How do you deal with a normal question (trade-in car) from the customer, during lead follow-up?18 augustus 2021, Paul
Lead follow-up is a matter of looking for a dialogue, then the appointment and only then the sale. When you get leads, whether they are telephone or online leads, many potential customers are curious about 1 thing, the so-called trade-in price for the trade-in car.
Important Call to Action!
This is of course because the trade-in is often a large part of the down payment for the new car. Another reason is that many websites have a dominant Call To Action button titled “know trade-in value?”
Now I know from data from DTC Media and Autotelex, among others, that people who request the value through automated programs often drive a car within 6 to 9 months. As a seller, you do not know whether they are at the beginning of that journey or in the decision or purchase phase.
Incoming phone calls (trade-in car)
The same applies to incoming phone calls where the customer asks if the car is still available. If the answer is positive, they would like to receive an indication of their trade-in car. How do you deal with these opportunities? The online lead who wants an indication of his trade-in car and the customer who calls?
So if you speak to the customer by phone and ask for an appointment, the customer will often say something along the lines of: “Oh, I want that (appointment) but I would like to know what my car is worth first!”
What do you say as a seller?
I understand that you first want an indication before you visit us. What we at autobedrijf ABC always do, in order to present you the best indicative proposal, is the following: I will send you a message shortly, this can be done via SMS, WhatsApp or email containing the information we need to give you a good indicative proposal. This information includes photos, etc. When would you have time to send this to us?
Customer says, this morning!
Fine, then I will spend a lot of time and energy to be able to make the best proposal with the available information. When do you have 5 minutes by phone for me to discuss our proposal? Is this possible this afternoon at 17:00?
The purpose of this is very clear. That is showing that you also deal professionally with a price indication for the trade-in car and that you make an appointment, which in this case is a telephone appointment. In this conversation it will probably emerge that the money offered is too little or that it is disappointing in the eyes of the customer. If you first e-mail the proposal and then call, the customer normally no longer answers, but now you hear the objection directly live on the phone. So you can give this answer.
I totally get it! In this case, let’s make an appointment here in our showroom! This gives you time to test drive our car and then we can physically appraise your car. In addition, experience has taught us that we can often make an even better proposal! When will you be able to come by?
Even then a number of people will say no, but of course I don’t mind. You will see that the conversion percentage to an appointment is greater than if you send the proposal automatically and then call after it. Because if automation had worked, there would also have been an order button for the new car. Ultimately, you also have to sell the trade-in proposal. Why this value and what have you taken into account as a seller?
The customer’s starting point is also clear. You also have to guide the customer professionally with this. Because why is the selling price not a purchase price? The one who understands that game best is also the better seller!
Whether or not to send automated proposals?
My idea of automated proposals:
Now I am not in favor of the price being automatically emailed per PDF. However, this process is different. Now I also know that I am treading on thin ice because many marketers do not dare to do this. Partly because the volume is so large that it is difficult to adjust to this. Only a value, within 15 minutes, to be e-mailed and then called by the seller, is in my opinion better. After all, the CTA can still: “know trade-in value immediately?” are. If you call and follow up immediately after receipt, you can immediately answer the customer’s question.
When I listen to the thousands of calls we receive via Calldrip, you hear that many people are dissatisfied with the value. But also that the seller has to convince the customer to send more information/photos in order to be able to make a better proposal. It is not surprising that the customer is dissatisfied. People look at the accelerator for the highest trade-in value, subtract something from it and see that as their starting point. The value they get is the real value but without real explanation from a seller who then calls and is lagging behind. So that process can be improved.