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Want more Leads? Do LESS with your Inventory!

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Alex Snyder

Alex Snyder

President Skroob
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May 1, 2006
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#1
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Okay...nobody is perfect.  Nobody is ever going to list a vehicle 100% right every time.  We all strive to do our best with our online inventory presentations, but we can all do better.  Is our imperfectness creating leads?

If everything is listed as a customer wants, why should he or she ever submit a lead?  If all those consumer questions have been answered, the consumer should just walk right into the store....right?  What's the purpose of submitting an Internet lead, if there are no questions, other than to expedite the car-buying process?

If your inventory is perfect, and your competitor's isn't, are they going to sell more cars because their people are getting more leads?  Is my logic flawed?

If a customer has to submit a lead, or pick-up the phone, because your inventory listing is missing something he/she wants then you win....right?  You and your people have the opportunity to establish rapport, switch the customer to the car that is really wanted, introduce some new purchasing ideas, etc.  The guy with the perfect listing lost out, didn't he?

Is it really better to strive for building the imperfect inventory listing?
 
#2
I'm always back and forth with the answer to this one. The customer wants the information so give it to them and get a more qualified lead OR leave some important stuff out, ask them to "contact the dealer for more information" to see if they fill out the more information form or call you. This could give you the opportunity to build the rapport and see if they are considering something else as well.

If I compare it to shopping online for other stuff (smaller ticket items) I usually purchase from the company/site that gives me the most information. Like Newegg; I've been wanting to purchase a new digital camera that took great photos and fit in my pocket, I found exactly what I wanted on Newegg. They offered the MOST information on the camera and way more photos than any other online retailer (plus I know from past purchases that I will have a great experience).

Would/Does this carry over to the car business? I don't know..in the car business we are looking for the lead, the opportunity.

When I was at the Benz dealer I was seriously considering a New GTi and the dealer I contacted was the ONLY dealer that had the actual packages and options listed. I contacted them about the car and the initial experience was great, but that's another subject. So for me..the dealer that had all the information listed got the opportunity to sell me FIRST. Would I have then contacted the other dealers had this dealer NOT contacted me back (and fast)? It's highly possible but they got the first opportunity.

This could also depend what make your selling and the clientele around that vehicle.

I say list the information and find another compelling reason for the customer to want to call or fill out the lead form. I want the FIRST opportunity.
 
#3
I'm going to go with Jeff on this one. When I close a sale I usually have a 15 minute to 30 minute wait on F&I so I take this time to interview the customer about what brought them to me and why they chose my listing over the other guys. Almost everytime it comes down to I had the information they were looking for in the listing and the three main things they always bring up are price, miles, and the quality and quantity of the pictures.

When it comes to miles and price most customers tell me that if the price isn't listed it means the dealer wants too much money and they also say the same thing about the miles, that they must be really high, why else would a dealer not list them. Based on the feedback I've gotten from customers I think I am better off with a complete listing.
 
#4
Maybe we should all take a step back and define what a perfect inventory listing is. I always assumed a basic one (as of today) has price, miles, photos, and some relevant specifications. Jon - you made me realize we might not all be considering the same thing here.
 
#5
Alex,
The perfect listing is the one that invokes response! The question behind the question is what causes the customer to take action. I completely agree with Jon here that the old school idea that the less info we give the more likely the customer will call is not only flawed, it will cost you business. The customer assumes the absolute worst when info is not given.

Give price, lots of pictures, and specific details that differentiate your Camry from the other 200 in your DMA and let the customer contact you informed. Not sure about you but when it comes to incoming phone calls, I would trade 100 "how much is it" for 1 "when can I come and drive it."
 
#7
I would also think that the type of operation should be taken into consideration. Alex is looking at it from a BDC perspective, I like to look at it from a internet dealership perspective. I encourage everyone in our dealership to use our site as a selling tool. If we all use the same information our message will be the same throughout the dealership and in my mind that builds credibility. I have also seen some stats that prove better pictures, better descriptions and compelling prices will bring folks from a long way away. I agree that with this philosophy the internet department is missing the majority of the local shoppers or the ones that I call click to bricks. I am a click to brick myself, I will check lowes.com vs homedepot.com and visit the store with the best value and pick up the item. I never mention the website unless I have a pricing conflict at the physical store. This topic can be debated on many fronts that is why I wish I got paid like autotrader and all I had to do was justify exposure.
Disclaimer: I only mentioned ATC because I miss lightnup :)
 

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