The vast majority of the millions of people who visit carsales.com.au each month are looking to buy a car. As do the millions visiting our websites around the world in Brazil (Webmotors.com.br),Mexico (Soloautos.mx), Chile (Chileautos.cl) and South Korea(Encar.com).
Similarly, when a person makes the effort to fill in an enquiry form to send a dealer, they are in the process of buying a car.
I’m being a little flippant with these statements because we see the evidence every day and somehow it is missed in practice.
Take the following quiz (based on real data from carsales):
Dealer A and Dealer B are both franchised car dealers located in the same city and each stocks between 40-50 used cars. Dealer A consistently sells a car every 4 leads they receive while Dealer B sells a car every 9 leads.
If you answered c) you would be correct. Dealer A gets onto every lead quickly, works them hard and gets a great result. More often than not the buyer doesn’t even purchase the car they required on but if the lead is worked like every sales lead should, it will one of the dealer’s cars not a competitors.
Dealer B thinks that most of the leads from online are “tyre kickers” and as such gets on to some but doesn’t pursue others. We know this from consumer feedback that is provided back after an enquiry is made.
We see the same things in Brazil. Recently our Webmotors Dealer Director visited a dealer in São Paulo who said that they weren’t happy with the quality of leads coming from Webmotors.
Our Webmotors guy asked him for some examples so the dealer presented him with three leads that were “rubbish”. Our guy asked the dealer if he could follow them up then and there, in front of the dealer and on behalf of the dealer. The result – two appointments for the dealer and the other had just bought from another dealer! So much for “rubbish” leads.
What was found (and acknowledged) was that the dealer didn’t value a lead from any online source like he did a walk-in or phone call. With a little education the dealer now understands the value of Webmotors as a valuable car buying channel.
carsales.com.au, Webmotors.com.br, Soloautos.mx, Chileautos.cl, Encar.com and other leading auto classified sites around the world invest millions of dollars to bring car buyers to dealers and it is in their interest to keep the quality intact – I can’t see how that is a bad thing.