Post-pandemic inventory issues still make it a sellers market… but for how long? Many dealers have been developing bad habits due to the lack of new units… why bother responding to an Internet lead when the lead time is going to be six months or longer, right? WRONG!
“Quick response to web customers is critical to selling, placing an order, or building the foundation for future sales,” explains Fran O’Hagan, CEO of Pied Piper. “Dealers who respond quickly, personally, and completely to website customer inquiries on average sell 50% more vehicles to their web customers as opposed to dealers who fail to respond.”
And that gap will continue to grow between the dealers who lack a cohesive and complete Internet lead response strategy, suggests O’Hagen. Worse, more than 42% of the dealerships he surveyed completely failed to respond to business leads served up on a silver platter!
Harley-Davidson, Indian and Polaris dealers did the best job... others, not so much. See the full scoop in the next issue.