5/4/2018 6:00:00 AM | By GWC Warranty

3 Lead Sources You’re Missing Out On

GWC Warranty Accelerate Blog

An old baseball saying proclaims that momentum is the next day’s starting pitcher. Much like America’s pastime, for used car dealers, success is all about the next car you sell. But are you doing everything you can to capture leads everywhere possible?

If you’re in the car business, you already know how important it is to generate, follow up on and convert leads. Without the ability to nurture prospective customers into active buyers, your business stands little chance for success. In order to make sure you’re capturing all the leads you need to maintain a successful business in the long term, you’ll need to look in some unconventional places.

  1. Expired Service Contracts. Yes, vehicle service contracts are great tools to generate repeat buyers when they’re eventually in the market for a new vehicle, but there may be opportunity before they come back to you unprompted. Let’s say you typically sell a 12- or 24-month contract. When that term expires it presents a great opportunity to proactively reach out to customers to see if they would like to either extend their service contract coverage or perhaps even purchase another vehicle. GWC Warranty Elite Dealers get a list of such circumstances served up to them each month with the Elite Lead Generator Report.

  2. Customers Who Get Boring Emails. You probably use email to respond to customers who inquire online or to follow up after a sale. It’s 2018, though, and the standard text email just doesn’t cut it anymore. Your customers are flooded with emails on a daily basis, and your messages need to stand out from the clutter. A tool like Covideo – which GWC Elite Dealers get at exclusive discounted pricing – easily solves this problem with personalized, easy-to-record video messages. These more engaging messages are proven to help improve conversion, and any increase in lead conversion equates to more dollars in your pocket.

  3. Referrals From Richer VSCs. Short-term, inexpensive service contracts are easy to sell, but what are you getting from them? It’s true that it affords you the ability to protect your customers in the event of an unexpected breakdown early in their ownership, but you might be able to get more referrals from selling longer-term coverage. As a dealership, you’re still front of mind with your customers shortly after the sale. But 12, 24, 36 or 48 months down the road, you’re probably less of a focus with your customers. That is unless you sold them a service contract that protects them from costly repair bills even three years after the sale. When these positive experiences occur, it reflects positively on your dealership and these customers will be certain to spread the word to family, friends and even online.