The Dealer Impact Blog

What your Internet Leads Really Want

by : Aimee Romero

From Digital Dealer Magazine – December 2007

Though most of the people who visit your dealership have first researched online, consumers who actually submit leads online are in a league of their own. These people are at a different point in the buying cycle and should be treated accordingly. To successfully turn Internet leads into sales, there are a few things you should know about online consumers and how to get through to them.

Online leads are often submitted early in the buying process

In other words, online consumers are interested in information first, a purchase later. The J.D. Power and Associates 2006 New Autoshopper.com Study indicates a change in the focus of online car shopping in general; consumers are increasingly interested in finding the right car, as opposed to the right price.

Online consumers use the Internet for research. They’re looking for the right car. When they find it, they will buy. Make sure that sale is yours; walk your Internet leads through the process of finding their perfect car. Let them go at their own pace. Be careful not to jump the gun and ask for a sale too quickly. You want to build trust by listening to their criteria, making solid suggestions, and helping them find a car that works for them. If you keep them comfortable, they’re far less likely to buy from another dealer at the last minute.

Give online consumers what they want

According to the J.D. Power and Associates 2006 New Autoshopper.com Study, more shoppers are looking to manufacturer sites for the information they can’t get elsewhere. One way to keep your dealership in step with this growing trend is to make sure your web site’s calls to action aren’t all based on “get a quote” or “take a test drive.” Many online consumers would be more interested in submitting a lead if your dealership offered to answer questions and help them find their dream car.

Follow up with your leads quickly

Internet shoppers are not just looking for information on a specific car, but on many cars. They expect help finding the car that best fits their lifestyle and needs. It’s more important than ever to quickly respond to your leads. Because Internet users are reaching out for information, chances are they’re looking in multiple places. The sooner you respond to them with the information they need, the more likely they are to stick with your dealership. Once you are in communication with your lead, make sure to listen and be helpful. Don’t push the sale.

Ask questions

Online consumers shouldn’t be the only ones digging for information. You should help them by doing the same. It’s in your best interest to listen intently to what your consumers are saying. Use the data your web site has collected in their lead submission. Ask questions that will help you determine not only what your consumers think they want, but also what their lifestyle is like. Do they have a family? Are they buying a car for their teenager? Do they primarily drive in the city? Find out about your consumers and their habits. This will help you offer them qualified help while building trust and increasing their comfort.

While price will always be a large factor in decision-making, according to the J.D. Power and Associates 2005 New AutoShopper.com Study, almost three-fourths of online lead submitters do not consider themselves “highly price sensitive.” This is a dream come true for dealers! It’s not about the bottom line anymore. It’s about the relationships you are building with your customers and satisfying their needs.

When you’re gently leading your online consumers to the car that best fits their lifestyle, requirements and dreams, keep in mind that building this relationship will likely result not only in a car sale, but in a returning customer – and consequently, many sales to come.

http://www.digitaldealer-magazine.com/index.asp?article=1695

How to Personalize the Online Sales Experience

by : John Federman Digital Dealer Magazine
November 2007

Professionals in the automotive industry are known for their knack of engaging customers the minute they walk onto a showroom floor. However, most dealers fail to deliver that same personal touch when it comes to their online presence.

Some dealers have yet to embrace the Internet as a sales channel, while others are hesitant to dedicate full-time resources to managing Internet driven leads. At this year’s annual Vehix Auto Sales Summit in Deer Valley, Utah, one dealer told an industry analyst from the Kelsey Group that,“Some dealers drop everything for that customer that walks in the door, but they won’t answer the phone or pay attention to electronic leads.” However, that auto dealer also noted that, “For people that come in the door the closing percentage is about 16 percent, but with online leads the closing percentage is much higher. These customers are more knowledgeable and more armed to buy a vehicle. If we get back to them right away, it’s a better prospect than a person walking in the door.”

Clearly, dealers that view their web sites as simple brochures, and fail to engage customers as proactively as they would in the showroom, do so at their own peril.

Engaging customers online
Personal service goes a long way with car buyers on the dealer lot. A standout sales professional is usually one that has established such a good buying experience with customers that they are motivated to not only buy another vehicle from him, but also recommend the salesperson to friends and family. These sales professionals remember names, promptly return phone calls and follow up to address customer questions and alert them to service deals or new specials. In short, they anticipate customer needs and deliver on customer requests.

A recent study by J.D. Power and Associates found that online customer satisfaction was highest for those dealers and automotive marketplaces that responded promptly to online inquiries once they’re submitted. “Walk-in and call-in shoppers receive responses in a more timely manner at auto dealerships compared with online shoppers,” said Steve Witten, executive director of marketing/media research at J.D. Power and Associates. “An opportunity exists for dealers to improve the return on their investment in lead services by paying as much attention to online leads as they would to in-person or phone sales leads by responding just as quickly.”

Dealers who haven’t embraced their web site as a customer-focused sales channel are losing their chance to promote potentially lucrative customer relationships. Another J.D. Power study found that consumers that research vehicles online are likely to convert at higher rates than those that don’t. If these online researchers contact a dealer, they’re quite likely hot prospects.

In a world where competitors are just a click away, delays in responding to online leads could make all the difference in closing a sale. Any lag time between online shopping and the visit to the dealership can be expedited simply by enabling potential customers to ask questions and receive answers in a timely fashion.

Proactive conversion solutions
As a compromise, dealers often adopt a minimalist approach that relies on self-service tools like FAQs, low-touch e-mail exchanges and anonymous web forms to provide online customer service. Though these tools certainly have their place on dealer web sites, studies have shown they are less effective in promoting customer satisfaction or generating qualified leads than offering live assistance.

As a result, some of the leading names in the industry have adopted click to call and click to chat technology to engage high-value prospects with a live sales agent online or over the phone. Because not every customer visit merits live assistance, click to call and click to chat both allow dealers to create business rules that dictate which online prospects should be escalated to the phone or chat. For example, customers that have spent several minutes on your site and begin to configure and price a vehicle can be prompted with either click to call or chat, while those that are looking to simply schedule a service appointment are directed to an e-mail form.

Click to call services deployed across key purchasing points on brand web sites for Chrysler, Dodge and Jeep drive sales conversions, with twice as many click to call callers purchasing a vehicle compared to standard inbound callers.

Autobytel, an online only automotive dealer, also implemented a customer service program that quickly connects online patrons with its call center. Using a form to phone solution, Internet browsers simply fill out a quick form, and the online retailer of choice or nearest franchise of that brand is immediately alerted to the customer request and sent a copy of the form. Once alerted, companies can reach out to these prospects and speak with them while they’re still hot. And as it turns out, timing is everything. Since deploying form to phone, Autobytel has increased the volume of qualified leads by 52 percent and doubled the closing rates of Autobytel car dealers.

Click to call offers the power of voice, allowing Internet sales professionals to answer questions while they are fresh in the consumer’s mind. Chat, on the other hand, enables dealerships to handle multiple web visitors at once while still allowing consumers to interact with an agent to answer a few questions.

To use these technologies, customers need only to click a button embedded on a web site and a customer service representative contacts them instantly via their preferred channel – online or offline. While the power of direct customer contact has been documented at length, click to call and live chat solutions leverage real-time web analytics to inform dealers about the customer’s activity the instant a connection is initiated. This sharing of data from the web to phone or chat channels, enables dealers to offer personalized and effective service, as well as insight into potential cross-sell and up-sell opportunities.

Using click to call and click to chat technology extends personal customer service beyond the dealer walls. As online marketing matures, leading companies are focusing on providing a consistent customer experience across all of their sales channels. Soon, a sales agent – regardless of whether he is in a showroom or chat room – will be able to proactively engage customers and kindly say, “May I help you with something?”

http://www.digitaldealer-magazine.com/index.asp?article=1657

Websites Can’t Create Leads

Your website has never created a single lead. There, I said it. Long lauded as the be all, end all of internet marketing, the website will always remain a limited, albeit powerful tool. Why is that, you ask? Well it’s because your website will always be a reactive marketing tool.

Your website sits out there in cyberspace, all shiny and glowing, whirring with multimedia and powerful data support. But until a consumer comes along, it’s worthless because it can’t go out and find leads. The best your website can hope for is to upgrade leads (turning a warm lead into a hot lead) and capture leads. You still need other tools (search marketing, email marketing, mass advertising, etc.) to drive leads to your site.

So, is your website important? Yes, it can be the most powerful tool in your marketing arsenal. But it can’t function in a vacuum — it’s the most important piece of a complete, integrated digital marketing presence.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

The Future Is Clear For Some Dealerships Where Most Are Still in a Fog

Many dealerships are gearing up their efforts to build their email database, knowing this will be their primary means of communication with their customers now and in the future. As newspaper advertising continues to decline the prevalence of Internet Marketing will increase and the dealership with the largest email database is king. In fact those dealerships that make the greatest strides now will potentially set themselves so far ahead, other dealerships may not catch up.

That is a free and unlimited advertising conduit to send out sales announcements, rebates, incentives, videos, product information, and who knows what the future of multi-media will entail.

Hind sight is 20/20 they say, but I sure would not want to be looking back, saying “I wish I would have …”

Brian Cox
President
Dealer Impact Systems