BLOG FOR SPECIAL FINANCE CAR DEALERS
Do you treat your leads like personal referrals?
Since being in the automotive business for over 19 years it seems to me that what separated the successful car dealers from the weak ones was the attitude on how customers were viewed. A lead, a quote, a prospect, an “up” it continues to amaze me that these customers who are looking to buy a car are not referred to as people. The perception is that customers in the market are just pages on a fax or words on the computer screen.
That customer who has spent the time and energy to fill out an online auto loan application, request more information on a new car quote or just generally interested in buying a used car, are not treated like customers at all…they are treated as just a lead. “Maybe I’ll get to it maybe I won’t”, “I sent an email what else do you want me to do”, “I don’t have time to make all those calls, I’m too busy”. Do these statements sound familiar? For your sake I hope this is not what you hear at your dealer, but I do hear this quite often.
No one seems to want to pick up the phone anymore. Do you remember those days that if you wanted to prospect for more customers you had to pick up the white pages. Many dealerships today are looking to pass that responsibility on. Typically they don’t want all the expense and headache of creating their own call center so car dealers look to companies like Auto Credit Express to outsource their BDC call center needs. Auto Credit Express’ Virtual BDC Call Center Services handle calls consistently, are experts at follow up, manage personnel more effectively and the management has well over 100 years in automotive retail experience combined. This brings a certain knowledge and expertise when it comes to understanding automotive dealerships’ needs when it comes to taking care of car buying customers.
Alas Virtual BDC Call Center Services are still just a tool, not the answer to everything. The call center representative’s job is to create as many opportunities as possible for the customers to connect with the dealership partner in person. Creating excitement and a willingness to meet with the designated contact at the store is paramount.
What a great referral, a person who has submitted an interest and given their contact information and now is interested in visiting the store! But many dealerships don’t grab the baton and race to cross the finish line. They sit back and wait and wait and wait. They are waiting for that customer to show and quick to state that they didn’t.
“Well, Edward that’s what I pay the BDC for to get customers to me so why should I pick up the phone. The customers should just all show up so I can sell them. Why do I need to talk to them for?”
Maybe I’m missing something here but let me ask, if someone came to you and said “Hey I have a friend who needs a car and I told him about you and he wants to come in and buy a car. Here is his name and number,” what do you do? My guess is that you would give them a call. What makes an appointment set by the BDC Call Center any different? At the end of the day it is still a referral an enhanced referral at that. 25% of the customers that apply should be showing up on your lot. That number can only go up if you are committed to the process.
Making a simple call to a real car buyer that is excited to see you can only lead to positive results which amount to increased sales. So ask yourself are you treating your special finance leads like personal referrals?
Comments (2)
December 5th, 2010 at 4:25 pm
Hello, we are a large, nationwide Vehicle Buying and Leasing Service. I agree with you, we are old fashion when it comes to maintaining the best customer service ever.
We are searching for some high CSI nationwide network of Sub Prime dealers, that we can send our customers to and know they will get the best service. Is this realistic on our side?
i am looking for nationwide regular financing too, but i know that will be easier. Cant you give me any suggestions? Ty Reed, CEO, Founder
December 22nd, 2010 at 2:47 pm
this info looks brilliant! i love all of your work so much!