Focus on Long Term Follow Up

Is your dealership's Internet sales process focused largely on converting consumers within the first 72 hours of receiving their lead? If so, you're leaving a large chunk of sales on the table...

How much time do you spend working your 15, 30, 45, 60, 75, and 90-day old prospects?Probably not enough...

While this published data may be a few years old, the statistics have not changed much since that time. Put together a strategy with a combination of phone calls, personal emails, email newsletters and direct mail (where possible) to stay in touch with the consumer for 90+ days and keep your dealership in their thoughts.

Excerpt from: 2008 AUTOMOTIVE ESHOPPER EXPERIENCE STUDY, conducted by The Cobalt Group and J.D. Power & Associates. 

"The 2008 J.D. Power and Associates New Autoshopper.com Study found that on average AUIs (Automotive Internet Users) report that they first decide to buy a new vehicle 15.4 weeks before they actually purchase one. Three weeks later they begin using the Internet to find information, which is approximately 12. 4 weeks prior to purchase. By the time they have narrowed their vehicle selection down to one vehicle they are typically 5 weeks away from purchase. This information is key to both understanding the best time to target and market to Internet shoppers and to understanding that shoppers may be in-market for different periods of time...

The longer a lead remains unsold, the more likely it is to convert to a used vehicle.Dealers should respond promptly to leads and have systems in place to market to car shoppers in a way that addresses what the consumer is likely to purchase based on the age of the lead. Suggesting a used vehicle alternative to a new vehicle lead as the lead ages could help convert the lead to a sale. Additionally, with a third of leads converting after 90 days, dealers who continue to market to consumers will benefit by selling to those with purchase timeframes beyond a three month period."

What strategies does your dealership employ to stay in touch with consumers?