We all are aware of the fact that we only have a 11-14% connection ratio when contacting Internet leads. And we also know that the hardest part of the job for Internet Coordinators is getting people on the phone which leads to a very valid point that we must ask and that is are we maximizing all avenues for reaching out to consumers versus just calling the number that came with the lead or even worse a lead without a phone number and your only option is e-mail.
There are a couple different ways we must implement in our dealerships to improve our connection ratio. For instance:
The days of just pounding the phones are over we must get creative about finding ways to get people on the phone. When customer's are shopping 5-7 dealerships and brands we must have a strategy in place to separate us from the rest of the pack. The automated e-mail that goes out to consumers are NOT the most effective way to get them on the phone.
For instance, one of the best ways to separate your store from the masses is video e-mail. When the consumer get's 7 automated e-mails and 1 video e-mail from your dealership which e-mail do you think carries the most value. A customized video e-mail targeted directly at the consumer by name with info in regard to the vehicle of interest and a real person on the other end is priceless.
Most stores are not going to take the time to send this kind of video e-mail out due to one reason LAZY!! You know why people don't lift weights is because they are heavy ;-). Numbers have proven that using different strategies to reach consumers will increase your connection ratio the challenge is will we put forth the effort to maximize on these opportunities.