30 July 2018
It’s an age old question in the auto industry - when
responding to a lead, what is more important, speed or quality?
Should we favor responding to a customer quickly, or
respond with as thorough and tailored a response as possible? The issue has
been debated for years, and doesn’t seem to be slowing down.
Customer attention spans are dwindling with each passing
day, and the increasingly responsive and tailored experiences they receive on
websites like Amazon and Google are making them even more demanding.
How can an auto dealership keep up with this trend? How
can you give online shoppers what they have come to expect, with limited
Dealer Website Leads : Speed or Quality?
Auto dealers have found different ways of dealing with
Some choose quality over speed, and provide highly
customized and tailored responses to each lead. These dealers hope that their
thoroughness will impress the customer more than a quick response would have.
Others have chosen to use automated systems that respond
to customers in near real-time, explaining that a salesperson will reach out
to them as soon as they can. This allows the sales team to take the time they
need in order to respond to each customer individually, without sacrificing on
a quick response.
as Much Information as Possible
There is no magic solution, but there are ways to make it
easier for your sales staff to provide quality responses, even inside a short time-frame.
The most effective way of doing so is by capturing as much
information as possible from your lead form. With more
information, your response can be more detailed and better informed.
The more your salesperson knows about the customer when
they make the initial phone call, the higher the call quality will be,
irrespective of the speed.
Things More Personalized
If your sales team has all the required information about
the prospective customer without asking them repeatedly, lead conversion rates
will definitely rise by a significant number. Additionally, if your auto
dealership has a data analytics solution in place, your
sales team could know that a shopper had been on your website several times in
the past and visited specific pages before submitting this request.
The follow-up call will be a personalized consultation for
that individual. It won’t take your sales team much time to learn this information
either, and receiving a customized response will make a huge difference to the
Some experts claim that a lead should be responded to
within minutes, and that auto dealers need to either utilize automated response
systems, or hire enough employees to handle all the calls that come in. On the
other hand, there are also others who state that quality is favored over speed.
The bottom line your dealership needs to ask is this - can’t an auto dealership really have it both
With today’s technology, it is perfectly possible to
provide a response that is both quick and of high quality, and any dealership that
does not do so will end up losing out on leads and revenue as well.
For more information on how to respond to leads in order
to increase conversion rates for your auto dealership, Contact Us