If I had to place a bet on it, I am sure there are probably a lot of dealerships who are starting out this morning saying, “There wasn’t any traffic this weekend!”
While traveling this morning Gayle Rogers, our digital director, and I were reviewing lead counts for a number of our dealerships from April.
Regardless of how good or bad your April finished one thing’s for certain; not all of your leads from April bought a car in April. There are plenty of buyers still in the market that are serious shoppers but just haven’t pulled the trigger yet.
So here is the remedy: Take all of your unsold prospects from April, both showroom and Internet, and assign a sales person or a manager to follow-up with them. If you don’t do this then you’re leaving a lot on the table.
There is never the amount of traffic the first week in a month as there is the last week in a month. People in our industry also do not habitually take the first week of the month (and first weekend) as a time to aggressively follow-up and track down all unsold prospects.
There are always people who are in the market to buy. Depending on how hard the leads are worked can determine the number of cars that sell.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.