By David Toscano, Trade Content Editor, carsales.com.au
Australia is a very different place than it was back in March, where social distancing measures, health fears and general uncertainty made trading conditions particularly challenging not just for car dealers, but for most retailers.
Thankfully, there’s no doubt that in the auto sector, tangible signs of recovery have emerged – perhaps quicker than many in the industry had forecasted.
In welcome news for dealers, there is genuine purchase intent underpinning the increased car-shopping activity and it’s resulting in both immediate sales opportunities, and a pipeline of prospects to keep warm over the coming months.
Over the course of May, dealer enquiries on carsales.com.au on Saturdays have exceeded daily records, as consumers take advantage of leisure time to shop for a new set of wheels. For dealers, stronger car-shopping activity on Saturdays has implications for everything from inventory publishing and promotion to staffing and sales processes.
From merchandising inventory effectively to contacting a sales prospect as quickly as possible, there are a number of things dealers can do to maximise buoyant car-shopping activity.
1.Publish all inventory
“It goes without saying in times of record car-buying activity– now is the time to ensure that every eligible vehicle that you have for sale is published on carsales.com.au,” says Michael Holmes, Executive Director Dealer at carsales.
If you’re unsure about what stock can be published to carsales, contact your Digital Account Manager or OEM.
2. Promote your inventory
“If your inventory can’t be easily seen in relevant search results, it can take longer to sell,” says Holmes.
“Investing in Promote can help your inventory item generate more views and enquiries in relevant search results, and lead to a quicker sale.”
“Again, we advise dealers to Promote their inventory effectively during the week in the lead up to each Saturday. Many consumers conduct research and ‘watch’ the cars they’re interested during the week, waiting until Saturday to contact the dealer,” he adds.
3. Upload professional photos and video
“Professional photos and videos that show off key features and benefits can help a buyer quickly understand that you are delivering a great car at the right price,” says Holmes.
Holmes reminds dealers that they can now upload video to inventory on carsales at no extra cost – via the AutoGate mobile app or AutoGate desktop application.
“Again, we encourage dealers to upload professional photos and video to listings as early in the week as possible, in the lead up to a Saturday.
“Our professional Visual Media team is also now back on the road to service our dealers in this area,” says Holmes.
4. Update your comments
In addition to visual media, Holmes notes the need for comments that help build trust in your inventory item and business.
“Your listing comments should also be checked and updated regularly,” says Holmes.
“Make sure that your comments include details of any new retail offers and value-added extras as we get closer to the EOFY period.
“And just as importantly, remove these details once the offer has ended,” Holmes adds.
5. Follow up all enquiries within 30 minutes
The most crucial element to master on a Saturday is your speed of response to a buyer enquiry. Across the week, the rate of dealer enquiries that remain uncontacted after 2 hours and 24 hours is trending higher¹ – lagging behind the expectations of most consumers.
Some markets are performing better in following up prospective buyers than others. In recent data from May, dealers in South Australia ACT, Northern Territory, Tasmania and Victoria dealers had the highest rates of following up prospective buyers within a 2-hour timeframe, while Western Australia, Queensland and New South Wales dealers had the lowest rates of response.¹
“Aim to contact all buyers as quickly as possible to understand their needs. This is especially critical on a Saturday where there is a greater chance that the prospective buyer is available to visit you immediately – and even conclude a deal,” says Holmes.
“Every minute counts on a Saturday. Set yourself a 30min target to contact a buyer, or, ideally, even quicker.
“The most effective way to get in touch with a prospective buyer is to use the same communication channel they used to contact you. That means responding to an email enquiry with an email. A phone call enquiry with a phone call. An SMS enquiry with an SMS,” Holmes adds.
“For example, if you respond to an SMS enquiry with an email, there is a greater chance that the buyer will not see your response. Many consumers will not have their email notifications switched on, or regularly check their email account on the weekend.
“In addition, a consumer that sent a text or email enquiry might not be inclined to pick up a phone call from an unknown number on a Saturday,” Holmes says.
“If you’re finding it difficult to reach buyers, try an SMS. Many consumers are more comfortable to communicate via text, especially on a Saturday,” he concluded.
Don’t forget: Servicing after-hours car shoppers
Finally, Holmes reminds dealers that a presence on carsales means that you’re open for business 24/7.
“With car buying now involving a laptop perched at the dinner table, or relaxation with the smartphone on the couch, consumers are visiting carsales and engaging with your inventory at all times of the day and night,” says Holmes.
In May, over 50% of carsales sessions and over 40% of enquiries were submitted outside of traditional 9 am – 5 pm business hours.¹
“It’s important to ensure that you have strategies in place that immediately acknowledge a buyer enquiry outside of your business hours, such as auto responses via SMS and email,” Holmes continues.
“Staggering your staffing hours may also enable you to better cater to these shoppers,” Holmes concludes.
Source: carsales internal data, May 2020