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This is a double-edged sword. We are currently using it in our store and like a lot of things we try in this business there are pros and cons.

 

The upside to this is that it engages more people and creates more leads. We use this on the new car side on our dealer site and it has increased our leads without damaging our closing ratio. The down side to this is that you are encouraging a price-based discussion and a lot of your first conversations result in the "listen man, I was just trying to get a price." type of resistance.  So far the overall effect on our store has been positive.

 

The key for us in working these leads, like most leads has been that when you can you want to engage these people on the phone first and ask for the appointment. Many times when you reach these people you will learn that the car they requested e-pricing on wasn't really the car they wanted anyway...the customer is just trying to get a guage on "if" you will provide them with pricing before they visit.  From there you can take the discussion a million different directions.