I am a very ordinary consumer. One day a few months ago, in the midst of the ice-cold Corona winter, I was shopping for a new car. I had already sold our old family car. Same brand. So I called the brand dealer nearest to the place where I live.
I called well within opening hours, but nobody answered. I tried again an hour later, but … same result. So I called another dealer, made an appointment the next day, and ordered the car without even test driving it. I was already a brand fan and this new model had got excellent reviews, so I didn’t need to.
Now what about the first dealer, the one that didn’t answer the phone, twice, and missed what would most likely have been their easiest sell ever?
46% TURNED TO A COMPETITOR
My car buying experience is by no means unique. In an article in the Automotive Management AM magazine, Jeremy Evans reveals some rather interesting statistics: When dealers fail to respond to an incoming call, a few callers = potential buyers try again after a while, just like I did. Some look for an alternative method of contact, some try to reach a different salesperson. But nearly half (46 percent) give up and turned to another dealership.
I totally get it. A car salesperson can fail to answer the phone for a number of good reasons. But considering the lost revenue from a new midsize car to a more alert dealer (and maybe many more cars over the years to come to come) … A functional answering service would seem like a great investment.
24 HOURS A DAY
The bigger issue is of course that changing consumer expectations, online sales and media channels, and radically new service offerings have made “office hours” less relevant. Less important than easy access to all information, including an exciting and informative presentation of every new and used car in stock, 24 hours a day.
To close the deal, most car buyer will still appreciate talking to a real, live salesperson.