Where Is My Traffic Going? | It’s Time To Meet With Marketing

Another holiday is near and your sales staff is losing motivation.

They’re following up with inquiries in a timely manner (five minutes or sooner) and still feel as if their sales funnel is running on empty.

One of the best weekends for shopping has just passed and yet, you feel like your traffic is slowing down…

Here’s something you need to remember:

35% of internet leads come in when your dealership is closed!

If you are not coming to the dealership each morning to a full CRM, it’s time to meet with your marketing manager.

If your advertising budget is going towards the right kind of leads, your CRM should be FLOODED.

Check the 3rd Party Listing Sites and make sure the correct pricing and inventory is available.

Is your marketing manager checking these listings too? (They should be)!

Review your package for each vendor and confirm that you’re targeting the right customers!

This could be slowing down your website traffic.

Set up a meeting with your marketing team (if you haven’t already) and figure out where your leads and web traffic has gone!

If your CRM is scarce, meet with marketing and improve your traffic today!!

You Need To Stop Spamming Your Customers … And Here’s Why!

The first weekend of December 2020 is here and yet, the pandemic has yet to ease up!

You may still be short-staffed and your inventory is scarce.

Considering your current situation, it would make sense to freak out, right?

No!

Before you psych yourself and your sales staff out, remember that you need to stop spamming your customers!!

We get it!

You want to get a potential prospect on the phone or on your lot so it only makes sense to continue to follow-up about their vehicle of interest…

Relax!

There’s no reason to keep sending the same vehicle specs via email.

Guess what?

Your customer has done their research and doesn’t need an overload of information that’s now redundant to them.

Keep your responses short, sweet and to the point!

A single point!

Why a single point?

That’s where Overnight Dealer’s 3-Point Response comes in…

The 3-Point Response™ is a proven method to get customers to respond.

It’s personalized, it’s coming from a real email address and it asks a single point.

Stop nagging your customers; this slows down the sales process or can push away a hot lead.

Time is money, so don’t allow your customer to spend it on your competitor!

Interested in Overnight Dealer’s 3-Point Response™?

Set up a demo today!

Automotive Marketing for Black Friday 2020

U.S. News & World Report has unveiled The Best Black Friday Car Deals in 2020!

There is some good news amidst this pandemic; great, competitive offers for your customers are still available this upcoming holiday shopping season.

With that being said, the biggest weekend for shopping is happening in a matter of days … is your website up to date with your current offers?

If not, make sure this your marketing teams number one priority today!

Some dealerships have been promoting specials since the beginning of this month (one of those dealerships could be your TOP competitor)!

Speak with your marketing manager ASAP and get those specials live on the site and wherever else you are currently advertising (i.e. social media, 3rd party vendors, radio, tv, etc)!!

And a quick reminder… if you’re like most dealers in America, you’ll be closed on Thanksgiving Day, so make sure you have a game plan on how to best answer any incoming leads after business hours.

It may be time you consider hiring an Overnight BDC service to qualify and respond to any and all leads when you’re not open (holidays are NO exception)!

Overnight Dealer responds and qualifies leads within five minutes or less!

Call us to setup a demo today!

But first… get speaking with Marketing and get your holiday specials up pronto!

How Do You Look On Google Search? (Your Customers Already Know)

The middle of the month is here and you have a lot on your plate!

If you are hoping to surpass your sales objective this month, consider asking your marketing manager about your current Google listing!

63% of consumers check Google reviews before visiting a business!

Make sure your address, contact number and business hours are accurate.

And when was the last time you received a good review?

77% of consumers do not trust reviews older than three months.

Yikes – better start asking for some reviews!

Your good reviews are ‘social proof’ to a new buyer that your business is genuine.

Meet with marketing today on strategies for collecting more reviews!

Make sure you have a plan in place if you were to receive a bad review.

You may be ignoring the bad review but your shoppers are not!

They will notice and assume you do not prioritize your customer’s satisfaction.

We are in a digital world and word-of-mouth is not your top referrer anymore!

 

Where Are My Internet Leads? | Important Questions To Ask Marketing Managers

Your sales staff is losing steam.

They’re following up with new inquiries, previous buyers and are still refreshing the CRM dashboard.

You’re anticipating an influx of leads after the holiday weekend and yet, you’re at a standstill.

Consider this: 35% of internet leads come in when you are not there!

If you are coming to the dealership each morning to an empty CRM, it’s time to speak with your marketing manager.

Your CRM should be flooded with leads IF your budget is going towards the right kind of leads!

Check the 3rd Party Listing Sites and make sure the correct inventory and pricing is available.

(Make sure your marketing manager is checking these sites too)!

If the inventory and pricing is correct, review which package you are on for each vendor.

There’s a possibility you could be targeting the wrong customer!

Set up a meeting with your marketing team (if you haven’t already) and figure out where your leads have gone!

Remember: 35% of leads come in overnight!

If your CRM is scarce, meet with marketing and improve your lead quantity today!!

The Number One Response Guaranteed To Keep Your Leads Hot

The customer is always right but that doesn’t mean there isn’t a couple things you should know about their buying process!

Stop treating your customers like it’s 1980.

Thanks to the number of listing sites, Google & social media, your customer has done MORE than enough research about their next car purchase.

Get this… 90% of shoppers do 13+ hours of research before making a purchase.

If your customers have spent hours browsing inventory, why are you sending them vehicle specs after they submit an inquiry?

They don’t need that!

They just read it!

Sending back information they have spent hours reading, will turn a HOT lead ice cold!

The 3-Point Response™ utilized by Overnight Dealer is a proven method to get customers on the lot.

The response consists of:

  1. Picture
  2. Personalization
  3. Point

Picture

People are more likely to open and respond to an email from someone they know.

Having a picture of a friendly face accompanied with the sender’s name, looks more genuine and inviting!

Typical lead follow-up templates, have a sales person’s picture attached to their signature.

This old fashioned approach is more hokey and less trustworthy.

Personalization

Similar to the picture, the signature completes the personalization!

The potential customer will see the email is coming from a trusted source: your dealership!

Point

Why a single point?

Customers have done their research!!

The Point will be geared towards a selected CTA (Call-T0-Action), such as set up a call/appointment or test drive.

No need for multiple questions in one email message (it’s not the 80’s).

No need for a long drawn out message filled with pictures of a vehicle they JUST looked at!

Don’t overwhelm your customer with questions.

Trust that when a prospect reaches out to your dealership, it’s because they want to work with you.

Do not turn away hot leads with an outdated method!

 

There is zero time to for procrastination when a customer submits an inquiry!

Get them while they are hot… literally!

What You Need To Know About Facebook’s Automotive Inventory Ads

If you haven’t heard yet, Facebook has released a beta-test for their On-Facebook Destination for Automotive Inventory Ads (AIA).

It’s similar to their current Marketplace Advertising platform except now you’ll have a unique destination for your new and used vehicle advertisements.

AIA provides a frictionless shopping experience for Facebook users.

What does this mean?

Your shoppers will stay engaged with your Vehicle Detail Pages (VDP) on Facebook as opposed to venturing off-site.

This keeps your potential buyer on Facebook’s platform instead of jumping from site to site.

Facebook has noted an 82% decrease in cost-per-lead with AIA in comparison to the off-site destination ad types.

There are a lot of advantages to Facebook’s AIA:

  1. Delivers a more efficient campaign performance
  2. Reaches in-market shoppers during their buying journey
  3. Re-targets shoppers who viewed or engaged with your dealership

If you’re interested in using Facebook marketing to its full capacity, consider testing Facebook’s Automotive Inventory Ads.

Keep in mind this will keep shoppers on Facebook so do not be concerned if you see a drop in website traffic!

As for available Call-To-Actions, AIA prompts consumers to message you via Facebook or call your dealership directly.

If you do not have a sales person monitoring your business pages Facebook Messenger, assign someone with that task if you’re considering this beta-test.

Remember you have five minutes or less to contact a customer!

Curious about how to handle your other leads in the meantime?

Set up a demo with Overnight Dealer today!

Two Ways To Improve Lead Follow-Up Today

Every great sale starts strong!

That strength stems from your lead follow-up!

Here are 2 of the best lead follow-up techniques:

Stop Wasting Time

Answering leads within five minutes must be the standard on your sales floor!

Hot-to-Buy customers should not be waiting on you.

The longer you let customers wait the more likely they will search & buy elsewhere (do not give this opportunity to your competitor)!

Auto Responders Are The Silent Killer (In Sales)!

Auto Responders are outdated, look stale and customers notice!

Customers are reaching out to you because they want to hear from you – not a robot!

Automated responses are not personable and they can stall the sales process.

If your sales staff is able to answer a lead within five minutes, there is no need for automated response!

As for your leads that come in after hours, consider hiring an overnight BDC service!

Overnight Dealer responds & qualifies all of your overnight leads in 5 minutes or less!

Start protecting your margin & demo Overnight Dealer today!

Ixnay The Pop-Ups (Keep The Live Chat)

As we know, instant gratification is a consumer’s number one necessity!

It’s been confirmed that up to 63% of consumers switch to businesses they can text versus just call.

Do not think this does not apply to the automotive world!

In the past few years, there’s been an array of ‘Live Chat’ options provided by dealer site vendors such as Dealer.com or CDK.

When a potential buyer is on your site – if you have this live chat function – a window will pop up in their browser, giving them the option to chat with someone at your dealership (i.e. sales person, customer care specialist, etc.).

Some consumers like it … some find it annoying …

Have you ever considered ixnaying the whole pop-up altogether?

AtList, a custom Google maps platform, did a little research themselves.

They got rid of the chat window/bubble altogether and instead replaced it with a link.

This way, it is the customer’s choice if they would like to speak to someone via chat.

After replacing the pop-up window with a link, there was a 62% increase in new chat conversations!

Change is good, especially amidst a pandemic when every industry has had to make many changes in very little time!

Have your marketing manager reach out to your site vendor today and replace the bubble with a link…it might be worthwhile!

Your Reputation Matters (Especially Online) – The Importance Of Online Reviews

It’s time to kick off another month & close Quarter 3 of 2020 with a bang!

As a sales manager, you are reviewing your pricing and inventory on the various 3rd party listing sites (and your marketing manager should be doing the same)!

As for listing sites … are you providing up to date information on Google?

If you are hoping to increase walk-in traffic this month, ask your marketing manager to tweak your Google listing.

63% of consumers check Google reviews before visiting a business!

Make sure your address, contact number and business hours are accurate.

And when was the last time you received a good review?

Quantity and Quality matter when it comes to your reputation.

77% of consumers do not trust reviews older than three months.

Yikes – better dust off the cobwebs if you’re still thriving about a 5-star review from March!

According to a Podium survey, 82% of consumers are influenced to make a purchase based on the content of a review.

You may have awesome inventory and the most competitive pricing but if a recent buyer doesn’t say so on Google, Yelp, Facebook or a 3rd party listing site, your potential buyers will look elsewhere!

Having an abundance of good reviews is ‘social proof’ to a new buyer that your business is genuine.

Meet with marketing today on strategies for collecting more reviews!

This can be done via email or landing pages on the website.

Now what’s your strategy if you were to get a bad review?

Make sure you have one.

You may be ignoring the bad review but your potential buyers are not!

They will notice your absence and assume you do not prioritize your customer’s satisfaction.

We know this isn’t true but remember, we are in a digital world and word-of-mouth is not your top referrer anymore!

Potential buyers are looking for you online!

Whatever is posted about you online should incline shoppers to buy!