Tales from the Dealers Crypt

Real Customer Service Scary Stories to Tell in the Dark

Whether you’re an auto dealer or an Australian company that sells wallaby bedpans, handling and managing leads is all about good customer service. Want to close more sales? Want to engage customers better? Want to improve your appointment show rate? The answer, as you may have guessed, is to invest (or re-invest) in customer service.

Bad Customer Service Examples

“Wait. Doesn’t everyone know this?”

You’d be surprised at the number of terrible, horrible, no good, very bad customer service tales we’ve heard and even been forced to coach dealers on throughout the years. These are those horror storiesembellished for effectof bone-chillingly awful lead handling, which your dealership could very well relive if you don’t take our tips and examples of great customer service to heart.

But heed our warning: Strange and scary things are indeed afoot, so venture onward if you dare. (Boo!)

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Lead Management: How Good Dealers Measure The Most Vital Metrics

Common sense dictates that you can’t manage and improve upon something without first knowing what needs to be managed and improved. This is true of all forms of digital marketing, but it’s particularly significant when we discuss the most crucial metrics pertaining to dealership lead management. Why? Because some CRM metrics are more important to measure than others; basic KPIs like CLV and clickthrough rates aren’t as critical for auto dealers to track as, say, appointment or closing ratios.

Lead Management Metrics to Measure

So, how do you define the most vital metrics for dealerships to track? And, most importantly, how does one even measure the right lead management KPIs? Let’s see how deep this rabbit hole goes.

What Lead Management KPIs Must Car Dealers Monitor?

Quality Response & Response Time (Time to Convert)

Most dealers know about the critical 72-hour window to turn a lead into a sale. But that window closes a smidge with each passing year, as the newest crops of shoppers—shoppers of the younger, I-want-it-now generation, that is—expect more urgency from their chosen dealership. If dealers aren’t sending timely first responses, either by text, email, or phone, those leads are likely to dry up in mere hours. So, measure your response times in seconds and minutes, not hours or days.

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Study Of 1000+ Car Dealers Raises Concerns About Industry’s Lead Handling Issues

We made a thing. It’s the most interesting thing in the world, a thing from which legends are born. It’s a thing that could scale Mount Everest, chug through the gallon-milk challenge, solve the climate change crisis.

Of course, the thing to which we’re referring is our lead-handling white paper, “Three Pain Points Preventing Dealerships from Customer Experience & Sales Success.” In it, we discuss the (surprise!) 3 common pain points that dealers experience the most when the chips are down. Backed by science – we conducted a comprehensive 8-month-long study of over 1,000 U.S. auto dealerships’ lead-handling capabilities – and broken down in laymen’s terms, the white paper dissects the major problems that limit dealers’ conversions, as well as solutions that may kick sales back into the black.

Dealer Lead Handling Pain Points

The data is pretty jarring. Here’s a brief overview of the more staggering, salient, and sometimes salacious statistics we uncovered. (Or you could just download the full white paper for free here.)

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