Scott Fischer's Shocking Truck-Buying Experience Shows How Dealerships Are
Failing Digital Customers.

CLICK HERE TO LEARN MORE ABOUT LEADHELM'S CO-FOUNDER:
SCOTT FISCHER

As someone who's been in the motorcycle business for over 40 years, I've seen firsthand the importance of making your customers feel valued. In my dealerships, every handshake, every conversation, every interaction is an opportunity to make a connection and make someone’s new ride dreams a reality. It’s not just about selling a unit; we build relationships.

The Impact of Impersonal Experiences

Recently, I decided to buy a new truck. I knew exactly what I wanted – the color, style, and model. I reached out to over six local GM and Chevy dealerships online, ready to make a purchase. To my surprise, what greeted me was a wave of cold automated responses. Not a single person followed up with me.

This impersonal experience hit me hard. The dealerships I contacted missed something crucial in their digital sales process. They missed the chance to connect, to engage and to make me feel like a valued customer. It got me thinking about how many other dealerships are leaving potential buyers feeling the same way, how much money and trust these businesses are missing out on.

Missed Opportunities and Frustrations

When it comes to big purchases like trucks, motorcycles, boats, or RVs, automated responses just don't cut it. Customers crave a sense of being valued and understood. A quick phone call or a personalized email transforms an online interaction into a meaningful connection. In fact, a brief conversation with a real person can significantly enhance the online buying experience.

What frustrates me the most is seeing how dealerships are leaving money on the table by failing to follow up with potential buyers. I was ready to buy, but no one reached out. How many other sales are being lost because of this laxness? Automated responses can make customers feel neglected, pushing them to seek personal attention elsewhere.

Leadership's Role in Digital Sales

Even more concerning is the lack of leadership attention to this critical issue. Dealership leaders often discuss how they’re losing money in digital sales, but they frequently lack a clear understanding of the data and why these issues persist. It’s not a matter of resources—dealerships have the tools, but they’re not using them effectively. Leadership must prioritize bridging these gaps in their digital strategies.

During this process, I was also invited to sit on a call with other dealer principals. Unfortunately, no one prioritized discussing their online traffic and missed opportunities. This was a perfect chance to address a critical issue affecting their bottom line, but it was overlooked. It's essential for dealership leadership to recognize and act on these gaps in their digital strategies to stay competitive.

The Balance Between Automation and
Human Interaction

Having a system that ensures personalized follow-ups is crucial. A quick phone call or a personalized email can show customers that they matter, and their business is important. A good digital sales process should help manage and prioritize leads so no potential customer falls through the cracks. While automation is great for handling routine tasks, it shouldn't replace human interaction. Balancing automated systems with personal engagement can make the process smoother and more effective.

In today's digital age, having a robust digital sales process is essential for meeting customer expectations and increasing sales. My recent experience with local dealerships highlighted the importance of personalized engagement and timely follow-ups. By investing in training, utilizing lead management tools like LeadHelm, and prioritizing personal communication, dealerships can improve customer satisfaction and capture more sales opportunities. It's time for the auto sales industry to step up and make sure every online shopper feels important.

The Call to Action for Dealerships

As a dealer principal, you own your data. Why own data if it’s not being used to lead your teams? If you don’t, then you're just not providing leadership to survive the landscape. Like Uncle Ed Lemco would say, "If you can't count the traffic, what else can't you do?"

To all the dealerships out there: it’s time to take a closer look at your digital sales strategies. Ensure your systems and processes are designed to prioritize customer engagement and timely follow-ups. By doing so, you can enhance customer satisfaction, increase sales, and avoid missing valuable opportunities. It puzzles me that digital sales are not being discussed or taken as seriously as they should be. This is an area brimming with sales growth potential and yet it’s often overlooked.

Ready to take the next step? Click here to see how LeadHelm can help you strengthen your online customer connections!