Click-to-call advertising is a popular strategy in the automotive segment. According to estimates from Google, a whopping $4 billion is spent on Google call extensions alone. Reports predict the automotive industry will spend nearly $44 billion on advertising for 2016, so making good use of that money is crucial.
A large percentage of internet searches for car dealers come from mobile sources – nearly half, in fact. Because of this, it is necessary for those in the automotive industry to know how to link a potential consumer’s online actions to their subsequent offline behavior. Customers looking for a vehicle, a service center, or automotive parts will likely place a phone call to the dealership. Google data proves that 60 percent of those consumers do contact the dealership via phone, but vehicles are hardly ever sold over the phone. Sales are usually finalized at the dealership. This gives dealerships the unique chance to improve all aspects of a customer’s shopping experience, from early internet searches to the customer visiting the dealership and purchasing a car.
What changes can your dealership make to improve conversions? Consider these helpful tips below!
- Be educated about your inventory – When a customer calls a dealership about a vehicle, they usually already have a specific model in mind. These customers have previously done research on a vehicle that has caught their attention, so it is beneficial to have the details about that model readily available. This allows you to effectively answer any customer questions and possibly even upsell or provide better alternatives.
- Make sure calls do not go unanswered – Research has shown that between 10 and 20 percent of customer automotive search time is wasted because their calls do not get a response from the dealership. With all of the money that the automotive industry spends on getting customers to connect, these figures can be frustrating. Don’t lose your advertising dollars, as well as a possible sale.
- Mention setting up an appointment over the phone – Data has shown that communication over the phone typically doesn’t translate into a customer setting up an appointment at the dealership. However, in over 60 percent of phone calls, making an appointment isn’t even brought up in the conversation. When a representative does try and set up an appointment, 1 out of 3 attempts is a success. Consider new techniques to help your sales team engage prospective customers, and increase the chance they will set up a time to make a visit to your showroom.