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Dealer News June 2008
What’s the Best Way to Describe a Vehicle on a Lead?
According to many top performing Internet Managers, the easiest way to describe a vehicle is to send the vehicle’s window sticker to the customer showing the standard equipment, options and price. But the very best Internet Managers, who get the most replies back from customers, are the ones who focus on the needs of their customers and show value by highlighting specific vehicle features. This strategic approach distinguishes your dealership from your competitors.
Customers interested in a van, may want to know about the rear seat entertainment package option to keep their children interested in movies during long trips. A Truck buyer may want to know about the Chrome trim package that differentiates this truck from others. A high performance buyer may want to know more about the vehicles horsepower ratings. A Luxury buyer may want to know about the dealerships customer service advantages, i.e. the car wash discount while you wait for service or the in store Starbucks stand convenience or the complimentary Wi-Fi access.
Focusing on a specific vehicle feature is helpful when Internet Managers read a customer’s email and try to understand the reasons why the customer is asking about the vehicle. When you identify the reasons why a customer is interested in a certain vehicle, you can reply back to them highlighting an option and providing additional information on them. For instance, if a customer is interested in a high performance Mustang, you can describe the different horsepower ratings and even copy and paste the different horsepower ratings from the OEM website.
This simple act provides the customer with better customer service than they were likely expecting. It demonstrates that you are willing to take the time to provide a high quality and personalized response. Your message starts to build the customer relationship, providing value to the customer. This can encourage the customer to reply and ask further questions about the highlighted option or just inquiring on another vehicle feature.
In addition of providing information on a specific vehicle the customer inquired about, don’t forget to offer several vehicle alternatives. You can simply say; “I know you inquired about a certain vehicle, but we have similar vehicles that match your description, along with the vehicle option I mentioned. I provided you with pictures and descriptions of the vehicles we currently have in stock and are similarly priced. Of course these vehicles match your original description, but also include the (rear seat entertainment package or Chrome package) I described”. Offering several vehicle alternatives shows the customer you are providing more choices for them to make a good buying decision and again, exceeding their expectations.
And don’t forget to never underestimate the importance of a vehicle photo or photo of a specific vehicle option. Adding multiple photos can make or break a customer’s decision to buy the car from your dealership. It’s no different than offering a price. If you do not offer a photo, it is likely the customer will visit another dealership’s website that provides vehicle and option photos.
Remember, the best Internet Managers read their customer emails and try to understand what the customers are looking for or what they plan to use the vehicle for. These Managers provide a higher quality response, with a unique and different approach of highlighting a specific vehicle option the customer is not aware of.
Author Team: Ben Patawaran, Darlene Mate, Egan Fowler and Michael Savickas are all eDealer Sales Consultants for Cobalt.
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