Car dealers neglect prospects

Too many dealers are letting sales leads slip through their fingers as a result of not following them up, reports customer relationship experts Mondial Assistance.  In a recent mystery shopping test of top dealers, Mondial Assistance witnessed the majority of dealers neglecting sales enquiries.

“Our research resulted in only 10% of dealers following up the enquiry. Although they did acknowledge the request for information, the onus was always on the customer to call back or visit the dealership to progress the sale. The other 90% of dealers simply did not make any attempt to follow up on the brochure being requested.

This lack of proactive communication with potential customers could be losing dealerships sales every day,” explains Lee Taylor, Automotive Director for Mondial Assistance.

Mondial Assistance’s mystery shopping programme is used to regularly test the end-to-end sales process, providing dealers with invaluable information on their prospective customer’s experience.  Sixteen of the top dealers groups in the UK were contacted over a six week period via telephone and website, requesting model specific brochures. Dealers were monitored on the time taken to deliver brochure packs and an assessment of the quality and accuracy of the pack, as well as the speed and quality of follow-up.

“While most dealerships in our sample despatched brochures within seven days, most did not personalise the pack, even with a standard letter. Worryingly, Mondial Assistance’s research shows that the majority of brochure packs arrived in non-branded envelopes with handwritten addresses containing errors. This is a crucial point of contact setting both brand and quality experience in the customers mind.

In times of increasing customer choice of both badge and dealership, at best this is a wasted opportunity to shine as the most professional choice and at worst can in fact create a negative experience,” continues Lee Taylor.  “In addition, sales teams did not ask any profiling questions, which would assist with intelligent and personalised follow-up, after all, we all like to feel that our business is valued and part of this is being treated as an individual. These could include purchase date, reasons for purchase and the type of finance required, providing vital data for aftersales and added value benefits.”

Lee Taylor concludes, “In a highly competitive market, sales are already thin on the ground, but a sloppy approach to customer communication could make sales non-existent. Retaining customers is crucial and that means attention to detail at every step of the customer experience, from following up leads to aftersales care. With so much at stake, can anyone afford not to?”