Car Leads for Salesmen: Finding Quality Consumers at Your Dealership

Car Leads for Salesmen: Finding Quality Consumers at Your Dealership

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Not all car leads for salesmen are alike. As you know, they your sales reps can spend hours, over a period of weeks, chasing a lead only to find out that the prospect has no interest in purchasing a vehicle — at least not anytime soon or from you. On the other hand, there are those few that seem to convert seamlessly.

 

That’s why it’s important to develop a strategy for gaining more quality auto leads. By equipping your sales team with contacts who are in the market to purchase “now” or within the next 30 to 90 days, you can get more sales with less effort in less time.

 

So, what’s the magic formula?

 

Well, it’s not necessarily magic, but the right auto dealer web software can provide consumer data and insights that allow you to create follow-up communications that help you better identify how to connect with prospects with the right message at the right time.

 

Take a look at how PERQ’s online guiding shopping solution worked for one of our clients in producing customer insights that help them convert leads more quickly into sales.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670921476{padding-bottom: 25px !important;}”]

The Search for Higher Quality Car Leads

[/vc_column_text][vc_column_text]Marshall Dry Ridge Toyota, which serves markets in Kentucky and Ohio, had been testing different tools to increase its inbound leads for both new and used cars for some years.

 

Two of those tools included Black Book and AutoTrader, which produced mixed results. For example, during July 2015, the Black Book solution produced 21 leads and five appointments, of which only two showed up. The final result? One car sold.

 

Marshall decided to try our PERQ Web Engagement solution in search of a larger volume of higher-quality car leads for salesmen at their dealership. The package included trade in appraisals, promotional experiences, interactive engagement, e-Price and special offers.

 

“If it wasn’t for PERQ Web Engagement, those leads would have been lost without them giving us their contact information.”

— Kevin Ireland

 

That comprehensive approach not only led to better engagement, it allowed the Marshall team to gain insights into the types of leads they were receiving from the website. It also set them up for more personalized communication through the contact information the tools generated.

 

“If it wasn’t for PERQ Web Engagement, those leads would have been lost without them giving us their contact information,” said Kevin Ireland, Marshall’s IT/Marketing manager.[/vc_column_text][vc_column_text css=”.vc_custom_1531670976972{padding-top: 25px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531671033677{padding-bottom: 25px !important;}”]

The Results

[/vc_column_text][vc_column_text]With the detailed consumer data gathered from PERQ, Marshall learned that 73 percent of the new leads had never purchased from the dealership; 80 percent wanted to trade their vehicle “now”; and 37 percent of the e-Price leads were “ready to buy now.”

 

Furthermore, a whopping 67 percent of the trade leads said they would prefer to be contacted by email. That type of information allows Marshall’s sales reps to be more strategic in how they follow up with leads.

 

Within a 2.5-month period, the PERQ engagement led to Marshall gaining a total of 272 leads — including 91 from e-Price, 104 Trade Appraisal Plus, and 77 special offers.

 

For a deeper look at how a switch in software can produce results, look at our case study on Marshall’s use of PERQ here.[/vc_column_text][vc_empty_space][vc_column_text]

Additional Auto Resources

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Car Sales Advertising Ideas for 2018: A Digital Forecast

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]The demand for car sales advertising ideas is increasing as the competition gets more and more intense. Advertisements for cars use to be limited to print. Moreover, an artist would work tirelessly to come up with the perfect depiction.

 

“Before whiz-bang commercials, slapdash social media posts, and ridiculous concept cars, artists spent weeks — months, even — crafting gorgeous illustrations to depict the latest vehicles,” said Aarian Marshall, staff writer at Wired. However, that isn’t the case today.

 

Nowadays, marketers are turning to digital strategies that incorporate video, social media, and mobile to help sell cars.

 

In 2016, Sydney Ember, media reporter with The New York Times, reported that “Digital ad spending will grow 17.2 percent this year, to nearly $160 billion, and 13.5 percent in 2016, and is expected to overtake TV as the biggest advertising category by the end of 2017.”

 

And guess what? They were absolutely right! You are seeing advertisements now every time you log into your Facebook account or scroll through your Instagram feed. Per Ember, “In particular, ad dollars are now flowing faster into online video, social media, and mobile.”

 

Here are some initiatives that are getting more attention.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670580561{padding-bottom: 25px !important;}”]

Videos Are Ideal For Eliciting Emotion

[/vc_column_text][vc_column_text]It’s a rule of thumb that if you want to maximize the appeal of something, use video because it will surely resonate with the viewer. Anymore a majority of car ads on television tell some sort of story through video.

 

For example, last year when Star Wars: The Force Awakens was set to be released, Fiat Chrysler Automobiles came up with a series of Star Wars-themed ads. There was already a lot of emotion built up surrounding the release of this movie in the beloved series, thus, Fiat Chrysler was able to capitalize on these emotions and make it a win for them.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670571795{padding-bottom: 25px !important;}”]

Ever-Evolving Social Media Platforms

[/vc_column_text][vc_column_text]This past June, Buffer released findings from analyzing over 16 million social media posts, which covered 100,00 brands. According to the study, “After looking at over 16 million updates over 12 months, covering Pinterest, LinkedIn, Google +, Facebook and Twitter, we found that brands posted primarily to Facebook and Twitter.”

 

You can now shoot video in real time on Facebook, which is something marketers and or managers in the auto industry, might want to add to their digital marketing strategy.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670595765{padding-bottom: 25px !important;}”]

Building Interactive Experiences

[/vc_column_text][vc_column_text]It’s not enough just to have a static website when prospects visit your site. You must engage them — whether they’re simply browsing around (at the top of the buyers’ funnel) or looking for more specifics, like used car inventory and financing qualifications.

 

Look for opportunities to go beyond the simple form that includes only name and email address. Go for interactive experiences that allow you to deliver a more customized experience.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670609064{padding-bottom: 25px !important;}”]

Mobile Is The New Mantra

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Mobile is clearly a sound investment when choosing a digital strategy to market cars. Younger generations are attached to their phones, thus, it’s important to factor this in when attempting to resonate with first-time drivers.

 

As you can see, it’s essential to integrate video, social media, and mobile into your 2018 digital strategy especially if you are trying to advertise your car brand.

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Additional Auto Resources

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How to Generate New Sales Leads in 2017

How to Generate New Sales Leads in 2017

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]The new year has traditionally represented a fresh start. After all, it is the primary reason why gym memberships are the highest in the month of January. For auto dealerships, of course, the new year is also the best time to try out new marketing strategies. Not only is it a great way to give your dealership a fresh start, but it gives your dealership enough time to make mistakes and learn from them.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523278338228{padding-right: 25px !important;padding-left: 25px !important;}”]

HOW TO GENERATE NEW SALES LEADS IN 2017

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Going forward into the new year, there are lots of new things you can try out that have helped dealerships succeed in the past. If you wanna learn how to generate new sales leads in 2017, try out some of these tactics here:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278425748{padding-bottom: 25px !important;}”]

Make Ads More Relevant

[/vc_column_text][vc_column_text]Visitors to your website are a captive audience – you can show them all sorts of ads while they’re there. But instead of offering up large, generalized ads and static deals, you might want to consider the power of small, targeted ads. Often, when shoppers visit dealership websites, they all see the same deal – for example, “$1,000 cash back on new car purchases.”

 

According to Digital Dealer, you should avoid showing shoppers the best possible deal the first time they visit your site. When you use behavioral tracking software, you can configure offers to increase each time a visitor returns to your website, starting with a modest discount and progressing to the best available offer.

 

Tracking software can also show visitors smaller ads more relevant to their interests. If they’ve looked at a specific type or brand of vehicle, for example, you could show them a small offer that requires them to provide an email address to view the discount. And with that email address, you have a qualified sales lead.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278514250{padding-bottom: 25px !important;}”]

Improve the Mobile Experience

[/vc_column_text][vc_column_text]Mobile devices let shoppers compare prices from anywhere, and that’s what car shoppers often do. According to a Cars.com Insights study from January 2014, 25 percent of the people using their smartphones in 2014 while at a car lot were comparing prices at competing dealers, and 22 percent were looking for vehicles at other dealerships.

 

Your website should be mobile-friendly so that you can pick up new leads when nearby shoppers are looking for a better deal or more vehicle options. A mobile-friendly website consists of responsive designs that are easily viewable on different size devices, as well as appropriately sized fonts and buttons that fit neatly on the page.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278645781{padding-bottom: 25px !important;}”]

Use Better Tools

[/vc_column_text][vc_column_text]You may already have a tool on your website that lets people calculate the trade-in value for their current vehicle. But some of those tools focus more on vehicles than the shoppers browsing your website.

 

Ideally, you want a trade-in tool that helps you understand where the customer is in their buying journey. Just looking? Thinking about buying in the next month? Ready to buy now? That kind of information is invaluable in helping you focus your marketing efforts.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523278796979{padding-bottom: 25px !important;}”]

Cultivate Leads Over Time

[/vc_column_text][vc_column_text]Shoppers in the early stages of the buying journey aren’t interested in time-sensitive offers or multiple phone calls from salespeople. A better approach for this segment is to offer an email newsletter.

 

The best car dealership newsletters highlight facts and figures that consumers might want to know about, such as new vehicle features and safety ratings.

 

When you’re able to capture an email address via your newsletter sign-up, you can begin building your reputation as reliable and informative – both qualities that can help you convert a subscriber into a buyer, at some point in the future.[/vc_column_text][/vc_column][/vc_row]

Impressing Car Buyers Who Already Made Up Their Minds

While just about every business faces them, car dealerships probably have more than their share of those difficult consumers – the ones who already seem to have their minds made up.

It could be that they’re familiar with one brand of vehicle or one type of vehicle, and they’re just resistant to change. Or it’s quite possible that they don’t trust you. Don’t take it personally. Unfortunately, the car dealership industry has yet to shake its reputation for being untrustworthy, according to a Gallup poll.

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3 Steps to Better Convert Internet Auto Leads into Customers

3 Steps to Better Convert Internet Auto Leads into Customers

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Have you given your conversion rates from new car sales leads a good look lately? How about those for your used cars? If you’re settling for a response along the lines of “adequate” or “OK, but could be better,” it’s time to analyze different ways to improve this important part of your sales process.

 

Chances your conversion rates not only could be better; they could be significantly better with a bit of an overhaul of your current processes. Take a look at these three important steps to convert more internet auto leads into sales.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531422954999{padding-bottom: 25px !important;}”]

Set Yourself Up for More Successful Conversations from the Start

[/vc_column_text][vc_column_text]Step one requires you to equip your website with the right foundation. If your car dealer software does little more than produce names and contact info for your sales team to follow up with, you’re already at a disadvantage. Trust me. With this type of campaign, your sales team will only end up frustrated, wading through leads that could be at different stages of the buying process.

 

Give your software more responsibility in getting critical information that sets up your car salesmen for more engaging and relevant conversations with your auto leads.

 

For example, if you have a trade in appraisal tool that simply provides a generic value of the car, your visitors won’t find a lot of value in that.[/vc_column_text][vc_column_text css=”.vc_custom_1531423417856{padding-top: 25px !important;}”]Go a step further by making it a more interactive and engaging experience that helps the prospective car buyer understand his or her own priorities with the purchase of a new or used car. Some forms are such a boring, exhaustive experience that visitors will lose interest in completing them.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531423017011{padding-bottom: 25px !important;}”]

Use the Data Wisely

[/vc_column_text][vc_column_text]With dealership software that offers a more engaging experience for visitors — giving them the opportunity to share preferences based on used, new, sports, luxury, hybrids, etc., as well as timeline, you have data to further engage your audiences by appealing to their interests. Use this data wisely and strategically.

 

A person in the market to purchase a used economy vehicle within 90 days should receive entirely different email follow-ups from the person who plans to purchase hybrid within six months. Likewise, incentives for each should vary depending upon their preferences. Each prospect should feel that you “get them.” Personalize your communications. It will work to your advantage.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531423033172{padding-bottom: 25px !important;}”]

Heed Customers’ Preferences for Follow-up

[/vc_column_text][vc_column_text]Here’s another way to further personalize the experience. And it’s key. Give prospects the opportunity to select their method of communication — email, text or call. Respect their preferences.

 

Don’t be surprised if consumers would prefer not to talk to you at all on the phone. A survey by Accenture revealed that 75 percent of car buyers would prefer to complete the whole process online. Don’t take it personally. Just give them what they want when it comes to preferences.[/vc_column_text][/vc_column][/vc_row]