Research shows that 30%1 of leads are never contacted. Here’s some tips to help you convert leads into sales.
Respond fast. And professionally
Studies show that if you respond to leads within an hour, you're 7x more likely to get in touch with the buyer. Respond to all leads – don't assume that they're not in-market. You could be handing that lead straight to a competitor.
Choose the best time to make contact
The buyer may have specified a preferred time of day for you to call. But if not, studies show that the best time to reach buyers is between 4pm-5pm; a 164% uplift vs midday. 8am-9am is the second best time of day to call.
Offer out of hours support
Over half of leads are sent after 6pm when you're closed. Have processes in place to respond to these leads promptly and professionally. Services such as Live Chat mean you can interact with buyers at any time.
Personalise your response
In any email exchanges, always include your dealership name, logo, links to your website, the sales person's name, plus a strong call to action of what to do next.
Provide information about payment options
87% of new cars were purchased on finance last year. Make sure you tell them about your monthly payment plans to show them affordable your cars could be.
Don't give up on leads
Many sales reps give up on leads far too soon. Always make at least 6 attempts to get in touch. Just by making a few extra calls you can increase your chances of making contact by up to 70%.
Follow up on leads. Build a relationship
Even if the lead doesn't convert, follow it up 3-6 months later. Ask them if they're still in-market and offer professional advice to help build a relationship which could result in a future purchase.
Measure your success
Track the number of leads you receive and the responses you send. Measure how many of them book a showroom appointment, book a test drive or request more details. How many of them converted to a sale?
Some important stuff
- Source: Harvard Business Review. The Best Practices for Lead Response Management, 2015.
- Source: InsideSales.com study of lead response times.
- Source: Auto Trader Data, July 2017.
- Source: Finance & Leasing Association, 2017.