Here at Liquid Motors not only do we offer ways for our dealers to improve their lead volume with innovative software but we also offer dealers tips and trainings on how to improve processes related to vehicle sales. So as someone who is asked weekly “how do I get better” or more commonly “how do I get more leads” something struck me over the weekend. I was trying to schedule an appointment and got very frustrated when none of the times that were offered to me matched my schedule and I got to thinking. Why would any business not work to determine their customer’s availability to come and spend money before setting their hours?

Well this got me thinking about our dealers and what portion of time a dealer’s inventory is being viewed they are closed. Remember your website and the Internet do not sleep. So when I got to my office this morning I pulled a report and did a sampling to see if my assumption was even close. What I found were that almost 20% of phone calls where after hours and judging by the length of the call once they heard a voicemail they hung up. Believe it or not in many cases the customer tried to call right back to reach a live person but no voicemail was left by the customer.

So here is your interactive part of this blog: Run your call tracking report and see what percentage of your inbound calls are coming in after your business hours and post them when you reply to this blog.

For those of you who have your calls sent to a sales person after hours again don’t be shocked by the percentage of non answered calls but I will say you are WAY ahead of the competition if you are doing this.

How many of your BDC centers are staffed up to 10PM or after sales hours? I have noticed a trend that a large percentage of eBay listings are being viewed between 5-8pm and even later than that for Craigslist which ties into the customer’s schedule.

This brings me back to my original question, are your business hours in line with your customers schedule? Your analytics will tell you this and then it is up to you to react.

Guys and Gals this is not a new idea in the business world. Restaurants do this all the time; will we make more money by opening for lunch or staying closed, should we be staying open 2 more hours at night? Imagine if you could not open at 8am but open at 12PM and stay open until 10PM and increase sales by 15% or more?

So for those of you who want to increase your leads by 20% or more try looking at your hours and making sure they match your customers schedule.

So how do I solve this, I can’t stay open 24/7? Here at Liquid Motors our support department is open 24/7/365 and it is not an answering service it is a full time Liquid Motors team member who takes their rotation throughout the year. That’s right; everyone from our President down takes a week at a time of after hours support phone. This is a small amount of time to ensure our dealers are taken care of immediately regardless of the time. What if you had a rotation like this with your sales team? Now that is customer service.

Thank you for reading and posting your findings on our blog and for following Liquid Motors.

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