Here’s a shocking customer experience research data point. Our mystery shop database shows that 22 percent of online eLeads receive no response from the dealership! Failure to engage with potential customers equals lost revenue and impacts your reputation. An independent third-party mystery shop can reveal how your staff handles eLeads.
At EFG Companies, we have spent more than 10 years conducting mystery shops at dealerships across the country. Our most recent national research of 1,457 consumers revealed the following keys to more revenue for you:
- 75% of all sales begin online
- 83% expect a response from your dealership within 24 hours
- 45% rank poor spelling, grammar and punctuation as 3 reasons not to buy from your dealership
- 43% say the more information you provide online, the more likely they’ll visit your dealership
Let’s look at some key components of a well-executed mystery shop, revealing traps to bad customer experience and lost F&I revenue. And, keep reading to learn more about our complimentary Mystery Shop Voucher.
Evaluate eLead Handling, Customer Engagement, and Reputation Management
eLead Handling: First Step to F&I Revenue
eLeads come into your powersports dealership in a variety of ways. How your team handles this first step directly impacts F&I revenue. Meet your potential customers where they are – email, phone, text, or lead form. First, respond to their inquiry in the same way they have contacted you. Or ask if they have another preferred means of communication. Failure to respond promptly directly impacts sales. Always assume that your potential customer has already contacted a competing dealership.
Does your dealership have a defined CRM process to manage eLeads? Passing a potential customer to several contacts on multiple platforms confuses the buyer, creates a poor business environment, and negatively impacts your reputation. Be sure to clearly define the handoffs between the internet team and sales team. And, if you’re using auto-responder emails generated from your CRM, ensure the “From:” field reflects the correct salesperson and that all emails can pass a SPAM test
Customer Engagement: Building the Relationship
Remind your powersports dealership team that they aren’t just selling a unit. They are building a lifelong relationship designed to deliver F&I revenue and dealership profit. The best customer engagement hinges on responsiveness, transparency, and a needs-based selling approach.
That customer relationship includes everyone at your dealership – from the receptionist to management. Timely responses to all forms of customer contact reflect your dealership’s reputation. Answering all questions completely and correctly improves your chances of a sale and more F&I revenue. Respond to email, text, and phone messages, deliver promised details, and educate your potential customer on specific F&I options including service contracts and available protection packages.
Reputation Management: Comments Matter
Your customers are online, you should assume that every customer will be using social media to share their opinions about the buying experience with your dealership. Make it a habit to review all comments posted to your digital platforms including applications you may not use. A simple online search will reveal the positives – and the negatives. Respond to all appropriate comments in a professional manner.
Is your team asking for Google reviews from every customer, every time You need reviews from as many happy customers as possible to improve those star ratings. As I mentioned previously, 75 percent of buyers begin the sales process online. Positive reviews and ratings can tip the scales in your favor and help you generate more F&I revenue.
An effective mystery shop will reveal the steps your dealership team takes to better handle the eLeads, build the customer relationship, and cultivate the sales opportunity that delivers F&I revenue. With thousands of mystery shops under our belt, we have honed the best process that boosts your sales.
Capture Lost Revenue with a Mystery Shop Voucher
Having spent years in the powersports industry and consulting with dealership management, I’ve seen firsthand the transformative power of EFG’s proven mystery shop process. We don’t just talk about how to cultivate a sale – we have a valuable tool revealing traps to lost F&I revenue.
Ready to Make More? This month, we’re offering a Mystery Shop Voucher valued at $7,500 for qualified powersports dealers. Don’t miss this opportunity to uncover bad customer experiences and lost revenue. Schedule a meeting with EFG today!
Learn more about our complete powersports portfolio of F&I products and optimized training. Connect with Adam Ouart on LinkedIn, or contact him directly at 972-249-7288, or by email at aouart@efgusa.com
