Mishandled Phone Calls Are Costing You Money, from Dealer Marketing.
Call volumes to dealerships are up significantly, outpacing Internet leads by 4-1, according to ADP Digital. There are numerous reasons for this, including the proliferation of smart phones with easy click-to-call functionality. Also, consumers are no longer willing to trudge from dealership to dealership and are doing most, if not all, of their research online. At the same time, these customers are growing increasingly reluctant to give up their personal information via lead forms, preferring the control—and immediate gratification—of a phone call.
Based on our research, 57% of all incoming calls to dealerships are true prospects—meaning they are hot leads for sales or fixed-ops departments. Disappointingly, our research shows that the average dealership mishandles a full 41% of its incoming sales-lead calls and only converts, on average, 7% into showroom appointments. The fallout of this, and something that should prove eye-opening to both dealers and OEMs, is that mishandled phone calls result in customer defections to another brand 50% of the time.