Are you wasting leads?
The sales funnel for vehicles has changed. One of the most significant changes is that potential car buyers are entering the funnel earlier.
The unwilling contact
Today’s car owner enters the sales funnel even when they’re not ready to buy, just yet. For example, when someone goes to a website to find out how much their car is worth, they might be told they’re upside down with their loan.
Of course, as soon as they enter their contact information, it gets sold to a car dealership. Now they’re suddenly getting emails from all of the dealers in the area trying to get them to buy a car or truck.
The buyer’s response is, “I’m just looking.” This gets exhausting. Many dealers stop contacting the lead because they’re not getting immediate results.
Too often, dealerships are only committed to the short term. They’ll only keep contacting someone if they’re likely to buy in the next couple of months. With the leads entering the funnel much sooner than ever before, lots of leads are being lost to a short attention span.
How to make the most of long leads
There are a number of ways to make a long lead work for you.
Email – Email is a great way to stay in touch with people. Make sure that your email addresses their issues and concerns. If you create an email series that’s geared toward people who are “just looking,” you can answer their questions and nurture their business.
Emails that address issues like, “How to deal with a vehicle you’re underwater with,” and “Can I buy a new car owing a balance?” will go a long way to helping people make up their minds and move forward with a purchase.
Text messaging – Texting is one of the most powerful ways to stay in touch with people. Over 90% of texts get read. That means that you can count on people to see them and react.
Your texts can direct them to articles that interest them, great financing deals, or even special vehicles that they might be interested in. You can host a “No Pressure” event where they can come to your dealsherhip, look at vehicles, and get their questions answered, without being pressured to buy a vehicle right away.
Standing out from that crowd
The best way to stand out from the crowd is to forge a relationship, not just a chance to sell a vehicle. So often, dealerships and sales people are so hungry for the sale they forget what it’s like to be on the other side and feeling pressured to make a decision now!
What about the immediate sales? How will you survive?
This idea doesn’t mean that you should give up what you’re doing now to make sales and pay the bills. This nurturing concept is in addition to your current strategies.
After about 6 to 12 months, you’ll suddenly find yourself with a bunch of customers who have been reading your messages for a while.
Can you use both email and text messaging?
The emails can contain longer content and help people to learn about buying a new vehicle. Text messages are invites to special events or just a touch base to talk about whatever is on their minds.
The key is to build a relationship. Become the organization that your leads think of when they consider buying a vehicle.
Never throw away leads
The only leads you should get rid of are the ones that tell you not to contact them again. Otherwise, every lead is a lead that you need to stay in touch with. This includes people who just bought a car or tell you they’re just looking.
Every lead you get, no matter how you get it, is worth money because it cost you money. Don’t give up one someone just because they’re not ready to buy a car today.
Use the tools that you have to contact them and they’ll reward you by becoming a customer instead of a lead.