Jeff, you can't blame a customer for doing something you didn't tell him he couldn't do... Through what medium did this customer come to submit the lead? What was the brand / experience / why buy from us / how we do business message that the consumer received prior to submitting what you received?
Is it the consumer's fault if he merely followed the technological bouncing ball he was provided, yet that wasn't the behavior that you wanted ("Hi! I'm online! Here's all my contact info! Can you please contact me so that I can arrange to come in to your dealership!)"? Is that really what you are expecting or is it only what you want? Would you do that if you were a consumer?
Is an online consumer under some sort of obligation to come in and go through a traditional sales process? Aren't most online consumers trying to engage in a different car buying process?
But I'm not here to criticise Jeff or anyone else. I do understand where the frustration of expended effort with no results comes from. Since this is a learning forum this would be my response...
Joe,
I will happily provide you with a price on the vehicle you have requested, but need to make sure I understand several facets of your vehicle buying decision first. I need this so that the information I provide you is 100% accurate and is appropriate to your purpose and needs.
Specifically, what is your estimated timeframe for making a purchase? At the moment the vehicle you have requested is brand new, in extremely short supply and is selling for full Manufacturer's Suggested Retail Price (MSRP). As with all recently released vehicles, that never lasts forever so your estimated timing here is critical.
Will you be financing (whether by loan or lease) your purchase?
Do you have a trade in? If so what is it? Do you owe anything against it? Have you had a professional appraisal and equity analysis performed already?
Are you familiar with our dealership's customers for life program and what that could mean to you?
Are you familiar with our dealership's Internet customer perks program available shoud you come in for a free purchase consultation?
Have you owned a Mercedes-Benz vehicle before?
Do you have any special uses for the vehicle that you would like to make us aware of? We never push, but if asked we are all trained to the highest level on the various options available on our vehicles. Frequently we get questions and asked for opinions as to how certain options are used, which retain their value best, which repeat customers rave about and which they don't.
Are you absolutely fixed on every option that you have requested? Expanding our search in terms of your flexibility will increase the range of vehicles that are likely to be available for you to consider?
And here is a thought that I always feel remiss if I do not ask... The purchase phase of your Mercedes experience is likely drawing to an end. After your purchase, you will presumably own you vehicle for a period of years. Have you thought about how your choice in dealership for your vehicle purchase can continue to be of benefit through your ownership phase. At Mercedes-Benz of Hagerstown, we have special programs to review with you that are only available to those who have purchased from our dealership. We not only wany you to be comfortable with your purchase decision, but with your entire ownership experience and have a number of programs to make sure that we deliver. Are you familiar with them?
Lastly, we also make available a number of what I call "Peace of Mind" services to make your ownership of your new Mercedes everything that you want it to be. Extended Service Contracts, Prepaid Maintenance, GAP protection, Credit, Accident and Life insurance are the ones our consumers seem to prefer.
I know this is a lot, which is why I would like to suggest an in-dealership visit to review all of your purchase considerations, make sure I understand them completely and so I can give you all of the answers you are going to need. Until I have those answers, I don't feel it would be responsible of me to quote you anything other than MSRP. I also know I can usually do a little bit better for you if you are here and my manager sees that you are ready to buy.
If that is comfortable, please email me a few times when you would be available to come in for the consultation and call me in advance to make sure you have everything with you that you will need.
My personal best,
Jeff
Then go back and figure out how to change your technology (Internet lead submission forms) to give you a different result.
Don't have powerful marketing messages like the above to communicate to your consumers around:
1) Why Buy From Us?
2) Why Come In?
3) Buy here, service here perks?
Whose fault is that?
I guarantee you that this person will single you out from the pack of non-responses and "here's your price" responses they do receive.
People buy from people they like. They buy emotionally and justify their decisions intellectually. If this consumers comes back just asking for price again, quote them MSRP and let them go. They suck as a consumer, just as they did in the days before the Internet.
Consumers hide behind the Internet, data and technology because they are defending themselves against salespeople who want to push them in to things they don't want to do. People like to buy, but not be sold. You stir emotions when you adjust EVERYTHING you do to nurture, understand and listen. The only person who should close a consumer is the consumer. You are just a tour guide.
The Internet is a different medium, but basic human and sales psychology still applies.
My company has the first shopping cart based ecommerce system for dealers to add on to their website. The same principle applies there. The need to transfer this human and sales phychology for maximum effectiveness is why our workflow and screens deliver a dealer specific brand message designed to promote comfort, nurture and educate. If you want the emphasis in your technology and process to not be on price, it is your responsibility to make sure it happens. There is no point lamenting when consumers do what you didn't tell them they couldn't do.
Good selling.
