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Where do Internet
leads come from?
Resources > Dealer Articles > Where do Internet leads come from?
August 19, 2005
By Peter Cameron-Inglis
This is part 2 of a 3 part marketing series on Internet Traffic, Leads and Sales for Automotive Dealers. In the first part we addressed where to focus your energy in order to increase your sales closing ratio. Now that you know how to close the leads, in this issue, we're going to take one step back and discover how your dealership can dramatically increase your leads.
Before we begin there is one final point that needs to be made. If you're not getting traffic to your web site the information in this article is not going to help you very much. I will answer that question for you in part 3 once you know how to convert more visitors into leads than your competitor.
Let's assume for the moment that you've got traffic. Lots of potential customers are coming to your web site.
What is it that you want the visitor to do once he has come to your web site? How does your web site motivate your visitor to take action?
I have had the privilege to speak with some of the top automotive salespeople and sales leaders in the country, many of which I am now proud to call my friends. I call them sales leaders and not sales managers. Who ever heard of a 'world manager'? If world leader sounds better then so does sales leader. But I've digressed.
From every top salesperson and sales leader to whom I've spoken... every single one of them have told me that automotive sales is NOT an art form. It's learned. It's a science. This is equally true for your web site. Your web site is your salesperson on the Internet and it's the job of your web site to turn visitors into leads.
If a salesperson isn't making sales for your dealership, eventually but probably sooner than later, that salesperson WILL be replaced. Is your online salesperson doing its job or is it sending your customers to shop the competition?
Okay, so you might now be thinking... 'Peter, that's fine but you're not telling me anything new! How do I REALLY turn a visitor into a lead on my web site?'
It's simple:
- Establish Value first! (Notice I didn't say price)
- Earn the customers' trust.
- Offer EXTRA value in exchange for their "lead".
In other words, your web site is not just another form of advertisement. It can be used as a powerful tool to start building a relationship with the customer and then motivate them to give up their anonymity in exchange for something that's of more value to them.
Establishing Value First
Establishing value is all about giving customers what they want, even if they weren't aware that they wanted it. So what do customers want?
Like you, when it comes to the Internet, customers want information. The more information you can provide to the customer the more value you are creating for the customer. Ultimately you may have more value in your vehicles to offer customers but they won't know it unless your site shows them. Or put another way, your competitor may get the customer if they show more features and benefits on their vehicles than you do (even if yours are better).
Remember Value must come FIRST before you have earned the right to ask for the lead. With out the Lead you'll never get the opportunity to ask for the sale.
Another example can be found in this article. Many dealers who are reading this are not yet my customers. However, when dealers read (for free) the value I am providing by writing these words I am gaining their trust. I am also at the same time establishing a differentiation between ASL and the competition.
But enough about ASL and enough about me. Where does the VALUE come from?
Thankfully, YOUR competition, in most cases, has made it quite easy. They have the attitude that the less they say about the cars they sell - the better it is. They say... "If the customer wants to know something he'll have to contact me and ask for it." It's less work and makes them feel that they can control what the customer thinks and how the customer interacts with them. Trouble is... The customer is going to choose to NOT interact with them.
As far back as June 2003 at the CADA Convention in Vancouver the guest speaker on Internet Marketing, Paul MacDonald - a multi-franchise dealer himself, stated that "Customers have no interest in pictures of facilities or staff members." He went on to say that the customers' key wants include trade-in information and the ability to search a dealer's inventory with lots of details about each vehicle.
This follows the same rule that dealers in the US have been using for quite some time. Sales Manager, Paul Miller of Capital Ford, increased used-vehicle Internet-related sales for his dealership from 600 units in 2001 to 1,035 in 2002. This was far higher than their new car sales and he credits it to providing more information than his competitors including multiple photos for each vehicle.
You can beat the competition simply by doing a little more work on how you display your inventory. Customers expect to be able to use the Internet to find information. The more information you provide - the more value you are establishing for your vehicles, your service (web site), and your company.
And if you don't believe it... the other dealers I work with thank you for the business!
Through focus groups, telephone interviews and online surveys ASL has studied the differences in how dealers display their inventory and the effect it has on the consumer. We have systematically tested one minor difference at a time to make sure that we understand what works and what doesn't.
- More photos or less photos?
- Many options, few options, or no options?
- Payment details or no payment details?
- etc, etc, etc... get the idea?
Why do we spend so much time and money on doing this? Because we don't want to guess. Our business relies on us knowing how to get it right because your business relies on us knowing how to get you the sales.
Earn The Customers' Trust
- Customers want to know that they can TRUST your product.
- Customers want to know that they can TRUST your company.
- Customers want to know that they can TRUST your salesperson.
If value comes from HOW you're displaying your inventory where does the trust come from?
It comes from the subtle things you do on each vehicle regarding what you display.
Let's take photos as an example. Photos help the customer to see beyond the features, facts and numbers. Photos help the customer to start visualizing ownership of your car. But most importantly (and most dealerships miss this) photos can make a subconscious impact on the customer to trust you. They can eliminate more doubts and get the customer further down the sales process than any other single thing you can do. Here are some examples of what your photos can show.
- How much tread is left on the tires?
- What does the odometer really say?
- What does the interior look like?
- How about under the hood?
- What's on the other side of the car that's not being shown?
- How much storage does it have?
- What's the leg room like in the back?
- Are there any special features?
If you'd like some TIPS on how to take great photos click here for a free Photo Tips Sheet to get you started. It may only be that one little thing you showed them in one of your photos that gets you the sale versus your competition.
You don't just have to take my word for it either. Why do you think that eBay charges extra for displaying pictures? Because they know that their clients sell more cars for a higher price when they use photos; that's a fact!
And while you're at it... don't forget your options and trim. Just because you know that all vehicles of that yr/make/model had at least a CD player and roof racks doesn't mean your customers know it.
The sale may be the difference between you listing ALL the options and the competition just being too lazy.
You might even increase your Parts and Accessory sales by specifying in your vehicle description that a particular accessory can be added for a small additional fee. For example, "Ask us how you can add one of our great mountain bike carriers to this vehicle for only $99". Pick an accessory that matches the lifestyle choice of a potential customer to help get their imagination moving in the direction of "the sale".
Offer EXTRA Value In Exchange For Their "Lead"
Remember a couple of paragraphs ago when I offered the free Photo Tips Sheet? Not only did I mean it but I also offered you extra value in exchange for your "Lead"!
How can you offer extra value for a lead? What is the customer willing to accept in exchange for their anonymity?
How About? ...
- A Trade-in Evaluation on their vehicle
- An opportunity to make a no obligation offer on the vehicle
- Applying for Pre-Approved Credit on the vehicle
- A special Internet price
- A special coupon offer
- Booking A Test Drive
- Help finding something closer to what they are looking for
- An electronic brochure on the vehicle
- An estimate of monthly payments
- A vehicle inspection report
- A copy of the dealer invoice
Of course you may not like all of these ideas BUT my point is not about each of these ideas. It's about offering extra value for their contact details.
Like I said... it's simple:
- Establish Value first!
- Earn the customers' trust.
- Offer EXTRA value in exchange for their "lead".
Putting more work into your vehicle listings will also help to increase your Gross! What better reason can you have for doing it?
More Leads! More Sales!
AND More Gross Profit Per Vehicle!
Just remember that over 90% of all sales are made by focusing on the fundamentals!
Here's a quick story that some of you have heard me tell before BUT it's a good one... Many years ago a successful basketball coach was asked for his best advice. He grabbed a ball, walked under the basket, and shot an easy layup. "See that shot," he said gruffly; "99% of all basketball games are won with that shot; don't miss it," and he walked away. You may feel that the person asking for the advice got cheated but it's the best sales lesson you can ever get. Concentrate on the fundamental details: 99% of all sales are made that way.
To get sales you have to prepare... to get leads you have to prepare. Lance Armstrong has won the Tour de France for the 7th time! The race may have only been over the course of a few days but how long do you think he spent preparing? Do you have the same will to win? Concentrate on the fundamental details and the rest will follow.
Here's one more EXTRA VALUE item for you after reading this article... if you're not completely convinced that your online salesperson (your web site) is doing its job ... if you're worried that you're losing too many sales to the competition... I'll review your web site and give you a free no-obligation consultation on how ASL can help you dramatically improve on what you have... Just contact me at the ASL office 1.866.955.2255 and I'll be happy to take a look and help you.
We would love to hear what you think of this article. And of course, if you have any suggestions for future articles that you'd like to share with us, please send those, too!
Need some fresh, free content for your web site or e-zine? You are welcome to reprint this article on your web site or in your e-zine. We simply ask that you let us know where the article will be appearing, and include our byline with a link to the ASLInternet.com website.
Peter Cameron-Inglis is a co-founder and the Vice-President of Marketing & Operations at ASL (Aged Stock Ltd), a company that provides Internet and sales systems for automotive dealers to increase traffic, increase leads and increase the sales closing ratio.
Copyright (c) 2005 - ASL Internet (Aged Stock Ltd). All rights reserved. ASL Internet
(Aged Stock Ltd), 201 - 925 McMaster Way, Kamloops, BC, V2C 6K2
www.ASLInternet.com | Toll Free: 1-866-955-2255
