediately. The sales process or the lead conversion process does not start when the new car lead has visited your dealership. It starts at your first contact with them. This is also where you have the opportunity to establish good relationships with your prospects. In addition, sending the same sales staff to help a customer until the end of the purchase boosts customer satisfaction rating.

Customer Satisfaction

Why is customer satisfaction a big deal? You could only produce loyal customers when they are satisfied with you, your service, and your dealership. Loyal customers would keep coming back to you for future vehicle purchase, your services, and even recommend you to their network of influence. Moreover, satisfied and loyal customers would not turn to other options, giving you guaranteed sales. Keep in mind that good dealership and vehicle experience will result in customer loyalty. Thus, take care of new car leads well and always strive to meet their expectations.

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