Handling online enquiries

One of the easiest ways to sell more cars

Answering online enquiries has been taking place for many years now, and despite the shift to online for many buyers during their research phase it’s still an area that the majority fall short.

Whether this is with old school tactics of trying to get a phone number, or just blatant disregards for any one that enquires online, the reality is its been a super important part of a dealership business that needed to be perfected, and now given that there is likely to be an even greater shift to online, it’s quite frankly of paramount importance. 

Key tips I believe must be adhered to when answering online enquiry are:

1. Speed in which you reply. This needs to be within mins, maybe an hour, definitely within 12 hours, but any longer you are basically telling your customer you aren’t interested in them.
2. Answer their questions. Don’t just jump to you need to talk on the phone or have them visit the dealership.
3. Engage in conversation. Ask them questions to understand their requirements. Do what you would do if they were standing in front of you in the dealership. Online is no different. Build you relationship and rapport and treat them with the same enthusiasm and respect as if you were face to face. Also when the time is right, sell the vehicle to them aligned with their needs. 

Do these three things well, every time and you will convert more online enquiry, to appointments, to test drives, to sales, it’s as simple as that. This is the easiest way to sell more cars. 

Customer email sent to four dealers on very similar cars, with varying kms and colours. 

Here are some dealer reply examples for you to review and think about from the customer’s perspective.

This customer has enquired on a Thursday night at 7pm on four vehicles across four dealerships, trying to determine which dealership they will visit on the upcoming weekend:

Dealership Responses

• Dealership A - No response. 
• Dealership B - Sent Thur 20/02/20 7:30pm  
  “Hi, best you call me on 021 XXX XXX, or email me back with your number and I’ll call you to discuss. 
• Dealership C - Sent Thur 20/02/20 7:30pm  
  “Hi, thank you so much for your email, and great questions. This white Mazda CX5 is the high spec Limited model with full leather, isofix for up to 3 carseats, and also hands-free calling via bluetooth to the cars stereo, that also allows for easy playback of music from most smartphones.

  The leather is super soft and unmarked, would you prefer the full leather, or were you more interested in a half leather or cloth option? Leather is amazing for kids, as it is so easy to clean.

  I’d also like to point out that this vehicle has the side curtain airbags being a massive safety plus, and the tinted windows not only help keeping the car cooler in summer, but are great for reducing glare into children’s eyes. 

  Are there any other safety aspects or features that you’d like to know about that could help you? I’m happy to answer any questions you may have, at any time. 

  Thanks again for contacting our dealership, we will do our best in making your car buying journey enjoyable as we can. 

  Cheers." 
• Dealership D - Sent Sat 22/02/20 10:30am  
  “Hi, yes this is full leather, has isofix and hands-free calling. You should come into the dealership and test drive as these are a great small SUV.”

Which dealer would you proceed with?

It’s pretty obvious which dealership answering the exact same enquiry as the others increased their chances of getting the customers ongoing communication, or even better their business on the weekend for a test drive and possible purchase. 

Now think about how you respond to online enquiries compared to the above responses. If you were in the customers shoes would you chose your dealership?

Repond promptly, answer questions, be informative and engage in conversation!

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The Motorcentral blog is intended for educational purposes only. All writers opinions are their own and nothing published on this blog should be interpreted as a recommendation or advice in any way. Motorcentral is also not responsible for and does not verify accuracy of any of the information contained within this blog.
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