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Tuning Up: Is Your Dealership Doing Well Lately?

Posted on: July 12th, 2012 by credit

Have you been running well as a business lately? It is important to take a break and step back to see how your dealership is doing. You may have been unconsciously making mistakes which might be affecting your dealership already. Also, there may be a lot of opportunities and resources that you are not maximizing. Here is a short checklist for a quick dealership check-up.

1. Do visitors see the car prices in your website?

A recent study showed that one of the most requested information of internet automotive sales leads is the price of the car model that they want. This is an advantage in one way but also a disadvantage in another. When leads contact you to ask for a price, that’s already your opportunity to get their information and turn them into sales. However, some prospects would have a different response. If they don’t see car prices in your website, they could think that you are hiding something from them and would not even bother contacting you for it. They would just immediately click on another website. It is then better to show them how much each of the cars in your car lot costs. Give them the information they need that instantly.

2. Are you doing well with your response time?

According to a recent study, customer satisfaction rating is high when automotive sales leads get a response within 24 hours. This tells you that you and your sales team should be fast—almost real-time even—in responding to the queries of your leads. Don’t keep the leads waiting. Keep in mind that the competition is now fiercer than before and your competitors can get to them quickly. Moreover, don’t think that you’re the only dealership being shopped by a single lead. A prospect can always look at and consider other options. Therefore, work double time.

3. Is your sales team getting enough training?

While sales and marketing skills are important for an efficient sales team, you also need to teach them how to communicate well to prospects. Sales people should be friendly and welcoming so prospects would want to enter your dealership. This is easy to do in online and phone setting. However, keep in mind that there are still some car shoppers today who would visit dealerships personally to look at cars and inquire about financing. Make sure that your sales team, who are always at the front line, are able to create a pleasing ambiance that will make prospects want to do business with your dealership.

4. Have you been maximizing the current trends in automotive marketing and lead generation?

Have you been maximizing the internet, exploring newer marketing techniques and getting social?Internet marketing is still hot in the auto industry and more and more dealers, and even car makers, have been experiencing good cash flow from their internet marketing efforts. Consider also growing trends like automotive mobile marketing which can be employed in collaboration with internet and traditional marketing strategies.

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