GUEST BLOG: How to Handle Digital Leads

We live in an age where being the first dealership to respond to a customer means that more than half of them will choose you–based on speed alone. So how quickly do you turn digital leads into sales? Digital leads are becoming more prominent, and in order for you to optimize each potential deal, you need to know how to handle them. 

Unlike the past, where customers would browse the lot to gather information, nowadays, they do their research before they even step foot into a dealership. Adjacent industries report that: 

• Twice as many people start their research online versus at the dealership

• Over the past decade, total dealership visits per purchase have declined from 4 to 1.4

This means your online leads must be dealt with the right way, or you run the risk that these future customers may never come into your dealership at all. 

Timing Matters.

If you’ve ever played sports or had a medical emergency–you know this is true. Whether it’s the game-winning buzzer-beater or quite literally your survival, taking too long can cost you greatly. Yet, when it comes to a digital lead some things aren’t clear. We know that leads need to be dealt with in a timely manner, but what is considered timely? Rather than responding when it’s convenient, set defined standards. If you fail to connect in a fast, consistent, engaging manner–by the time you contact the lead, your customer may have already found an alternative solution. 

In fact:

• 78% of customers buy from the company that responds to their inquiry first

• A pivotal Harvard study showed that you are nearly 7x as likely to qualify the lead when you attempt to contact potential customers within an hour of receiving a query as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.

If you want to stop losing deals from a lack of speed, it’s time to set some standards. Choose a designated time that everyone must respond by and track it.

Sell Across Multiple Channels. 

Identify what communication and selling mediums you are currently utilizing. Nowadays it’s not enough to simply provide the product customers desire, you also have to offer an experience that feels easy to them. This means offering your trailers at the customer’s ultimate convenience: using the channels of their choice.

• 72% of consumers say they would prefer to connect with businesses and brands through a multichannel approach.

Yet, although you increase the chance of reaching customers by being present on their preferred channels, it's important to remember that how you present yourself is just as important as being present. Whether it’s your website, a text message, your social media etc., to handle these leads effectively, you must provide a unified experience regardless of where they find you.

Use Organizational Tools.

Imagine all of your dealership's data is kept track of manually. Your employees are managing everything on their phones, there’s no clear system, structure, or organization. As a result, things are lost and often overlooked. On top of this, employees quit, taking information with them. The effort required is challenging, not to mention taxing on your outcomes–but is there a solution? 

In order to have the best chance at converting digital leads into sales, you must prioritize organization. How are you going to offer each customer an exceptional experience if you’re struggling to keep straight who they are, what they want, and where their information is? Instead of jeopardizing the experience for both you and your customers, organization reduces the hassle of finding missing information, increases the likelihood of spotting errors, and when information is connected in one place you spur on prompt responses and keep channels consistent. 

 If you want your dealership to reach new levels, you need to adopt a strategic approach to your digital lead responses. A good solution is a business messaging platform. Dealerships that streamline their procedures improve their productivity, customer service, and overall performance. There are several good options on the market, including the Transax Connected Commerce platform. Take charge of your digital leads by prioritizing timeliness, showing flexibility and consistency through multiple channels, and using organization to your advantage.

About Transax

Transax is the first Digital Retail Platform for dealers and manufacturers, designed for industries like trailer, equipment, and powersports. It provides everything a dealership needs to extend their personal sales experience to their existing website–even enabling a full guided checkout experience complete with identity verification and payment. This full digital retail experience can be extended to OEM projects, providing a standardized purchase experience that always includes the dealership while driving brand loyalty. Transax’s platform also includes a full suite of customer engagement tools like e-signatures, e-quotes, and full business texting to ensure that dealers can move the deal forward at the customer’s convenience. The built-in FiTow finance platform makes it easier for dealers and lenders to get financed deals done quickly. For the latest news and updates, visit us at Transax.com.

Visit Transax at Booth 2524 at the 2024 NATDA Trailer Show at Music City Center in Nashville on August 28-29.