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It is well worth asking the question, do I need more leads, or do I need to more effectively manage the leads I already have? Whilst the correct answer is probably to do a bit of both, we’ve recently worked with members on the latter.
We actively encourage our members to listen more carefully to leads and make sure that a customer’s name and contact details are captured. Understanding a call’s content is key as it is this information that will help members to ensure all leads are captured in their lead management system. Whether they are leads from their own website or classified sites like Trusted Dealers, it’s the only way to ensure you’re getting the best bang for your buck!
This fits well with our philosophy of shared responsibility for the creation of footfall whereby a dealership or marketing department is responsible for generating half the leads whilst the sales team are responsible for producing the other half.
Another area to focus on is the quality of email replies. Half of emails are still not responded to within 24 hours, but it goes without saying that putting a little extra time into working on this area can really improve the amount of cars you sell.
Finally, a good idea is to organise a trip to a local competitor with your partner or someone who is not involved in the motor trade. Witness the sales experience first-hand from start to finish and see if there is anything new you can learn from it.
We don’t buy cars in the same way as the public and so we should remind ourselves of what that feels like. This subject will be discussed in further detail alongside much more at the NFDA Driving Digital Conference with speakers from the NFDA, google and What Car? It’s being held on Tuesday 2nd July in Manchester and Friday 5th July in Newbury and, at the time of going to press there were still a couple of places available.
For further information visit www.driving-digital.co.uk.