Got Leads?
Although many customers contact a dealership with a specific vehicle in mind, almost 76% will end up purchasing a vehicle different from the one they were originally looking at. Researching a bit deeper into this we have found that over 42% of internet leads that become a sale will be sold a pre-owned vehicle.

The statistics quoted above should tell you one thing. If 42% of internet leads that become a sale will choose a pre-owned vehicle, it proves that most of your customers will at the very least be open-minded to other suggestions.

TIP:  Ideally, during the life of a lead, dealers should be following up with customers a number of times throughout the sales process. Here are some key tips to follow when responding to these leads:

* Your internet calls should be directed to an individual who can PERSONALLY answer the call (like the receptionist who can forward the call to the appropriate person).  Never have the call sent to voicemail or a cell phone.

* With your initial response be sure to provide the customer with answers to all of their questions.
 
* Leave an open end to your response by including some questions of your own.

* Remember that 40% of online leads will close after 90 days.
 
* Keep following up with customers with fresh information about promotions / why we are different / new arrivals/ new pre-owned vehicles that are on your lot.  TIP:  This is where a monthly e newsletter would be a powerful communication tool with your customers and prospects.  Interested in learning more about generating a monthly e newsletter campaign? Contact Search Optics today or read more about our offering within this newsletter.
 
Most importantly, you should always offer additional vehicle suggestions including pre-owned/certified options within the first week of contact.
 
Much of the same holds true when working with a customer in person. Again, be sure to provide the customer with answers to all of their questions.

Sit the customer in a vehicle and ask questions that will identify what they value most about the vehicle.
 
Walk the customer though your lot so that they have an idea of what else you have in your inventory.
 
Most importantly, you should always offer additional vehicle suggestions including pre-owned/certified options in not only the same model but other models as well that could meet their needs.