Calls in automotive trade – vital for digital success

by | Nov 6, 2021

The phone is the most important contact channel for car dealers

Do you work in the automotive trade or are you responsible for the online marketing or lead management of car dealers?

Then no doubt you are aware of the challenges and the realities.

In our experience, the automotive trade in particular has many sources and channels for leads and inquiries, both online and offline.

Customers often use the quickest and easiest method available for their inquiries: the telephone. “Old-school” methods (see photo) make it virtually impossible to maintain order and transparency in the face of this flood of inquiries.

Intransparency is the biggest danger for car dealers

This lack of transparency results in imprecise deployment of the marketing budget with lots of wastage and sometimes frustrated customers too when their inquiries are not answered.

One of these new ways is the modern, contemporary way of dealing with customers, their trust, their wishes and their desire for things to be done as smoothly as possible. “Remove friction” as the American likes to say.

One way to avoid this friction is to take better care of your customers. To handle all customer inquiries as quickly as possible, as professionally as possible and with the necessary empathy. As a channel for these often emotional purchase decisions, the voice channel is still preferred. And the front-runner in voice communication is still the telephone, i.e. a call.

How does measurement take place today?

The lead generators sometimes report on generated (telephone) inquiries; sometimes they don’t. If salespeople are instructed to ask about, specify, and report on lead channels, implementation is often imprecise and inconsistent. You may also need to overcome extreme resistance when wanting employees to capture this information.

A multitude of lead sources – a curse or a blessing?

Car dealers have a relatively high number of lead sources. This becomes evident when you compare the automotive trade with the real estate sector or other industries: the number of lead sources is extremely diverse.

Examples of lead sources for car dealers

Automotive platforms and referral partners

Proprietary manufacturer platforms

Social Media

Directories and other listings

  • Google mybusiness
  • Werliefertwas
  • Gelbeseiten (online and offline)
  • Kennstdueinen.de

Company website (CMS System)

  • WordPress
  • Hubspot CMS
  • Typo3
  • Shopware

Newsletter (Tools)

  • Newsletter2Go
  • Rapidmail
  • Cleverreach
  • Mailchimp
  • Cleverelements
  • Getresponse

Offline

  • Newspapers
  • Flyer
  • Posters
  • Other

Manufacturer campaigns

  • Test drives
  • Service campaigns
As you can see from our small, incomplete list, the person assigned this task needs to manage and organize several dozen lead sources, and quickly too. There aren’t many dealerships with fewer than 20 lead sources. A portion of the budget is currently invested in the various lead sources, sometimes with no consideration of the ROI as precise measurement of the results is not possible.

How can Call Tracking help resolve issues for car dealers?

In general, it is important to have a defined lead management process and to optimize the various touch points that a customer has with the company on the journey toward purchasing a car. Transparent measurement of the sources and touch points is worthwhile as it provides a basis for optimization. It is precisely within this measurement of sources and the telephone touch point that Call Tracking delivers a considerable advantage by providing the relevant information about a call (source/origin, caller’s number, answered/missed, local network, time of call). This vital information can be transferred to existing tools (dealer management systems, tracking tools, data warehouse, BI) to enrich the existing data. Integration with existing tools can also enable information to be added about the result of the call (test drive, service appointment, potential customer, other) and a quality measurement to be taken.

How can car dealers implement telephone tracking effectively?

To begin with, it’s important to define the aim of the project. It’s good to know if you want “just” an overview or are seeking streamlined optimization.
Now it’s worth naming the various lead sources and being familiar with the available reporting methods.

What data is reported by the individual lead generators?

If calls already feature in this, are they real calls or “just” clicks on the telephone number?

In which formats is this data available and can this data be integrated into our overall evaluation without major effort?

Once the lead sources have been defined, the next step is to think about the required “depth of measurement” for these sources.

Is it sufficient for me to know how many calls I receive via platform XYZ?

Do I want to know how many calls I receive for each vehicle segment (car/SUV/motorcycle)?

Do I want to know how many calls are generated by specific individual listings?

This is also relevant for other sources: for print media, individual campaigns or “print overall” could be evaluated; on the website, it could be “web calls” or keyword-level evaluations for Google Ads (“test drive model XYZ”).

What’s more, many dealerships are also listed in many ways offsite; do you know how many calls you receive via the various workshop portals, etc.?

Once the measurement depth of the individual sources is known, the next decision is into which tool(s) this data is to be integrated and processed. To begin with, we recommend simple integration in existing tools and the use of existing reports. More complex integration with data enrichment in other systems is best left until later.

What should I do with the data?

Here too, it helps to define the aims for the collected data. For example, the aim at the beginning may be to increase availability by telephone. With the call tracking data collected, it is possible to assess the days and times at which you need to take action in order to improve availability. You can also use this new data to set up a lead recovery process for initiating messages and/or callbacks in the event of a missed call. As a minimum, alongside this the most cost-intensive online advertising channel (usually Google Ads) should be optimized to enable the fastest possible ROI while collecting general data from the other channels and sources. The important thing here usually is not to gather this data “for measurement purposes,” but to include this in your basis for decision-taking and your improvement initiatives. Only then will the project be a success.

Conclusion

The large number of lead channels/sources in the automotive trade means that transparency is of particular benefit to enable the targeted deployment of campaigns and budgets. As calls are the most important and most valuable leads within the automotive trade, a clear basis is of primary importance. This also results in a whole host of optimization opportunities for an improved customer experience.

Call tracking is already standard practice for many manufacturers and experts in the sector and is continuing to establish itself as an indispensable tool within this industry.

Nov 6, 2021

Andere Beiträge
Related Posts
GDPR compliant call tracking: a 4-step plan
GDPR compliant call tracking: a 4-step plan

Call tracking in the world of the GDPR A definition: what is the GDPR? A definition: what is call tracking? GDPR vs. call tracking: what's the problem? How to make call tracking GDPR compliant: A 4-step plan Step 1: Inform callers Step 2: Ensure data security Step 3:...

Möchten Sie mit uns in das Lead Management von morgen starten?

Überzeugen Sie sich selbst davon, wie die matelso platform for a communication based lead management Plattform Ihr Kundenerlebnis verändern wird.

Do you want to start into the lead management of the future with us?
See for yourself how the matelso platform for a communication based lead management will change your customer experience.
matelso platform
matelso optimally connects telephony, chat, email or contact forms. Our intelligent lead management simplifies communication and enables you to achieve better marketing results.
matelso platform in detail
Call Tracking

MarTech phone call analysis software for companies, agencies & portals to get valuable data from inbound calls.

Call Tracking in detail
Marketing Use Case
How the matelso platform boosts your marketing.
Sales Use Case
How the matelso platform boosts your sales process.
E-Commerce Showcase

Showcase of the matelso platform in E-Commerce

Features
What capabilities does our matelso platform offer? All features at a glance.
Consulting
Do-it-with-me instead of DIY: Work with our consultants to really get the most out of the platform.
Consulting
Do-it-with-me instead of DIY: Achieving more together with our consultants.
Use Cases

Three industries that should rely on call tracking: B2B, automotive and agencies!

Learn
Blog Through our blog, we share knowledge and insights with our readers - always useful, always interesting.
Webinars With our matelso webinars, you can experience our MarTech technologies and solutions and get valuable tips for your online marketing.
Knowledge Base On our matelso Knowledge Base you can delve deep into the engine room of our Call Tracking and MarTech technology.

Connect

Career Creating a new data-based era of communication - if you share this vision, we should get to know each other.
Partner model Help your customers better understand and manage their customer journey - while also generating a new revenue stream.

matelso

About Us The MarTech company matelso - we stand for innovative and simple solutions that make your marketing more efficient.
Newsroom News, press releases and more - all news about matelso at a glance.