Turning an Online Lead into a Sale

23 Feb 2021 Helpful Tips

Converting an online lead into a sale is getting harder by the day. With intense competition and some dealerships offering unthinkable prices, dealers are now forced to think outside the box to turn leads into sales.

Here is some of the easy strategies you can use to turn an online lead into a sale.

1. Fast response time

Sure, it may be an obvious strategy but the importance of fast responses cannot be overlooked. Attention spans of leads are getting shorter and shorter, if they do not receive a fast response to their enquiry the chances are, they will go to a competitor.

You should respond to leads within minutes, not hours or days. The faster you respond to leads the more likely they will convert.

I know what you are thinking, it is difficult to respond to leads outside business hours. Did you know that over 40% of leads come through after hours? To cater for this there are solutions available for dealers that allow you to integrate your dealer management system to your Facebook account giving you the ability to connect with leads via Facebook Messenger instantly. You don’t even need to be at your dealership!

2. Personalise your responses

A trap that all of us fall into is using a template for every lead that comes through. Personalising your responses is a quick-fire way of immediately grabbing the leads attention. Not only will the lead feel like they are talking to a real person but they will be further enticed to come in.

You will want to make sure that the lead knows who you are and what you can do for them. Some essential areas to cover include:

  • Addressing their personal name
  • The salesman or person addressing them name and direct contact number
  • What type of information are they looking for
  • Positive reviews or Google star rating
  • Inform the lead what they need to do next

3. Answer their questions in the first response

We get it, your main objective is to get leads into your dealership.  But avoiding any questions that a customer may have may send red flags. Addressing the leads questions or concerns in the first contact is an easy way to build trust - further increasing your chance of conversion.

4. Clear responses

One area that often turns people off buying something is the response they get. It is so important to check everything you say to a lead is clear and correct before sending it.

Typos, templates with the wrong info, wrong links, or wrong price can push the lead away. Always double check what you type before sending it to the lead.

5. Make it easy for them

The most generic response to an online lead is “come in and you will answer all the questions you have.” The most important tip for converting a lead into a sale is making the entire buying process easy for them.

In the first response you can address financing options you may have, available test drive times, free car history reports and past customer experiences. Addressing some of these points can ease the buyers mind and increase the chance of conversion.

To conclude, selling cars in Australia is proving to be a challenge in the current environment. Customers a looking for something different, Using the mentioned tips can significantly help increase your chance of converting an online lead into a sale.

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