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Unveiling the Impact of Out-of-Hours Coverage on Lead Conversion
In the fast-paced world of automotive sales, time is of the essence. A recent study by Impel analyzing over 187,000 UK leads underscores this notion by illustrating how out-of-hours coverage can significantly enhance lead conversion rates. With buyers often displaying both urgency and indecision, the ability for dealerships to engage with them beyond traditional business hours can be a game changer.
AI: A Valuable Ally for Sales Teams
According to James Leese, the Managing Director of Impel UK, AI plays a pivotal role in ensuring that dealers never miss an opportunity. By offering rapid responses to incoming inquiries, AI not only captures leads but also nurtures them, allowing sales teams to focus on quality interactions instead of merely hunting for new prospects. Remarkably, nearly half of the customers responded within 15 minutes when contacted through AI, with 60% of those booking an appointment—showcasing the technology's immediate effect on sales.
Lead Engagement Beyond Conventional Hours
The data reveals that a significant 37% of engagements occurred outside regular business hours. This illustrates a crucial insight: many potential car buyers are ready to discuss their options when conventional dealerships are closed, highlighting the need for a strategy that embraces flexibility. Ignoring these peak engagement times could result in lost sales; thus, empowering dealerships to respond after-hours is becoming essential.
Understanding Buyer Behavior for Better Conversions
Additionally, the study indicates that one in four leads re-engaged more than 48 hours after their initial inquiries had faded. This suggests a necessity for persistent follow-up, as many potential buyers might require more time before coming back into the fold. The blend of AI technology with human touch can cultivate strong relationships and ultimately yield more successful outcomes.
In conclusion, as automobile retail continues to evolve, embracing out-of-hours engagement reflecting buyer behavior becomes paramount. Dealers optimizing their strategies around timely responses will not only draw in more traffic but also convert a higher percentage of leads into sales.
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