Tracking Traffic Is Crucial to Car Dealership Sales Success
by Adam Ross, Managing Director, Infinite Prospects, Inc.
As an expert who has helped hundreds of dealers sell more cars over the past 12 years, I’ve seen plenty of ways dealership sales departments struggle. Some of those struggles are incredibly difficult to remedy, while others, while requiring discipline, are relatively simple to address and fix. This recommendation falls in the latter category.
Not logging every prospect costs the dealership money
It should be obvious why every prospect who enters the showroom should be logged somewhere… The dealership can then thank them for coming in, follow-up to their visit, and then market to those prospects in the future. Statistics show that people who visit a car dealer without buying are often the best prospects for future sales. I am consistently amazed at how few dealerships have a process in place that enforce floor “up” tracking rules.
Too often, people go to a dealership, spend time with a salesperson, test drive a car, leave without buying – and then never hear from the dealership again. The likelihood of that scenario happening increases EXPONENTIALLY if the prospect information never leaves the salesperson’s possession. When that happens, the dealership is wasting opportunity. Continue reading