Dealerships spend thousands monthly to gain shopper attention. Yet, data from recent ROAR lead and shopper surveys tells us more than 85% of dealership money to drive potential business is being wasted by poor process, bad experiences and just overall lack of attention to what shoppers want.
Insights from the ROAR lead and shopper surveys indicates stopping the madness of wasted marketing money begins with knowing what shoppers want in their contact with the dealership—whether it be via e-mail, or phone, even on walking in.
CLOSE RATE BY LEAD RESPONSE TIMING
Some of the key elements to ensure shopper response engagement include …
- Timing – responding to shoppers fast lets them know you are interested in them and their business, with data indicating a response within an hour of receiving the request is 3X more effective at closing a sales than responses over an hour later
- Personalized – fast responses, with a personalized message focused exactly on the specific customer’s needs (rather than with a generic response) lets shoppers know they matter to you
- Value-add – instead of merely confirming the product availability with an e-mail, shoppers love additional information on the product of interest, including photos of features, or even better, is a narrated video to bring the product to life and show the dealership really cares
While nothing guarantees a shopper becomes a buyer, ROAR data indicates these actions greatly increase sales probability.
Contact ROAR to find out how we can help you stop the madness and increase your Lead and Shopper ROI with our Experience Intelligence.