7 min readDealership Solutions: 4 Dealer Pain Points and How to Overcome Them with PERQ
Working at a dealership, there’s no doubt that you’ll come across TONS of big wins. Of course, dealership life also isn’t without its aggravating challenges. Perhaps your dealership isn’t getting as much foot traffic as you’d like. Or, maybe you feel like you’re being “strung along” (for lack of a better phrase) by customers who are just casually browsing and who don’t have a sincere desire to purchase a vehicle.
These types of issues can be tricky to resolve, but they are NOT impossible to overcome. PERQ Web Engagement offers a multitude of dealership solutions that that can help combat a plethora of issues.
Here’s a list of 4 common dealer pain points that dealers face and how they can be resolved with PERQ Web Engagement.
1. You’re Not Getting Enough Leads
Believe or not, this is probably the most common issue that many dealerships face. Dealership websites often get a substantial amount of traffic; but alas, most dealerships in the U.S. don’t even convert 97% of that traffic. Needless to say, that number is HUGE!
While this is clearly cruddy news for most dealerships, this doesn’t have to be the case for you. Other dealerships might have simple trade-in tools on their websites, but many of these tools don’t provide customers with the opportunity to really have a two-way conversation. There’s no real opportunity for consumers to engage and learn a little something about themselves.
By integrating PERQ Web Engagement onto your dealership’s website, you’re giving consumers an easy way for them to obtain relevant and useful information — trade-appraisals, trade-in offers, assessments, etc.
“Other dealerships might have simple trade-in tools on their websites, but many of these tools don’t provide customers with the opportunity to really have a two-way conversation.”
And in addition to getting the results and information they were looking for, consumers are presented with other options that push them further down the purchasing funnel: credit applications, test drive scheduling, and so on. In a nutshell, the more incentives provided and the more accessible your tool is, the more leads you’re bound to collect.
2. You’re Getting The Wrong Kinds Of Leads
One of the other biggest problems dealerships face is that they’re attracting the “wrong” kinds of leads. By wrong lead, of course, I don’t mean that they aren’t completely capable of making a vehicle purchase at your dealership. When I say the “wrong types of leads,” that often means the casual browsers – folks who really don’t have any real intent to shop in the near or even distant future.
If you’ve followed up or crossed paths with these types of customers, you realize how much of a waste of precious energy this could be. Many of these types of leads might be generated by static lead forms that collect very limited information – like an e-mail address, phone number. Nothing is truly known about the customer or their intentions. Interactive experiences from PERQ can help relieve some of these issues.
As previously mentioned, PERQ Web Engagement requires contact information, but it also asks practical questions about purchasing time frame, budget, and desired vehicle.
In fact, trade appraisal leads can deliver 5x the consumer information to sales in order to successful convert into an Up. This information gets delivered to your CRM, which can then be filtered through to find the most interested shoppers.
3. You Aren’t Getting Enough Conversions
Along with not procuring enough quality leads, many dealerships are often confronted with low conversion rates. That means the few quality leads you DO have often don’t convert into sales.
“If you focus your attention on high-intent leads, you’ll be able to provide plausible solutions to issues they might experience during the car buying process.”
To combat this trying issue, your guys will need to effectively respond to prospective customers based on the lead information in your CRM.
The more you personalize the follow-up call to align with a car buyer’s budget, desired vehicle and offers, the more likely it’ll be to convert them into a paying customer.
Additionally, if you focus your attention on high-intent leads (Meaning they plan purchasing a vehicle in the near future), you’ll be able to provide plausible solutions to issues they might experience during the car buying process, like car value, financing, special offers, etc. The more information you can provide to steer the customer in the “buying” direction, the better.
4. Third Party Dependency
The last pain point we’ll be discussing today has to do with third-party dependency. Often times, third-party vendors will host many of the online tools, surveys, e-mails and newsletters coming from dealerships.
While there isn’t anything inherently wrong with using third-party vendors, many of the tools customers are exposed to don’t possess the dealership’s logos and slogans. That and they certainly don’t provide the customer with a unique, personalized experience.
In order to remain top-of-mind to your customers, you’ll want stray away from using 3rd party brands to facilitate a lot of the heavy lifting. If a customer using your dealership’s Trade Appraisal tool to get a quote of their vehicle, you want the same imagery, logos and slogans as the ones found on e-mails, targeted display ads and direct mail. Brand recognition is crucial for getting customers to shop with your dealership.
Want to learn more about how our software can help your dealership can garner more leads? Check out PERQ Web Engagement’s automotive solution, and schedule a demo today!