Time to Recession-Proof Your Dealership

In this month’s blog, I will cover the important topic of automotive digital leads and how to engage and convert more of them.

The Statistics

Online leads are tougher to convert. While the average sales rep converts 1 out of every 3 phone ups into the showroom, only 1 out of every 5 online shoppers is converted to the next step of the selling process. That’s right, in 2021 the national average lead to show rate was 19% compared to phones at 36%. This means about 80% of a dealership’s online leads will generally end up looking somewhere else! So, what can you do to convert more of your online leads and stop them from going to the competition?

The #1 Daily Communications Gamechanger You Must Incorporate

To be a successful car sales consultant and be more effective at converting your online leads, first it’s important to understand WHY these prospects are tougher. And it all comes down to communication efficiency. Humans rely on three main forms of communication to get messages across. We use words or text, as in an email, DM, or text message. Audio or voice, such as a phone where we can use our tone of voice or inflection. And lastly, visual methods, where we can also be seen while communicating, just as live, in-person, and through video.

Although today, our society relies heavily on words and text to respond, this is actually the most ineffective way to communicate. This is because text messages and emails often get misinterpreted. When you remove vocal tone and facial expressions from your message, you’re simply not communicating as effectively. This is what causes the digital disconnection with your online leads and why they are tougher to convert.

Video is the #1 gamechanger when it comes to daily communications with potential customers. Video allows you to engage with the customer, visually get a message across, tap into emotions and let your personality shine. But it has to be done right. And please don’t make the deathly mistake of being boring – show your personality!

Stand out from the Crowd with Video!

According to the 2021 Wyzowl Video Survey, 93% of marketers say it is essential to include videos as part of their marketing strategy. Using video as part of your customer communications helps you stay ahead of your competitors. In addition, you create more user engagement and brand recognition, which in turn will boost your sales. Today, 86% of businesses use video as a marketing tool, an increase of 41% since 2016. And, most importantly, 78% of video marketers say video has directly helped increase sales.

Using video communication can dramatically uplevel your customer conversations, templates, email responses, and even your auto-responses. Video introductions, quick informational videos, appointment confirmations, walkarounds….driving all of these types of activities to communicate with customers and promoting more video within the dealership is what strong managers are doing today to gain more visibility and to set their sales reps up for success.

How to Bridge the Gap in your Digital Disconnection with Online Leads

If your dealership uses Covideo or any other video with your CRM platform, Use it. Take advantage of it. Video will bridge the gap in your digital disconnection with online leads and is by far the most effective way to convert more leads.

At the end of the day, all shoppers are the same, whether they are clicking or calling, shoppers still want to feel special, they still want a great experience, and they will buy people they like.

Don’t be Boring — Let your Personality and your Dealership Shine!

Stop using boring emails and use video to connect with people genuinely. Show them that you AREN’T the pushy, sleazy salesperson just looking to make a sale. Don’t be afraid to let your personality come through and don’t be afraid to brag about how awesome you and your dealership are.

Let video bridge that communication gap between salesperson and shopper and uplevel your customer engagement and car sales.

If you need more help, contact us! We have online training available like our Digital Reality course where we take Alan’s effective strategies and teach you how to use them digitally.