Should My Dealership Actually Focus on
to Capture More Leads?
Connect is the first step toward bringing in new, valuable customers to your dealership. A connected call does NOT mean the phone was answered or the customer spoke to a receptionist who transferred them to a voicemail. A connected call is when your customer gets ear to ear with a qualified agent and hangs up with their questions answered.
You aren't selling the car over the phone; you're selling the appointment! Every time a customer discusses inventory, make sure you are requesting they come in for an appointment or test drive. When dealerships ask for an appointment, 9 out of 10 customers give some form of a yes.
Set means the customer agrees to a firm time and date for an appointment. Make sure you are booking potential buyers for a firm time and date (Friday at 3 pm) instead of a soft appointment (Tuesday evening). You have a 75% show rate on firm appointments compared to a 25% show rate on soft appointments!
Pursue is all about outbound calling and getting prospective buyers back on the phone. This is where you reach out to any opportunity that slipped through the cracks and make proactive outreach a priority. This could include customers who hung up on hold, customers left a voice message, vehicle status updates, declined service follow-ups, appointment reminders, follow-ups to no-shows, and more. You want to reach out to your most important and valuable leads first, salvaging any missed opportunities or no-shows, and holding your staff accountable for true outbound performance.