New Auto Industry Study: 28% of Consumers Who Call a Dealership Will Purchase a Vehicle
Marchex Institute Data: Auto dealers that optimize calls are poised to gain revenue and customers
- At least 28 percent of auto buyers who make a call will purchase a vehicle. Phone calls remain an important touch point in the path to purchase for consumers. Dealers need to prioritize inbound calls as a valuable part of the customer journey.
- Nearly six out of every 10 inbound calls (57%) to the sales department specifically, have intent to purchase. Dealers who understand the importance of inbound phone calls and how to optimize them are closing more deals.
- Sales calls convert to a purchase an average of four times the rate of email. Buyers still value human interaction in the path to purchase. While many consumers who call an auto dealership have already conducted online research, and moved beyond email communication, car shoppers who pick up the phone to call have a higher intent to purchase.
- There is a strong correlation between high-performing salespeople and customers who make appointments. Salespeople who manage inbound calls have a direct, statistically meaningful, impact on how likely a caller is to come to a dealership and make a purchase. In fact, top performing salespeople are 12 percent more likely to set an appointment over the phone, compared to the lowest performing agents.
“With mobile adoption, consumers can research online and click-to-call
car dealers in real-time, showing a high intent to purchase. It’s clear
that phone calls not only matter to businesses, but are a viable revenue
source for brands - especially within the auto industry,” said
According to Dealer.com,
phone calls are on the rise to auto dealerships, but many are still not
able to close the loop to convert those callers into customers. As the
leading provider of call intelligence to auto OEMs,
In fact, dealers and OEMs have run mystery shopping initiatives for decades to try and measure the success of agent performance. However, by applying AI-based algorithms, mystery shopping has evolved into real-time measurement of actual sales conversations. Unlike traditional mystery shopping that measures just the dealership, automated measurement allows businesses to also measure the intent of the shopper.
For this study, the
Marchex is a leading provider of call analytics that drive, measure, and convert callers into customers. The company understands that the best customers are those who call a company – they convert faster, buy more, and churn less. Marchex provides solutions that help companies drive more calls, understand what happens on those calls, and convert more of those callers into customers. Marchex’s actionable intelligence strengthens the connection between companies and their customers, bridging the physical and digital world, to help brands maximize their marketing investments and operating efficiencies to acquire the best customers.
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