Smartphones Calling for Smart Dealerships!

Posted: February 26, 2016 in Uncategorized
Tags: , , , , , ,

smart phone


News flash, Smartphones have changed everything. Social Media, Advertising, Marketing, Display, Email, E-commerce, and Search have all moved from the PC to the smartphone. Customers and prospects are even responding to offline advertising like TV, direct mail, print, and radio by grabbing their smart phone. (Many consumers don’t even have a “home phone” anymore.)

In fact, a phone call should be considered a click. Customers that call (or click) expect immediate access to information and/or assistance. No matter what, the goal is to drive conversations, build relationships, and do business.


Search: 62% of all search traffic comes from mobile devices. (emarketer)
Email: 65% of all email in America gets opened on a mobile device. (BIA/Kelsey)
Social Media: 55% of social media is consumed on mobile devices, 70% for Twitter alone. (comScore)
Display ads: Adults spend 34 hours a month browsing the Internet on mobile devices vs. 27 hours on PCs. (Nielsen)
Ecommerce: 87% of smartphones and tablet owners use their mobile devices while watching TV.
Print, Radio, Direct Mail, Billboards: 91% have their mobile devices within arm’s reach 24/7! (Nielsen)

Why Phone Leads Matter?

For 50 years, callers are buyers. That has not changed. We spend $68 Billion a year to drive phone leads because they mean revenue period.

Phone numbers in mobile search are critical and extremely valuable. According to Google, over 70% of people call directly from search results and those conversations last longer than 30 seconds.

Tracking is at the foundation of it all. Call tracking phone numbers need to be inserted in all online and offline material. You can do local, toll-free or vanity, but you must have them.

Having a dedicated phone number for your dealership sales, service, parts, body, f&I, used car manager, new cars, etc. is just the beginning. You should have a phone number for Facebook, YouTube, Google+, Twitter, Instagram, and/or any other channels you use. Otherwise, how do you know where revenue is being generated and not generated?

Further, an IVR should be considered. An IVR helps your dealership personalize a callers experience and they can interact with an automated menu using their keypad or voice recognition. An IVR is also great for qualifying phone leads automatically.

With so many channels today (Social Media, TV, Direct Mail, Newspaper, Email, Billboards, Search key words, Display, Radio, Facebook, Twitter,) pushing marketing campaigns, specials, discounts, and coupons, dealers need to know what is generating phone calls and revenue and which are not.

Let’s keep in mind also that each dealership actually has five different businesses within (New and Used Car Sales, F&I, Service, Parts, and Body shop)

Add it all up and it really comes down to tracking and accountability. Dealerships need to start with having a phone number for each channel. After 30, 60, 90 days, dealers will really start to see what is working and what is not. Dealerships can accomplish this with minimal investment. (A couple hundred bucks a month.)

For dealerships that have done a good job collecting cell phone numbers, we are talking BIG ADVANTAGE. You can push specials, discounts, coupons, even set up an automated phone call to your customers leaving a voice mail about these specials or just happy birthday, Merry Christmas, get your car fixed, new tires, etc.! The relationship building tools are endless with the good old phone!

Great selling and happy tracking!


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