Reason 3 - Because they simply don't want to give a customer a number without seeing it in person. It's how they have been doing business for years and do not believe there's any advantages in changing up the process. If the vehicle is a trade, dealers still rely on the advantage of knowing if the customer physically shows up, they've increased their chances of closing the customer 2X.
From opportunity to success is easy to track. But what most dealers are not aware of are all the MISSED opportunities. Once a sales person is told to tell the customer "in order to place an accurate number for their vehicle, we would need to see it in person" so many times, they'll remember to say it the next 100+ without touching the desk. How many of these failed phone and showroom opportunities make their way into the CRM?
As Chad points out, dealers have more data at their exposure than ever before, yet many still rely mostly on antiquated ways to determine what they will pay for the vehicle. Resulting in little confidence UNLESS they can touch the car.
More times than not, when I've given a customer an actual price on their vehicle/trade over the phone or online (post website trade-in form,) I get the deal done. Many times because I was the only one that would give them an actual price. I made it easy and convenient for them, with a number of these customers coming from a distance away.
Dealers that don't soon figure this out are going to struggle.
FYI - we have [USER=9075]@chad.bockius[/USER] joining us on April 3rd for a RefreshFriday to discuss this topic. Be sure to join us.
If you have any questions for Chad, post them below.
