How Can AutoPlay Improve Your Dealership Performance?

AutoPlay is incredibly feature rich and when used right AutoPlay will help minimise lost leads, as well as helping improve transparency, accuracy and efficiency.  In 2019 we put together a case study detailing how AutoPlay has helped one dealer group improve their conversion from 21% to 31% (named here as 'Excellent Motor Group' for privacy reasons).

So how was this improvement in lead conversion from 21% to 30% achieved?  Firstly, the industry benchmark for online lead handling is to reply within less than 10 minutes.  Most dealers fall quite short of this and although performing solidly - Excellent Motors likewise had room for improvement.  

Through working with AutoPlayAuto.com Excellent Motor Group were able to gain transparency over how long their sales teams were taking to reply to leads.  Through these insights they were able to focus on improving this KPI by 58% - resulting in more customers engaged with before they have a chance to turn elsewhere.

As well as being first to respond its also important to make sure you continue to follow up.  On average it takes 5 customer touchpoints to make a sale.  At AutoPlay we also see sales being logged after contacting the customer 10 or more times.

They say success leaves clues.  When looking at how Excellent Motors compare against another similarly sized dealer group we see that Excellent Motor Group made more than 340 sales after contacting customers more than 5 times - compared to only 190 for the similarly sized group.

This level of contact can only be sustained with effective lead Management processes and toold designed to show you what you need to do, when you need to do it.

As well as contacting customers first, and contacting customers the most, you also want to make sure you are retargeting customers who have not bought from you.  Lost leads is something AutoPlay often preach about as we believe lost leads are the single biggest opportunity to improve lead management and sales performance.

With Excellent Motor Group AutoPlay saw that they only were making on average 2.3 contacts on leads that were ultimately closed as lost.  AutoPlayAuto.com helped them re-market to every single lead closed as lost across their entire dealer network.  This method of proactively reintroducing their customers to the sale pipeline resulted in an incremental increase of 22 sales in just 12 months - with no increase in lead volumes.

AutoPlay now can offer Dealer Performance Coaching to our customer network.  Dealer Performance Coaching focuses on identifying the weak areas in your lead management processes and comes up with a tailored plan to help coach your dealership or dealer group to improved lead management standards.  Contact us on support@autoplay.co.nz and reference "Dealer Performance Coaching" to find out more.