At CarGurus, we understand quick and effective lead follow up is critical for dealers to win the sale. That’s why we’re thrilled to announce our partnership with Calldrip, a lead management software focused on speed of response, that helps our dealer partners connect with more customers and close more deals.
In less than 30 seconds, Calldrip connects your dealership sales team with hot, ready-to-buy shoppers by converting online leads into phone calls. Though Calldrip helps you get the shopper on the phone almost immediately, it’s up to your dealership staff to do the rest. Remember, your number one objective should be to get the customer into your showroom for an appointment whenever possible.
To help you get the most from this partnership, we’ve put together four best practices for handling these leads below.
Your dealership hours might be nine to five, but your customers’ lives are not. More and more are doing their homework—73% of car shoppers research and compare exhaustively—and a lot of it is done online. Shoppers visit 13 auto sites on average. So it’s likely that their first contact with a dealership is after regular working hours.
The worst thing you can do with customer leads is let them sit, so there’s extra pressure on dealers to respond even when the physical shop may be closed. Here are four ways to capture and address those after-hours leads.
The car business attracts all types of buyers: some folks buy cars on impulse, like a bag of chips in the checkout line, while others spend days, weeks, or even months searching for the right car, deal, and dealership. Regardless of the type of buyer though, life can get in the way sometimes, causing car shopping to get put on the back burner.
In my former life as a BDC Director at a six-store dealer group, I found that timing was one of the main reasons why even our most effective lead sources converted at only 10%-12%. It wasn’t because the customers weren’t serious or decided to buy elsewhere—it was because they didn’t have time, and my dealership was giving up too soon.
Why does that matter to you? If you want to drive more sales from existing leads, you need to optimise your lead follow-up strategy.