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Posts Tagged ‘Automotive leads’

Lead Generation Mistakes Car Dealers Should Avoid

Posted on: July 16th, 2012 by credit

You can generate auto leads in two ways: by using traditional methods or through the internet. Although some of the traditional methods are obsolete and considered ineffective already, many new techniques were discovered and are now used as effective lead generation means. However, many car dealers are not able to maximize the potential of these techniques in making their dealerships more profitable. They fail over and over in their lead generation efforts, not even producing significant sales. Why? Learn about some of the common lead generation mistakes you should avoid to stop the cycle.

Some car dealers fail in generating leads simply because they have the wrong focus. They are too obsessed increasing their traffic than devising an excellent plan on how to translate the traffic into sales. Making your dealership website drive traffic is basic and easy in auto lead generation once you’re familiar with the techniques. However, converting these leads into sales is the more challenging and the most important part. Massive traffic is not that significant if it does not bring sales to your dealership. Thus, lead generation and lead conversion work side by side in making your dealership more profitable.

Being a rigid dealer and marketer is not also going to work for your dealership. Perhaps you were able to come up with an excellent strategy to generate and convert leads, but that exact strategy won’t work the same as time passes by. You’re missing on a lot if you are not reading the news or the studies about the auto industry. As a dealer, it’s important that you know the current trends on auto marketing, consumer behavior, and the like so you can modify or update your strategies in conformity with the current trends and needs of your target market. You will generate and convert leads more effectively this way.

It is also a mistake to ask your visitors to fill out a form right away without giving them any easier options to contact you. A form is necessary for you to get their information; however, it should not be the only way through which they can contact you. Make it more convenient for them. Provide a toll-free number where they could contact you immediately for their queries. You can also have sales reps stay online to provide assistance to your visitors through live chat.

Finally, hiring a poor auto lead generation company or provider is obviously a mistake. To be able to produce good quality leads, the lead provider must be legitimate and professional in using various lead generation techniques. Check a lead provider’s legitimacy by looking them up in BBB’s online database. To find out how they generate leads, ask them how they employ lead generation techniques because it certainly affects the quality of leads they generate.

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.

Can Direct Mail Still Generate Automotive Leads For Me?

Posted on: July 11th, 2012 by credit

You may be asking this question now as you notice that your direct mail campaign isn’t giving you enough automotive leads. There may be several contemporary and effective marketing strategies that have sprung up today in the automotive industry, but direct mail marketing remains effective in generating automotive leads for dealers. However, you will not experience this if you have been doing it wrong all this time. Check out the following direct mail marketing mistakes and see which sounds familiar.

First is being overly obsessed with the visuals or graphics of the mail pieces rather than their content. Some dealers care too much about how the mail pieces look than how effective they are in putting their message across. This is definitely a mistake. There’s nothing wrong with making each mail piece visually appealing. However, your content is integral in the success of your direct mail campaign. You can make the layout simple—even not using too much colors and photos—and still grab the attention of your prospects. How? Simply write a compelling and striking message. Layout doesn’t really play a big role in direct mail marketing campaign, but content does.

Second mistake would be producing mail pieces that do not really say anything. There are no offers, benefits, or information included. The mailers are purely promotional or purely informative. Moreover, the message is dull as well as the visuals. There is lack of emphasis on the main idea so the prospect couldn’t get the real message right away. With all of these, your direct mail marketing efforts are sure to be in vain. It would not generate automotive leads at all. Why? Your prospects do not get anything from the piece of paper you sent them. Make sure that your mailers contain a message that is promotional, informative, and compelling at the same time. This is quite a challenge but remember that your mailers are your mouthpiece.

Making your message personal also has a different impact on your prospects. If you are sending letters, address your prospects by their names. Use their interests, lifestyle, and nature of job to make your message and offer relevant. Making your mailers personal adds to the likeliness that your prospects will respond to your message.

Last in this list is having a wrong view of the mailing list. The mailing list is a fundamental component of direct mail marketing. Perhaps, some dealers are focused on the quantity instead of the quality of each item listed in the mailing list. When you buy a mailing list, make sure that each entry has complete contact information and is updated.

As a final note, some dealers still use direct mail marketing to generate automotive leads. However, the strategy may seem ineffective and obsolete if you are not doing it right. Pull off direct marketing well and you will surely reap great results.

Meeting A Different Breed of Car Buyers—Gen Y

Posted on: July 9th, 2012 by credit

Gen Y has been a challenging group of consumers for car makers and dealers. Through the studies, Gen Y shows to have a different consumer behavior than the older generation of car buyers. Thus, dealers and car makers are challenged to get these younger people behind the wheel and turn them into sales. Here is an overview of Gen Y car-buying behavior and preferences from the 2011 Automotive Generation Y Survey by Deloitte.

  • Almost 70% of Gen Y respondents will buy a used car rather than a new one in the future.
  • Environment is an important factor Gen Y considers when buying a vehicle with 71% of the respondents. Moreover, the results also showed that more than half of the respondents will pay more for an environmentally friendly or energy and money-saving cars.
  • As for purchasing power and influence, more than 61% of the respondents said that they directly influence their parents in making the final purchase decision. Interestingly though, more than 88% of Gen Y respondents ask their peers for opinion about a car brand or model. Almost 80% of these respondents said that their car purchase decision is largely influenced by their friends.
  • In terms of how Gen Y use the Internet for car shopping, more than two-thirds of the respondents now turn to social networking sites to get information about a vehicle brand and model. This is a sharp increase from the 2009 survey where more than half of the respondents do not get information from social networking sites. Other places where Gen Y car shoppers search information from are search engines, auto manufacturer’s website, and vehicle reference sites.
  • Gen Y’s attitude toward dealership experience almost did not change since the 2009 survey. Still majority (82%) of the respondents would like to test-drive a vehicle for 24 hours. More than half of the respondents does not want to have a personal interaction with a dealer or car salesman and prefer settling everything online to purchase the vehicle instead. Moreover, it is better for dealers to keep Gen Y customers satisfied as more than half of the respondents said that a bad experience in a dealership would cause them not to consider buying the same brand of car again.

The shifts in the survey results from 2009 to 2011 imply that car dealers need to closely monitor Gen Y’s consumer behavior so they are always updated with their current needs and preferences. In this way, it will be easier for them to make adjustments in their marketing and auto leads generation strategies to make these people part of their sales. With the facts and figures showed, car dealers should have a different approach in attracting and generating Gen Y auto leads. Doing so could be a challenge but it is necessary to sustain the industry’s recovery.

Could the Falling Prices of Gasoline Affect Lead Generation?

Posted on: June 18th, 2012 by credit

Have you not been generating enough automotive dealership leads lately? Ever wondered why? There are many reasons why a dealership does not meet the necessary number of automotive dealership leads they are supposed to generate. One of these reasons is simply being the dealership that does not have what car shoppers are currently looking for.

The recent reports on fuel gauge published by the American Automobile Association (AAA) show that the national average gasoline price per gallon continues to fall this year. Typically, gas prices influence the purchase decision of car buyers. A research associate in the University of Michigan Transportation Research Institute said that a decrease in gasoline prices and a decrease in the unemployment rate would most of the time result in more purchases of larger vehicles. In simpler terms, people buy SUVs, pick up trucks, and the like when they don’t have to spend so much on fuel costs and this could happen if people have jobs.

However, gas prices are fluctuating and this has also an effect on car dealership sales. It appears that when gas prices increase, people tend to drive smaller cars instead. They would also buy car models that are fuel-efficient. Fortunately, auto manufacturers today have been in the business of making more fuel-efficient vehicles.

However, as a dealer, you should still know what car shoppers today are really looking for. You should understand the current trends in automobile demand and the changes in consumer behavior. If gas prices are falling, people would not care of a car’s fuel efficiency. However, if gas is expensive, they would certainly look for fuel-efficient vehicles. Meanwhile, if there is an increase in unemployment rate, people would not still be that inclined to purchase a car although gas prices are falling. Therefore, these examples of shifting trends and others can help you so much in generating automotive dealership leads more effectively.

With the current trends in gasoline prices, car buyers’ consumer behavior, fuel economy, and unemployment rate, employ strategies that will go with these trends so you would still have the automotive dealership leads that you need for the growth of your dealership. Read the graphs. Understand the changes and their effects on the public’s demand for dealership products. Make sure that you always have what car shoppers are looking for. You can also ask help from a lead generation company like Approved Auto Leads to help you generate more leads more effectively.

 
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