Let’s say a potential customer walked into your dealership and asked a salesperson about a 2010 victory red Camaro, but you sold it the day before or just hour before the prospect walked through the door…and the salesperson replies; Sorry, we just sold that vehicle, but thanks for stopping by.
The typical “sales” approach most dealerships would take would be to ask the prospect a few of the following questions:
- We have a 2010 green Camaro or a 2011 victory red Camaro in stock now. Would you like to take a look at those vehicles?
- Ask, are there any other vehicles we might be able to show you today?
- If I can find you a 2010 victory red Camaro how soon would you be looking to purchase?
Most sales managers or GM’s would show a salesperson where the door is if they did not make some attempt to engage a visitor to their brick and mortar dealership…so why are some auto dealers turning online prospects away looking for used vehicles?
While working on a used car project recently, we discovered that many if not all used car dealers won’t accept a vehicle inquiry if they mark the vehicle for removal from their database. The visitor inquired about a specific vehicle, but the dealer won’t accept the prospect’s online inquiry because they already sold the vehicle possibly. What if the dealer had the same vehicle in the same color, or only a year or two off from the vehicle in question? The dealer will never know because they never let the prospect through the front door.
Most auto dealers would never do this to a customer walking through their front door, so why are auto dealers turning online customers away looking for used vehicles?
If a used car dealer crunched the numbers they would still have a respectable ROI for used vehicle inquiries while adding some names to their marketing list.
I’d be interested in hearing from used car dealers, General Managers, or even some owners to get your perspective on why you don’t want a used vehicle lead if it is marked for deletion from your database.
We’ve been working with auto dealers for five years helping them generate quality leads with a great ROI. Got questions about generating online leads for your store? Drop us a line and we’ll be happy to answer any questions you might have.