Shift the Way Your Dealership Thinks About Lead Handling

The automotive industry is no stranger to change, and once again, it finds itself at a pivotal juncture—we are witnessing a significant shift back to a buyer’s market. As global supply chain issues settle and shift the balance back to consumers, dealerships must adapt their sales strategies to meet the demands of a more informed and selective consumer base. 

While retailers are already integrating technology like chatbots, digital retailing platforms, and AI to enhance the sales process, the way forward involves a more integrated approach: pairing the efficiency and reach of tech with the tried-and-true practices of good, old-fashioned customer service. By doing so, retailers can create a sales model around lead handling that’s resilient, adaptive, and deeply rooted in what makes for a satisfying shopping experience. 

Is your dealership looking to convert more leads? Here are essential best practices to help fine-tune your approach to lead handling in today’s buyer’s market. 

1. Balance Speed with Quality 

Contrary to the age-old adage “speed kills,” in lead handling, timing and quality of response are far more crucial. Studies point to a 20-30 minute window as the optimal time frame for responding to leads. This is because it usually takes that amount of time to craft a quality response. The focus should be on crafting informed and personalized responses that respond to their specific questions, such as inventory availability or pricing. Keep in mind that the fastest quality response is best, and if you can do that in under 20 minutes, you should. 

2. Embrace Texting 

While email remains a steadfast component of lead follow-up strategies, texting (with an opt-out option, of course) has emerged as a remarkably effective engagement tool, boasting three times the email engagement rate. This statistic alone should be a compelling enough reason for dealerships to integrate texting into their lead-handling arsenal—if they haven’t already.

3. Engage; Don’t Push 

A successful lead handling process starts on day one with a solid first impression. Use your initial responses to present options—price quotes, for example—rather than pushing for an immediate sale. Responses that combine branding, a vehicle picture, and answers to the customer’s initial questions set the stage for a “choice close.” This approach engages the consumer in a dialogue rather than pushing for a premature commitment. Essentially, it’s about effectively selling an appointment rather than a car. 

4. Sell Your Strengths 

While it’s important not to necessarily push a buyer in the initial response, it’s highly recommended that retailers provide a price quote in that first email response. Once the price has been communicated, then the focus should shift to 'selling' every other aspect—the brand, the vehicle, the dealership, and the salesperson. These are the 'Why Buy's,' emphasizing the unique value and advantages the dealer offers the customer.

5. Target Your Strategy 

Every lead has potential. When a customer submits a lead, they likely fall into three categories—buyers, shoppers, or researchers. Customizing strategies to these buyer intents is key. For buyers, don’t send an immediate response that doesn’t factor in the information they’ve already provided—spend time getting them the specific information they requested. Shoppers are typically looking to compare options, but like researchers, if they don’t bite on the first response, focus on selling your brand and dealership’s unique value propositions to keep the conversation alive, effectively building toward eventual conversion. 

6. Build Your Team 

Regardless of any strategy, having a dedicated team solely focused on lead handling is crucial. Staff must be trained to handle every type of lead, whether a walk-in, a phone call, or an online inquiry. The team needs to respond quickly but also provide thorough, quality interactions to meet the high expectations of today’s well-informed customers. 

The Way Forward 

One thing that consistently remains true within the changing landscape is that dealerships know how to react to market changes. At Shift Digital, we work with retailers nationwide, refining their lead management to align with dynamic market demands. We equip dealers with enhanced strategies and the necessary tools and insights, enabling them to transform more leads into loyal customers. Contact us today to see how we can help.