Than
UPS, Demos and Writeups
As dealers
evaluate their digital presence they quickly learn that metrics like page views
per visitor or used vehicle detail pages viewed or videos viewed are
indications of an engaging web presence. Being more engaging is important. If a web site, a dealership or a salesperson can hold
a visitor’s attention long enough to begin a relationship, or make an impression
favorable enough that sharing needs, wants and personal information becomes
comfortable, success will follow.
Engaging - an
adjective meaning: attractive or pleasing in a way that holds your attention or
interest; or: tending to draw favorable attention
or interest.
Being “engaging”
without being off-putting is a real skill. It comes naturally to some, but
there are techniques all salespeople can learn that will improve this ability.
Engaging salespeople draw the highest percentages of UPS farthest into the
selling process and capture more data from prospective customers than less
engaging salespeople.
How do you measure
engagement with your most critical visitors, those that actually come to your
dealership? All dealers track UPS, Demos, Writeups, Closes and Gross. Most
scrutinize these, salesperson by salesperson, daily on a DOC. These metrics
certainly reflect engagement. But today, many dealers drill even deeper. They also keep salesperson-by-salesperson metrics on the capture of
names, addresses, phone numbers, email addresses, trade descriptions, types of
vehicles desired and so on.
Getting a wealth of
information from every visitor who demos a vehicle is relatively easy. But how
much data do you capture from visitors who do not get to the demo stage? When
you start tracking this data, you might be surprised by what you learn. The
data of prospective customers can be (in time) as valuable as the data of
customers, and a salesperson’s ability to capture it is a solid measure of
engagement.
Today, the
Opportunity Cost of a single visitor to a dealership showroom varies, but it
yours is likely to be hundreds of dollars. To see a visitor come and go and not
even have any data to show for it is painful. So take steps today to maximize
your capture of prospective customer data. Whether capturing data online or in
the showroom, it helps to give the visitor (and even the salesperson) a little
incentive. A monthly drawing for a big screen TV or signed sports memorabilia
worked for me in the past, but I think it is important for each dealership to
create a unique incentive in keeping with the dealership’s brand.
If you are not meeting with success capturing data, I can help your web presence, your dealership and your salesmen can become more engaging. Give me a call at 206-617-6487. Visit my web site at http://www.premierperformancegroups.com
No comments:
Post a Comment