Why a very fast follow-up of online leads makes sense

3 juni 2018, Paul

Calldrip Inc gives you a look at the data of over 400.000 leads!

Recently, #DCDW became the proud distributor of Calldrip, a tool that allows quick and direct contact with customers and prospects who apply via an online lead form. It works like this: a visitor requests a quotation for a used car via the website. In order to be able to make that quotation, a number of things are necessary, such as name, e-mail address and telephone number. When the customer sends the request, Calldrip receives the data and then sets up a call with the salesperson. If the salesperson accepts the call / lead, Calldrip will call the customer. The result is that within one minute after the request is made (within the normal opening hours) a conversation can take place! The perfect solution for larger dealer holdings with a BDC (is no longer necessary) and / or OEM’s who finally want to get more results from their online leads.

Calldrip has done some research on the effects of the system and has investigated over 400.000 leads. I am happy to share the results with you. These are the figures on the American market, but we see that the figures that we currently collect in the Netherlands are hardly any different.

  • 441.892 leads have been investigated
  • 362.351 leads with a correct telephone number (fairly constant)
  • 257.269 leads arrive within opening hours
  • 0,43 seconds is the average response time
  • 2,43 minutes is the average talk time

When are they followed up?

  • 92% of the leads that were pushed by Calldrip, and where a connection was made, were picked up within 2 minutes
  • 70% within the minute
  • 22% within 2 minutes
  • 8% of the leads, with a correct phone number, are ignored or being missed by the salesperson and /BDC.

The purpose of online leads for the buyer is clear: he is looking for information. The salesperson purpose should also be clear. He wants to start a dialogue first, then help the customer find the right information and then finish with the primary purpose: an appointment. So, how did this go?

  • 24,8% of the connected calls result in an appointment
  • 66% of the connected calls result in an appointment with the best dealer
  • 75% of the appointments are made when the lead is followed up within the minute
  • 12.5% ​​of the appointments are made when the lead is dealt with within two minutes
  • 12.5% ​​of the appointments are made when the lead is followed up after two minutes

The highest conversion takes place between 20:00 and 21:00 in the evening. Right, exactly at a time that most dealers or salespersons are unavailable. In addition, it has been proven that a conversation lasting between three and five minutes leads to a higher conversion rate for an appointment.

Fine, so what can you do with this information?
It is striking that the system does not determine how high your conversion will be, but that the salesperson will eventually do so. The salesperson is the best tool and with Calldrip he has a perfect tool to connect quickly, very quickly, with clients who have made an application. The salesman without a purpose, without a script and a very expectant mentality will be able to make an appointment in 24,8% of cases. Are the troops trained, does the manager inspect the outcome he expects, and is there a continuous effort to improve the conversion? Then 66% can be achieved. If someone else can do it, why can’t you? If a lead is followed up within a minute, so that the customer is surprised (listen to the sound fragment as well), then you are the leading party. Is there also a purpose (appointment) and are tools available, such as scripts and product knowledge? Then you will see that online leads are fun, but also generate a lot more sales. With the right tools, scoring is much easier than you think.

About Paul de Vries
Paul de Vries became a Key Automotive Spokesperson at eBay (Marktplaats) after selling Nieuweautokopen.nl to eBay back in 2015. Paul is the founder and CEO of the #DCDW Academy and the presenter of the #DCDW Podcast. He is also a by dealers and importers frequently asked speaker in the online automotive industry. Paul is the winner of the prestigious Lighthouse Award 2016 in the U.S.! `Lead the Way op de digitale snelweg’ is Paul’s new book, which can be used as a guide in the online automotive industry. More information is available at: DCDW.nl.