This is a get view from the outside looking in
Everyone is talking about internet marketing and lead capture nowadays. One of the biggest problems, it seems, is converting these leads into “buyers” who actually purchase. Systems and theories about getting results abound. But, just how do you generate the best consumer response to an internet inquiry? I recently became the lead to be converted to a buy! I was not looking for a house, mind you, but a new car.
Since I haven’t bought a car for several years, I was not sure how to go about picking a dealer and getting the best price. I don’t know the “proper” protocol of working with car salesmen. (Hmmmm, see a similarity with home buyers there?). Not knowing where to start, I emailed three dealers asking for their best price on the car I wanted. Then the fun began. Here is what happened:
Dealer #1 – No response and no email
Dealer #2 – I immediately received an auto-response email telling me their company
vision and stating:
When you fill out information online, the programming does not always translate your needs perfectly and it’s not always very clear how I can help you.
If you want to ask a specific question, if you want to verify your request, or if you want to ask more questions, please click reply and explain directly to me how I can help you.
Although I liked getting a response (even though automatic), the email did not tell me the dealer would follow up or even ask me to call them unless I wanted to “explain further”. I found it strange.
But wait, five minutes later I got another email from the same dealer:
The car you want is no longer available to order, and may have to be located.
When are you available to now come by so that we may try to locate one for you?
By working with me now, 75% of your work will be done before you enter the dealership which will save you valuable time and potential frustration at the dealership.
My response as a consumer? I did not like the evasiveness of the response and script. I am three hours away from this dealer, so cannot just “stop in”. It was clear they did not like internet sales and wanted walk-in sales. That is not what I wanted. I was ready to buy over the internet.
Dealer #3 – I immediately received an auto-response email:
Thank you! We have received your message and will be in contact with you shortly. What is the best number to reach you at?
If anything else should come up, please do not hesitate to contact us again…My response as a consumer? Even though it was not an actual person emailing me, I felt like they CARED . But wait, twenty minutes later I got ANOTHER email from the same dealer, this time more personal.
Thanks for your email! I've already started looking for your perfect car... I'd like to speak with you to discuss the results of my search. If you could, please call me in the morning (after 9:00) to go over the details, and to discuss your trade in details. I'll need the last 7 digits of the VIN, and the exact current mileage.
Then the salesman called my office and left me a voicemail message to call him back.
My reaction as a consumer? I like this guy from Dealer #3. He follows up and he has a nice voice on the phone. He is trying to help me and asks detailed questions. I’ll probably work with him.
If you look at this real-life experiment with internet lead capture, you can easily find flaws in their systems. But in the end, what wins over the consumer? Immediate response, phone calls and personal attention. The dealer who asked ME questions, wanted my business and seemed to be working for me already won me over. The same thing applies to real estate.
It's Wendy!
Wendy Rulnick, Broker, CRP, CRS, GRI, ABR Rulnick Realty, Inc.
Destin Short Sales & Pre Foreclosure Help.
Read Wendy's Destin Real Estate Blog
Call toll-free 1-877-ITS-WNDY (1-877-487-9639) or local 850-650-7883 ext 204
Email Wendy: itswendy@rulnickrealty.com
Wendy is a short sale and pre-foreclosure specialist and has been featured in "Kiplinger Personal Finance Magazine" and "Florida Realtor Magazine". Call Wendy Rulnick, Broker/Owner,to list and sell your home or condo on the Emerald Coast of Florida in Walton, Okaloosa and Santa Rosa County- Destin, Santa Rosa Beach, Fort Walton Beach, Niceville, Bluewater Bay, Navarre, Seagrove Beach, Watercolor, Sandestin, Seaside, Crestview, Rosemary Beach, Mary Esther, Shalimar, Eglin AFB, Hurlburt Field.
The human touch works in all industries. Go figure.
Thanks, Eric! It is pretty rweird being on the other end!