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That was the question the owner of a dealership recently asked me in a meeting. The dealer, mostly offering nice cars in a somewhat higher price segment, didn’t think Marktplaats was the right platform for his store(s) and inventory.
Recently, I wrote about the thank-you pages on various websites. But when you say thank-you page, you also say autoresponder. In other words: what email do you send to the customer after they’ve submitted a request on your website?
This week, I had the opportunity to speak at the Used Vehicle Retail Summit in Frankfurt on my favorite topic: lead follow-up and the six steps to achieve higher—and therefore better—conversion! The great thing is that I can increasingly include my own experiences in these presentations (just before leaving, I sold a car to an online lead). That makes the message come across much more effectively.
Last week, I spent two days in Milan for a few interesting meetings. I was invited by Smile.cx, one of the largest customer contact centers in Europe, active in sectors like the Italian automotive industry. What they’re doing there is comparable to what we’re building with CARMEN Automotive BDC in the Netherlands — but on a much larger scale.
As I wrote in an earlier article: a lead is merely the starting point of a dialogue with a potential customer. That customer has submitted a request, and that’s your first chance to actively start the dialogue—through the thank-you page and the autoresponder. However small the effort via such a page may seem, the effect can be significant. The beauty is that you only have to get such a page right once, for all future leads. The thank-you page on your own website is under your control, unlike, for example, the one from Marktplaats.
I’ve been working with online leads for over twenty years. They come in all types: first-, second-, and third-line leads, active and even passive ones, and of course, online or by phone. Honestly, not much has changed over the years. The customer searches for information, doesn’t find it, and takes action. That moment is the starting point of a dialogue!
Three years ago, I thought I had it all figured out. I was 100% sure of my plan. A Ligier dealership was on the way, born from an idea in my head, and just three months later, Ligier Store Doesburg launched—on my birthday! That first month, we were active online only. Then the idea grew into the first Ligier Store in the Netherlands—and immediately the largest. But looking back on those three years: did all the bold plans come true?
Over the past few days, some colleagues from Marktplaats and Autotrack joined me at Autobuzz in Berlin. This was a global conference by and for automotive portals and suppliers. They discussed how to continue offering added value to their customers—especially to advertising car dealerships. AI in Automotive Of course, AI was not missing from the […]
It’s late in the evening as I write this – it’s been three full days with Brian Pasch and our #DCDW events. The events in Antwerp and Almere are attracting more and more visitors, and with that, the pressure these days bring is also increasing. What needs to change? What can be improved? What is already good?
You know what it is? Some things never change. As soon as sales and marketing have to work together, it’s like trying to win two championships at once—but everyone’s playing on their own field. Sales shouts that marketing delivers bad leads; marketing shouts that sales can’t close. And in the meantime, more mud gets slung than opportunities are seized.
