Generating quality car buyer leads can be a challenge for many dealerships. After all, competition in the automobile industry is fierce, and the car buying process is moving to the digital world.
Car buyers now spend, on average, 14 hours researching a vehicle online, so as a dealership, you must establish a solid digital presence and create a winning lead generation strategy. Why? Because you want to engage the right customers with budgets to purchase a vehicle at your dealership.
This article analyzes the components that convey online leads to your automobile business.
How to Develop Quality Car Buyer Leads?
Purchasing a vehicle is an important decision that requires careful consideration. Unfortunately, with so many dealerships to choose from, car buyers often don’t know which one to go for while you, as a business, struggle to capture these potential customers.
Lead generation is your opportunity to portray yourself as a leading car sales business. From creating and distributing helpful content for potential buyers to sublime, always-on customer service, you can help prospective customers make the right choice and assist them along the way.
Ways to Generating Higher Quality Car Buyer Leads
Build Trust With Your Audience
Whether a used car or a brand-new one, it’s an expensive purchase, so buyers want the whole experience to go as smoothly as possible. They don’t only research the potential vehicle they wish to purchase, but they also dig deep into the dealership that sells it.
Therefore, as a dealership, the first step is to build trust with your audience. To create a relationship with the buyers before selling anything, you need to understand their requests and direct them professionally, allowing your company to build a solid relationship based on trust.
If you’re doing something, do it consistently. It takes just one bad experience for a customer to switch to your competitor, so don’t allow your potential buyers to doubt you.
Consistency creates reliability and credibility, showing car buyers that you care enough to provide instant and quality service every time they interact with you.
Be Always Available
Potential car buyers are not only buying the product (a vehicle) but also the experience. For example, 86% of buyers prepare to pay more for an excellent customer experience.
Thus, as a dealership, you must always come across as helpful, quick, and accurate whenever potential vehicle buyers interact with your business. You might even want to consider 24/7 (weekend and off-hours) customer support via conversational AI-powered chatbots so that none of your leads slips through the net.
Focus On Quality Over Quantity
Finally, it’s the good old debate about quality vs. quantity in lead generation. And when it comes to generating leads via online chat providers, dealerships often outsource it to a third-party service provider that utilizes a canned answer approach.
Yes, such traditional live chats can bring in lots of leads. However, due to low-engaging conversations, it constantly collects poor-quality leads for the dealership. These leads might not have the budget to shop for a new car in your dealership, or you might not have the right vehicle to offer.
Instead, you need to concentrate on quality over quantity. For this reason, a successful online chat system should focus on enhancing conversational engagement and gathering valuable data for the sales team.
The car dealership industry has no golden rule for attracting potential customers.
However, dealerships are shifting towards intelligent automation technology. That facilitates a conversational approach to amaze leads and extract valuable big data needed for your sales team, who are ultimately responsible for converting these leads into paying customers!
Take DealerAI for a spin and see how effective it can be in your lead-generation efforts.
See How DealerAI Can Boost Sales and Revenue for Your Dealership