According to the 2008 Cobalt Automotive eShopper Experience Study, the “traditional” dealership gives up on a lead after three days, no longer actively pursuing them as an in-market buyer. This just doesn’t make sense, considering that J.D. Powers reports in their 2008 New Autoshopper.com Study that those in market for a new vehicle begin using the Internet to research their purchase about 12 weeks before they actually buy.
Lead nurturing or follow-up (whatever your dealership calls it) is so important if your dealership wants to sell as many cars as possible. The most important thing for your sales people to do is respond to each and every email that you receive from potential customers. It’s amazing how many incoming leads don’t get responded to.
Check in with your leads at regular intervals to ensure that your dealership has done everything you can to earn their business. Ask if they have any questions about a specific vehicle or your dealership. Try sending short surveys to make sure they feel that they have been treated how they want to and nothing is holding them back from eventually choosing your dealership for their purchase.
There is no doubt your dealership staff have full plates, so why not automate some of your lead nurturing? Take full advantage of your CRM and any web tools your dealership uses to take some of the load off. These programs can schedule emails to be sent at various time periods to ensure none of your leads fall through the cracks in the long term.