As an auto dealership using the PERQ online guided shopping solution, you’re used to getting auto leads and a lot of consumer profile data about that online shopper. Before picking up the phone to immediately call, it helps to first build a car shopper’s confidence on why they should choose your dealership to make a purchase.
Data from PERQ’s Car Buyer Insights show 68% percent aren’t ready to buy and are still wanting to educate themselves when they’re on dealership websites. While only 7% say their preferred method of contact is a phone call.
As an auto dealer, you have a quota to reach and vehicles to sell, but taking a different approach in how you handle PERQ auto leads can actually result in more sales and higher revenue for your auto dealership. Follow these lead management tips to continue the conversation that started on your website through PERQ’s online guided shopping solution.
Review the PERQ Auto Lead Profile
PERQ’s online guided shopping solution makes it easy for your dealership’s online visitors to engage and help them narrow their car buying decision, whether they’re a first-time visitor or returning after months. Anyone on your auto dealership team who handles PERQ leads should have access to the data and understand how to read the consumer profile information.
As your visitors interact with the shopping tools, such as a new customer welcome, trade-in value, payment calculator, assessments, test-drive scheduler or incentive, they’re answering questions at the click of a button. All of that information is captured in the lead profile.
In this example above, the consumer went through a shopping tool. They shared some important information about themselves:
- The leads has a trade with an estimated NADA value of $9,640 to $12,050
- They’ll be ready to buy within 2 weeks
- They prefer the dealer contacts them by text
- They’re an existing customer
- They’re interested in a Sedan and are still comparing options
- The lead feels the next best step is to schedule a test drive
When the lead enters your CRM, the trade and vehicle of interest information auto-populates into the correct fields. Every time a consumer goes through a new shopping tool on your website, you’ll receive an updated lead notification. Be sure your CRM is set up to handle and track lead triggers.
Which PERQ Auto Leads to Focus on First
Not all leads need to be contacted immediately. Instead, your dealership should help to educate the team about ways to read the data and which leads to focus on first.
Look at the consumer buying funnel from the bottom up. Follow up with leads first who told you through PERQ’s solution that they’re ready to make a purchase now or within the next two weeks. The next step is to follow up with the leads who are still in the research and discovery phases of their shopping journey and who are still looking for more education .
PERQ leads that also went though interactive experiences, such as Schedule a Test Drive, Request More Information or those who asked a specific question in a Comments field, should also be contacted first.
Follow-Up Tips for PERQ Auto Leads
As an auto dealership, you want to make the best impression to stand out from the competition. It’s important to treat your online leads the exact same way you would treat a customer walking through the doors of your dealership.
My clients that get the highest lead to sale conversion rate are those who value online shoppers just as important as those shoppers who end up on the lot. We even have clients who are changing up their processes to have one team focusing on handling PERQ leads because of the valuable consumer profile data captured. When dealers treat the consumer profile data they capture from PERQ as the first conversation they’ve had with that shopper, they see better success. They use that data in the follow-up conversations, whether they’re happening by email, text or phone.
For example, if a lead says they want to be contacted by email (and 68% on consumers in PERQ’s Car Buyer Insights do want an email first!), then reach out to that shopper by their first preference before making a call. Yes, that’s a change in how many dealerships work, but it also shows you’re paying attention.
By using the profile data you captured, you can also be more specific in your follow up. If the shopper received a trade value on their vehicle through your site, told you they were interested in a special offer around trade, you can reference those details, along with the fact that you have a $500 trade-in bonus offer for them.
If the consumer told you they wanted a quick and easy purchase, let them know how they can expect that from your dealership. And if they say their next best step is general research, ask them how you can help narrow their selections. Again, it’s all about being helpful and reacting to what shoppers already told you online when they engaged with the PERQ Online Guided Shopping tools.
Continue to educate those shoppers, build their trust and they’ll choose to make that final vehicle purchase with you.
Other tips, I suggest, include helping to educate those leads who are still narrowing their decision and not quite ready to buy. Since the majority of your shoppers who land on your website are still in the research phase, you can further help in their buying decision. If the data from PERQ auto leads profile reveals the online shopper was interested in offers on two different cars, you can include the pros and cons of each in your follow up email. Continue to educate those shoppers, build their trust and they’ll choose to make that final vehicle purchase with you.
Good luck and feel free to schedule some time to chat to learn more about following up with your PERQ leads! If you have a tip yourself, please share your advice in the comments below.