It has been said that the arrival of a lead is the “moment of truth”. At that moment, the customer has put you on trial. The lead has been sent to you, but it’s also been sent to two to three other dealerships.
Which dealer will respond first? Which dealer will provide the most comprehensive information? The success of your business depends on the answer being “You”.
Best practice is to send a multi-vehicle price quote from the assigned internet sales rep in 10 minutes or less every time. Dealers who achieve this gold standard set themselves up for success. If followed with a prompt phone call guided by a well thought “first call script”, you’re off to the races towards a deal.
The speed of the quote (in 10 minutes) has often been heralded. Speed is certainly important. But another key differentiating factor, one that captures less attention, is that the quote must present multiple vehicles, both new and used.
A new car quote should include three alternatives within or similar to the trim the customer requested, with varying price points. It should also include three to four used cars of or with a similar trim to what the customer asked for. For a used car lead, the quote should first present the VIN-specific car that was requested, then show two to three alternative used cars of or similar to the selected vehicle’s trim. Also, the quote should also show two to three new vehicles consistent with the trim of the selected vehicle.
Why is it important to show multiple vehicles?
Well, because it changes the conversation. When the customer receives just one vehicle, it is not uncommon for them to put you into a head-to-head price competition with other dealers. This is often unfair because the comparisons might be between vehicles that possess different option configurations, a point perhaps misunderstood by the customer. However, when the customer receives a quote that includes five to seven vehicles surrounding their request, the follow-up phone call can become consultative.
For instance it could cause you to follow up with: “I sent you a variety of choices for you to consider. What vehicle seems the most interesting to you at this time?” Such a question causes the customer to ponder whether they can afford new or must buy used, whether they want the sun roof or not, or whether the leather seats are in their budget. That’s a consultative conversation, not a price comparison conversation.
By entering into a consultative relationship, you can guide the customer in their choices, thereby building trust, thereby building affinity. Once you have established affinity, the research shows that a significant majority of consumers will forego further research and commit themselves to working with you.
Multi-vehicle price quotes show that you have worked hard to serve your customer. They help the customer understand the variety of choices available to them. They help move you toward a consultative conversation with the customer. Also, they help the customer realize that by committing themselves to working with you, they have not given up their choice.
Set yourself up to execute a multi-vehicle price quote on internet leads every time. It’s the single most important factor in driving internet sales success.
